Designers: Lippincott Design Team, Bill Darling, Aline Kim, Emiko Osaka, and Thom Finn The video was produced by Plummer/Strauss., Lippincott Design Team, Lippincott, New York, New York, USA
Client: Zepp Labs, Inc., San Jose, California, USA
Zepp had a bold vision: transition from being a sports performance brand to a leader in premium health management, with an ecosystem of smart devices in the works. With a crowded competitive field, Zepp needed a brand identity that would break through.
Lippincott’s research found that for Zepp’s target customer, the definition of healthcare had shifted from being focused on physical activity to one that puts equal emphasis on mental health. This indicated that people wanted to be more in control of their well-being and to better understand what their bodies and minds needed.
The new visual identity had to speak to core customer needs: giving them control of their health with AI capabilities, making it easy to become healthier, and providing them the full picture of wellness. This is reflected in the unique form of the E in the new logotype. An interpretation of a Sigma—the mathematical symbol representing the sum of everything— it represents Zepp’s use of AI technology to give customers control of their whole health.
Further expressing Zepp’s “always-on” monitoring capabilities, the color palette uses a gradient of day-to-night colors inspired by the hues of twilight: cool blues and greens to reflect the calming experiences of rest, and bright golds and reds that burst with energy. The photography shows a variety of everyday activities. Expansive compositions, dramatic shadowing and contrast give imagery a premium look and feel. These visual elements, coupled with a modern, digital typeface and intuitive iconography system, convey that Zepp empowers customers with a modern interface.
In August 2020, Zepp launched its new brand with the release of the Zepp E smartwatch. In a COVID-19 world, when holistic health and control over well-being is of tantamount importance to consumers across the globe, the Zepp brand is positioned to make its mark.