Mindful Champs Adult Journal Launches In Liberty’s of London
Studio 77 was honoured to work with Mindful Champs on their mindfulness journal for adults.
Mindful Champs is a brand focussed on encouraging reflective and mindful skills, mostly to children. Their aim is to empower children to discover their inner world, and to help them develop happy, compassionate, confident, and emotionally resilient skills. In the past, we developed Mindful Champ’s brand, and signature Mindful journal for kids. This time the brief was to craft a reflective journal for a new audience: adults.
Our task was to design a 188-page A5 journal, which adults would reflectively fill out daily, over a period of 6 months.
Nima, the director of Mindful Champs explains the magic of the reflective journal:
“The daily reflection journal encourages you to reflect, express and introspect your way to a more conscious, happier, and healthier you! Whilst being consumed by the day-to-day grind, begin to take time for yourself to clear your mind, elevate your self-awareness, understand your innermost complex thoughts and feelings, and ultimately build a relationship with yourself!”
Having already designed Mindful Champ’s brand (including the logo, colour palette and typography choices) we were in good stead to help them expand their product line.
The key difference with this project was the adapted audience, from children to adults. This was the crucial pillar directing our design choices.
We designed the original brand with the end user in mind - little people! As a result, the colour palette we opted for was bold, the logo was fun and engaging, and the typography was appealing to children. The challenge for Studio 77 was retaining a noticeable link with the main brand, but attracting an expanded, mature audience instead.
The intent of the product was to bring peaceful, calming moments everyday to their customers. As a result, Studio 77 knew the design needed to be soothing and calming to reflect the intended customer experience. The first task was strategising how to tone down the bold aesthetics, aimed at attracting excited children, to an adult audience seeking quiet time.
Mindful Champs’ brand essence is playful. We wanted to make sure any adaptations to the branding revolved around this key insight, so we decided to retain the original colour palette. However, we adapted it slightly to more pastel versions of the brand colours, to present a more sophisticated and tasteful aesthetic.
As a printed book with many verbal prompts, the typography played a key role in the project. We introduced a new, more tasteful font combination to capture the attention of the evolved adult audience. We chose an elegant font, which featured throughout the journal with striking typography quote pages throughout.
The pages we were excited to design were varied - but shared the intention of helping customers to feel grounded and connected to themselves:
Monthly Goals
Weekly Intention Setting
Weekly Habit Tracking
Daily Affirmations
Daily Feelings Check In
Daily Gratitude
Daily Journal Prompts
Free Journalling Space
Mindfulness Tips
Meaningful Quotes
With a product focused on mindfulness, our design choices had to be subtle, and minimalist. We made sure to keep lots of space in the designs, to mirror the mental space the journal was aiming to provide to Mindful Champs’ customers. We also added subtle texture to the background colours to give it a more elevated, premium look.
Designing a product with class was a key intention with the project. To put the cherry on top,the journal was presented with a vegan leather cover and gold foiling on front, back and spine to express a tasteful, up-market look. The product comes with 100 gsm bleed proof paper to preserve the journal entries, and also includes a classy ribbon bookmark.
When the product was released, it was clear we hit the mark: the reflective journal for adults sold out immediately after the launch. Despite being an add-on product for the brand, it’s now their best selling offering. What’s more - we managed to meet the brief of appearing sophisticated to the extent that the journal is now stocked at Liberty’s of London. Upon reflection… not bad if we say so ourselves.
Check out some further work Studio 77 has proudly completed for Mindful Champs, the mindful me and grief journal, which is available to purchase on the website we were also delighted to design.
If you’re interested in developing your brand with us, then please get in touch!
