Minor Minutes, established in 2023, has introduced a new children’s watch that combines playfulness and creativity with education. The goal is to make time-telling fun and accessible for all children, promoting independence and helping them understand daily tasks. The watch includes a talking clock feature that engages multiple senses, making learning enjoyable and personal.
The design language is inspired by children’s TV shows, exciting toys, and the joy of spending time outdoors. Known as MinMin, the watch targets children aged 3-9. It balances educational value with an appealing design, capturing childhood excitement while appealing to design-minded parents.
The new logo features a chunky, extra bold, rounded sans serif typeface with unique elements like a tiny title, a narrow “r,” and a non-ascender “t.” The logo creatively stacks the repeated “min” letters, with the top having a flat baseline and the bottom a flat top, creating a neat effect. The rounded terminals of the letters add to the playful feel.
The primary typeface used in the identity is Pangram Pangram’s Formula Condensed. This typeface includes customized elements like half-italicized, wider “w” s, and extra thin apostrophes, adding a distinctive touch. The consistent use of this typeface across packaging and other applications ties the visual identity together.
The watch features rubbery straps in bright colors and an analog-time display. The face includes 5-second and 5-minute increment marks, aiding children in learning to tell time. The speech option offers additional support, making the learning process interactive and enjoyable.
The packaging design is vibrant and engaging, featuring lively identity elements. The recurring use of Formula Condensed set at an angle adds a dynamic touch. Marketing materials emphasize the fun and educational aspects with taglines like “It ticks, tocks and it talks.”
Minor Minutes engages with communities and educational programs to make time-telling fun and educational. The company helps children learn the importance of time management and independence by providing children with their first watch. It aims to support underprivileged communities, ensuring every child can experience the joy and educational benefits of owning a watch.
The new logo and visual identity capture the brand’s playful essence, making it appealing to children and their parents. With its innovative design and educational focus, Minor Minutes stands out in the children’s watch market, providing a fun and functional product. As the brand grows, it will help countless children discover the greatness of time.
