Fossil, a watch and accessories retailer, partnered with ME to WE to create a co-branded product line including pieces like the Rafiki bracelet, as well as launching a bag fob and an exclusive watch (where the strap was hand beaded by Maasai Artisans). The partnership launched in time for Mother's Day 2016 with placement at the store front display with Fossil's featured products for mom. The results of the activation saw the largest retail sales of any Fossil Foundation partnership, sold out of products several times, high staff engagements, and a strategy for continued product development.
As the lead designer for this activation a focus was placed on the in-store collateral (tabletop signage, display stands and takeaway cards) and digital communications (email newsletter).
The design challenge was to create a cohesive brand message that equally leveraged Fossil and ME to WE's brand look and feel. The image of the Maasai artisan was chosen to highlight the brand differentiator. The image was cut out from the background to match Fossil's studio and minimal photographic style. Fossil's Mother's Day campaign look and feel was leveraged through a flat pale pink hue and use of sans serif fonts.