Suffer together.
Spreading awareness on mental illness in Japan with Kokokuro.
The low-down
Japan has one of the highest rates of suicide in the world. In 2020 alone, over 1,800 people in the country has committed suicide in part due to their mental health issues. Despite this, almost two thirds its victims never seek help for their mental illness thanks to the stigma that surrounds it. It's a country that never took mental health seriously. Kokokuro is an organization that aims to spread awareness on mental illness in Japan, providing support for those in need and the help they deserve.
Straight from the heart
Inspired by Japanese anime and the yami kawaii culture, the logo is designed to be playful and fun while also hinting at its grotesque features.
The "melty heart" icon has its heart melt to resemble a skull - showing that behind the cute clothes and a beaming smile, is a person that is vulnerable and mentally weak. While its red colour palette gives this logo a double; the colour of love is also the colour of blood.
Adorably hideous, perfect for an organization like Kokokuro.
The unconventional charity
Taking influence from messaging apps like LINE, Viber and Facebook Messenger, the branding heavily relies on stickers to communicate its messages. Using familiar Japanese iconography and flipping it on its head, it allows to appeal to both eastern and western markets.
Its bold and harsh CMYK-inspired colour palette gives a loud and in-your-face look unlike other charities. With how the majority of the Japanese don't take mental illness seriously, it's important that its messages are spread across as bombastically as it could.
Finally, the sticker-inspired text is combined with swiss-inspired typography to give the messages its much needed impact.
