Facelifting Casio's visuals to match their iconic retro watches
Project
Casio: Relic Collection
Website
Figma Prototype
Type
BRANDING
GRAPHIC
WEB
Tools
FIGMA
ILLUSTRATOR
INDESIGN
PHOTOSHOP
Year
2025/2026
Dither patterns made from planets, exploded view drawings and thoughtfully used kanji-accents shape Casio's new visual identity
A completely redesigned webshop, custom tailored to a potential series of Casio Relic collections
Strategy
The new brand strategy is based on an extensive analysis using Kapferer's Brand Identity Prism. Casio's new identity picks up on it's core values and heritage, carrying it over to a new era. The strategy consists of three pillars: a new visual identity, a special look for sci-fi collections and a possible marketing campaign. Check out the pitchdeck and brand guidelines docs for an in depth explanation and analysis of Casio's current value proposition.
Process
I took inspiration from Casio's watch interfaces and precisely engineered watch enclosures. My goal was to extract the watches' inherent aesthetic and combine it with the vibe of sci-fi movies like Blade Runner.
Learnings
Simplicity is Key
At first I tried to build a whole world around Casio, working with 3D renderings of planets, alien-like shapes, illustrations, dithering patterns, weird vector shapes, … In the end, what remained was the absolute essence of what I had imagined. KISS, just like Dieter Rams said or something like that.
Designing a System
I learned how to narrow graphic design down to a coherent, visual system that allows myself and others to quickly create visuals for any touch point.