How can personalized leather goods be more personal?

Smythson is luxury leather goods maker, focusing on handbags and journals. The company’s dedication to British craftsmanship and heritage earned three Royal Warrants, but now they are turning their gaze to the future. Smythson asked how their leather products can be personalized in an innovative way. 




Hand-stamped motifs could be personally chosen but the selection was limited.


The selection of iconographic motifs were on the, um, generic side. They don’t represent the individuality and nuance Smythson has sewn into its reputation. Needless to say, there was a lot of room for opportunity.


A person isn’t simply defined by her interests or birth month. What makes her original is what she believes in.



Customers can now combine motifs to tell a story of what they believe in, aspire to be, or simply enjoy.


The set of expertly designed, interchangeable motifs guarantee that each Smythson product stays true to its craftsmanship and is an authentic expression of the person it belongs to.



Second place winner of the Smythson New Personalisation Concept Brief

If you want to know more about this project, email me.

My contribution
Iconography design
System design



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