Adding matches MAP’s utilitarian ethos with a beautifully functional identity system 

British watch brand MAP produces a collection of contemporary, precisely-designed timepieces. Created as the antithesis to today’s ‘always on’, digital society, MAP’s watches are stubbornly and unapologetically analogue, fundamental and practical. Initially available in three colours, the timepieces are housed within a chromium-nickel stainless steel case and sapphire coated mineral crystal glass to provide superior corrosion, scratch and shatter resistance. To help bring the fledgeling brand to market, London-based studio Adding designed its visual identity, website and packaging. Centring on the watches functionalist personality, Creative Director Jerome Keane explains that they “focused on the efficient measurement and presentation of information” as an overarching concept. As a result, they developed a coding system that sees each item of collateral feature a unique ID code in a defined arrangement: brand name, dimensions, item name and city of origin. For example, ‘MAP 85–55 BC¹ LDN’ appears on business cards while ‘MAP 80–350 SB¹ LDN’ graces MAP’s elongated watch packaging. With such fluidity at play, Adding have successfully achieved their goal of avoiding a traditional logo or symbol. Neue Haas Unica was selected as the standalone brand typeface for its subtle blend of character and precision, with its overtly functional forms marrying naturally with MAP’s stripped-back watch faces and minimalist ethos. With environmental impact at the forefront of their approach, Adding designed the watch packaging to operate without the need for a secondary shipping container. By using a combination of recycled or recyclable materials and clever tearing, they were able to devise a custom solution that remains suitably high-end in appearance while avoiding the more traditional box inside a box presentation.