Hi there,I’m Kirsty. ONE/FIVE

Kirsty HardinghamOUGD303/ FMP

SwatchThe Brief

The brief was to design a range of Limited Edition Swatch watches based on the theme of doodles. The watches had to be original and something that Swatch doesn’t already manufacture.

The Concept

The concept behind the brief and the design direction was based on doodles. Doodling is a very free and creative process, it is a way of expressing our feelings. I wanted the concept to be something fun that would give me a lot of scope for concept development and production. The products have been targeted at creative 18-24 year old male and females with the products proposed to be launched in Urban Outfitters.

The Design

The three doodles above are what my designs are based upon. They were hand drawn and then digitised, I have focused on basic shapes and colours for the range of watches so that they would appeal more to my target audience. The logo is a font called PWScratched, I have chosen it because of its sketched quality and feel that it fits perfectly with the concept of doodling.

doodle

Hi there,I’m Kirsty. TWO/FIVE

Kirsty HardinghamOUGD303/ FMP

SwatchThese are the final products for this brief, the Limited Edition watches and the range of products that come with them. The idea behind the watch packaging was to have a sliding box like some types of pencil cases, they also come with a notebook for doodling in and a pen.

I specifically chose the typeface for the logo for its circular O’s, this was so I could create a dye cut window for the face of the watch. The whole watch would be covered in the doodle, so the face would blend in with the outer packaging but still be noticeable. The packaging is just the right length and width for the watches so they will not move about in the packaging.

The way the packaging is presented shows the watch packaging attached to the notebook. I have created small holes that run through the base of the watch packaging that allow ribbon to run through to fix to the notebook. The concept behind the use of the notebook was to make the product more engaging.

Hi there,I’m Kirsty. THREE/FIVE

Kirsty HardinghamOUGD303/ FMP

SwatchThis is the full range of products for the Limited Edition watches. They work well as a range and would stand out in a retail environment due to the bright colours.

Hi there,I’m Kirsty. FOUR/FIVE

Kirsty HardinghamOUGD303/ FMP

SwatchTo further extend the brief I have designed invites to the launch event that would be held at Urban Outfitter stores across the UK. The invites are heavily type based and use the colours from the packaging, I felt that this approach best suited not only my designs but the design approach used by Urban Outfitters for their POS.

The launch party would be an evening event where students, who are my primary target market, could come and enjoy an evening of free music, free bubbly and have some fun. I have proposed that the POS for the Swatch watches would be based on a large white wall which could be drawn on, again to encourage engagement with the launch and the products themselves.

The invites are postcard size, printed onto 300gsm white card. They have been foiled to add exclusivity and would be given out in store and outside of the shops. They have a blank back that allows people to doodle, to then submit at the launch and have the chance of winning a Limited Edition Swatch Doodle watch, again to encourage engagement with the product. The mock ups of the bags are what the customer would take their new watch home in, keeping with the theme of the watch packaging.

Hi there,I’m Kirsty. FIVE/FIVE

Kirsty HardinghamOUGD303/ FMP

Swatch

www.doodleyourown.swatch.comswatch doodle

doodle your own swatch

When a Limited Edition Swatch Doodle watch is purchased, a discount voucher will be handed out which offers 25% off a personalised Swatch Doodle watch. The discount voucher is postcard size and is foiled to show consistency between the launch event invites and the discount voucher.

I have designed a website proposal for the ‘Doodle your own’ Swatch page. This website allows people to upload a doodle and have it printed onto a plain watch of the colours given. They can place their doodle over the watch to show what part of it will be printed onto the watch. This is another aspect of the concept which encourages enagagement with the product and the 25% discount will help to push this concept.

doodle25%off