THE STORY BEHIND THE STORYTELLING

Crafting a Microbrand from Concept to Rebranding

Episode 3: The Quest of the Perfect Brand Image

If you missed the second episode (link here), I’m Édouard, founder and designer of Manime watches. I’ve been sharing the real, behind-the-scenes journey of building my brand—beyond the polished highlights. Many of you have reached out to me—thank you so much for your feedback! This is exactly what I was looking for: connecting with you.

Today, and in contrast with the other two episodes, we’re moving forward and diving into a crucial topic: shaping a new brand identity for MANIME. I will tell you about the importance of branding, how I chose the right elements, and at the end, I’ll ask for your help in choosing a new slogan that captures Manime’s essence.

The missing part

When I launched MANIME, I focused on design, production, and finances, thinking that a great product, positive reviews, and Facebook ads would drive success. But clearly, it’s not that simple—most of you probably hadn’t heard of MANIME before this. No surprise, there are countless incredible watch brands out there.

So, what was I missing? What’s the secret to standing out in such a crowded market? And how have other microbrands managed to break through?

After countless conversations with friends and industry pros, one answer kept surfacing: a strong brand image. Words like "brand image" and "storytelling" can feel gimmicky, but they’re essential to building something that resonates.

The importance of branding

When I started MANIME, I didn’t put enough emphasis on branding. I feared it would make the brand seem 'too commercial'.

Yet, I was leveraging the brand's origin history to market the watch. Friendship was at the core of this project - I wanted to make elegant, affordable watches for friends who were overpaying for fashion brands. The name “MANIME” is inspired by a place where I spent time with friends growing up, and our logo—a yellow rose—symbolizes friendship.

While all these elements are part of our genesis, I’ve learned that a brand’s origin story is not the same as its brand image. And that’s where I needed to focus.

Back to basics

Four years later, I’m taking a step back to reassess. I cleared my whiteboard and started listing my inspirations—everything from watches to cars and cultural icons. They call this a "moodboard" in the industry, and it helps capture the essence and
emotions a brand should evoke.

When I look at my collection, the common thread is “elegant minimalism”. My 1972 Rolex Datejust 1601, which I got for my wedding, is a perfect example: timeless design, clean lines, and versatility. You can pair it with any strap—my khaki Perlon strap makes it look stunning.

The watches I’ve designed, like LA F. and LA FIDÈLE, reflect this same aesthetic. I’m drawn to the elegance of vintage watches from the 50s to 70s—their simplicity speaks volumes. In contrast, a more complex watch, like a 90s Breitling Navitimer, wouldn’t fit my style.

On the moodboard, I also drew inspiration from classic cars like the Aston Martin DB5 and 70s Porsche 911, known for their smooth lines and refined interiors with high quality materials such as Connolly leather, wood veneer, and chrome touches that give a refined and classic look. Icons like Steve McQueen, Sean Connery, and Lady Diana embody this blend of elegance, sportiness, and timeless appeal.

This is where I believe MANIME's essence to be—creating sport-chic, vintage-inspired watches that combine retro charm with modern sophistication.

So, where do we go from here?

According to marketing experts, I needed to define several key areas. Here’s what I’ve come up with:

With all these elements in place, I now have a much clearer vision of how I want to represent the brand — whether through advertising, content creation, or even design. These guidelines will serve as my compass, helping me stay true to the path I've set and ensuring consistency along the way.

Now to the fun part — to truly capture this new brand identity, we need a new slogan. I’ve come up with a few, inspired by 70s and 80s ads, and I’d love your help choosing the one that resonates best. To give these slogans some context, I've created vintage-style ads featuring each slogan:

“ELEGANCE FOR EVERY JOURNEY”

1. Shifts the focus from the product itself to the wearer’s personal experience, suggesting that elegance is felt through how the watch accompanies every step of life.

2. Highlights versatility, showing that the watch fits seamlessly into daily life, travel adventures, or special moments without ever feeling out of place.

3. Positions Manime as more than a simple accessory — a reliable and refined companion that elevates the wearer’s style throughout their personal journey.

“ELEGANCE ANYWHERE YOU GO”

1. Suggests that elegance is not confined to one place or moment, but is something the wearer carries naturally, with the watch acting as a subtle expression of that elegance.

2. Reinforces the watch’s adaptability — whether it’s for casual days, formal events, business settings, or trips, it always feels like the right choice.

3. Strengthens the lifestyle message: Manime watches are designed to accompany the wearer everywhere, effortlessly blending with any environment and situation.

“BUILT FOR EVERYDAY MOMENTS”

1. This slogan focuses on the importance of everyday life, showing that the watch is crafted to be a part of the small but meaningful moments that shape one’s day-to-day.

2. Stresses the watch’s reliability and practicality — designed for daily use without compromising on style or sophistication.

3. Positions Manime as a brand for those who appreciate that elegance is not reserved for special occasions, but is something to be lived and enjoyed every day.

Create your own user feedback survey

Coming Up Next

In the next episode, I’ll share the survey results, and how I have came up with the design of our new model and once again, you’ll help choose which color goes into production.

Until then, take care, and don’t hesitate to share your thoughts on the comment section below.

Thank you.

Édouard.

Enjoyed this episode? Drop me your email address, and I'll add you to the list to keep you updated on the next release!