The Mindful Foundation

Brand Identity

The Client

The Mindful Foundation is a non-profit whose mission is to reshape conversations around mental well-being in India. Combining education with evidence-based sessions developed by the University of Oxford, they go beyond knowledge, seeking to cultivate an immersive experience.  

Image Credits : Terry Travasso

Objectives

We envisioned a playful brand identity for the Mindful Foundation, one that resonated with a target audience of young, modern working professionals. Our goal was to capture the essence of mindfulness: calm, focus, and inner peace, while presenting a youthful energy and sense of approachability.

Challenges

India’s mental health landscape can be challenging, with lingering stigma attached. While targeting young professionals is valuable, we had to consider wider inclusivity. Striking a balance between playful visuals and clear communication of the Foundation’s mission was crucial.

The Foundation

We knew a mascot was key for the design system. But before diving into design, we embarked on a journey – a sensory exploration, a mindfulness immersion, and an Indian cultural expedition.

The Process

We envisioned them as an intersection of the five senses. Sight, sound, smell, taste and touch are all essential components for slowing down, grounding ourselves, and living in the present moment.

‘The Mindful Guide for You’ is a targeted guide for businesses and clients, explaining mindfulness, its benefits for productivity, exploring different approaches and how the Mindful Foundation can help them achieve their goals.

The Mindful Grow Kit contains a ceramic planter, soil, seeds, and daily affirmations. It helps the individual become more attentive to the senses and textures and notice how their plants change.

The Mindful Moments cards are a versatile tool that helps you take ownership of your day. Draw a card, set an intention, and use it as an affirmation or even for journal prompts.

The Final Canvas

In 2023, the Mindful Moments Card won the International Design Award, it was the perfect example for the implementation of the design system. The illustrations were playful and colourful, adding value to our day-to-day lives. The mascots represent human beings in different situations. We even used them in a collection of illustrated stories, the pitch deck, stationery and newsletter.