PASSAGE
Product Launch

A product launch,
designed end to end.

PASSAGE is a carry-on whose interior and intelligence reconfigure around the trip. A walkthrough of the brand, the story, and the launch page.

The Brief

Launch a product people understand before they want it.

Luggage is usually sold on numbers: capacity, weight, wheel count. But nobody falls for a spec sheet. The real job was to make one bag feel like the answer to every kind of trip you take, then let the details close the deal.

So I built the page as a single, guided story that moves from desire to mechanics to proof, and treats the product as a system you own, not a box you buy once.

Focus

Product launch landing page

Role

Strategy, art direction, build

Craft

Product · UX · brand · conversion

Year

2026

The Product · Choose how yours travels

One suitcase. Different ways to use it.

Every PASSAGE is built on the Frame, a lightweight aluminum structure that stays in the case for good. The kits clip onto it and change with the trip, so you reconfigure without unpacking. At checkout you don't pick a color, you pick how it's packed.Design decision 01. Lead with the suitcase, not the spec sheet. Buyers commit to the trip they picture.

The Weekender Kit
48 hours. Nothing extra.

    The Frame stays. The kit changes. Choose it at checkout, or add another later.

    The Digital Product · Pack Profiles

    Tell it where you're going.

    Passage's app reads your trip and suggests how to pack it, roughly how your space breaks down, and which mode to run. Pick a destination and a length, and the profile updates live. A reason to open the app before you've even left, and something most luggage brands never build.

    Where are you headed?
    How long?
    Tokyo
    7 days
    Your setup, roughly.
    Use Creative Mode
    02 Design Decision

    Desire first. Specifications second.

    By now you want the bag. This is where the page earns it, letting the product hold the screen while the details that close a purchase surface one at a time, right where they belong on the object.

    Close-up of the PASSAGE ONE frame rail and clip mechanism Close-up of PASSAGE ONE's 360-degree quiet wheels The detachable 16 inch laptop sleeve with a laptop inside PASSAGE ONE Close-up of the PASSAGE ONE reinforced shell corner and TSA lock
    The FrameKits clip on, slide, and detach
    Quiet Wheels360°, built for long terminals
    16″ Laptop SleeveDetaches into its own carrier
    Reinforced Shell42L · 7.8 lb · recycled ballistic nylon
    Passage Editions

    The same object, read differently.

    Not souvenir colorways. Each edition takes its palette from the character of a place, giving the brand an editorial travel identity instead of a swatch wall.

    Japan / Tokyo
    Dusty rose and gold. Cherry blossom drifting over a quiet Mt. Fuji morning.
    Designed to keep up

    The bag does some of the work.

    Three features that make PASSAGE feel less like luggage and more like a travel companion, and give the landing page a reason to talk about intelligence, not just materials.

    i
    It follows you.
    A low, quiet drive system lets PASSAGE move on its own, staying a step behind you through the terminal and stopping when you stop. Hands free for the boarding pass and the coffee.
    ii
    You always know where it is.
    Location tracking is built into the Frame, not clipped on as an afterthought. Open the Passage app and PASSAGE is on the map, in the terminal, in the hold, or three carousels over.
    iii
    It knows the rules.
    PASSAGE is built to the carry-on line. The Airline Check confirms it against a specific carrier before you get to the gate.
    Flying with
    Trip Memory

    The object that travels with your life.

    Every trip becomes part of the suitcase's history. It's a small shift in positioning, from luxury luggage to something you build a relationship with, and it's the most emotional part of the story.

    The Passage app open to Plan Your Trip, showing a packing profile for Tokyo over 7 days
    The Passage app

    Your suitcase, on your phone.

    The physical object and the digital one are the same product. The app is where the Frame, the tracking, and every trip come together, from your first Pack Profile to the map of everywhere it's been.

    Live location — where PASSAGE is, right now
    Pack Profiles — how to set it up per trip
    Trip Memory — the map of everywhere it's been
    Airline Check — confirm it fits before the gate

    “I check the app before I check the flight status.” — a PASSAGE owner, six trips in

    Owned since 2026
    Your PASSAGE
    12
    Trips
    6
    Countries
    43,218
    Miles
    Where it's been
    TokyoLisbonBarcelona New YorkChicagoReykjavík Marrakech
    Go to Market

    Built to launch, not just to look good.

    Every choice on this page traces back to a go-to-market call: who it's for, what it costs, where it's sold, and how people find it in the first place.

    i
    Who it's for

    Frequent flyers who pack for more than one kind of trip. Weekend, work, and long haul, without owning three different bags.

    All TravelersNot a niche buyer
    ii
    What it costs

    Priced above mass-market carry-ons, below true luxury luggage. The Frame system justifies the gap. Editions run $100 more than the standard case.

    $495Launch price · +$100 for Editions
    iii
    Where it's sold

    Direct-to-consumer only at launch. No retail, no marketplace listings, so the story stays intact end to end.

    DTCOnly channel
    iv
    How people find it

    Paid social, organic social, and influencer seeding drive first visits. This page is built to convert once they land.

    3Primary channels

    The numbers that back it up.

    42L
    Capacity
    7.8 lb
    Weight
    21.5″
    Carry-on height
    360°
    Quiet wheels
    Frame
    Aircraft-grade aluminum
    Auto
    Follow drive system
    GPS
    Built-in tracking
    TSA
    Integrated lock

    Sized to fit most major U.S. airline carry-on requirements. Airline Check reflects illustrative allowances; always confirm your carrier's current restrictions before you fly.