Designed by: PepsiCo Design & Innovation
Country: United States

The ‘Ish’ Watch

1 Minute Read

Designed by Hyphen | Country: India

“In India, ‘fashionably late’ is safely replaced with ‘predictably late’. Cow blockades, politician escorts, and cratered roads, compound the problem and offer a valid excuse. So when you reach half-an-hour after the appointed time, you don’t explain yourself. You wait for the other person to arrive.

We used this life insight, and added some dark humour to it.

We simply added a suffix to time periods. And moved the numerals from their classic perpendicular positions, tilting them to an approximate point on the dial. Hence six was not six. Eight was not eight. It was ‘six-ish’ and ‘eight-ish’. Thus was born the ‘ish Watch’.

The audience instantly connected with the watch, as it reminded them of the times they had been either the victim or culprit of tardiness. However, as a ‘non-punctual’ attitude is almost part of the Indian ethos, they bought into the idea and the watch, without delay.”

Popular designs

ABSOLUT Moscow

Designed by Cocoon Group | Country: Russia “Cocoon Group collaborates with Pernod Ricard and Russian fashion designer Alena Akhmadullina to develop ABSOLUT

Eesti And

Designed by TBWA\GUVATRAK | Country: Estonia “Eesti And (Estonian Gift) is a gift to everyone who values delicious meals and Estonian aesthetics. The

El Campesino

Designed by STRANGER & STRANGER | Country: United Kingdom Two colour labeling for El Campesino (meaning “the peasant”) wine from Chile.

Food that's every bit as simple as a hunter on
Designed by PepsiCo Design & Innovation | Country: United States "Released in a series
Designed by PepsiCo Design & Innovation | Country: United States "The Prestige Bottle shape

Designed by: PepsiCo Design & Innovation
Country: United States

The ‘Ish’ Watch

1 Minute Read

Designed by Hyphen | Country: India

“In India, ‘fashionably late’ is safely replaced with ‘predictably late’. Cow blockades, politician escorts, and cratered roads, compound the problem and offer a valid excuse. So when you reach half-an-hour after the appointed time, you don’t explain yourself. You wait for the other person to arrive.

We used this life insight, and added some dark humour to it.

We simply added a suffix to time periods. And moved the numerals from their classic perpendicular positions, tilting them to an approximate point on the dial. Hence six was not six. Eight was not eight. It was ‘six-ish’ and ‘eight-ish’. Thus was born the ‘ish Watch’.

The audience instantly connected with the watch, as it reminded them of the times they had been either the victim or culprit of tardiness. However, as a ‘non-punctual’ attitude is almost part of the Indian ethos, they bought into the idea and the watch, without delay.”

Previous
Next