Find Clarity in Paradox
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KOAN — a design-led mental wellness label for Gen-Z: 60-second koans, tactile rituals, and community circles.
•Art Direction •Brand Strategy •Visual Design System
KOAN — Brand Identity & App Visual Design
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KOAN reimagines mental health for Gen-Z — a lifestyle & app experience built on minute-long rituals and design-forward objects. URBANI led strategy, co-creation workshops, archetype work, and identity system.”
Year @2025 , Studio: UnFold
We Designed Calm that Moves
Start Here
KOAN is a Gen-Z mental wellness brand transforming therapy into culture. Through paradox prompts, micro-rituals, and design-forward tools, KOAN turns curiosity into clarity. UnFold crafted its strategy, visual identity, and narrative system to make mental health calm, aspirational, and shareable — a lifestyle, not a lecture.
Brand Strategy & Positioning — Clarity • Paradox • Connection framework
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Narrative Engine — persona, emotional anchors, brand story
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Visual Identity System — logo, color palette, typography, graphic language
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UI/UX Direction — moodboards, interaction principles
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Voice Guidelines — tone-of-voice, microcopy examples
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Campaign Concepts — paradox cards, merch, community pilot model
Framing the Paradox
“Gen Z in India wants accessible, stylish mental health touchpoints that feel non-clinical and social.”
The Community
Gen Z in India — students, young professionals, and creators — who feel overwhelmed by constant noise but reject overly clinical or preachy wellness solutions. They want mental health tools that feel stylish, culturally fluent, and easy to share with friends.
CALM. CURIOUS.CONNECTED
If your KOAN were a person, how would you describe their personality?
Clarity • Paradox • Connection”
Our first co-creation session Imaginarium distilled KOAN’s essence into emotional tones, personality traits, and competitor positioning. These insights became the foundation of the brand identity.”
“The KOAN Effect”
Before KOAN: Overwhelmed, scrolling aimlessly, anxious.
After KOAN: Paused, reflected, calm but curious.
“Audience desired outcome state
Calm but alive
Curious, slightly challenged
Safe and seen
“First Encounters with KOAN”
“Feels like a quiet corner in a noisy city.”
“Curiosity — this isn’t a typical mental health ad.”
“Feels intelligent, not preachy.”
“Standing Apart”
KOAN feels less clinical
KOAN feels more mystical + intellectual
KOAN feels more design-forward + lifestyle (vs. purely functional therapy apps)