Artem Luxury Watch Straps Munus Primarium: Involucrum by Joel Derksen

Artem Luxury Watch Straps Munus Primarium: Involucrum by Joel Derksen is a highly esteemed winner of the very prestigious 2022 Praemium A' Design Award Aeneum in Designatio Involucri Competition Category.

AesInvolucrum· 2022

Artem Luxury Watch Straps Munus Primarium: Involucrum

by Joel Derksen

Client: Studio Otherness

Praemium A' Design Award Aeneum Winner in Involucrum Category

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Verified Award Winner

Verify Award Status for #139454

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Colors

The Design

About Artem Luxury Watch Straps Munus Primarium: Involucrum

Textus Libri: Artem Luxury Watch Straps est consilium involucri creatum pro loris horologiorum collectoribus destinatis. Tegmen exterius delabitur ut arca interior ex vello pruinoso pateat, quae in latere per operculum plicatum aperitur. Insertum spumeum lorum in loco tenet. Forma quadrata et sculptoria margines acutas et diligentiam technicam extollit. Impressio bracteata et chartae colore griseo et caeruleo regio speciem elegantem et technicam praebent. Structura ita formata est ut productum in ipso actu aperiendi clare monstraret.

The Recognition

About the Praemium A' Design Award Aeneum

Artem Luxury Watch Straps Munus Primarium: Involucrum victor est Praemii A' Design Award Aeneum, honoris multum aestimati formis egregiis, creandi ingenio, sollertia et acumine insignibus dati. Victores Aenei opera perita et mire creandi sunt, quae experientiam, imaginationem et solertiam auctorum suorum confirmant. Exspectatur Artem Luxury Watch Straps Munus Primarium: Involucrum rem multum aestimatam, admiratam et carissimam, notabiliter professionalem et novam fore. Haec forma Aeneo victa optimas consuetudines artis, scientiae, formandi rationis et technologiae amplectitur et in cura minutiarum excellit. Artem Luxury Watch Straps Munus Primarium: Involucrum necessitates egregie explet, cupiditates tangit, sensus capit et curiositatem allicit.

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