Design Philosophy

By marrying visionary concepts with old classic influences, Daedalus delivers a new innovative flare to the luxury watch industry. Through inspiration from Greek mythology, the technical design offers a unique and imminent approach to our product. Impassioned work allows us to offer class and quality, providing our customers with a whole new mechanical experience.

Creative Brief

Project Summary

Daedalus is a start-up luxury watch company created by three entrepreneurs. It is a new company in the business that has just designed its first watch. The company is starting to make a name for itself and get on the market to begin selling once production is complete. Daedalus needs help promoting and making a distinct look and impact for the company. The immediate goal is to create a complete branding identity and guide for Daedalus.

Target Audience

Daedalus’ target consumers are affluent men, generally in the age range of 30-50 who want to collect luxury mechanical watches. They are targeting the guy who likes the established brands and their quality, but are tiring of the same old staid designs and are looking for that lasting new piece. By offering a quality product at a mid-range price point this is a more affordable product, attracting a wider consumer base. Perception/Tone/Guidelines Innovative, technical, new, lasting, classy and quality. The brand will present each of these qualities through its clean design. Information will be able to be will understood and interpreted. Message to consumer regarding the brand will be clear.

Communication Strategy

The branding of Daedalus will provide a clear look, feel, and message for the company. There will be many aspects to portray and display this brand and its final look. The message. The brand elements will help communicate the brand to potential consumers, and will help inform outsiders of the company.

Competitive Positioning

Daedalus is at a price point that is less common than your typical mechanical watch companies. There is less volume of competition, but the competition is always high for a start-up company. With a quality product at an affordable price the marketing strategy will need to be strong to out-stand its competitors. The price and quality alone separate Daedalus from its competitors, but a good brand will take the company to the next level.

Single-Minded Message

Classy and lasting design for a quality product.