Case story: reviving a heritage swiss watch brand

The Big A are trusted with a massive variety of brands.

One of the most interesting was Leonidas. It was a relaunch for this heritage swiss watch brand, founded in the 1800’s. They were formerly part of Tag Heuer and had a long and fascinating visual history.

The Big A investigated their various identities before recreating a contemporary version of what was felt to be their most iconic brand identity.


The logo retained the sporty feel of the original, but the techniques used added a more personalised, human touch.For example, the logo on the watch was hand cut, so the space between characters had to be far wider than normal

The packaging was created to look retro and high end. The Big A used a bold, minimal approach for the brand identity.
Everything had a very analogue feeling, in contrast to the competition brands