Design agency Koto has created an identity for Fitbit Ace LTE, a smartwatch for kids from Google. The new brand is built on the core characteristics of bold, playful, weird and lovable.

The wearable is a gaming device, but not a sedentary device, so the designers focused on the benefits of movement to show how gaming can actually be good for you.

From the Koto website: “Straight from the product, into the brand, the backbone of the system was inspired by the ‘squircle’ shape of the watch itself. In action, it’s used as a simple, flexible module to hold art direction, messaging, and all things that prioritize fun and weirdness above all else.”

The new product’s brand language was as important to its identity as its visuals: The names in the new Ace world define the place. “Eejies”—player avatars—live in “Bit Valley.” A slang character named The Noodle reports your “move score.” The terms had to be fun but not silly, so they would be approved by both kids and adults.

Read more at creativebloq.com