Brand · Packaging
2024
A watchmaker for people who are done being late.
Standard Time makes one watch. One movement, one case, three straps. The founders — two ex-horologists from Glashütte — wanted a brand as reduced as the product.
Scope
- Brand identity
- Packaging
- Art direction
- Launch site
- Naming
01 — The brief
Watch branding is drowning in heritage cosplay: crests, serifs, founding myths. A company founded in 2023 with one product needed none of it — but minimalism without warmth reads as arrogance.
02 — The work
The brand is built on the tick. A 6° rotation — one second on a dial — became the grid's angle, the packaging's chamfer, the photography's tilt. Everything sits on standard time except one element per composition, which runs 6° fast. Fraunces italic appears exactly once per touchpoint, like a signature.
03 — The result
The first production run of 500 sold out in eleven days. The 6° tilt became the most recognisable thing about the brand — a logo that isn't one.
“We asked for reduction and got personality anyway. Turns out those aren't opposites.”
— Jonas Weiss, co-founder
0
units, first run
0
days to sell out
0°
the tilt
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