Fitbit has launched its latest product aimed at getting kids moving: the Fitbit Ace LTE. This smartwatch, designed for children aged seven and older, combines activity tracking with immersive gaming experiences to encourage physical activity. The device features LTE connectivity, GPS tracking, and a range of parent-focused safety features.
To ensure the Ace LTE stands out in a competitive market, Fitbit partnered with global brand and digital studio Koto to craft a playful and vibrant brand identity. The Ace LTE offers fully immersive, interactive 3D games that require kids to move around in various ways. Each gamer has a personal ‘eejie’—a customizable creature that feeds off daily activity.
As kids play towards their movement goals, their eejie becomes happier. By completing daily activities and moving through each game, kids earn arcade tickets, which can be used to customize their eejie’s look and deck out their place in Bit Valley, home of the eejie. The smartwatch also offers six collectable Ace Bands.
Each band has built-in technology that unlocks different expansion packs, called ‘hauls,’ when attached for the first time.
Fitbit’s playful smartwatch for kids
For parents and guardians, the Ace App allows them to see their child’s real-time location, call, send and receive messages, add approved contacts, and manage settings like School Time to eliminate distractions during class.
Koto’s brand strategy revolves around the core idea ‘Because it’s fun,’ fueling a mission to move a generation of gamers. The visual identity is unified by a central motif: the ‘squircle,’ derived from the square-ish-circular face of the device itself. A custom typeface called Eejietype Sans was developed, inspired by the device’s forms.
The key brand colors are purple and green, with the surrounding system adopting a highly saturated and animated set of gradients. The art direction transports audiences into a captivating world through surreal landscapes and lively illustrations, aiming to blur the boundaries of digital and physical. Motion design conveys a sense of youthfulness while allowing for a necessary tonal range across contexts and touchpoints.
“Our partnership with the Fitbit Ace LTE team went far beyond crafting a brand,” says Caroline Fox, creative director at Koto. “It was about truly representing a younger generation of gamers and inspiring motivation to get up and go.”
With comprehensive safety features, engaging gameplay, and a bold, vibrant brand identity, Fitbit aims to make the Ace LTE a must-have for kids while reassuring parental concerns. The future looks playful and active for the next generation with this innovative wearable.
Rashan is a seasoned technology journalist and visionary leader serving as the Editor-in-Chief of DevX.com, a leading online publication focused on software development, programming languages, and emerging technologies. With his deep expertise in the tech industry and her passion for empowering developers, Rashan has transformed DevX.com into a vibrant hub of knowledge and innovation. Reach out to Rashan at [email protected]
