I worked alongside our creative director to design the branding system for Zwift’s first bike hardware debut. I led everything from packaging, instruction manuals, and easter eggs placed directly on the trainer.
Zwift Hub &
Zwift Play
The two introductory pieces of hardware for Zwift were the Zwift Hub and Zwift Play, with one being a smart trainer and the other a smart controller. These two devices offered users more control and a complete Zwift experience from hardware to software. The challenge on the brand side was how to introduce hardware to users who were already relying on third-party hardware. The answer was to infuse as many familiar fun elements from the Zwift brand into every touchpoint of Zwift's new hardware. Some of the items I was hands-on with included packaging, branding, direction exploration, and CMF (Color, Material, Finish) exploration sessions.
The Total
Package
For the packaging design, production constraints led us to clever and simple solutions, such as a two-tone color palette and the use of specific materials and finishes.
I assisted on set for the lifestyle and product shots of the Zwift Hub.
The Team
Creative Direction: Joseph Hewison
Photography: Amiga Studios
