Orikami Lab, the Dubai-based Design Innovation Hub, led the full-scale transformation of the brand experience for Spectrum Watches, one of the oldest watch brands originating from the region. Though Spectrum Watches had great offline success, it had to enter the ever-influential online market. This needed a new visual identity, which served as the backdrop for the rebranding.
Driven by its human-centred design philosophy, Orikami Lab approached the brand repositioning of Spectrum Watches through a compelling narrative based on design-thinking principles. A total omnichannel brand package – covering conventional retailing and digital sales – was also launched. With a new website, social
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