San Francisco, California, USA

Designed by Erika Wetzel, Bob Gao, and Brian P and the design team at Fitbit, Fitbit’s new packaging is how the team welcomes you to the Fitbit Family.

Although it appears unassuming from the outside, the new package features a “Pop-up book” structure that presents the device and accessories all at once, in a delightful way.

For its eco-friendly and sustainable design, the new Fitbit Packaging won a recent 2021 Green Good Design Award from The European Centre for Architecture Art Design and Urban Studies and The Chicago Athenaeum.

The molded paper pulp tray, with a beautiful contour, props the machine up and allows users to view the product better.

The team first crafted a visionary story of the future Fitbit purchasing and unboxing journey for the package redesign. Based on the story’s experience, they redesigned a package solution that embodies Fitbit’s design principles while still meeting the technical requirements for manufacturing.

From an experience point of view, the team is challenged to improve all accessories’ discoverability and the ease of onboarding (Clear visual cues that lead users to download the Fitbit app).

The team also paired with Marketing Strategy to allow proper billboarding space for branding and optimize palletization for point of purchase.

The assembly of the package needed to be automated, simplistic, and cost-effective – while maintaining important sustainability goals.

The new design aimed to reduce packaging weight, -15% from Versa Lite packaging, to achieve a smaller carbon footprint.

For users, the unboxing process should elicit joy and delight while also providing ease of setup and sizing.

The resulting packaging design is sustainability-minded, reducing carbon footprint and providing 100% home recyclability.

For users, the unboxing experience is delightful and transparent.

It allows users to see the device and the accessories all at once, with a pulp tray that lifts the products and provides an optimal viewing angle. The pull tab on the accessory box lets users access the included accessories with ease. Clear instructions are printed directly on the package to help users through an easy in-app setup.

The versatile packaging structure can adapt to various retail environments, like stand-alone or fixture load.

The art direction for the printed design places the CMF color story front and center, allowing consumers to get a full picture of the watch’s color before ever opening the pack, and the shift away from overly large renders to lifesize renders helps the customer picture more accurately what the device would look like on their wrist.

The printed design followed the elevated industrial package design by simplifying content, clearing away unnecessary clutter/elements, and making information easier to digest.

Users can benefit from packaging that is easily home recyclable.

The delightful unboxing experience can spark joy and allows users to see all their devices and accessories in one moment.

The pulp tray lets users see their product from a lifted angle. Users won’t have to struggle to release accessories, thanks to the pull tab that’s provided on the accessory box.

Lastly, clear instructions are printed on the package to direct users to the Fitbit app for seamless product onboarding. Fitbit packaging is how the company welcomes us to the Fitbit Family.

The brand’s voice and design language are evident through shopping, unboxing, and device set up to allow for a seamless user experience.

Project: Fitbit Sustainable Packaging
Designers: Fitbit Design Team, Fitbit, Inc.
Manufacturer: Fitbit, Inc.