Adidas x Cartier
Today’s marketplace is very competitive. adidas is competing for the top spot in athletic clothing against Nike, who teamed up in collaboration with Apple creating the Nike+ Apple Watch. On the other hand, the Apple watch and Apple’s domination into the watch market since introducing its Apple watch has Forced traditional watchmakers to take note. Cartier needs a fresh start into this new tech-savy world to stay on top. What better way for them to introduce a smartwatch as a collaboration with adidas Originals. It will help boost both of the companies revenue along with giving their consumers a smartwatch with an elegant feel and a performance enhancing edge.
Three watches will be introduced to give the consumer options, along with representing the three stripes of adidas. They will be at varying price ranges; the Drive de Cartier being at the lowest price point, then followed by Ronde Croisiere de Cartier and last, but not least, Calibre de Cartier Diver at the highest price point. The watches will appear in different colors of the famed Cartier jewelry box, which will include the three stripes of adidas around the outside of the box. On top of being a smartwatch, the watches will boast as close to the same physical features Cartier watches are known for, that will leave it standing out in the marketplace as the best smartwatch option.
Each box will feature a clear slide around the middle allowing for the elegance of the box to show through and the name of the watch and the logo on the slide. Once taken off the consumer will be left with a stunning jewelry box that will last for as long, if not longer, than the watch itself. Inside the box, consumers will find a booklet describing the features of the watch that was purchased.
Sketches
Orthographic views
Booklet
front cover
back cover
click to enlarge
Watches
Final Design/Packaging
