Rolex? Never heard of that. Fleischhauer is a young German watch brand that manufactures epic timepieces from armor steel, the first “Apocalyptica” edition being inspired by the legendary Leopard 2 tank. Filigree isn’t exactly what they aim for – the high-end watches impress with a massive, edgy and rough look & feel in an elegant matte black. The chance to play with these contrasts was what immediately drew us to this project.
We joined forces with Fleischhauer to refine the existing brand identity. The creative challenge thereby was: How do you turn a brutal-looking tank into an extraordinary piece of accessory? How do you combine military roughness and the precision of a clockwork? Together we created a unique brand concept including a website, POS material, packaging, exhibition stands – basically anything revolving around an exceptional brand experience.