RUNA


Product Innovation | Brand Strategy

TASK

Bring the mood ring back from the dead.

OPPORTUNITY

The mood ring was perhaps ahead of its time. In the era of wearable technology, the mood ring has an opportunity to make a come back as a wearable tech ring for teenage girls.

SOLUTION

Teenage girls feel the constant pressure to maintain perfect social media identities. They could use a place to not have to worry about outward appearance. We reimaged the mood ring as a wearable tech device for teenage girls to be introspective. The wearable tech ring is the interface to a closed social network app where girls can talk about their feelings with their closest friends.

Case Study Video & Full Project Below

CASE STUDY VIDEO


Problem

The mood ring was a fad item of the 70's.

It could "read your mood" based on the liquid crystals in the ring that
would change color based on the surface temperature of your skin.
However, the unreliability of the product and its outdated design quickly
moved the product from jewelry stores to gumball machines.
Who would possibly want to buy a mood ring now?

People

Teenage Girls (middle school - high school)

It's never been harder to be a teenage girl. The pervasive pressures of social media
contribute to teenagers' increased anxiety and low self-esteem,
with likes, favorites, and follows acting as a form of social currency.
As a result, we see girls' identities split between their digital identities and their actual identities.
The difficulty of maintaining a perfect outward-facing digital identity
prevents them from taking the time for critical inward self-reflection.

Opportunity

The mood ring has an opportunity to be revived as a wearable tech ring.

Keeping the original concept of the mood ring the same, but modernizing it with
the capabilities of wearable technology, we reimagined the mood ring as
a wearable tech device for teenage girls.

We invented RUNA: a physical wearable tech ring that serves as an
interface to a closed social networking app. Unlike other social media platforms,
RUNA can relieve many of the pressures teenage girls feel by giving them a
private space to share their thoughts and feelings with their closest friends.

STRATEGY

RUNA is a safe space for teenage girls to be who they truly are.

PRODUCT & APP

Concept: Untangle Life Together

Product

- Wearable tech ring
- Serves as an interface to a closed social network app.
- Girls can adjust their moods by dialing the ring left or right to match the mood they are feeling.
- The ring then broadcasts their mood to their friends through a designated iPhone app.

App

- In the app, girls can easily browse the members of the Runa Circle's moods.
- Optional photos and status updates, let girls specify details of their current mood.
- They can share secret messages with the members of their Runa Circle.
- Runa 911 - a social emergency notification feature to let their friends know to check their phones.

Product Features


Wearable Tech Ring

Each ring is modeled after a specific persona with whom our target readily identifies:
Alice (the Class President), Hannah (the Dreamer), Blythe (the Socialite),
Jae (the Rebel), and Macon (the Creative). Each persona is brought to life through
her customized ring, packaging, typeface, pattern, and color scheme.

App Features


In-app Experience

The corresponding iPhone app allows girls to easily browse their Runa Circle's moods,
relaying real time updates on what their closest friends are feeling.
Optional photos and status updates, let girls specify details of their current mood,
or, to keep it a mystery. They can even share secret messages with the group
or with specific friends in their Runa Circle.



Team