Designed by: PepsiCo Design & Innovation
Country: United States

The ‘Ish’ Watch

Updated on March 15th, 2012  |  
1 Minute Read

The 'Ish' Watch

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.”

The 'Ish' Watch

The 'Ish' Watch

The 'Ish' Watch

The 'Ish' Watch

Popular designs

Robot Foods Refreshes Tuborg

The prime focus of the refresh was to highlight Tuborg as a “proud parent brand.” In addition to redesigning the beer brand’s product, Robot Foods also reimagined the wordmark, making it relevant for Danes today.

WomanHairStyle

Designed by Peter Gregson | Country: Serbia “Visual Identity and handbag design for woman’s hairstyle studio. Handmade pattern illustration of hair for

Michael Austin Winery

Designed by Hatch | Country: United States “The Michael Austin Winery was started by two long-time friends, whose names are ‘Michael’ and

Designed by: PepsiCo Design & Innovation
Country: United States

The ‘Ish’ Watch

1 Minute Read
lovely-package-the-ish-watch1

The 'Ish' Watch

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.”

The 'Ish' Watch

The 'Ish' Watch

The 'Ish' Watch

The 'Ish' Watch

Previous slide
Next slide