LAT56°

LAT56° is a Scottish-based, award-winning product development company, specialising in the design and manufacture of technical luggage for the business traveller. Established in 2007, the company has developed and patented the Urban Warrior^™ range that is based upon a unique component called the Torso Protection System or TPS^™. The TPS^™ is the focal point of the range and promises crease free garment packing that is carried within a neatly specified outer chamber. Its sophisticated design ensures that it complies with cabin carry-on regulations for passenger aircrafts. For the busy business traveller, the Urban Warrior^™ range is essential.

Having researched target markets, set up key distribution channels and established a product supply chain in China, LAT56° also recognised the requirement of embarking on an effective marketing and branding strategy that would help support and commercialise its products in the marketplace. The company required a brand that would reflect the innovative, modern and stylish products that it produces. The brand also had to be robust enough to lead an aggressive market entry strategy, launching at the Travel Goods Show in Las Vegas in March 2010. The price points of the products are at the higher end of the retail scale so it was important that the brand exuded quality and subsistence.