Tropical Watch, a luxury watch retailer, needed a new identity that would complement its high-end clientele while feeling true to the owner’s laid back roots. The visuals should evoke the relaxing, luxurious feeling of first sitting down in your beach chair on vacation. Taking inspiration from the mid-century Jet-Age when many of the watches were produced, we designed an identity that pays homage to classic travel ephemera.

The use of Decimal, the typeface inspired by vintage watch faces designed by Hoefler & Co., underscores the legacy of Tropical Watch’s timepieces.  A marbled pattern adds an elegant, yet whimsical touch, providing a luxurious backdrop for the multitude of tactile pieces such as tissue paper, embossed envelopes, and goldleaf-foiled business cards. Beyond assisting with the core visual identity, my work also included supporting the development of the web experience, a critical retail tool enhanced by bespoke details such as website stamps and custom buttons.