Time+Tide x Studio Underd0g.
April fo0ls becomes reality. 🍕
The first.
This will forever be a special project for me, despite the rather lighthearted subject matter.
The realization of Studio Underd0g's 2023 April Fool's Day joke led to much anticipated real world release of the original 'Pepper0ni' aswell as the new and never-before-seen 'Hawaiian.'
It marked a special occasion for me as a designer, where a creation of mine was released and made available for purchase for the very first time.
Team+Tide.
This project was in collaboration with Australian watch press Time+Tide. Jumping right into the deep end by designing a watch that not only my boss, Richard Benc, but also Time+Tide founder Andrew McUtchen were happy with was no small feat... let alone making a pizza-themed watch look good!
The process involved several iterations before sampling, followed by a short resampling process to get the oven time and temperature just right.
The end product? A divisive, yet captivating watch that grows on you. Over time, you start to appreciate that the dial color and overall color palette are actually pretty damn good.
Extra toppings?
I was not only responsible for the design of the 'Hawaiian,' but I was also tasked with designing the 'Studio Underd0g x Time+Tide' branded merchandise. This merchandise was sold at the Melbourne-based launch event on January 19th and is also available online via Time+Tide.
