What if a product becomes a meme before it hits shelves? Rebrand it.
That is the fate of Google Glass, the beleaguered wearable computing headgear the Internet giant tested, then shelved and is now planning to relaunch under new leadership and in a new form. It's a now known inside Google as Project Aura.
Google picked up the Aura name internally this summer, according to a source familiar with the company, although that was hiding in plain sight: Several of its team members listed the title on their LinkedIn profiles, a few describing the project as working on "Google Glass and Beyond." One described it as "building cool wearables."
Google declined to comment.
Business Insider spotted the profiles earlier today, along with the fact that Google had hired a trio of engineers from Amazon's defunct experimental research division, Lab126 — Amir Frenkel, Tina Chen and Dima Svetlov — along with Max Ratner, a former Apple engineer. All joined Google in July and August, according to LinkedIn.