Oura required a differentiated brand, name and identity to set it apart from cheaper wearable products in a crowded market. Proxy and the Oura team developed a premium brand focused on wellness and holistic, 360 degrees wellbeing. From a phonetically and strategically differentiated name to a minimal, high end identity, Oura has achieved 2.5x higher average selling price compared to older wearable product brands. The brand has been holistically deployed across the app, website, packaging and marketing.