Filter, a design store in Mumbai that retails curated works, asked local design studio HYPHEN to design a product for them. While running late for a meeting the firm’s designers came up with an idea for a watch based on the concept that India is a country that seldom runs on time. They added a suffix to the numbers on the face of the clock and moved then from their classic perpendicular positions, to an approximate point on the dial—six o’clock became six-ish. The design connected with an audience that’s been the victim or culprit of tardiness and the watches are flying off the shelves.
Philosophy Communication created a poster campaign for a middle school scotch tasting event.