Visual Communication - Bachelors
Cool Brew Crew is passionate about supporting the mental health of Gen Z Australians by helping them build personal connections. It uses technology to connect with Gen Z’s who are struggling and provide them with an outlet to build belonging and connection over the shared love of iced coffee.
Sadly, statistics show that Gen Z is more likely to experience mental health disorders, with six out of ten teens seeking mental health support in 2022. Studies show that forming connections through relationships, places, and social activities can create a support network for their mental health and are known to reduce anxiety and depression while boosting self-esteem.
“I need to be around people, even though it’s not easy at times. You get out of your own head that way”
– Joel
The concept behind Cool Brew Crew is to support the mental health of Gen Z Australians via the power of connection with others, achieved through technology and their great love of iced coffee.
Why technology? Well, Gen Z’s are considered ‘digital natives,’ as the first generation to have grown up with internet. They are technology savvy, with some online activities including online shopping, networking on social media, and communicating with friends. Moreover, about 20% of Gen Z’s prefer online support for mental health.
Why iced coffee? Research shows that, like all Australians, this generation loves their coffee, with 80% of young adults consuming coffee as they tackle their studies or workday. Starting with TikTok and Starbucks trends, numerous variations of iced coffee drinks are the go-to addiction for Gen Z consumption.
Cool Brew Crew’s brand identity is inspired by the audience itself, Gen Z. They are fun-loving and care deeply for diversity and inclusivity.
The design aims to combat depression and anxiety with an energetic, fun, and joyful aesthetic that also feels safe and comforting.
Cool Brew Crew’s mobile navigation app allows users to:
– locate cafes that serve the best iced coffees
– create a profile to save their favourite filters and cafes, connect with new people, and invite friends to new cafe finds
– access to a branded Instagram AR Polaroid effect that can be used to capture and share coffee connection memories with friends
Cool Brew Crew’s website allows users to read about the brands mission, learn more about the app, and shop for branded merchandise
Cool Brew Crew’s mission, app, and merchandise are advertised through Instagram
All merchandise proceeds are donated to Headspace National Youth Mental Health Foundation to support services provided to young adults in the community
Grace is an emerging visual communication designer with a bubbly and creative personality. Passionate about brand identity, she specializes in crafting multi-media brand collateral. Grace loves blending functionality and purpose, creating designs that not only stand out, but also communicate a brand's core mission effectively.