Responses by Mayra Monobe, design/art director
Background: Havet, a new watch start-up company solely focused on selling its products online, needed a dynamic, fresh and digital-first approach to its branding. Its target audience is both females and males that buy fashion items online.
Reasoning: We created a playful yet simple typographic approach in which the letter V acts as the watch handles, and can be seen as a ticking clock on all its digital applications. Bright orange and dark blue complement the brand with a fresh color palette.
Challenges: As a mark that appears on small sizes in the watch, the challenge was to maintain its readability and be neutral in terms of style. Also, since all watches are branded, it needed to appeal to a wide audience.
Favorite details: The ticking V is simple and effortless; it adds meaning to the logo, brand and environment on which it appears.
Visual influences: Symbols that say a lot with so little.
Specific demands: At some point, we had to decide if the packaging would be orange or blue, so the question became a solution: Why not have both? Orange for women and blue for men. It worked really well. Also, the client trusted the direction of the creative proposal, which made everything easier.
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