For 17 years Fossil has used an inspired philosophy for packaging its watches. This concept of tin packaging was originally driven by creating a more dynamic relationshipwith the customer and providing a tangible way to increase the value of the product and be a method to communicate the brand's unique vintage based, graphic language. The result has been a dynamic, visual brand, that on the surface has broken all the rules of branding, but is considered to be one of the more consistent global brands in play today. The tin has given voice to the brand in a way unlike any other. This book documents that creativity and the inspirations that have influenced the internal design resources that have carried the creative torch for the past 17 years. - from Amzon