Coffee Foundation

To develop a visionary brand that transforms the perception of mental health, leveraging the universal symbol of coffee to foster open conversations and promote awareness in society. Coffee Foundation challenges conventional thinking by embracing the complexity of mental health and advocating for open dialogue through the power of coffee.​​​​​​​

Create a bold and daring brand identity, reflecting the courage needed to tackle complex societal issues. Emphasize the transformative power of conversation over a cup of coffee to spark change and understanding.

The slogan "Call Us Crazy" endeavors to build a community and reshape the notion of 'craziness' into a positive force. We embrace this label because we passionately believe in our objectives: envisioning a world where mental health receives the same level of care as physical well-being, and striving towards a future free from suicide.

The website serves as the platform through which all our efforts engage and communicate Coffee Foundation's mission to the world. Beyond functioning as an ecommerce hub for product sales and a fundraising tool in the battle against mental illnesses, it stands as a beacon of awareness and support. It's a resource for individuals facing hardship or those seeking guidance on how to assist a loved one in need.

The concept of pop design seeks to lighten the gravity of addressing such a complex topic. Its objective is to convey the message that mental illnesses are not a taboo to be ashamed of; rather, they are treatable conditions like any other illness. Open dialogue and support from loved ones are essential.

Creative Direction
Paolo Vendramini

Art Direction
Andrea Flemma

Graphic Design
Andrea Flemma

Photography
Andrea Pugiotto