Principles
Everything NAP does is guided by both the core mission of encouraging healthy lifestyles through healthy habits, as well as the core values of honesty, transparency, respect, health, and environmental responsibility. These of course extend to the brand and design principles.
Flourish
We look to nature for inspiration as it shows us clear examples of growth and elegance. Just as a baobab shows resilience, a flourishing passionflower is a clear metaphor for the positive development of a process or an individual.
Human
When everything today seems to be artificially manufactured — from art to written work — how can we trust what is honest and true? The NAP way is to show patina and embrace the simplicity it brings.
Clean
Honesty and transparency doesn't just mean making something exist; it also means making information clear, aesthetic, accessible, and intentional. The process of building a habit or learning something new should be as enjoyable as the results it produces.