enter a great new product from good folks who brought the world stillwater and whitewater marijuana teas. meet, ripple, a zero-calorie, dissolvable beverage and baking enhancer with a higher cannabis potency (5 mg). starting with the product and name only, we designed the packaging to tie to the existing stillwater and whitewater families (which we also designed), while giving ripple its own identity. given the playful name and exciting nature of its portability, we used a brighter color palette and more spirited text treatment. look for it in dispensaries in legal states. for those not headed that way, regrettably, we watsons cannot provide samples.
when you’re a nationally-ranked university with nine colleges and schools and more than 300 majors, minors and concentrations, your enrollment advertising needs are vast—and complex. and, as agency of record for montclair state, it’s our job to optimize every ad—in every space. so when it came time to develop a strategy for undergrad and grad targets, we took our cue from them.
to create easily digestible, resonant messages for a generation that communicate in emoticons, abbreviated text and memes, we created a series of short messages with iconography at their core. given brevity of this approach, we’re able to create quick-hitting, impactful messaging in even the most limited digital spaces. the integrated campaign is running as digital display, facebook, instagram and youtube pre-roll—as well as collateral infographics and fun interactive posters in their admissions office, inciting prospective students to post selfies that say things like ‘science ninja’ and ‘future forbes cover’. needless to say, it’s a campaign that is breaking the mold in a most iconic way.
time does march on, but sometimes, it sprints. take the time-lapse video for the ever-breathtaking grand central terminal, shot by stephen mallon and directed by we watsons. every speedy frame showcases the terminal’s beloved holiday fair — for the press, shoppers and artisans who share their one-of-a-kind gifts. from set-up to sell-out, it’s a grand holiday adventure.
mountainside farms is a family-owned dairy company in the beautiful catskill mountain region of new york. they’re everything you want a dairy farm to be—from responsible, respectful animal treatment to filtered fresh milk that’s hormone and antibiotic free. so when they asked us to design the packaging for their new hard-cooked egg product, we were ready to go. with an objective of keeping the product true to the mountainside master brand, we stayed with the brand’s red palette, primary font and ever-present cow mascot. to balance the boldness of the main font and show a more human side of this humane, family farm we added a script font. in the end, our first outing with this great brand was a happy one for all.
a wonderful thing happened on our way to developing new creative for the great montclair state university. they went and built one of the most progressive business school buildings in the country. a $66 million, 143,000-square-foot facility of dreams, to be exact—housing their new feliciano school of business. we watsons were lucky enough to develop both the branding for the school itself and the enrollment campaign to fill it with future business leaders. we did this by way of logo design and an integrated campaign of collateral, print and digital. we’ve seen the future of business. and it’s booming.
in a perfect marriage of watson clients, celebrity chef donatella arpaia has opened a neopolitan-inspired pizza restaurant—prova pizzabar—in the ever-glorious grand central terminal. and we were there from the start, creating the brand—from the logo and tagline to signage, uniforms and package design. prior to this, we created the branding for donatella’s partnership with fresh&co, which featured her award-winning meatballs.
the dough in prova’s delicious pizza is proofed longer than any other, creating a lighter, crispier taste—with the same calories per pie as one traditional new york slice! our tagline, ‘pizza enlightened’, not only alludes to this brand differentiator, but tells the world this pizza is like nothing else you’ve ever had. and to bring home the ‘bar’ in ‘pizza bar’, we created an adult sippy cup—a to-go wine glass—to help with that long commute back to the burbs. or, if you’re a watson, to the office.
so say ‘ciao’ to prova pizza bar. this pizza —and brand—changes everything.
with over 20,000 students in more than 300 doctoral, master’s and baccalaureate level programs, montclair state is one of new jersey’s top universities. as agency of record, we were charged with all of the branding and marketing for this fine school, with integrated media channels including collateral, digital, social and out of home. as we head off to our sophomore year, we’re proud to share some of our best work to date. go red hawks!
on a happy march day in 2012, we became aor for fresh&co, a breakthrough healthy food quick service concept with four thriving restaurants in nyc. together, we created a branding effort that gave voice and awareness to this much needed concept. today, with 15 restaurants strong in a marketplace now saturated with copycat concepts, we’ve given the brand a refresh. a more organically sophisticated take on their focus on local and seasonal ingredients, the creativity of their chefs and the beauty and deliciousness of their food. all good things grow at fresh&co. their branding included.
it’s been awhile since we partnered with our much loved new york liberty, but it was every bit worth the wait. the project? editing a :30 spot voiced by rapper, mc lyte. the call to action? show up. here’s hoping this spot, airing on nyc metro tv and social, moves fans to do just that!
what do a danish, japanese, spanish, american and french chef have in common? they’re all the subjects of a new video series highlighting just part of the epic food movement happening at grand central. introducing, taste of the terminal, a video series produced by we watsons, that showcases some of the chefs, ingredients and dishes that make grand central one of the city’s best dining destinations.
the series, filmed and edited by the fine folks at a76 productions, kicks off with claus meyer, the dynamic chef-restauranteur behind copenhagen’s noma, widely considered the best restaurant in the world. claus has chosen grand central as the site of his restaurant and food hall, where he’ll introduce his new nordic food movement to the u.s. find out more, and get to know a little danish along the way, here.