Client
Services Provided
- Brand Identity
- GTM Strategy
- Packaging Fabrication & Sourcing
- Product Development
- Product Identity
- Product Packaging
- Product Strategy
- Research - Insight
- Think Tank
Project Images
What They Said...
"Welcome the SISU Guardian timepiece. At almost 1 pound in weight, this steel beast is a hell of a watch and wrist statement. Half of you are gonna love it and the other half are undoubtedly going to complain in some manner about the size. The first half loves hearing that from the second half."
ARIEL ADAMS
OWNER & EDITOR-IN-CHIEF OF ABLOGTOWATCH
The Situation
Premium timepiece designers and manufacturers commonly market their products based on intricate, complicated, and elaborate "movements", that describe a watch's inner workings of springs, coils, and gears, etc that all aim to do the same thing - tell the time correctly. In fact though, the players in the category actually differentiate very little in their ability to tell time. Instead, it is their products' aesthetic appearance, attention to detail, place of origin, craftsmanship, heft/feel, and the image they portray about their owner/wearer that separates them from one another.
The Opportunity
As a new entrant into the premium timepiece category, SISU wanted to make a bold statement about who they are as a brand, and their capability as watch designers and fabricators. To make an impactful and memorable impression both at the point of sale, and in the selling process to retailers, we were asked to develop selling and display tools that gave the brand a clear identity that both reflected the bold testosterone-based DNA, and displayed the products in a manner that was totally differentiated from the competitive set.
The Thread
Each individual timepiece comes in its own "strong box" - a packaging concept inspired by a military ammo box, and constructed of bent stainless steel and flat black paint. An authentic latching closure that clasps the lid and bottom together make for an engaging opening experience, and inside a black dense foam insert displays the timepiece at the perfect angle. The Strong Box integrates with additional modular display components to present the SISU line in a commanding and interesting way at retail. Lastly, a Transporter case was built for traveling sales representatives. The case incorporates an iPad and set of speakers to share brand and product information in a technological and engaging way, and uses a removable multi-shelf design, with the top tray holding brand and sales materials, the 2nd tray automatic timepieces, and the 3rd analog timepieces.
The Results
SISU successfully entered the premium timepiece market not just on the quality of their product, but also on the quality of their presentation and aesthetic clarity of who they are as a brand.
