How does an online brand feel IRL?
Over a decade, Oura built a massive business by selling its health tracking ring exclusively online. As their 10th anniversary approached, we helped them bring their brand to life in retail at scale.
We designed their first 10x10’ store-in-store for Best Buy and a digital campaign for Target. We also created a universal retail kit for the U.S. and E.U. markets that could be endlessly adapted to different settings.
It was also essential to focus on the product–having a cool space doesn’t mean much if people can’t figure out how to buy the ring. So we redesigned the sizing solution and packaging sleeve so that shoppers and Best Buy could actually use it.
We took a jewelry-design approach to the consumer electronics aisle. Oura is a tracker for people who don’t want to deal with yet another screen, never mind one on their body. We needed to convey that in stores full of screens and gadgets so Oura could create its own gravitational pull.
Previously, Oura only offered sizing with a mail-order kit. We needed to create an in‑store solution to avoid extra steps.
This was Oura’s first foray into retail, but certainly not its last. We needed to build a universal kit for all sizes and places.
When the internal team is at max capacity, I know I can rely on Squero, as they do an incredible job of simple, clean modern design and crafting brand architectures. They have helped us launch retail and gone deep into expressing our hardware and software story.
Doug Sweeny, CMO at Oura
And 10 years of success deserved a celebration, so we wrote and produced a manifesto video as well as a series of posters and swag for employees to decorate the US and Helsinki offices.
We also used this as an opportunity to update their brand book, creating a new digital version and high-quality printed books for their offices.