Our client had ambitious plans to design a new watch brand, from scratch, for the Global Travel Retail market.

Everything was needed: brand creation, positioning, naming, brand identity, product design, packaging, sales materials, photography, manuals, warranty cards, point of sale and web look and feel. A full brand world.

The only stipulation: that it be firmly rooted in the heart of London.

We undertook a brand positioning and naming exercise looking for gaps in the market.

Shoreditch fit with the desire for a contemporary feel, underpinned by British craft and detailing. The district has a rich legacy in design: Clerkenwell for watchmaking, Hackney shoe-making and Brick Lane brewing. Shoreditch is where London’s history and the innovative worlds of modern art, design and technology come together.

Overseeing the whole design and branding process we liaised directly with the best watch manufacturers. Supplying them with technical drawings and pushed for the highest standards of production. Every detail of the range was designed by us right down to the union flag motif on the winding crown, the engraved Shoreditch triangle on the back and the stitch details on the straps. We managed all the prototyping and signed of production samples in collaboration with the client.

Shoreditch is not just another brand marque. It was designed in the district, under exacting standards and with a unique character to appeal to travellers world-wide.