Superela is a wellness app designed for women 35+ who’ve gradually lost touch with self-care after motherhood. Born as a spin-off of the successful BLW Brasil, it creates a pathway back to health, confidence, and energy through joyful, accessible routines that fit real life.
The goal was to craft a playful, emotionally intelligent brand that sidesteps feminine clichés while speaking directly to women’s lived experiences. Through bold visuals, charming 2D characters, and rewarding micro-workouts, Superela empowers users to reconnect with themselves – one small, meaningful habit at a time.
It happens quietly. Somewhere between school lunches and work deadlines, between bedtime stories and endless loads of laundry, women stop prioritizing themselves. Exercise becomes a luxury. Meals turn into afterthoughts. The mirror reflects someone they barely recognize.
Superela was created to meet these women exactly where they are, exhausted but resilient, stretched thin but still hopeful, and gently guide them back to themselves. More than a fitness app, it’s a sanctuary. A space that whispers: your well-being still matters, deeply.
Superela continues the story that began with BLW Brasil, Juliana Bretas’ wildly successful child nutrition app. Both platforms share the same DNA: trust, simplicity, and genuine care. But where BLW Brasil focused on nurturing children, Superela turns that same attention to the mothers.
Our challenge was clear: create something memorable and distinct while honoring BLW’s minimalist legacy. We chose boldness over softness, vibrancy over pastels. No cursive fonts or predictable pinks. Instead: confident typography, saturated colors, and a cast of distinctive 2D characters that became the brand’s beating heart.
These illustrated companions aren’t just decoration, they’re emotional anchors. They appear throughout the experience, adding warmth and personality to every interaction, transforming routine into relationship.
Every decision was filtered through one question: Will this actually work for a woman juggling everything?
The answer shaped an app built for stolen moments and small victories. Fifteen-minute workouts that squeeze between meetings. Nutrition guides that don’t require specialty stores. Challenges that celebrate showing up, not perfection.
Behind every feature lives the wisdom of psychologists, nutritionists, and fitness professionals, a multidisciplinary chorus that Reino translated into pixels, flows, and feelings.
Superela doesn’t promise transformation through punishment. It offers reconnection through joy. The tone is spirited yet supportive, provocative yet understanding. The visuals pulse with life, unmistakable and unapologetic.
The real magic isn’t in the 30-day challenges or the colorful characters. It’s in that moment when a woman catches her reflection and thinks: I remember you. When energy returns. When self-care stops feeling selfish. When she realizes that this body, this life, this version of herself… can feel good again.
