Brand / PACKAGING / DIGITAL / ART DIRECTION

UP24 takes the notion of 'wearable tech' to heart, resulting in a piece of technology users actually want to wear on their wrist. The design expression balances aspiration and intention, combined with a strong dose of optimism.

Ad Jawbone’s first health and wellness offering, it was paramount that the brand expression conveyed credibility and trust. The product identity, packaging, and digital design maintain the core Jawbone aesthetic of materiality and precision, while forging its own vibrant personality. UP24’s playful tone of voice is brought to life through photography; an emphasis on color, movement, and tactility reinforce the product mission of improved well-being.