Totto

At Soluble we make good brands look as good as they actually are. And the best proof of that is our work with Totto, a leading brand in backpacks, luggage, and travel accessories with roots in Colombia. A company with over 30 years of history that radiates personality through high-quality products and offers a universe of possibilities for anyone.

The relationship between Totto and Soluble kicked off with an exciting challenge: define and activate a brand that maintained the essence of its parent company and strengthened its positioning in the Spanish and European market.

Understanding to solve needs

Totto is a great example of a 'customer centric' company. Caring for the customer and thinking of them constantly to build an authentic community where everyone has a reserved seat.

This was, precisely, one of the major findings from the immersion process: Totto Spain's competitive advantage is a deep understanding of the consumer that allows us to deliver the best solutions in backpacks and luggage, no matter what stage or life moment the buyer is in.

And how can we keep the needs of each moment clear? With the support of a key tool: brand personas—much more than buyer personas—, perfect for reflecting consumption habits and personifying the brand: they represent its personality attributes, define how it relates to the community…

Creating and getting to know Marina, Mario, David, Rebeca, and Jesús is solving the needs of a heterogeneous audience, because every person is one world universe.

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Brand Strategy

We helped Totto España encapsulate, in just a few words, something they live and breathe every day: their intention is to accompany unconditionally in every adventure, in every journey, to make things easier and bring happiness. Even in everyday journeys, because maybe those are the most important ones.

Utility, loyalty, and empowerment underpinned their purpose and became their brand pillars. Totto is useful because it creates functional products, it's loyal because it delivers high-quality products, and it empowers because it offers a wide range of designs so you can show your personality.

And if the customer's personality matters, so does the brand's. Which one reinforces these attributes and grounds the strategy? It was there from the start, in the team, in the company's actions: the explorer friend. Or, personalized, the adventurer friend. Courage, connection, help, adventure, personality.

Authenticity and consistency with Totto Colombia

When developing Totto's Brand Strategy, many of the elements were already there, because Totto already had a foundation developed by the parent brand.

We worked with high-quality raw material, and the challenge was to shape it through careful immersion that would allow us to develop a useful and strengthening brand platform for Totto Spain. One that allows everyone who interacts with Totto to know the essence of the brand and connect with it. Without artifice, because the goal is to endure. The most profitable investment.

Accompany the companion: the activation plan

Our journey with Totto unfolds across different destinations, all of them compelling.

With the brand strategy already in place we had a clear roadmap. From there—as with everything that happens at Soluble—we defined an Action Plan to activate the brand organically across all touchpoints: from the website and blog to social media, including influencer marketing and Corporate Social Responsibility (CSR) campaigns.

A holistic vision that, of course, also accounted for performance and CRM actions.

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We equipped the team to roll out the strategic work

The icing on the cake is team training, giving them new perspectives on content creation (approaches, topics, ways to deliver value to users…) through training documents and sessions. The more knowledge in your backpack, the better.

Totto is the ideal companion for every adventure. The journey alongside its customers, throughout their lifetime, is thrilling, and Totto already has the necessary tools to face everything that lies ahead at each leg of the road.