Brand Launches · A wearable that coaches you
Wren
Starting from 'I don't know what I want', a wearable coach was named, given a voice and drawn as a slim band you'd wear like jewelry.
The brief, verbatim
Laura, I don't know what I want. Can you help me?
a wearable...,something different..., a piece of tech, part AI assistant and part fitness tracker,It coaches you — a real assistant that knows your data and tells you what to do, day to day,A brand — the name, the identity, the look, so this idea feels real and has an edge
What the studio made
The Wren brand book: the promise that a coach is a relationship a tracker never is, the name and why it's Wren, the Open Loop mark, the Earth & Daylight palette, a two-typeface system, how the coach actually talks — six voice laws and lines set against the category's — and the band itself, the same slim object on the sill, on the wrist and in the morning. With the voice guide, strategy and name story, and the identity as clean vectors.
The finished work
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