Design firm Koto has created an identity for Fitbit Ace LTE, a kids smartwatch from Google. The new brand was built on the core attributes of bold, playful, weird, and lovable.
The wearable is a gaming device, but not a sedentary one. So the designers focused on the benefits of movement to show how gaming can actually be good for you.
From the Koto website: “Straight from the product, into the brand, the backbone of the system was inspired by the ‘squircle’ form of the watch itself. In action, it’s employed as a simple, flexible module to hold art direction, messaging, and all the things that put fun and weird before anything else.”
The new product’s brand language was as important to the identity as the visuals: the names in the new Ace world define the place. “Eejies”—players’ avatars—live in “Bit Valley.” A snake-like character called The Noodle reports your “move score.” The terms had to be fun, but not silly, so they approved to kids and adults alike.