In-store campaign and materials for Wagamama’s partnership with Mental Health Mates to encourage people to talk about their mental health.

The creative was inspired by the Japanese art of kintsugi. This is where a broken piece of pottery is repaired using gold to highlight the cracks that have become whole again.

This process has lovely parallels to the idea of opening up and speaking about our mental health. No one is broken, our scars are what make us beautiful.

Designed at ODA Branding.