A watch brand engineered from the first mark onward.
Brand identity, trademarking, print collateral, product photography, e-commerce website design and development for a laboratory of independent watchmaking.
Very little existed beyond an idea and a product mock-up.
Massena LAB needed a complete world—one credible enough for collectors and flexible enough for every collaboration still to come.
Bionic Egg shaped the name into a protected brand, built its identity and print system, art-directed the product imagery, and designed and developed the commerce experience. The work connects the precision of horology with the curiosity of a laboratory: exacting, collaborative and never mass produced.
The identity is intentionally spare: a refined wordmark, a compact monogram and a neutral system drawn from stone and black-and-white photography. Trademarking gave the new name a protected foundation for growth.
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Product engineering reference
The identity had to feel at home beside the object.
Case geometry, scale and mechanical detail informed a visual language that feels precise without becoming cold. The brand supports the watch rather than competing with it.
Brand in motion
Precision, brought to life.
The monogram becomes a restrained motion signature for launch content, product presentations and the digital brand.
Print + brand collateral
Every handoff feels considered.
Stationery, cards, certificates and launch materials extend the same restraint into the physical details collectors actually hold. The system is consistent without competing with the watches.
Initial launch photography
Made to slow the eye down.
Massena LAB
The identity on product
A small mark with a clear presence.
The Massena LAB monogram was built to hold its character at watch scale. It can sit quietly within the dial architecture or become a visible signature without competing with the object.
02 E-commerce design + development
Built for discovery, detail and decisive launches.
The responsive commerce system balances product storytelling with a clear path to purchase. Large-format photography, specifications and editorial context help collectors understand the thinking behind each limited release.
Responsive experience
One clear system, from editorial story to checkout.
The interface adapts across desktop, tablet and mobile without reducing the product to a thumbnail or separating commerce from the brand narrative.
NASA-licensed collaboration
A product story built for launch.
The UNIMATIC × Massena LAB U1-SPG NASA Artemis limited edition shows how the brand and commerce system could support a collaboration with its own unmistakable visual world—without losing the Massena LAB signature.
Content architecture
Enough depth for the collector who wants every detail.
Long-form product and company pages were structured for close reading while keeping navigation and purchase paths immediate.
03 A platform made to evolve
New collaborations could become their own worlds.
The T‑Rex launch demonstrates the flexibility of the original system: an expressive product story with a distinct visual character, still recognizably Massena LAB.
Result
Brand, product and commerce working as one.
The launch created a professional foundation from almost nothing. The finished product increased site visitors, earned strong internal engagement and gave each new watch a credible stage.
Founder perspective
“Bionic Egg went beyond and above our expectations.”
William Massena · Founder, Massena LAB
“They were able to conceive our branding, a beautiful website and great visuals with very little but a mock-up of our product. Mark’s dedication to this project was surreal. His ‘can do’ attitude and fast response combined with his professionalism had a significant impact on our small company with limited resources.”
