Designed to feel good

​Orbit is our curated selection of creative, branding and design work we keep coming back to. The ideas with pull. The projects that prove great creative thinking is not just about how something looks, but how it connects with people and responds to the way we actually live, feel and behave.

Closer to how people feel. ORBIT Issue 07 brings together work that approaches people a little differently. Not by adding more noise, but by paying closer attention to behaviour and emotion, and the small decisions that shape how we act.​

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Designed to feel good

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There’s a growing move in how health brands approach behaviour, focusing more on making change feel positive and sustainable rather than something to endure.

Koto worked with Yazio to rebrand their nutrition app and make charting healthy eating achievable, positive, and to give a bit of a dopamine hit when the process itself can often feel less than fun. Re-setting the way we approach a challenge.

They created Yettie, a lovable beast, a warm and engaging character who shows that healthy habits aren’t as scary as they seem.

Together with brand, campaign, and digital, Koto replaced negative associations with the real promise of good nutrition: energy, fun, and "Good Dopamine" the brand vision. Collaborating with Hot Type on the bespoke headline typeface.

This reframes motivation, using design and character to change perception rather than simply communicate it.

Understanding that once people start paying attention, the next challenge is making them want to keep going.

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Read more: Yazio, Good Dopamine

Catch up on the full issue here: Orbit Issue 07

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​​Explore the latest creative work and catch up on everything else in our Orbit here.