FRAMANDI
Watch brand design for the Icelandic lifestyle inspired by the country's culture, architecture, and geography.
(adj.) unexplored, exotic
Project Context: Iceland has a population of roughly 400,000 confident, hardworking adventurers who value products that are sturdy enough to handle the harsh weather but elegant enough to wear in professional environments.
Design Goal: Design a brand and watch line that highlights the unique culture and geography of Iceland that fits the needs of both Iceland's working professionals living in Reykjavik and the fearless explorers traveling throughout the country's terrain of fire and ice.
The Market in Reykjavik
The Icelandic culture and architecture are inspired by the Scandinavian, functionalist designs of Sweden and Denmark. The local brands and family-owned shops in Iceland's capital city, Reykjavik, favor the classic, utilitarian aesthetic.
Geometric Architectural Motifs
The Sun Voyager’s fork-like spine, the Harpa’s honeycomb patterning, and Reykjavik’s white, curved church ceilings were the inspiration for the watch’s dial.
Nordic Style
The current Icelandic trends have a strong focus on minimalism, high contrast/black and white, comfortability, and utilitarian beauty.
"If he can do it, so can I.
If she can do it, so can I."
- Icelander and CrossFit athlete Katrin Davidsdottir
Inclusive Design
With only 400,000 current full-time inhabitants, Iceland is described by its citizens as a herd country, where men and women are treated as equals and are both capable of accomplishing anything. To highlight this mentality, the final design will have a genderless style that all Icelanders can wear to show pride for their country.
Unisex Case Sizing
Average Women's Case Sizing
Average Men's Case Sizing
To appeal to both the professional and the adventurous lifestyles of Icelanders, the new watch brand will feature two collections:
Designed for those who want to embrace the bold and prodigious Icelandic spirit in their daily lives, Framandi Voyager uses modern, minimal indices in combination with Reykjavik’s most-loved architectural emblems of the Sun Voyager Viking Ship and the utilitarian full-grain stitched Ostrich leather watch bands.
Framandi’s sports watches highlight the
the exciting, intense energy of Iceland’s fire and ice geography. Framandi Fire and Framandi Ice can be sold together or as a dueling set. Lava flows and ice caps can be incorporated into the faces to ensure that this watch is unmistakably Iceland.
Initial Classic Watch Case Sketches
Watch Face Ideations
Watch Straps & Final Watch Cases
Sun Voyager Crown
Church Ceiling Patterning
Minimal Indicies with Textured Case
Fluting Inspired by Reykjavik Clock Tower
Brand Callouts
Final Classic Watch Design
Harpa Knurling Texture
The Land of Fire and Ice
Iceland is covered with underwater caves, active volcanoes, icebergs, geysers, and snowy mountains. There is an opportunity to design a high-energy sports watch for the second collection.
Glowing Watch Face and Band Ideations
Cracked & Glowing Design
Branding Throughout
Branding on watch face and bands
Polyurethane Rubber Strap
Sweat-proof, highly durable
Strontium aluminate paint
