Established in 2024, the Coffee Foundation is a nonprofit in Switzerland that promotes mental health. Co-founded by Damien and Damaris, the foundation aims to create safe spaces for mental health conversations through the ritual of coffee drinking. Their goal is to make mental health as important as physical health and work towards zero suicides.
The new identity and packaging, designed by Andrea Flemma and Paolo Vendramini, feature a unique logo. The logo uses a shared “O” in “Coffee” and “Foundation,” split into two halves. The top half has a pair of eyes forming an abstract smiling face. This split design gives the logo a sense of motion and optimism.
The logo’s typography combines straightforward sans-serif with sharp, flat terminals and rounded caps on the split “O.” Exaggerated ink traps on three letters add a visual twist, creating a dynamic and engaging logo.
The color palette includes shades of pink, red, black, and white, creating a bold and striking look. These vibrant colors draw attention and evoke positive emotions, helping to break down the stigma around mental health.
A key visual element is the “O” in the logo, symbolizing unity and continuity. The eyes in the “O” add a human touch, making the logo approachable. The sense of motion suggests progress and the dynamic nature of the foundation’s work.
The slogan “Call Us Crazy” aims to reclaim the term “crazy” positively. By embracing this label, the Coffee Foundation seeks to build a community of mental health advocates and encourage open dialogue about mental health issues.
The branding includes Paratype’s Oddval typeface for headlines and sub-headlines, characterized by exaggerated ink traps. This typeface adds a bold and distinctive aesthetic to the brand, aligning with the foundation’s direct approach to mental health issues.
The packaging for Coffee Foundation’s products reinforces the brand’s identity. Each coffee variety addresses different aspects of mental health stigma with bold colors and dynamic graphics. This approach serves as a constant reminder of the foundation’s mission.
