Teddy is a content creator and host of the world’s leading YouTube channel specializing in wrist-watch related content. A light, sophisticated identity brings Teddy up to par with other high-end accessory brands in the market. Designing the digital experience was to find the balance between minimalism, ease of use, marketing and modern ecommerce interface. The brand identity expanded well into the packaging phase and the digital space due to a limited lux color palette and a striped back design system. Teddy is a brand for the watch enthusiast, and was crafted with that demographic in mind. Creating a balance in typography was very important to me during this project. I wanted to pair an elegant typeface with a modern minimal sans-serif. I chose Domaine Display as the headline font, while keeping the body copy and details set in a wider sans-serif called Montserrat. Teddy’s logo type was also set in Domaine to achieve a consistency within the brand system and type palette. This also allowed the system to stretch a bit more with type patterns and logo lockups that don’t feel disconnected. This brand was designed to showcase and keep focus on the products being promoted by Teddy and his site.
On the website side of things, the homepage was made to be a window into all that the site has to offer including watch reviews, shop links, category overviews, and blog insights. Teddy’s fans exist solely because of his YouTube channel and really respect his opinions on watch related products and I wanted to make sure that engagement was consistent through the web experience. Spending a lot of time working through the user flow of every page was crucial through this project. I wanted to ensure a smooth transition from page to page and a balance of information that felt thoughtful and kept the user engaged.