When it comes to nutrition apps, the word fun doesn't often spring to mind, but Yazio is here to change that. Launching its playful new brand identity, the healthy eating and calorie-tracking app embraces an interactive gamified strategy to make good nutrition a satisfying experience.

The rebrand centres around the concept of Good Dopamine with a new mascot, Yettie, who helps Yazio stand out from the crowd. With a unique character design, Yettie stands out among other brand mascots and is both unexpected enough to be ownable, playful enough to make change feel lighter, and flexible enough to meet users across the full spectrum of health journeys.

A new custom wordmark reinforces the brand's light, whimsical appeal. The vibrant green inspired by Yettie’s fur, paired with off-white and soft black, creates a balanced palette that is modern yet approachable. A custom typeface from Hottype channels Yettie’s spirit, blending grotesque details with quirky character.

This identity was built to work hard at every step, according to Fred North, creative director at Koto. The design system is built around Yettie, from the wordmark to the type and color palette, bringing everything together into a distinctive, highly emotional, and differentiated brand. Clear rules define when Yazio speaks and when Yettie takes the mic, ensuring the brand shows up with the right tone at the right moment.