In a world where every smartwatch brand is only talking of their tech, how does a new entrant in the category stand out? This was a major question faced by us while working on the brand strategy and brand system for Fitshot, a smartwatch brand looking to make smart fitness accessible to everyone.

Fitshot is a young brand for the youth of India, a country with the highest youth population in the world. It’s for 18-25 year olds who have grown up like none of the previous generations. They are hungry, passionate, independent, with strong ideals and find their connection with each other in their unapologetic, go-getter way of life.

To speak to this generation, we summed up the brand philosophy in a legendary Dwight Schrute quote – “We live once? Wrong! We only die once; we live everyday.” We couldn’t have had a stronger foundation.

It’s a generation that believes that good things might come to those who wait, but great things come to those who take their shots. That’s where the brand tagline originated from – Take Your Shot.

As always, we dived into brand strategy next:Studied the product, the market, the competition, determined Fitshot’s brand personality, defined its tone of voice, created customer personas, brand positioning statement, and extensive moodboards.

Once the strategy was done, we went on to define the primary and secondary color palette and typefaces, graphics style, extensions of visual language, and detailed guidelines for all.

To answer the question we started with: In a world where every smartwatch brand is only talking of their tech, how does a new entrant in the category stand out?

Eventually, we designed a system for Fitshot that established it as a lifestyle brand and communicated in a fresh, and vibrant language as opposed to the minimal blacks and grays and of the rest of the players in the markets. This helped the brand in speaking to its target audience in a language they understand and relate with.