Airport Bags Case Study

“The new Bags identity, with its unique and streamlined components, has helped differentiate Bags from its competition.”

Challenge.

Baggage Airline Guest Services (B.A.G.S.) was the category leader for remote skycap services until competitors flooded the market. B.A.G.S.’s strategic alliances with top airline carriers, cruise ports, convention centers and hotels proved to be a formidable barrier of entry. The saturated market pushed B.A.G.S. to reconsider its brand image and establish a competitive differentiation. The new brand needed to reflect the company’s rapid growth from a regional operator to a national leader. With a previous logo that was seen as an outdated, "mom-and-pop" image, this new brand would need to assert the company’s position as a category leader and connect with consumers.
Strategy.

With additional services now being offered and more visible B2C touch points, the company first and foremost needed a new strategic positioning for the brand. This new positioning served to define exactly what it is that the company does—make travel easier. With the new positioning in place, Push then advised changing the company name from from B.A.G.S. to Bags, eliminating the acronym since it called too much attention to airline services, which now represented only a portion of the total services offered. A new logo was created to fit the brand positioning and to emphasize the new name.
Results.

In addition to achieving unique and streamlined branding components, thus helping differentiate Bags from its competition, the work was recognized in the 2009 REBRAND 100® Global Awards. These awards are the highest recognition for excellence in brand repositioning and are awarded once a year in front of a panel of international business, marketing and design executives is selected to jury the competition.

The new Bags logo reflects the bold typography and color of airport way-finding. Two additional proprietary marks were created—the Bags Smile logo, for internal use and occasionally to accompany the master logo, and the Bags "B" logo for B2B collateral.
A sampling of the Bags brand icons.
Acknowledged by Communication Arts, the website excels at customer support with quick information and easy access to using the luggage service. Information is provided in a professional, universal and approachable manner. And both the simplified content and the uncluttered style define the brand's philosophy of making travel easier.
The Bags transportation and delivery fleet was reskinned to reflect the new iconic brand.
The Bags logo and Bags Smile logo are aesthetically pleasing across a variety of products.
Partner itinerary features the rebranded logo.

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Push.

“The new Bags identity, with its unique and streamlined components, has helped differentiate Bags from its competition.”