We were tasked with branding a revolutionary friendship bracelet that embraces that classic sense of camaraderie, as well as encourages a modern digital interaction. The problem at hand was to create an identity for such a product that speaks to the next generation; Z.
Our main goal for Gemio was to create a mark, identity and brand that emulates a sense of light, camaraderie and appeals to the target market based on a set of core values.
The Jock. The Nerd. The Prom Queen. The Social Outcast. We believe true friendship is above these cliques. Generation Z was our target market for this inclusive wearable.
Gemio is a customizable digital friendship bracelet, activated via bluetooth to light up when recognized bracelets come within proximity of each other, bringing friends face to face.
Generation Z is the tech forward, socially conscious and entrepreneurial demographic born after 1995. With so much focus on hand-held tech and social media, these individuals have been pushed into digital friendships rather than real life connections and often live in constant "FOMO", fear of missing out. Gemio aims to address that by bringing people together in real life.
We began our branding exploration by narrowing down the selling points of the product and defining three specific groups of Gen Z age females that would be attracted to it, thus defining our brand directions. Meet Madison, Emma and Hannah. They each have their own individual senses of style, hobbies and goals. We asked ourselves, “Why would these girls buy this product?” And then we answered that question. Thoroughly.
Madison is our trend-setter, admired by many. Her interests primarily lie under the realm of style and fashion & she's usually in charge.
Emma is our down-to-earth, easy-going creative girl. She enjoys exploring, writing and approaches new things with an open mind.
Hannah is our quirky book worm. She loves a little girly flair, but tech & utility usually win. She's sporty, sharp and close with her family.