Great technology is not enough: the Jawbone brand is built upon technological innovation with a design that integrates seamlessly into the user's lifestyle by providing comfort, customized fit and personal preference, and great, iconic aesthetics.
The design effort at Jawbone is a constant refinement exercise, and PRIME is the latest iteration in a continuum of celebrated category defining products. The Jawbone products always call attention through minimalism, by removing the extraneous, rather than adding visual complexity and clutter.
For PRIME, we are introducing a unique undulating texture, crafted with high precision in 3-D to reflect the light, and give a sense of movement to the exterior surfaces. Like fashion brands that weave unique textiles, our craft is this high level of sculpting in high-grade plastic. It is the attention to the materiality, to the surface, to the way it reflects light and color that enhances the inherent value of the product-adding quality to quality, and building-in layers of detail and meaning.
Functionally, the design has also been enhanced by a slight indication in the shield's texture, a small tactile crease that indicates where the switch is located. The inside contours of the product follow your face in a perfectly comfortable manner, while new ergonomic earbuds have been refined to keep the Jawbone in place without an earloop for most wearers.