How we gave meditation a personality (several, actually)

Monster Calm set out to make mindfulness approachable—for people who roll their eyes at crystals and can't stand being barked at by apps.

The challenge: Most meditation brands lean mystical or militant. What was missing? A version for real humans who crave calm but also enjoy a laugh.

The shift: Meditation doesn’t have to be serious to be seriously effective. A little levity can go a long way toward making the habit stick.

The outcome: We created a brand and website that trades dogma for delight—anchored by playful monster mascots who guide users with humor and heart. The result? A brand that actually makes people want to meditate.