Parchie Is A Children's Watch Brand With The Most Welcoming Packaging Possible

by Chloe Gordon on 04/18/2022 | 3 Minute Read

Designer Amy Pastre and Illustrator Lauren Hackmiller collaborated on the packaging design for Parchie, a children's watch brand. The packaging design reflects the brand's mission of being an approachable and educational tool for children learning time while also balancing a quirky aesthetic that kids can relate to. The colorful paper tube is perfectly structural, almost reminiscent of Apple's packaging but with more personality and for a younger demographic.


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CHALLENGE: Design the strategy, story, design, and packaging for a watch company born from a child’s imagination.

Parchie is a collection of classically designed, analog, three-hand watches for kids and the young at heart. Named for founder — and luxury watch advisor, writer, and enthusiast, Cara Barrett’s invisible, imaginary childhood friend, Parchie timepieces are crafted with interchangeable watch straps made to mix, match, and collect. Designed to help kids learn to tell time and understand its many meanings, Parchie inspires us all to explore our creativity and be true to who we are.

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The founder’s descriptions of Parchie serve as the joyful jumping off point for all design, story, and strategy. Parchie watches are the tiny canvases where wearers can paint the world the way they see it.

The letterforms reflect the brand’s quirky, classic aesthetic. A hand-illustrated Parchie is the brand’s mascot — imaginary childhood friend brought to life. Parchie’s face is intentionally designed to resemble a watch crown and bezel.

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Parchie’s color changes with his mood, creating opportunities for the brand to help kids define and connect with different, often-changing feelings. A collection of graphic elements create visual interest and flexibility while also infusing a sense of playfulness through clever, time-centric copy. Custom-designed numbers for the watch face reflect the brand’s expressive quirkiness.

The packaging system includes a custom printed paper tube for a delightfully exciting unboxing experience. Proof positive that Parchie is winning hearts, adorning wrists, and sharing good times with the world.

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