Archetype

Tools for the Edge of the Ocean

Close-up of a tactical watch with a black dial, luminous hands, and a rotating bezel. The watch is positioned on a dark textured background.

Identity and product design for a new class of outdoor watches.

The quintessential representation; the standard others follow. Breaking into the timepiece market required an identity that could resonate with a discerning, ocean-bound audience while attracting a broader one. We created the identity and product design for a new class of outdoor tools, engineered for watermen and built to exceed military-grade standards.

Services:

  • Industrial design

  • Brand design system

  • Material, colors, finishes

  • Packaging

A symbol of structure &
balance, nothing excess.

Close-up of a metallic gear shift knob with the letter 'T' engraved on the top, part of a gear shifter with textured ridges.

Every line has purpose. A
structure resolved through
precision. Built to endure.

Blueprint-style digital rendering of a wristwatch with the brand name 'ARchetype' on the dial, showing measurements and technical design details.
A digital rendering of a watch design with technical drawing lines on a black background.
Digital smartwatch display with time, date, and other details, surrounded by wireframe design elements on a black background.
Technical drawing of a backpack from multiple angles with annotations and highlights in black, white, and yellow.
Technical drawing of a backpack from multiple angles with annotations and highlights in black, white, and yellow.
Conceptual technical design of a black electronic backpack with yellow accents, shown from front and back views with white technical blueprint lines on black background.
Conceptual technical design of a black electronic backpack with yellow accents, shown from front and back views with white technical blueprint lines on black background.
A black wristwatch with a round face and a dark strap inside an open black box, with a field manual and foam padding on a dark textured surface.
A person resting their hand on a surfboard with water droplets, at sunset on the beach.
A black rectangular box with a minimalist logo on the top surface and the word 'ARCHETYPE' embossed on the front side, placed on a dark textured surface.

Transitional by design.

A brand built for the shore, worn everywhere.

Three smartphones display Instagram posts from archetype, showcasing watches and outdoor scenes. The first features a black and yellow watch with outdoor gear; the second shows a snow-covered vehicle labeled 'SURF' in a winter setting; the third displays a close-up of a blue watch with a textured strap.
A MacBook Pro laptop on a wooden desk displaying a website featuring a black wristwatch with a black strap and a digital display, against a textured black backdrop.
Three wristwatches with black bezels and similar black faces, each with different strap colors—black, tan, and gray—and unique designs and markers.
Three wristwatches with black bezels and similar black faces, each with different strap colors—black, tan, and gray—and unique designs and markers.

Impact

4

Products Designed

3

Categories Defined

1

Brand System

Close-up of a black wristwatch with yellow and white markings, a black strap, and the letter 'K' on the dial.
A black bicycle helmet with ventilation holes and a chin strap, isolated on a dark background.
Close-up of a white Land Rover Discovery car, showing the front right side with the headlight turned on, including the grille and side mirror.
A person wearing a Red Bull KTM Factory Racing full-face motocross helmet with blue, yellow, and red graphic design and a tinted visor, and a red racing jersey with white sponsor logos.
N95 face mask with adjustable straps.
Crowd of excited people at a festival or event, holding flags, wearing sunglasses, and smiling.
Flag with IMT logo and motto 'Build the Future' flying against a clear blue sky.
A woman sitting cross-legged on a bed with a pillow, using a red Kindle device near a large window.
Red Bull Tour Bus at an event, with stage lighting and musical instruments visible.
A person wearing a helmet and goggles skiing in deep snow, surrounded by snow spray.