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Sugar

The healthy habit revolution.

Problem
Health apps feel serious and conventional, failing to connect with a younger, health-obsessed audience that wants wellness to feel fun, social, and addictive.

Insight
If health felt as engaging as entertainment, users would be more motivated to stay consistent. Gamification and personality could turn wellness from a chore into something people want to return to daily.

Solution
Create Sugar: a playful, gamified health app that blends holistic wellness with engaging challenges, unlockable rewards, and a personalised digital companion (Shug) that acts as a coach, moodlet, and honest friend – all in one seamless platform.

The healthy habit revolution.

Problem
Health apps feel serious and conventional, failing to connect with a younger, health-obsessed audience that wants wellness to feel fun, social, and addictive.

Solution
Create Sugar: a playful, gamified health app that blends holistic wellness with engaging challenges, unlockable rewards, and a personalised digital companion that acts as a coach, moodlet, and all too honest friend – all in one seamless platform.

Brand Identity

UX/UI

Motion & 3D

2025

The task was to develop a visual world for a new health app, that went against category convention and appealed to a new generation that was health obsessed but liked to have fun with it.

The strategy was to blend the addictiveness of entertainment apps with holistic health, adopting gamification into the Sugar brand to create a seamless, all-encompassing wellness solution without the need for multiple platforms.

Sugar includes engaging challenges, high value un-lockable rewards such as health kits, merch and supplements to keep users active. Using your personal goals Sugar generates your very own Shug; your moodlet, your coach and your too honest friend.

Work completed with Founders Makers.

Design lead on project.

Copy: Kate Anderson

Strategy: Charlie Holman

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