The Craftsmen's Creed
Branding & Awareness Campaign, 2017
In a society obsessed with technological advancement, it takes extreme passion to save a dwindling art form. Efforts to preserve resources on cultural heritage have gained new momentum throughout the world nowadays. While cultural heritage is gradually fading away, it is important to protect and safeguard as it implies a shared bond, our belonging to a community. This shared bond reflects our culture and indigenous intelligence from the older generations. Traditional craftsmanship has become an unfeasible mode of profession today due to machine-made products, yet a piece of heirloom watch could preserve our cultural heritage.
This downfall in the practice of the traditional art forms has led to the formation of The Craftsmen's Creed, a group of craft enthusiasts who aim to preserve a dying trade and to redefine the value of craftsmanship through the manifesto. Inspired by the Victorian era, the wooden toolkit combines an array of instruction manual and tools, packaged with The Craftsmen’s Creed's sensibility and lastly presented in a way which honours the heritage of watchmaking. Every letter was painstakingly handcrafted to establish the authenticity of craftsmanship.
This project was done in a collaborative effort with Jace Ong, Kyle Ngo, Naqib Yusop, Zhang Yonglong.
