Damien O’Brien / Coffee Foundation + The Mental Health Association

The Lived Experience Founded by Damien O’Brien, the brand is built on the raw reality of navigating mental illness—the most punishing label and stigma in our society. It is born from the darkness and grief of losing family members to suicide and addiction. The design has always been a tribute to the voices no longer with us: those lost and unfairly judged by the final chapter of their lives—suicide.

Damien shared a bold, “crazy” dream: a world where mental health receives the same care, compassion, and urgency as physical health. Fight with us, or just Call Us Crazy. 

This is more than a brand; it is a movement.

Our mission was to develop a visionary brand that transforms the perception of mental health, leveraging the universal ritual of coffee to foster open conversations and promote societal awareness. Coffee Foundation challenges conventional thinking by embracing the complexity of mental health and advocating for dialogue through the power of connection and Coffee.

The pack have a butterfly effect, entering homes officers to create conversation trigger emotion and break walls and stigma but the power of design for good.

Reclaiming the Label The bold and daring brand identity reflects the courage needed to tackle complex societal issues. We emphasize the transformative power of conversation over a cup of coffee to spark understanding. 

The slogan “Call Us Crazy” seeks to build a community and reshape the notion of ‘craziness’ into a positive force of change. We embrace this label because we passionately believe in a world where mental health receives the same level of care as physical well-being, striving toward a future free from suicide.

Coffee Foundation website serves as the heart of our mission. Beyond functioning as an e-commerce hub and a fundraising tool, it stands as a beacon of awareness and support. It is a vital resource for individuals facing hardship or those seeking guidance on how to assist a loved one in need.

We chose a “pop design” aesthetic to intentionally lighten the gravity of this complex topic. The objective is to convey that mental illness is not a shameful taboo; rather, it is a treatable condition like any other.