there’s a lot of joy in watson-ville these days. and one of the reasons is a stellar new brand called stillwater. these good people have developed a line of low-dose cannabis-infused teas for adults seeking refuge from daily stress. our role was to create the branding from the ground up, including logo, brand design, messaging and package design for three skus.
because the tea is for grown ups, it was important our design looked as such, while separating itself from the myriad of loudly-packaged products targeting the stoner demo. our answer was a ‘heritage’ look that conveyed a sense of longevity, trustworthiness, maturity, and the notion that this product has a “higher order” benefit than getting the consumer stoned. packaged like artisanal tea, colors were desaturated to reflect the products’ calming effect, with each sku having its own color.
since the brand exists to help consumers manage daily stress—without worrying about the effects of smoking, alcohol, or pharmaceuticals—its tagline is ‘relax into life‘. the products are being sold at dispensaries in legal states and is hopefully coming to all of us very soon!
two years ago, the watsons were asked to rebrand physique 57, a boutique barre-based fitness company with studios in new york city, the hamptons, beverly hills, bangkok and dubai.
the people, process and final product were nothing short of inspiring, culminating in a campaign that broke every category paradigm and led the trend of studio-to-street fashion that today, is ubiquitous.
so, when we were asked to refresh the brand and to promote their new studio in fidi, we couldn’t wait to raise the barre. just as we did from the start, we created a new look that was clean, elegant and modern. with a voice that is as empowering and aspirational as the women at its helm.
to showcase both the brand experience and its living proof points, we partnered with uber-talented photographer josé marquez and directed two shoots. the first, a highly-stylized fashion-inspired approach, featured the brand’s extraordinary instructors turning out fashion-meets-fitness looks. these powerful and beautiful women live the brand’s promise on every level. the second shoot, featured the instructors at work, reportage style, in the visually stunning baryshnikov arts center. the campaign will consist of advertising, digital, social, collateral and a new web site.
there really is no other workout experience like physique 57’s. and no other work experience like shining a light on a brand that changes lives.
like another famous watson (that’d be sherlock’s pal) we love a good mystery. especially when it involves our illustrious client, grand central terminal. that’s why we were jolly old excited to have produced, directed and edited a video series featuring the inimitable gct historian, danny brucker, who takes us behind the scenes—revealing some of the terminal’s most fascinating places and secrets. the series, that will air on grand central’s youtube channel and social outlets, features the campbell apartment, the tiffany clock, the main concourse ceiling, the oyster bar restaurant and the whispering gallery. take a look see at the rest of the series, here.
fresh&co is serious about fresh, local, seasonal food. so much so, they asked us to shine a light on the exceptional people who provide their organic poultry, vegetables and locally-roasted coffee. using in-store signage and social media, we created a campaign using stunning portraits and personal stories that introduced the fresh faces behind satur farms, freebird farms, demarco coffee and many more local vendors. the point-of-sale and social campaign reminds customers that for fresh&co, quality is local to their hearts—and their restaurants.
we watsons were happy to have the chance to create the sap on tap maple water branding from the ground up. from logo and original bottle design to web and social, we spread the good word about this amazing product—and had a great time doing it. so happiness was everywhere when we were given the opportunity to design two new flavors for the all-natural tree water with the subtly-sweet taste of maple.
introducing, yerba mate and ginger lime maple water, designed with a whimsical, earthy aesthetic—complete with an autumnal color palette—sold exclusively (for now) at whole foods market. if you want a healthy beverage with less sugar and more manganese than kale (a very good thing)—and a pretty cool bottle design (if we do say so ourselves)—check out some sap on tap.
the watsons were excited to once again be asked to design the siecus annual report. founded in 1964, siecus—the sexuality information and education council of the united states—provides education and information about sexuality and sexual and reproductive health. and this was a particularly exciting year, as 2014 marked their 50th anniversary. as always for this progressive brand, we used a contemporary design with ginormous cropped typography, a dynamic color palate and utilitarian infographics. stay sexy, siecus. and congrats!
we’re honored to partner with this great university and shine a light on their remarkable contributions and accomplishments. the kind and capable msu team is led by the indefatigable carol blazejowski, hoops hall of famer, msu alum and great watson’s partner. as for the brand, the campus is breathtaking, the student body, diverse and the programs are among the nation’s best. bellwether buildings, world-class faculty and a progressive culture that celebrates every student’s abilities and dreams. yep, when it comes to a brand that benefits the masses, it’s all here.
while our client, cleaner’s supply, sells their products directly to cleaners, their branding is also consumer-facing, inspiring people to ask for their products by name. so, when it was time to launch a brand new eco-friendly line, the watsons got to work. we developed the brand name: eco2go, the logo and the tagline: greening your cleaning. the design is modern, clean, and simple, consistently executed over the entire product line. products are also printed on recycled craft paper. yep, it’s clean. it’s green. it’s making a scene. know what we mean? (rhymes).
sweet street is one well-made brand. these artists/bakers of sweets and savories are the largest supplier of desserts to restaurants in the country. so when they asked us to design one of the first consumer-facing products in their history, we said, sweet! their new line of single-serving parfaits will be sold in leading grocery brands, like whole foods market. with plenty of transparency for the customers to see the goodness inside, we kept true to our design system and kept things craft-inspired, elegant and simply beautiful. not unlike those parfaits.
when it was time to create a new suite of materials for bartlett tree expert’s commercial services, we took a cue from fashion and retail brands and created a look book-inspired site that uses landscape images as beauty shots. as one of the world’s largest, most respected tree and shrub care businesses, bartlett’s commercial client list includes such iconic settings as the 911 memorial & museum, san francisco botanical gardens, johnson & johnson headquarters and the university of chicago—to name a few.
to showcase their beautiful and prodigious body of work in a manner that can be easily accessed by their arborists to support sales and service efforts, we created an immersive online site that gives arborists a swipe-able parallax portfolio of beautiful wall-to-wall images. the photography flows beautifully from one case study to the next and provides the mobility to do so via tablet at a conference or sales call. and moving from collateral to web, we were able to create a solution that’s environmentally in line with the company’s mission.