Time For Wood
Refining a wooden accessories brand
Time For Wood was founded in the Netherlands in 2011, offering a line of wooden sunglasses, watches, and everyday accessories. With roots in a more surfer-inspired aesthetic, the brand initially appealed to a casual, outdoorsy crowd. However, as it grew, a more refined and design-forward identity was needed.
I contributed to the brand’s visual evolution, from product photography and creative direction to digital design and content development.
A shift in tone: from casual roots to considered design
With a growing urban customer base and a maturing product line, the brand sought to adopt a visual language that more accurately reflected the quality of its materials and craftsmanship.
The new direction centered on the concept of embracing Urban Nature, aiming to speak to a city-based audience that wants to incorporate more natural elements into their daily lives in the city. We repositioned the brand to emphasize clean form, tactile materials, and a quieter, more intentional tone.
As part of the update, the website was also redesigned to improve clarity and structure, with a simplified information architecture to better align with the new direction.
Focus on quality and materials
A key element of the visual update was a shift in product photography. To highlight the texture, grain, and quality of the materials, I focused on close-up shots and used white-painted concrete blocks to create a neutral, urban-inspired backdrop with a more gallery-like feel.
