Chosen Design.
With the theme of Tag Heuer in mind, we emphasized on the brand colours, adolescence, and tried to maintain a ripe and sophisticated mood throughout the helmet. Because of the video Tag Heuer showcased, the idiom “In Theory” was in mind. With a little word play, the copy “In Theory, We Forget Over Time” was an indication that Tag Heuer carries on strong. Furthermore, it can be applied to “Gone But Never Forgotten”, a recently used hashtag for Jenson Button’s dad’s passing. The rigid lines of the brand’s logo drove us to recreate the identity, JB22, which were usually smooth and placed at the sides of the helmet.
Mock-Ups.
Explorations Drafts.
