Lovii· case study

One shared love story. One illustrated card a day.

Lovii is a private daily journal for couples. We made the brand, the character system, the iOS and Android app and the website.

Google Play · live
lovii.app · live
App Store · next

Visit lovii.app Launch film

01 · The problem

The best days are the ordinary ones. They're also the first ones we forget.

Camera rolls keep the pictures. They don't keep what the day meant.

Most memory apps start with media. Lovii starts with a few honest words, and makes the picture for you.

02 · The daily ritual

About a minute a day.

1Write itA title up to 48 characters and a note up to 280. Either partner can write today's card.
2Pick the feelingJoyCozyLovedSillyBittersweet
3Lovii draws itAn illustrated card with your two characters, kept forever on its real date.

03 · Design language

Neobrutalism, made warm.

3px ink borders
Hard offset shadows
Flat colour blocks
A faint paper grid
Heavy, tight capitals

The mark: a hand-drawn heart.

Display type

Paper#F7EED8
Cream#FFFCF4
Ink#101010
Coral#FF7659
Pink#FF91C7
Yellow#FFD468
Lime#CDF56E
Blue#AADDF6
Violet#B8A0F4

04 · Components

Every part looks like a sticker you could peel off.

Plans: one subscription covers both partners.

Feature chips: colour tells you which family a feature belongs to.

05 · Characters

Twenty faces. Or yours.

Ten women and ten men, drawn in one style so any two work together on a card. Or make your own from a selfie. The photo is deleted once the character is made.

06 · Lovii calendar

A calendar with its own time.

7days make a Love Week
4weeks make a Love Month
12months make a Love Year

Missed days stay as honest blanks. You can't buy back a streak, and nothing is taken away for a quiet week.

07 · Private chat

A chat for exactly two people.

Only the two members of a story can message each other. No strangers, no ads.

Text, photos and voice notes
View-once photos and disappearing messages
21 hand-drawn "Little Loves" stickers
Send any card or story into the chat
Messages retry on their own when you're offline

08 · Explore and Shuffle

Private by default. Public if you want it.

Couples can open their story to Explore, or let single cards turn up in Shuffle. Love Score rewards showing up together. Rank can't be bought.

09 · Lovii+

Premium changes the look. Never the story.

Five design collections restyle the cover, cards, chat and profile frame. Writing, cards, calendar and chat stay free. $1 a month or $10 a year, for both of you.