Building Reset's new approach to weight loss, block by block.
Reset
The weight loss journey can be tough. Between work, relationships and everything else life throws at us, sticking to a plan takes its toll. Reset takes a more understanding approach. It’s built for people who would rather not count every calorie, helping them make progress on their own terms without putting life on hold.
The Reset team needed a brand that could give their technology-led product the empathy and personality to support people through something deeply personal and difficult to face. Working closely together, we developed Ester, a character made from blocks that revolve, shift and rearrange. Part guide, part reassuring presence, Ester accompanies people through the ups and downs of weight loss with a playful language of movement. The character forms the building blocks of an identity that carries through the brand system, bringing a sense of companionship to the entire experience.
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Credits
Kiln
Creative Direction: Nathan Smith, Charlie Hocking
Design: Edoardo Albertini, Archie Paxton, Claudia Aggett, Meg Mardon
Motion: Edoardo Albertini, Archie Paxton, Claudia Aggett
3D: Archie Paxton
Copywriting: Meg Mardon, Lucy Davies
Reset
CEO/Founder: Bryan Cartwright
CMO: Jess Lewis
Services
Brand identity
Character design
Motion design
Digital design
Sector
Health
Tech
Free from human expressions or physical transformations, Ester finds their own way to communicate. Their blocks cascade and shuffle to capture the uncertainty, encouragement and small victories along the way, focusing on how people feel rather than how they look.
The Reset team recognised that everyone approaches weight loss differently. Together, we explored how Ester could respond to individual needs and personalities. Some people want reassurance, others prefer practical advice. This thinking shaped an experience that adjusts to each person, meeting them where they are on any given day. The same sensitivity informed a straight-talking, relatable tone of voice that avoids the usual wellness promises.
Ester’s construction became the foundation for the wider identity. Their geometric forms and revolving motion inform everything from the wordmark to the digital interface, creating a visual language that shifts and adapts alongside the user. Ester isn’t confined to a chat window, they are the app.
As digital products increasingly turn to friendly, human-like characters as a shortcut to trust, we wanted Ester to take a different approach. Instead of mimicking human expressions or forcing familiarity, their abstract form leaves room for people to recognise their own feelings in the character as the experience adapts around them. The result is a more considered kind of companion, one that helps make weight loss feel less like a set of rules to follow and more like something people can make their own.
