Over the last 20 years, Travel Sentry has firmly established itself as an industry leader in the travel and tourism sector, setting the standard when it comes to solving issues for airlines, airports, securities and passengers with the goal of making travel simpler and safer for everyone. In collaboration with over 600 luggage and travel brands, Travel Sentry has played a pivotal role in shaping the industry landscape.

As Travel Sentry looked to broaden and diversify its offerings to cater to consumers alongside businesses, the company sought the expertise of Fellow to bring their vision to life. Crafting contemporary brand imagery and an ingenious packaging solution for their travel accessories range. It was integral that the messaging, design, and structure accurately conveyed the trusted, high-quality and sustainable brand that Travel Sentry represents today.

Upon analysis of the competitive landscape, it became apparent that quality-made travel accessories were scarce, with most products targeting reactive buyers and last-minute shoppers. Given Travel Sentry’s established presence in the market, Fellow identified an opportunity for the brand to leverage the equity established with the ‘Red Diamond’ directly with consumers. This involved applying the trust and quality associated with their licensed locks to a broader range of lifestyle-focused items.

The Travel Sentry brand has exuded subtlety for over 20 years, however, when it came to designing the travel accessories packaging, a bolder approach was necessary, while still maintaining relatability and resonance with a diverse audience demographic, spanning from families to solo travellers.

Fellow devised a packaging system with the flexibility to adapt to different scales, crafting a robust and structured solution for each product. This system visually conveys the ingenuity, trust, and quality associated with the brand through nuanced detailing. Resulting in a packaging solution that distinguishes Travel Sentry accessories from the competition while staying true to the brand’s sustainable credentials, including the consideration of ongoing storage for products in the form of dust bags. Fellow’s approach advocates for the reduction of waste and the use of eco-friendly production methods while prioritising the security and longevity of the products themselves.

Supporting the packaging creative, Fellow went on to develop brand imagery that further solidified the accessories within the brand. This involved creating digitally rendered static representations of the items and producing product videos that visualise the details and attributes.

Fellow continues to work closely with Travel Sentry, extending the brand’s touchpoints through various activations, including print, art direction, exhibitions, and digital and motion graphics. This ongoing partnership has facilitated the realisation of Travel Sentry’s goals, enhancing brand awareness in the travel lifestyle market and elevating the quality of brand expression.