Brand, app and launch site for a guided breathing app, built around one slow animation.
Kite came to us with a working prototype and a problem: people opened it, breathed for thirty seconds and left. Every competing app counted streaks and minutes, and Kite's founders worried that a calm app had to shout to be noticed.
We wanted to prove the opposite. If the app slowed down first, people would follow it. The whole brief became one question: what does four minutes of breathing look like, if nothing on the screen is in a hurry?
A single ring that expands for four seconds and settles for six. It is the logo, the loading state, the timer and the launch film.
Three screens instead of eleven. No streaks, no badges; a short line after each session about how your breath changed.
A green that fades to blue over the day, a rounded sans and a voice that never uses an exclamation mark.
One page that breathes with you before it asks you to download anything.
A roaster's shop, rebuilt around the bag