Spectrum Watches, one of the oldest watch brands originating from the region, has undertaken full-scale transformation with Orikami Lab, a Dubai-based design innovation hub.
Orikami Lab worked with Spectrum Watches to develop new synergies between their existing client base and the new changemakers (or millennials) it aimed to win over. Despite the many challenges, the transformational process took just under three years to complete.
Spectrum Watches enjoys great offline success, and its superior craftsmanship is comparable to some of the most prestigious European watchmakers. To tap into the ever-influential online market, however, it needed a new visual identity, which served as the backdrop for the rebranding. Now backed by a new brand identity and visuals, Orikami Lab has enabled Spectrum Watches to be present online and reach a wider global audience. It has allowed Spectrum Watches to pivot to an online retail model as well as strengthen its offline wholesale model.
“Visual identity is just the tip of the iceberg; it is what shows the most. But it’s the story that needs to be told before any visuals can be created. This is where Orikami Lab spent most of its time and effort to go beyond just providing a new visual identity to their client. They went to the heart of the business and helped boost the business. We definitely could not have done it without their creative process,” said brand owner, Sabin Lakhani.
“Spectrum has a fantastic product, yet its appeal was limited among changemakers. For us, the challenge was not only to rethink the brand design and appeal, but to also create a niche brand identity that would help win over a whole new generation of customers. The implicit trust of the Spectrum team was our driving force as we conducted extensive market research, workshops with the team and created a new face for Spectrum as well as a strong digital footprint,” added Hiten Nainaney, co-founder and chief tech catalyst at Orikami Lab.
Orikami Lab identified Spectrum Watches’ customer groups through six distinctive personalities – including the ‘inventor’, the ‘creative and the ‘truth seeker’, ultimately leading to a celebration of the ‘changemakers’.
In addition to extending counsel for designing the watches to match different personalities, Spectrum also drove the launch of a total omnichannel brand package – covering conventional retailing and digital sales. “Today, consumers are used to digesting large amounts of imagery and content from brands daily through social media. Recognising this, we created an image bank consisting of over 300 images including animations that accompanies a marketing programme, which will roll out this year on social media,” stated Richie Nainaney, co-founder and design director at Orikami Lab.
A report from Bain & Company has revealed that the emergence of some positive shopping trendsMay 9, 2021 | By RetailME Bureau
UAE-based RAW recently announced that it would be extending its GCC operations,May 4, 2021 | By Bilal Syed
UAE-based Carrefour announced its theme and plans for Ramadan 2021. The brand
Locally owned supermarket Spinneys celebrates 60 years of doing business in the
UAE-based Carrefour will become the first retailer in the region to offer new levels
The Organic Farmers’ Market is back in Bay Avenue for its 12th
UAE-based Lulu Group recently inaugurated its first-ever all-female staff store in Jeddah,
Jones the Grocer, the gourmet grocer and cheese retailer launches the Jones
UAE-based Al Maya Supermarkets is hosting a two-week food festival at select
Locally-owned supermarket Spinneys has launched its ‘Power of Plants’ initiative in the
Carrefour UAE has launched “Cookit Yourself” — a curated recipe box created
UAE-based Al Islami Foods, one of the largest frozen food companies in
Marks & Spencer’s plant-based range now offers over 25 vegan products including meat-free
World’s largest fully integrated online brand in fresh fish and meat e-commerce
Kuwait-based startup TAMANNA has announced the launch of its online shopping site tamanna.com with
The once powerful department stores that anchored malls and streets around the
Who isn’t a sucker for discounts? Customers today are spoiled for choice
The various e-commerce and virtual retail stores that cater to different product
A private helicopter carrying the chairman and managing director of Lulu Group,
With the inauguration of 11 new stores in 2020 and 14 more
Vacheron Constantin has announced the official opening of its first boutique in
‘Skinification of beauty’ is the key trend that every retailer in the
On March 8th 2021, Reebok unveiled its new store opening and launched
British brand Marks & Spencer, operated by the Al-Futtaim Group has launched
According to a report by the United Nations, the fashion industry accounts
The issue of climate change and the environmental crisis we are in