About
Superela is a wellness app for women over 35 who stopped looking after themselves after becoming mothers. A spin-off of BLW Brasil, it offers short, doable routines for getting health, confidence and energy back.
Deliverables
App Design, Branding, Illustration, Motion, UX/UI
Location
Cascais, Portugal
Objective
The goal was a playful brand that avoids the usual feminine clichés and talks to women about their actual lives. Bold visuals, 2D characters and short workouts do most of that work.
Caring for the ones who care for everyone
Somewhere between school lunches and work deadlines, bedtime stories and laundry, many women stop putting themselves first. Exercise becomes a luxury and meals an afterthought.
Superela was made for these women as they are: tired, short on time and still willing to try. Its message is that their well-being still matters.
Where the brand comes from
Superela follows BLW Brasil, Juliana Bretas’ successful child nutrition app. Both are built on trust and simplicity; BLW Brasil looks after the children, and Superela looks after the mothers.
Standing apart from BLW Brasil
The brand had to stand apart from BLW Brasil while respecting its minimalism. We skipped the usual cues of products for women, like script fonts and pink, and chose confident typography, saturated colors and a cast of 2D characters that carry most of the brand’s personality.
The characters appear throughout the app and make the routine feel personal.
Designed for the chaos of real life
Every decision was filtered through one question: will this actually work for a woman juggling everything?
That question produced fifteen-minute workouts that fit between meetings, nutrition guides that don’t need specialty stores, and challenges that reward showing up.
The content comes from psychologists, nutritionists and fitness professionals; Reino turned it into the app’s screens and flows.
The tone
Superela doesn’t use guilt to motivate. The tone is spirited and supportive, a little provocative but never harsh, and the visuals are loud on purpose.
What Superela is after is the moment a woman catches her reflection and thinks: I remember you. Her energy is back, self-care no longer feels selfish, and this body and this life can feel good again.
