Successfully launch a premium product line and establish a new look and feel for the affordable luxury collection.
Crown & Buckle has long been the leader for quality, affordable watch straps. They have a large, loyal customer base of watch collectors and strap fans, whom we needed to impress with the launch of Black Label. C&B’s Black Label collection is a premium product at a much higher price point they had never previously touched. As such, it was important to differentiate Black Label from the rest of the offerings and elevate the experience of the collection to excite existing customers and attract new ones.
Luxury leathers. Stunning style. All crafted by hand. It was our job to tell its story. The Crown & Buckle Black Label collection is the result of nearly two years of meticulous product development. With so much heart that went into creating the products, it deserved an equally well-executed launch. First, we crafted the unique position of the brand, developed tone of voice and messaging, then designed the identity system, art directed product photography, and helped bring the brand to life online.