Kapten & Son
The road to success through design strategy

Leveraging success by defining brand values and establishing creative direction.

The story of Kapten & Son is one of success and collaboration. The founders of this fashion-related start-up approached us as a company which had found some success with a customizable watch, using well-targeted influencer marketing on various media channels. Following this success, there was a need to develop the company further and create a portfolio of watches.

We were tasked with developing a design strategy for a diversified product range and coming up with new impulses which serve the needs of the existing target group while also developing the potential for new opportunities. Kapten & Son is a very young, fast moving company, which meant we weren’t able to make use of any previously communicated brand values. For this reason, part of our challenge was the development of the framework in which Kapten & Son products fit, to create the best possible perception of the brand and a cohesive design strategy for the future.

The road to success through design strategy and pure product design
The road to success through design strategy and pure product design

DEFINING THE FUTURE OF THE BRAND

To start the design process, we dived deep into the world of watches, clustering them into different categories and value classes. Workshops with the founders and influencers allowed us to identify which categories were potentially of strategic interest for the brand and which were not. Using the findings from the workshops, we were able to enter into a discussion with the founders regarding the Kapten & Son product philosophy and the future path of the brand.

The road to success through design strategy and pure product design
The road to success through design strategy and pure product design
The road to success through design strategy and pure product design

PRODUCT DESIGN BASED ON BRAND VALUES

Following the workshops and using the learnings from our discussions about the future path of the brand, we developed design solutions which characterize the relevant product categories and spiced them up with some Kapten & Son character. We also developed elements which make up some of the DNA of Kapten & Son products and will be part of every watch carrying the logo. These design solutions have helped us, as well as the founders, to define values which represent Kapten & Son.

STARTING POINT FOR STRATEGIC CREATIVE DIRECTION

This collaborative way of working has allowed Noto to develop a trusting relationship with Kapten & Son, one in which we can work together closely. We at Noto have taken up the task of creative direction for Kapten & Son in a permanent working relationship.  Serving as a strategic and operational design partner allows us to bring the Kapten & Son brand to the next level in terms of product strategy. The PURE and the CHRONO are the first result of this intensive collaboration, but it is certainly not the last! New products and product categories can be developed faster than you think… Stay tuned!

The road to success through design strategy and pure product design

FURTHER READINGS:

Find out more about our cooperation with Kapten & Son.

Get some more information about the PURE.

Have a look at the CHRONO.