Starting point
Long before the dump phone became a buzzword, this device was being developed: a phone with an e-ink display that can call and text, and nothing else. The goal was a battery life you forget about and a device where no app shouts for attention. Reachable, without being pulled away by a smartphone.
Switch Off Without Switching Off. Not a smartphone with fewer features, but a device of its own for the essentials: call, write, stop.
Execution
The decision
A claim that sells restraint as a benefit instead of apologising for it. The wordmark is built like a circuit diagram: angular, technical, without a single curve, as reduced as the hardware itself.
What we decided against
Against a feature list and against the slightly smaller smartphone. A device whose promise is absence loses every comparison fought over specifications. It is not a stripped down version, it is a category of its own.