Punkt. AC02 Launch

Challenge

We've been working with Punkt for nearly 15 years and were very excited to be brought on board to launch he AC02 Alarm Clock, a design refresh of their iconic first ever product.

The AC02 launched during London Design Festival at Jasper Morrison's premises.

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Approach

We collaborated with Punkt. and Jerome Masi to develop a series of illustrations that bring together product elements, desirable lifestyle and a new chapter for Punkt's brand expression.

It is the first time we've shown people in Punkt. illustrations, and used a warmer colour palette to demonstrate their human-centric design.

Jerome was a delight to work with and we're really pleased with the results. We believe they truly conjure a sense of the 'Punkt lifestyle' that many of us aspire to, and can attain when we simplify our connection with technology.

As well as developing the launch creative, we were also asked to develop tease creative, to build anticipation for the launch and to bridge the gap between discontinuing the AC01 and the AC02 launch.

Punkt product design is an exercise in reduction, and so it wasn't as simple as communicating a list of features. Instead we decided to subtly bring in a lot of the messaging into a simple image and copyline.

The AC02 is produced in Japan so we used a stripped back red and white colour palette for the creative. The copy line 'A new dawn.' sought to reference the core function of an alarm clock, whilst also suggesting that something new is coming.

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Result

The creative was well received and felt on-point in tone for the Punkt. audience. Tease posts on instagram are among some of the most engaged posts in preceding 3 months.

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