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.

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.

Next step: Introduce Yettie to the world. We worked closely with Yazio’s product team to bring both the brand and Yettie into the newly gamified app. We defined a tone of voice which flexes across both, then ran a copy workshop with their writers to put it into practice. Finally, we designed launch merch that made our lovable beast even more lovable.

Yazio’s new identity sets it apart in a category full of functional lookalikes. Yettie quickly became a familiar face across product, campaigns, and merch, delighting users, energizing the team, and making good nutrition enjoyable for everyone.