Core77 Design Awards
- Other Years
Fitbit packaging is how we welcome you to the Fitbit Family. Although it appears unassuming from the outside, the new package features a "Pop-up book" structure that presents the device and accessories all at once, in a delightful way. The molded paper pulp tray, with a beautiful contour, props the device up and allows users to have a greater viewing of the product.
For the package redesign, we first crafted a visionary story of the future Fitbit purchasing and unboxing journey. Based on the experience of the story, we redesigned a package solution that embodies Fitbit's design principles, while still meeting the technical requirements for manufacturing. From an experience point of view, the team is challenged to improve the discoverability of all accessories and the ease of onboarding (Clear visual cues that lead users to download the Fitbit app). The team also paired with Marketing Strategy in order to allow proper billboarding space for branding and to optimize palletization for point of purchase. The assembly of the package needed to be automated, simplistic, and cost effective - while maintaining important sustainability goals. The new design aimed to reduce packaging weight, -15% from Versa Lite packaging, to achieve a smaller carbon footprint. For users, the unboxing process should elicit joy and delight, while also providing ease of set up and sizing.
The resulting packaging design is sustainability minded, reducing carbon footprint and providing 100% home recyclability. For users, the unboxing experience is delightful and transparent. It allows users to see the device and the accessories all at once, with a pulp tray that lifts the products and provides an optimal viewing angle. The pull tab on the accessory box lets users access the included accessories with ease. Clear instructions are printed directly on the package to help users through an easy in-app setup. The versatile packaging structure can adapt to various retail environments, like stand-alone or fixture load. The art direction for the printed design places the CMF color story front and center, allowing consumers to get a full picture of the watch's color before ever opening the pack, and the shift away from overly large renders to lifesize renders helps the customer picture more accurately what the device would look like on their wrist. The printed design followed the elevated industrial package design by simplifying content, clearing away unnecessary clutter/elements and making information easier to digest.
Users can benefit from packaging that is easily home recyclable. The delightful unboxing experience can spark joy and allows users to see all their devices and accessories in one moment. The pulp tray lets users see their product from a lifted angle. Users won't have to struggle to release accessories, thanks to the pull tab that's provided on the accessory box. Lastly, clear instructions are printed on the package to direct users to the Fitbit app for seamless product onboarding.
Fitbit packaging is how we welcome you to the Fitbit Family. Our brand voice and design language are evident through shopping, unboxing, and device set up to allow for seamless user experience.