Lapse

Lapse is a watch company created for my BFA thesis. The brand identity centers around the idea of parts creating a whole, since the combination of high quality individual parts makes a high quality product.

The package design was inspired by the inner workings of a watch. The opening mechanism mimicks the turning motion of a watch’s gears to reveal the product inside.
For the ad campaign I created posters that highlighted the outer watch parts, while playing with the phrase “time is what you make of it.” The pieces create images of luxury activities.
When breaking down the product in my initial brainstorm, I became particularly interested in what made up a watch. I looked into old mechnical drawings of watch faces, which inspired the shape of the logo. For the ad campaign it was important to stick to the concepts of the identity, but also to push it forward. I did so by playing with a phrase about time, brainstorming and narrowing it down until I found the best fit.

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Graphic Designer