Strategy, Identity, Packaging
Loop is a watch designed for the blind, but is meant to be worn by everyone. I renamed the product, created a new identity, and designed new packaging. Through extensive research, I found the rebrand goals were to make the brand all-inclusive, playing on the juxtaposition of sophistication and playfulness.
A Revolutionary Product
The problem with a watch designed for the blind was if it is just for the blind, does it help dissolve their disability? Or exploit it? The solution was to create a brand inclusive for everyone, not just the visually impaired.
A New Identity
The name was changed to Loop. The name is a metaphor for inclusivity and time; to be inclusive something must go around and include everything, as time is eternal.
Tone of Voice
To make the brand more inclusive, a different, more distinctive tone of voice was established. It is more humanistic, friendly, and personable. To match the minimalism of the brand and product, messages should be communicated in a quick manner. Sentence case should be used for a more approachable vibe.
The identity consists of two visual metaphors: Color and Dots.
The bright and engaging colors represent the vast range of people and personalities who wear Loop. The repetitive dots pay homage to braille, a system of reading and writing for the visually impaired. Both metaphors are true to the purpose of the product and intentions of a inclusive brand.
Both of the metaphors are included with the packaging of Loop. Braille is printed on the front and side packaging to accommodate the visually impaired.