Meet JUMA: Your No-Nonsense Digital and Physical Habit CoachMeet JUMA: Your No-Nonsense Digital and Physical Habit Coach
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Sveta's avatar
Sveta K
• Jul 3
JUMA Good habits, no bargaining.
JUMA comes from the Korean ajumma archetype: the auntie who is loud, practical, caring, stubborn, and somehow convinced she is always right.
And like any serious ajumma, she comes with a cart. Nobody knows what is inside, but it probably fixes the problem.
Not a soft wellness mascot. JUMA is the one who sees you skipping breakfast, doomscrolling, avoiding basic tasks, and immediately steps in.
Brush your teeth. Eat something. Drink water. Finish the thing. Go outside.
JUMA lives as both a digital and physical mascot. She can nudge you from an app, sit on your desk as a habit object, show up in your bathroom, or take over a billboard. → Link
recraftchallengemascotdesignbrandidentityBrand DesignMascot DesignAI ArtRecraft
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Sveta's avatar
Sveta K
• Jul 3
Habit App JUMA is a habit-tracking app that blocks your screen when you start drifting off. Open the wrong app at the wrong time and there she is, judging you back into the task.
Toothbrush Campaign JUMA released a toothbrush holder shaped like her favorite cart, because even...
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Sveta's avatar
Sveta K
• Jul 3
20-Day Challenge A physical reward board for 20 days of any habit. Pick the challenge, finish the day, place a JUMA face, keep going. Popup Store JUMA opened a popup store for her signature puffers. Part merch, part shrine, part very serious auntie business.
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Sveta's avatar
Sveta K
• Jul 3
Bonus Loop JUMA stays calm while the cart does what the cart does.
Michael's avatar
Michael Kobro
• Jul 5
The character feels so alive and full of personality 😍
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Sveta K
• Jul 5
Thank you 🍀
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Sveta K
• Jul 5
In addition to this post, I have organized the same work into a dedicated case study page to provide a more structured overview. The project page presents the same work shown here, all completed before the deadline, simply reorganized into a format that’s easier to review.
→ Case Study Link
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