A childhood consists of seconds, minutes, hours, and days. It’s shaped by the small moments and little things that happen in between. All of these start as minor minutes. This Swedish company thought it was time for a well-designed watch for kids and started Minor Minutes. Inspired by autonomous learning and playful creativity, they want all children to be able to learn how to read the clock to experience time actively.

​​​​​​​They designed the watches in a distinctly Swedish way – just the right amount of equality and individualism – for a kid’s perspective. Minor Minutes shows time passing in visual increments and have a unique speaking function, telling you the time when pressing a button. The watches are entirely analog because kids are around enough digital devices all their lives.

Taking inspiration from kid’s TV shows, exciting toys and spending the entire day outside, we created the design language to introduce the ethos of Minor Minutes, built the brand around the idea of Playtime. Called MinMin for short (and because it sounds cute), The watch is not purely educational but also cool-looking for everyone aged 3-9. The brand draws kids in without talking down to them and appeals to design-minded parents without ever being boring.

To make Minor Minutes stand out in its category, we infused it with a strong personality and tons of positivity. Beginning with the name to fit their story – created by us – we aimed to capture the excitement of childhood in every element.

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