Misfit
Misfit has its origins in wellness, beginning with the initial fitness tracker Shine, and now considering the bigger picture of healthy living: exercise, sleep, nutrition, and even the environment. My task was to create the first brand of elegant and fashionable fitness trackers that people will actually love to wear anytime and to anything. Services: Brand Concept, Brand Identity, Packaging Design, Mobile App concept. Result: Misfit has been able to capture the hearts of people around the globe, and more than 10M devices have been sold. Misfit Shine was featured by Apple in the iPhone 6 release ad. As the result, Misfit was sold to Fossil Group for $260M, in just 3 years after the launch.
Founders saw Misfit, the name, as a representation of the company culture: a personification of the "crazy ones", which gives tribute to Steve Jobs' early Apple campaign. As we thought together about the Misfits that inspired us, we noticed an odd pattern: many of them appeared in photos either wearing a bow tie or a cape with the superhero symbol. What if the mark could be a worn symbol? A bowtie or a superhero mark. Or both?
