I was lucky and received great freedom on this project. I chose to base this series of tins on a set of logos heavily influenced by car advertisements and symbols of the 1950s. I wanted the tins to be retro in the literal sense but I feel they evolved into contemporary interpretations of ’50s graphics.

The success of the series is partly due to the ability of each tin to speak to the consumer from a distance, like a book cover, but also relate to one another as a series. This works to the client’s advantage because collectibility is an important selling point of Fossil products. The sides of the tins were treated as an integral part of the overall design, which helps in merchandising and display of Fossil watches in stores.