Yazio is Europe’s leading nutrition app, but its brand was falling behind. It felt tired and inconsistent, and in an increasingly crowded category, it needed renewed energy. Their team came to us with a clear ambition: help healthy habits feel fun and finally stick.

Ever broken a healthy habit? When it feels restrictive, it rarely lasts. Our brand idea, Good Dopamine, set out to change that for good. We repositioned Yazio as an energizing companion, making good nutrition motivating, approachable, and actually fun.

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Enter Yettie. Huge horns, check. Sharp claws, check. But don’t be fooled – this lovable beast is as cute as they come. They turn hang ups around healthy habits on their head, showing they’re not as scary as they seem. We built a broader design system with bold typography, uplifting color, and playful motion. On top of this, we trained a custom LLM to generate copy across the user journey, tuned to the distinct tones of Yettie and the brand. The result: a nutrition brand that swaps pressure for play, and supports you along the way.

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