the prompt - to Retranscribe
ADHD is often discussed through clinical terminology or reduced to stereotypes about distraction and productivity. The challenge was to communicate the more nuanced, everyday experience of ADHD without making the project feel medical or overly serious. I used coffee—a familiar ritual often associated with energy, focus, and getting through the day—as a humorous framework for reframing these behaviors into experiences people could immediately understand.
Target Audience
ADHD Café is designed primarily for Gen Z and young adults who experience ADHD or relate to the behaviors surrounding it, while remaining accessible to people unfamiliar with the condition. The audience is digitally native and drawn to humor, self-awareness, and highly visual content, making the project as much about recognition and emotional connection as it is about education.
Production Concept
The design process began by identifying recognizable ADHD behaviors and translating each one into a fictional coffee drink with its own name, flavor, color palette, and visual personality. I explored how abstract experiences like hyperfocus, impulsivity, and time blindness could be communicated through typography, composition, and illustration rather than literal representations. Through iterative sketching and visual experimentation, I developed six distinct poster designs that maintain individual personalities while sharing a consistent system of gradients, grain textures, bold type, and playful imagery.
ADHD Cafe
ADHD Café is a conceptual coffee brand that translates everyday ADHD experiences into six fictional drinks, turning behaviors like hyperfocus, impulsivity, time blindness, and losing track of thoughts into something visual, playful, and relatable. The project combines branding, illustration, and editorial-style poster design across a series of six posters and postcards, using the familiar language of café culture to make neurodivergent experiences easier to recognize and talk about.
Print Design
Illustration
Merch Design
Click on the video to see my design process!