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The Brand IdentityStudio Kiln designs an identity for Reset that adapts like its app
Reset is a weight-loss app for people who would rather not count every calorie. A 30-second face scan, read alongside a person’s answers about their habits and where they have struggled to lose weight, places them in one of five Reset types. Ester, Reset’s guide inside the app, then asks questions, learns from the answers and builds a person’s meals around that type – taking the effort out of deciding what and when to eat.
Before its rebrand, Reset had grown mainly through performance marketing, and its website and app “felt dated and conventional for the category,” CEO Bryan Cartwright tells us. The company asked British design agency Studio Kiln to “turn a functional weight-loss business into a brand people could genuinely connect with” and to give it “the sensibility of a lifestyle brand that understands design, culture and how people live.” Reset’s team had already defined the brand’s beliefs, character and emotional territory, and wanted to give the studio that strategic foundation “without prescribing the solution,” Cartwright adds. Studio Kiln developed Ester as the character at t...