purelei

PURELEI

Designed in Germany inspired by Hawaii. Purelei is a young accessoires, watches and jewelry brand focusing on a young target group. The male watches were inspired by their fresh hawaiian lifestyle approach and connecting it with contemporary productdesign look and feel.

Wave was deeply inspired by the Hawaiian lifestyle of Aloha and its nature. A flowing case design contrasts to its pure geometric stainless steel strap. Thus the watch gains character in a a very competitive benchmark landscape without loosing timeless asthetic. All details were designed with care in order to achieve a high value product. Different material finishes and patterns give the watch sturdy, stable and ergonomic elements the user appreciates while using.

Pureleis recessed logo on the crown is highlighted with a blue accent fitting to the face and trigger. Radial brushes are highlighting the touchpoints.

Making a strategic decision in positioning products into the market is key for succesful brands. Before starting the design process a portfolio analysation is crucial to understand the brands identity and values. Furthermore a market research can clearly visualize where to place new products and also how to stregthen the lineup. Moodboards can easily help to support first ideas and can quicky give customers a feeling about the new design and enable to start a story telling process at an early stage. First rough renderings show different ideas and opens discussions with the customer.

Strong hour indices give the watch a special and unique character. The face design was inspired by volcanic craters you find quite often on Hawaii and showcases precision and robustness.

Red color details represent hot lava which flows out of a vulcan. Black and gun metall parts are connected to rocks and sand. Different kinds of straps are attachable.