Brett Lovelady's profile

Minus-8

Brett Lovelady
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Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
MINUS-8

Strategy  |  brand |  Product  |  Packaging  |  UI/UX

MINUS-8 is a watch brand created by Astro Studios designed to express the things that make the West Coast so special: Free thought, pure form, and always living on the leading edge of America.

Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Developing The Name

The MINUS-8’s brand is inspired by californias eight-hour distance from Greenwich Mean Time. We believe America’s West Coast culture gives us the freedom to be innovators and change-agents. The progressive, layered construction makes MINUS-8 as future-focused in its aesthetic as it is in its ethos.

Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Constructing a Brand

We created MINUS-8 to scratch our entrepreneurial itch and to give ourselves the chance to design for our toughest client; us. Free to pursue our wilder impulses but bound by our exacting standards we combined the best materials and production methods with a modern machine aesthetic that embraces experimentation culture to create a totally unique line of watches.

Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Product Lineup

Since launching MINUS-8 in 2014, we’ve created 5 full lines of watches as well as a collection with another native San Francisco apparel brand, NICE Collective. With a new brutalist aesthetic, established Japanese movements, space age details, and best-in-class materials, MINUS-8 represents a new standard within the category. 

Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus8 watch design layers Astro studios process time wrist layer square chrono edge zone
Minus-8
Published:
Brett Lovelady's profile

Owner

Brett Lovelady's profile
San Francisco, CA, USA

Project Made For

user's profile
Astro Studios

Minus-8

MINUS-8 has changed nothing and everything about making watches.

Published:

Creative Fields

Attribution, Non-commercial, No DerivativesAttribution, Non-commercial, No DerivativesAttribution, Non-commercial, No Derivatives