ONE ELEVEN solar watch brand - a study in sustainability
design strategy | design & art direction
Team
Manali Mohanty, Joshua Snodgrass, Junior Garza, Marty Christiansen (Fossil Group, Dallas, USA)
Client (internal)
Fossil Group
The Brief
Find and target white spaces in the fashion watch market place for new digitally native brands for the conscious consumer. Test, iterate, share learnings within Fossil Groups portfolio of 12+ brands.
Process
Conceptualized, developed and launched within 12 months from the internal incubator at Fossil Group. One Eleven was launched to further Fossil’s ‘Design for the Future’ sustainability commitment and goals. An exercise in speed to market, the brand was created and launched in just 3 months with 4 skus.
Outcome
$1.75M in sales, self funding within the first three years of launch. One Eleven brand has since been successfully absorbed into Fossil brand’s sustainable product line.
One Eleven is an outdoor watch brand that strives to make solar-powered design sexy and fashionable for the outdoor enthusiast.
The brand is centered around promoting sustainable energy (solar power), reducing waste (a single battery for the lifetime of the watch), and the use of sustainably sourced recycled/recyclable materials. It is an exercise in material innovation, ethical sourcing, responsible manufacturing, and thoughtful brand positioning.
AN INTEGRATED CAMPAIGN TO CELEBRATE THE 50TH ANNIVERSARY OF EARTH DAY
We took inspiration from the original Earth Day campaign to create branding for the campaign as well as a commemorative watch. The branding was equal parts nostalgic and retro - a throwback to the idealism and activism of the 70s. The watch design was inspired by the colors of the 3 elements: land, water and air.
This limited edition watch sold out within hours of its online pre-sale.
A brand partnership with Team Intrepid aka Do Good Shit foundation
As part of One Eleven brand’s commitment to environmental stewardship and conservation, we partnered with Erich Roepke and Stein Retzlaff of Team Intrepid/ dogoodshit.org on a brand ambassadorship.
Do Good Shit/DGS’s mission is to implement and maintain human waste management solutions that preserve outdoor recreation areas and improve the livelihood of surrounding communities.
As a DGS partner, One Eleven created the Limited Edition EVEREST watches co-designed with Erich and Stein, with 1% of sales going to Do Good Shit.
The campaign was launched at an industry party at the Outdoor Retailer Show in Denver.
The Limited Edition EVEREST watch was an instant hit.
It sold out within the first 10 days of its launch.
