Brand Identity for a Leading Nutrition App
Yazio’s new “Good Dopamine” look borrows a BitePal-style mascot playbook.
Koto revitalized Yazio, Europe’s leading nutrition app, with a new brand identity centered on the concept of 'Good Dopamine.' The refreshed identity introduced Yettie, a playful character that makes healthy habits feel approachable and fun, supported by bold typography, uplifting colors, and dynamic motion. The result repositions Yazio as an energizing and motivating companion in the wellness space.
Set in Noto Sans
Insights- The rebrand’s standout move is Yettie: a playful Yeti mascot (notably reminiscent of BitePal’s Raccoon), used to make healthy habits feel friendly, approachable, and less judgmental.
- Koto anchored the entire identity in a single idea—“Good Dopamine”—positioning Yazio as an energizing, motivating companion in wellness rather than a strict tracker.
- The system pairs character-led warmth with bold typography and uplifting, vibrant color choices to signal energy and positivity across touchpoints.
- Dynamic motion is a core design tool (not an afterthought), helping the brand feel lively and “rewarding,” reinforcing the dopamine concept through movement.
- Outcome-wise, the refreshed identity reframes Europe’s leading nutrition app as playful and approachable—using character-driven storytelling to differentiate in a crowded healthcare/wellness category.
News
