Donzi Wrist Watches - "Brand Extension" or "Product Extension"
“Brand extension is using the leverage of a well known brand name in one category to launch a new product in a different category.”
Objective:Design a new product that effectively "extends" the brand name into a new market.
Overview: These watches were designed for Donzi Powerboat company to be an extention of their identity as a high performance boat compnay taylored to a high priced customers.
A steep climb in popularity has come as a result of Donzi boats’ resurgence in quality. Donzi boats now regularly have major roles in popular television series like VIP, Nash Bridges, 24, JAG, Providence, and Dawson’s Creek and have starred in numerous big-screen efforts, including Charlie’s Angels, Spy Kids, Heartbreakers, Blood Works, and the upcoming Bad Boys 2. In short, Donzi is back, run by a group who not only understand what the boats represent, but are proud of what they do, and spend each day committed to preserving the heritage.