Artem Luxury Watch Straps Primary Function: Asebbaḍ by Joel Derksen is a highly esteemed winner of the very prestigious 2022 Tarbaḥt A' Design Award n Lbrunz in Afeṣṣel n Ukemmus Competition Category.
LbrunzAkemmus· 2022
Artem Luxury Watch Straps Primary Function: Asebbaḍ
by Joel Derksen
Client: Studio Otherness
Tarbaḥt A' Design Award n Lbrunz Winner in Akemmus Category
Verified Award Winner
Verify Award Status for #139454The Design
About Artem Luxury Watch Straps Primary Function: Asebbaḍ
Book Text: Artem Luxury Watch Straps d asebbaḍ yettwaxedmen i tsirasin n lmontrat ittwaheyyin i yimkeddayen. Aɣummu n beṛṛa yettazzal ad d-iban usebbaḍ agejdan n daxel, ittwaxedmen s tebṛaț tazizawt yeldin seg yidis s uḍebsi. Tawenza n foam tṭṭef tasirest deg wemkan-is. Talɣa taɣebbart d tunṣibt tessken accaren imγaren akked tazmert tatiknikit. Tabaqqit n ureɣ akked ipyer s yini n rmad d bu-lḥenni ttaken-as udem yeṣfan yerna d aselway. Talɣa n usebbaḍ tettwaheyya iwakken ad d-tesken afaris s wudem iwatan lawan n usebbaḍ.
The Recognition
About the Tarbaḥt A' Design Award n Lbrunz
Artem Luxury Watch Straps Primary Function: Asebbaḍ d amerbaḥ n Tarbaḥt A' Design Award n Lbrunz, tagmat ɛlayen i yisnulfa yelhan, yeṭṭafaren tinawt, tamusni d tezmert. Imerbaḥen n Lbrunz d isnulfa yelhan, ttbanen d timusniwin n tmusni n yimahilen-nsen. Artem Luxury Watch Straps Primary Function: Asebbaḍ ad yili d asnulfu yettwaɛezzen, yelhan, amaynut. Artem Luxury Watch Straps Primary Function: Asebbaḍ yettemlil ɣef yimawlan, yettwaɛezzen s tmahilt-is.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Artem Straps is an Australia-based company with a vision of redefining watch straps for the passionate collector. Artem’s brand experience honours the intense perfectionism of the founding team and their ambition to be seen as the Aston Martin of watch straps.
The brand takes a refined and technical approach, with a bright royal blue and soft greys. The logo and monogram take cues from the buckle design, with automotive curves and considered contrasts. - Dimensions & Packaging
- 80mm W x 20mm D x 270cm L
- Tags
- Packaging, watch, jewelry, premium, luxury, branding, lifestyle, netherlands, australia
- Production Technology
- Foil stamping, foam insert, GF Smith papers (Grey, Royal Blue), and frosted vellum box.
- Design Challenge
- The overall project was quite smooth - with the biggest challenge being quality assurance and colour matching in paper selection and box quality.
- Research
- Research involved competitor analysis - both in branding and in packaging experience. Key competitors focused on machismo or affordability. Artem instead chose to create an atmosphere of mystery and reverence.
Most watch strap competitors focused on cost efficiency in their packaging, stepping away from a luxury experience. However the top-end watch brands (Blanc Pain, Rollex) all created incredible unboxing experiences, which we used as a baseline for the Artem packaging. - Inspiration
- The engineering sensibility of the brand inspired a blocky and sculptural approach to the packaging, one that showcased the sharp edges and technical perfection of the brand. Shadow play and how the product would showcase on Instagram and in unboxing videos also drove key structural considerations.
- Project Duration
- 4 months, Netherlands
- Operation Flow
- Cover slides off, revealing velum inner box. Velum inner box opens on the side with typical flap seal
- Team Members
- Creative Director: Joel Derksen
- Image Credits
- Photographer: Ingmar Swalue
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