NUL:
Do what you love
and you’ll never be late.

NUL explores the notion that ‘time’ dictates everything we do in life. In essence there never seems to be enough of it to do the things we truly care about. nultime.com

Project summary

Packaging
Art-Direction
Print
Animation

Approach

We were approached by NUL creator and founder Marti Boniardi to help bring his vision of a new type of watch to life in packaging, print and animation. The concept centres around the name ‘NUL’ — meaning zero or nothing. The beautifully crafted pendant doesn’t actually tell the time but rather acts as a physical reminder to the wearer that beauty and happiness exist outside of hours and minutes. Etched on the back of each watch are the words; ‘Do what you love and you will never be late’. The watches come in a variety of minimal colour ways and finishes with Italian leather straps and matching branded hardware.

Following the minimal aesthetic we created a simple, yet robust packaging solution creating a bespoke routed black Valchromat (dyed MDF) base to house the watch and a blind de-bossed & foiled slip case produced in GF Smith Colourplan papers.

Now more than ever, it seems like we are all rediscovering time and what it means to us in our daily lives. You can find out more about the watches at Nultime.com