VerX
The Challenge
I crafted the concept and demo in May 2020 based on a few product photos and specs provided by a foreign brand.
It’s a demo to showcase how I usually create a brand & content strategy from scratch and what foreign brands can do when entering the Chinese market.
USP: Limited edition automatic watches made with in-house modified movements for watch enthusiasts.
Target audience: Watch enthusiasts; Minimalists.
***Note: The brand concept & persona were missing.
Challenges: 1) Segmentation 2) The gap (opportunities) 3) The brand value 4) Localisation
The Solution
I redefined the target audience based on research & insights.
I reinforced the concept with a brand name, core value, character, and tagline that can resonate with the target audience.
Brand Name
VerX
Tagline
Be Present.
Core Value
VerX is committed to making minimalistic, high-quality mechanical watches with in-house modified movements that are worth the price and a lifetime of collecting.
VerX encourages a lifestyle that is not limited by time, empowers everyone to listen to their souls and Be Present in the Moment.
My Recipe for Successful Brand Strategy
Persona
Age: 21 – 28; 28 - 35 years old.
Gender: Male
Location: First/Second-tier cities in mainland China
Income levels: Medium - High
Content Strategy - Direction #1
Product Design
Colouration: Navy Blue (healing colour)
Movement: In-house modified movement;
Open-heart flying wheel
Concept: A Unique Fusion of Craftsmanship and Aesthetics
Limited edition: 60 pieces
Concept Generation
Concept & Slogan: Be Present in the Moment.
In the digital age, people suffer from a fast-paced lifestyle affected by the mass deployment of technology.
Men have nothing different from women in terms of privacy and intimacy.
Why not put down your phone, be quiet for a moment, and enjoy life as it is?
Pick up a pen, open (your) Heart, and write down how you feel in the present moment.
The concept encourages users to live in the present moment, not limited by ‘time’ and ‘space’, not influenced by ‘collective consciousness’, dare to express their thoughts, and pursue the type of love they desire.
Localisation - Direction #1
Social Content | Video Scripts
Be Present in the Moment
专注当下
你和Ta之间，隔着一块「全心」腕表 | VerX
马达的轰轰声，
手动换挡带来的愉悦感，
Road trip的自由和狂野，
日式威士忌的浓烈......
能否让你专注在某一时刻？
专注，
需要工匠般的精神；
而沉稳，
则需要时间的沉淀，
却经得起岁月的磨练，
也经得起时间的考验。
要想体验不同的人生，
或是人生不同的阶段，
除了一辆改装的手动车，
或是一辆老式复刻摩托车，
一套注重面料和裁剪的定制西装，
独处时来杯日式威士忌，
还需要一块机械腕表，
沉浸在自己的世界里一小会儿，
听说，
这是一种新的宠爱自己的生活方式。
VerX 的工匠精神，
不仅体现在精湛的工艺上，
这份坚持源自于工匠们对于钟表制作的热爱，
每一块表都有自己的故事。
VerX Open-Heart「全心自动机械腕表」
一种倾心的夜空蓝，沉稳低调不张扬，
佩戴在你手上，足已令你与众不同。
表面指针去繁从简的设计，
最适合在生活上做减法的你。
星夜下，用秒去记录每一个平凡但值得回忆的时光。
极简316L不锈钢表壳，
配上意大利皮革表带，对美的追求从未停止。
全新升级版「海鸥2502」全自动机芯，
拆装、调试、测试，每一步都不能少。
「全心」飞轮双计时盘日历，
在匠人的精神世界里，
高精密的计时工具容不得半点差池。
全球超级限量版，只为与它有缘的你量身定制，
你想成为那60个有缘人当中的一个吗？
白天，
穿上你定制的西装，
戴上 VerX 的 Open-Heart「全心自动机械腕表」，
你，就是霸道总裁。
夜晚，
褪去浮华，
脱下西装，
解开手表，
让时间停止片刻，
拿起笔和纸，
「打开心」
写下你和Ta的故事。
