Minneapolis-based Wink was no stranger to the J.W. Hulme Company. The luxury luggage brand has been based in St. Paul, Minnesota since 1905, producing distinctive leather and canvas products. When re-branding the company, Wink worked to evoke this long history, emphasizing skill, attention to detail and commitment to time-honored techniques—the elements that have always associated high-quality with the brand. To modernize the new identity, Wink considered key trends in the current luxury market and incorporated them into the identity, catalog, packaging and website.