Cubii

Repositioning a Brand
For Continued Success

When the seated-elliptical brand Cubii was initially launched, the brand believed it would be suitable for office workers trying to squeeze some exercise into their day. What they didn’t know was that Cubii would become a positive lifestyle change for often-overlooked consumers seeking support for mobility issues, post-surgery recovery, ADHD and weight loss. With this new insight on their real vs. intended target consumers, Cubii hired Kaleidoscope to update their brand positioning, packaging, architecture and guidelines to set them up for continued success. From initial concepting to research validation to finalization, we collaborated with the brand team to develop a strategy and innovation pipeline to help them move beyond their single seated elliptical product and grow into a purposeful wellness brand that embraces consumers no matter their ability or lifestyle needs.