Founded by an accomplished designer and 20-year scuba veteran, NYC-based Deep Blue develops custom dive watches for the US and international market. Upon signing a deal to distribute their latest design through QVC, the founder was in search of a brand face lift and a new way to present Deep Blue story to a broader audience.
Token focused on the founder’s history as a dive master and the theme of undersea exploration to reinvent the Deep Blue Logo. The new identity is reminiscent of vintage dive helmets, lending a new brand a subtly vintage feel and sense of history. In addition to logo design, Token delivered brand positioning, product design (watch faces and cases) and advertising campaign development to support to launch of the Spring 2011 line of Deep Blue timepieces.
The Deep Blue series designed in partnership with Token sold out within a matter of hours on QVC and racked up months of backorders, proving to be one of the most successful QVC product sales of 2011. The re-imagined brand identity now graces all Deep Blue products.