Got Baggage?
Don’t rawdog life! Use protection and end the stigma around mental health.
Role: Brand Concept & Strategy, Branding Design
The Problem
Although awareness around mental health has grown, many Gen-Zers hesitate to seek help.
The Insight
Gen-Z uses self-deprecating and out-of-pocket humor as a coping mechanism.
The Solution
Got Baggage?: A bold and sarcastic mental health brand advocating for the destigmatization of mental health issues by drawing the attention of people who avoid seeking help.
The slogan “Don’t Rawdog Life!”, along with the pop art style and color palette, uses self-deprecating, gen-z humor to catch people’s attention, while also speaking to the risks of not “using protection”.
The Brand
The Process
Illustrations besides the logo were found on Adobe Stock