The Fitbit Ace LTE is a newly launched smartwatch targeting children aged seven and older. Developed by Fitbit, now owned by Google, this device aims to promote physical activity among kids through a combination of activity tracking and interactive gaming.
The smartwatch is equipped with LTE connectivity, GPS tracking, and various safety features that appeal to parents, making it a desirable item for both children and their guardians. With the increasing demand for such gadgets among young users, Fitbit collaborated with the global brand studio Koto to create a brand that resonates with the Gen Alpha audience.
The Ace LTE stands out by offering unique features beyond standard fitness tracking. It includes immersive 3D games that require physical movement, transforming exercise into fun adventures. For instance, kids can participate in imaginative scenarios like racing as a chicken in space or fishing for quirky virtual creatures.
This gamified approach is designed to keep children engaged and motivated to meet their daily activity goals. Additionally, the smartwatch introduces ‘eejies,’ customizable creatures that thrive on the user’s physical activity, further encouraging kids to stay active.
Children can earn arcade tickets by completing activities, which can be used to personalize their eejies and decorate their virtual space, Bit Valley. The Ace LTE also offers six collectible Ace Bands, each with unique technology that unlocks new game expansion packs, enhancing the gaming experience.
These bands introduce different themes and characters, such as a basketball world or a dog named Wally, adding variety and excitement to the activities.
For parents, the Ace App provides essential safety features like real-time location tracking, communication capabilities, and the ability to manage settings to ensure the device doesn’t distract children during school hours. While some may view these features as intrusive, others see them as necessary for safeguarding their children. The app allows parents to stay connected with their kids and ensure their well-being.
Koto’s branding strategy for the Ace LTE focuses on the core idea of ‘Because it’s fun,’ aiming to inspire a generation of gamers to move and stay active. The visual and verbal identity of the brand is characterized by bold, playful, weird, and lovable elements, creating an inviting and engaging world for kids.
The central motif of the ‘squircle,’ a shape derived from the smartwatch’s design, serves as a flexible framework for various brand elements, ensuring consistency and adaptability across different contexts.
The brand’s visual system includes a custom typeface, Eejietype Sans, and a ‘zoomy’ Ace LTE wordmark, reflecting the energetic and active nature of its young users.
The art direction features vibrant colors and surreal landscapes, aiming to blur the boundaries between digital and physical experiences. Motion design plays a crucial role, with dynamic behaviors that convey a youthful and playful tone.
The packaging of the Ace LTE is designed to be both sustainable and visually appealing, enhancing the overall product experience. Koto’s collaboration with Fitbit aimed to authentically represent and inspire a younger generation, creating a unique and motivating brand for the new smartwatch.