“Keep calm and carry on.” It seems that London based company 'HelpMeToRelax' added a very contemporary layer to this archetypal British attitude. ‘HelpMeToRelax’ sells relaxation in the form of beautifully crafted audio clips. Conveniently downloadable through iTunes, the programs are tailored to familiar everyday situations and help listeners to find inner peace wherever they are. I developed a brand design and advertising concept for this new meditation experience which branches away from traditional guru misconceptions. Simple illustrations and colourful character design, made by Philipp Dornbierer, add a layer of humour and a dose of healthy irony to the brand communication, which has always been a British recipe for relaxation.