Fitbit Product Images
Zip, One, Flex, Force
Naming wearable fitness trackers for Fitbit

The margin for error was slim with these wireless fitness trackers. Successful names would have to be short enough to fit on the small devices, and match the snappiness of the mother brand. In addition, the names would need to fit within a larger portfolio of related products and still telegraph each product’s distinguishing features.

For Fitbit’s entry-level device, Zip was in the zone, followed by One, which unifies data on exercise, calories burned, and sleep. Next cameFlex, Fitbit’s first wristband, and finally Force, a fitness wristband to be reckoned with. All single syllable, all evocative, and all tied together by a common construction—a naming convention was born.

Client: Fitbit