‘TRYING NOT TO THINK ABOUT IT’ MAILER
AT THE HOME OF press & influencers
THE BRIEF
On her rawest and most cohesive project to date, JoJo explores themes of depression and anxiety in Trying Not to Think About It. Mental health struggles and creeping feelings of self-doubt are written about in this capsule project, which was a major step towards the singer’s healing. JoJo partnered with Reinaldo to curate a bespoke mailer with the objective of raising mental health awareness.
“I want it to feel like a warm weighted blanket.”
THE DELIVERY
The mailer box was a two tiered structure in a color theme of black and blue to match the colors of the Trying Not to Think About It album cover. The first layer consisted of a bottle of Blue Sauvignon which JoJo sings about in Spiral SZN, blue tension relief soothing bath salts and a custom pine + juniper berry candle designed by JoJo. The lower layer included a copy of '13 Things Mentally Strong People Don't Do' by Amy Morin for some bedtime reading.
To give a considered visual continuity across the mailer, the contents hid behind a cardstock veil with the Trying Not to Think About It logo debossed in the center. Behind the veil was a jacket with a personalized note from JoJo, a guide to manifestation directions and a gift card to Calm, an app for guided meditation.
