Misfit has its origins in wellness, beginning with 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.
Brand Concept, Brand Identity, Packaging Design, Mobile App concept.
Misfit has been able to capture the hearts of people around the globe, and more than 10M devices has 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?