Zero, one of the leading intermittent fasting apps on the market, partnered with Aruliden to evolve its positioning from fasting alone to a broader, more holistic approach to metabolic health.

The challenge was to build on the brand’s success while embracing the complexity of metabolic wellness, recognizing that progress is neither singular nor perfect. Instead, Zero takes a day-by-day approach to helping users build positive habits and long-term results.

Our approach established simplicity at the foundation of the identity while introducing warmth and vibrancy through a diverse color palette. The wordmark integrates a perfect zero as the “o,” referencing the app’s core timer feature.

Photography captures real people in authentic moments, emphasizing honest wellbeing, while typographic mantras act as visual affirmations of progress, habit-forming, and dedication. The digital experience builds on this minimal foundation, using warmth and accessibility throughout the UI system, while the illustration style helps explain complex fasting concepts in a witty, approachable way.