Tumi Tone of Voice — Premium & Business

Tagline: "Designed for Life on the Move"

Industry: Luggage

Sector: Consumer Goods

How Tumi Communicates

Tumi ties luggage to premium life on the move. "Designed for Life on the Move" frames the brand around durable, thoughtfully-engineered bags and cases for frequent business travellers — premium, functional, durable. The voice is premium-travel-gear and polished, selling gear that keeps up with a demanding, mobile life, positioning Tumi around high-end luggage and bags built with clever organisation and toughness, the trusted companion of executives and road-warriors who live out of their carry-on.

Tone Words

Tumi's brand voice is defined by the following tone words: Premium, Business, Durable.

Communication Style

Language Style: Premium-travel-gear
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Tumi Brand Story

Tumi represents excellence in luggage. "Designed for Life on the Move" captures the brand's premium, business, durable approach.

Brand Message

Designed for Life on the Move

Brand Mission

Deliver excellence in luggage

Brand Positioning

Core Concept: Premium Luggage

Central Tension: Ordinary vs. Exceptional

About Tumi

Tumi Holdings, Inc., is a manufacturer of high-end suitcases and bags for travel based in Edison, New Jersey. Founded in 1975 by Charlie Clifford after a stint in the Peace Corps in Peru, the company is named after a Peruvian tumi ceremonial knife used for sacrifices. Tumi, Inc. was a unit of Doughty Hanson & Co. from 2004 until after its 2012 initial public offering. Tumi's products are known for their black-on-black ballistic nylon. Tumi is available at select department stores and specialty stores, as well as over 120 Tumi stores and 200 shops around the world. Tumi also supplies accessories such as belts, pens, and electronic equipment. The company teamed with designer Anish Kapoor in 2006 to produce the PowerPack Backpack that incorporated solar technology for charging phones and PDAs. The company also had a licensing agreement with the Italian motorcycle manufacturer Ducati to launch a collection of eight co-branded pieces in 2006, sold through both of the brands' retail outlets. Tumi puts a metal plate with a unique 20-digit registration number in each of its bags. Customers can register for the Tumi Tracer program to have their contact information entered into a central database...

Frequently Asked Questions About Tumi

What is Tumi's tone of voice?

Tumi uses a premium, business, durable tone of voice. Their communication is premium-travel-gear, typically using statement-style sentences in the present tense. Their tagline "Designed for Life on the Move" exemplifies this voice.

How does Tumi communicate with customers?

Tumi represents excellence in luggage. "Designed for Life on the Move" captures the brand's premium, business, durable approach.

What is Tumi's brand message?

Tumi's core message: Designed for Life on the Move Their mission: Deliver excellence in luggage

What is Tumi's slogan?

Tumi's slogan is "Designed for Life on the Move". It carries their premium, business, durable voice.

What is Tumi's mission?

Tumi's mission: Deliver excellence in luggage

What makes Tumi's brand voice unique?

Tumi stands out through their premium, business, durable communication style. Their central brand tension, "Ordinary vs. Exceptional", shapes how they communicate across the Consumer Goods sector.

What language style does Tumi use?

Tumi uses premium-travel-gear language, with imaginative messaging, in statement-style sentences, using the present tense.