The health guide
Egyptians trust.

The world we built for Nutrisha — a real Egyptian home, not a stock-photo diet app

01The brief

Egyptians don't need another diet app that shames them for eating. They've tried the imported ones — cold calorie counters, guilt-trip notifications, meal plans built around food nobody here actually eats. Nutrisha had to be the opposite: warm, Egyptian, medically honest — a companion that knows koshari and kunafa exist, and helps you live with them instead of fighting them.

Our food isn't the enemy.«أكلنا مش عدونا»

02The problem we designed against

We mapped the real reasons Egyptians quit health apps — then built a product answer for each one.

03The strategy

We positioned Nutrisha as the Caregiver — reassuring, culturally rooted, and led by a real medical voice, Dr. Ahmed Noweir. Three pillars hold the whole brand up.

04The audience we designed for

The audience model behind the strategy — who Nutrisha is built to reach, and in what mix. (This is the target model we designed, not reported user numbers.)

05The cast

To make Nutrisha feel like an Egyptian home, we designed a whole family of characters — not stock photos. Each was built as a full model sheet (front, back, portrait) so they stay consistent across the film, the app and every post. Even the family cat.

06The world

Every character needs a place to live. We designed the locations too — a warm family home, a Cairo balcony, a modern kitchen, a wellness clinic — the shared world the film and the content are shot in.

07The brand & the facelift

We refined the whole identity — a distinctive serif wordmark and a calmer, more premium palette: confident magenta, soft pastels, a fresh lime. Colours chosen to feel uplifting, not restrictive — self-care, not punishment.

I'm not in a diet app. I'm in an Egyptian home that eats with me.«مش في تطبيق رجيم... في بيت مصري بياكل معايا»

08Meet Risha — the AI companion

At the heart of the app is Risha: an AI health friend, backed by verified doctors, who talks like family — not like a chatbot. Ask her what to eat when you're starving at midnight, and she'll guide you, not scold you.

09The app, screen by screen

Scan any meal for instant calories and macros, follow a doctor-built diet plan, browse Egyptian recipes, and log mood, water, meals and body stats — the whole health picture, in one place.

10The film

To launch it all, we produced the TV & social film — Risha and the family, in their world, brought to life.

Nutrisha — the TV filmFilm · 2:55

11The social campaign

Beyond the film, we built the content engine: an Arabic-first plan across TikTok, Instagram, Facebook and WhatsApp — tuned to the Egyptian calendar (Ramadan, back-to-school, Mawlid). Here are four of the social films.

12The brains — AI systems & the command centre

We didn't stop at the app. We engineered the AI behind Risha and the integrations that power her — and we built the command centre the nutrition team runs the whole business on. A full, bilingual (Arabic / English) admin platform, live in production. This is the real thing:

From one screen the team runs Risha's live conversations — and steps in as a human whenever they want — manages every patient, builds doctor-approved diet plans, curates the Egyptian meal & recipe library, sends notifications, and watches the health of the whole operation.

13Built, tested & shipped

Strategy to store. We built the full apps for iOS and Android, ran the testing, wired the AI systems and integrations, and shipped — live today, in both stores and on the web.

14A word from Nutrisha