TIGHTENING THE NOOSE ON CONVENTION

Since inception, the brand has stood out as a constant « buzz » on social media. Its strategy is essentially rooted in highly provocative visuals flirting with pornography. Other than on a charnel level, the brand’s positioning lacked deeper substance despite growing a huge number of followers.

Tackle the building blocks of the brand in a systematically disruptive nature. Switzerland, watchmaking, and traditional know-how were all reimagined to present the brand in a more overarching and accessible way while simultaneously delivering more substance. Visual collateral as well as collections were put through the Inox machine to foster consistency throughout the entire brand.