Jaybird is a pioneer in wireless headphone technology and design, with technology specifically designed to help athletes experience the world—and their soundtrack—freely. Since launching its first sports-centric wireless buds in 2006, Jaybird has never stopped innovating. With a growing product portfolio and fanbase, Jaybird needed to align its brand identity with the company’s vision.

CHALLENGE >     APPROACH >     RESULTS >

SERVICES
Brand & Content Strategy | Brand Identity | Packaging Design

INDUSTRY
Consumer Technology | Global Retail

With many competitors entering the wireless workout earbuds space, Jaybird’s identity was getting lost in the fray and the company was losing market share. They needed an updated brand and packaging strategy to help them stand out on-shelf, as well as a visual language that would speak to a broader audience of outdoor enthusiasts and athletes—without alienating the current customer base of runners.

“We’ve grown in ways as a team that we never would have gotten to without Enlisted’s support. Enlisted has been amazing partners to us as we’ve tried to navigate this brand refresh road, which was a first for many of us. They worked within our constricted timelines on numerous occasions without hesitation.”

Chelsea Kimball, Sr. Brand Specialist at Jaybird

The ground-level work for Enlisted kicked off with a strategic phase, including a brand audit, that helped us identify the visual design direction with confidence. We also took time to interview members of the target audience of athletes—runners, hikers, climbers—to understand the key drivers in sport and fitness tech. We wanted to understand Jaybird’s brand position to determine key market opportunities.

With that arsenal of information, the Enlisted design team dug in to create an evolved brandmark and color palette that will fuel the company’s future growth and range without losing sight of the brand heritage. We also provided a package exploration that could convey different types of active lifestyles while still highlighting the product prominently. We were able to present a wide range of options to the Jaybird team and went to work making their vision come to life.

RESULTS

Fit comes first

The Vista 2 hit the market in July 2021 with packaging that features a more confident and rugged brand presence, helping to differentiate Jaybird from new entrants in the sports tech space. Our packaging embodies the company tenets of power, impact, and durability with the bold product name, textured background, and versatile typography treatment, as well as product renders and realistic lighting that feels very natural. The motivational copywriting and unique type treatment on the side panel make the unboxing experience feel energetic and irreverent.