PROJECT INFORMATION
Signifies your state of mind and lifestyle
「Inspired by tough military style, the wristwatch signifies fearless fighting spirit and overcoming of every single extreme circumstance to achieve the ultimate goal, live every moment to its fullest.」
BRAND CONCEPT
INFANTRY is a brand dedicated to crafting high-quality wristwatches. The brand’s name, meaning "foot soldier", not only represents its core values but also symbolizes the qualities of perseverance and courage. Drawing design inspiration from the military, its product line is divided into three main series: the Military Series, Blind Box Series and Custom Assemble Series. These lines not only cater to the diverse needs of consumers but also demonstrate the brand’s pursuit of innovation and diversity.
- Brand Goal: Create exquisitely crafted wristwatches as elite as soldiers, allowing every wearer to feel the strength and confidence they bring
- Brand Mission: Embody the perfect integration of traditional watchmaking craftsmanship and advanced technology
- Brand Personality: Resilient, Resolute, Reliable, Respect
Saluting the Vision of the Elders with the Rhythm of Time
Since the conception of timepieces, watchmakers have strived to replicate the laws of celestial movement through the rotation of gears.
As time passed, they no longer contented themselves with merely recreating nature’s laws within the tiny space of a watch. Instead, they pursued ultimate precision — aiming for their timepieces to not only convey information with absolute accuracy, but also to express the unique personality of the wearer.
When we witnessed the romance INFANTRY infuses into the intricate mechanical structures of its watch designs, we defined the brand’s style as perseverant, rugged and dynamic. If diamonds are a girl’s best friend, mechanics are the romance that men yearn for.
Displaying time through hundreds of tiny components within the compact space of a watch is a romantic endeavor in itself — not to mention the pinnacle of mechanical watchmaking: sophisticated complications and innovative, personalized designs. Layer upon layer of movement parts; a single watch is a world of its own.
Infusing a Passion for Military History and Aviation into Watch Design
With the brand’s tone established, the creative inspiration for the INFANTRY LOGO followed. In the design, we used four bold letter "R"s facing different directions to form a square, symbolizing the elite precision and intense focus of soldiers. It also reflects the brand’s interlocking characteristics, expressing a powerful spirit of teamwork.
The typography of "INFANTRY" also echoes military style, with sharp strokes evoking a sense of mechanization and strength. Notably, the letter "A" is redesigned as the number "4", emphasizing the brand’s four core values: Resilient, Resolute, Reliable, Respect.
The overall LOGO exudes a masculine, bold aura.
It allows one to appreciate the allure of military mechanical art, even in the dark.
Evoke the Most Primal Sensations of Nature
To enable consumers to intuitively appreciate the military aesthetics of INFANTRY’s watch designs, our color palette features the classic black, white and gray, with the addition of earth tones — brown and green. These hues echo the natural elements of military style, such as rainforests, soil and deserts.
This color selection not only enhances the sense of durability of the watches but also extends to the brand’s posters, allowing every product to blend seamlessly with the natural environment and conveying the brand’s pursuit of strength and stability.
The Ultimate Visual Appeal of a Watch, Capturing the Beauty of Sharp Angles and Streamlined Lines
If the creation and crafting of INFANTRY’s watches embody military texture, the brand’s visual design captures the beauty of minimalism through sharp angles and streamlined lines.
We extracted the most primal, natural forms from the brand’s personality and the natural world, striking a perfect balance between square and round, sharp and smooth for the brand’s watch designs and extensions — interpreting the brand’s professionalism and elite quality.
The design of the watch straps features an identical visual on both the front and back, a fully upgraded version that elevates both style and texture. It represents INFANTRY’s combination of a perseverant design philosophy and military-precise craftsmanship, demonstrating the brand’s pursuit of strength and style.
“Embrace Resilience, Wear Strength.”
“Timepieces Built for the Bold.”
“Where Precision Meets Power.”
“Strength in Every Second.”
Creative Statement | Every Collaboration Is a New Opportunity
For us, meaningful design is deeply connected to art, rather than a mere creation of commercial and pop culture. Faced with an over-saturated and bloated world, we insist on starting from the brand’s core philosophy to tell a unique story — one that is not just about commercial success or profit, but about the originality of an idea, how it exists in the world, and how it inspires others.
It is for this reason that every creative endeavor is a new opportunity. After collaborating with INFANTRY, we are grateful to have the freedom to create this concise yet powerful design, and we sincerely thank the brand for its invaluable support.
I highly recommend Michael for anyone seeking a thoughtful, professional, and impactful designer who truly brings ideas to life." ”
