octo
in a nutshell
Octo is a revived vintage watch brand, originally popular in the 70s and 80s, relaunched for a new generation of trendsetters. The goal was to honor its heritage while reimagining it for today’s culture—nostalgic but never dated.
The visual identity blends archival influences with modern energy, drawing from archival typography, tactile textures, and playful layouts. From packaging to campaigns, the system was built to feel confident, slightly offbeat, and instantly recognizable.
the challenge
Reviving Octo meant walking a fine line: respecting its roots while creating something fresh enough to compete in today’s crowded watch market. The brand needed to resonate with longtime fans who remembered Octo’s heyday while appealing to younger audiences seeking boldness, story, and attitude.
In a market where buyers are choosing lifestyles as much as products, the identity couldn’t simply lean on the past. It needed to translate heritage into a modern, flexible world—rooted in authenticity but adaptable for campaigns, collaborations, and future growth.
how we got there
The design process focused on building a dynamic system to capture Octo’s rebellious spirit. At its core was a refreshed logo, inspired by archival Chinese typography found on old Octo packaging, grounding the brand in authenticity.
Supporting this was a dot matrix motif drawn from Octo’s history. This texture became a playful, flexible element across packaging and campaigns, adding depth while nodding to the brand’s past. To keep the system adaptable, we developed a robust grid that allowed offbeat layouts without losing clarity, paired with bold, energetic photography to create a distinct, contemporary voice.
The result was a future-proof identity: rooted in nostalgia, but agile enough to evolve with new product lines and cultural moments.
the hat(s) I wore for this project
I led the creative direction and design execution, shaping Octo’s refreshed identity across logo, grid, color palette, and guidelines. My role was to ensure every element balanced personality with scalability, creating a toolkit that could flex across retail, campaigns, and collaborations.
I also directed Octo’s first campaign—a pivotal launch moment. Since final products weren’t ready for a traditional shoot, I pivoted to a generative AI approach. What started as a practical solution became a creative opportunity: building a surreal, imaginative world around Octo that honored its legacy of embracing new technology.
The AI-generated imagery carried a sense of both nostalgia and futurism, embracing the imperfect, uncanny qualities of the medium. This not only solved production challenges but also reinforced Octo’s experimental spirit, positioning it as a brand unafraid to play at the intersection of heritage and innovation.
