Presentation
Mental health
FOR MEN
We are a mental health company created for men navigating the complexities of modern life. We understand the unique challenges of maintaining your wellbeing in a world that often imposes silent burdens and contradictory expectations. We recognize that there is a historical debt to men, who for generations have carried mandates that limited their emotional expression and their ability to ask for help. We know that being a man is not about fulfilling stereotypes, but about building an authentic and healthy identity.
Description
Strength / Aggression
Strength is contained and directed capacity; aggression is uncontrolled impulse
Vulnerability / Emotional weakness
Being vulnerable is having the courage to show yourself; weakness is being unable to sustain yourself
Leadership / Domination
To lead is to inspire and guide; to dominate is to impose and control
Determination / Stubbornness
Determination is persistence with purpose; stubbornness is rigidity without reflection
Concept
Masculine
We speak man to man, without beating around the bush or using euphemisms. Our voice is direct, honest, and grounded in the real experience of being a man today.
Irreverent
We question the mandates and break with the established. We’re not afraid to challenge stereotypes or say what others won’t. We use intelligent humor to disarm heavy topics, but never at the cost of respect.
Intelligent
We base our discourse on evidence, not motivational clichés. We’re rigorous without being boring, deep without being pretentious. We trust in your ability to think for yourself.
Technological
We’re digital natives. We leverage technology to make mental health more accessible, efficient, and modern. We speak the language of the platforms you use every day.
Tone
Name
MENTEL
www.mentel.health
MENTEL is a name strategically built from two components:
- MEN For men. Our target audience is present from the very first syllable.
- TEL A suffix with dual meaning: to speak (from the Greek “tele” – at a distance) and telemedicine. It represents both the action of communicating and the technological medium through which we do it.
Phonetic resonance
MENTEL sounds similar to “MENTAL”, creating an immediate association with mental health without being literal. This phonetic similarity makes the name intuitive and memorable.
An intelligent and flexible name
MENTEL can be read and interpreted in multiple ways, and all of them reflect what we want to convey. This semantic flexibility allows each person to relate it to the concepts most present in their mind individually, which facilitates learning and recall.
The domain: mentel.health
Our domain should always be used with www. at the beginning (www.mentel.health) to make it clear that it’s our website, since we use a TLD (.health) that is not a direct marker of a website as .com would be.
Or scratch with a pencil until it breaks. Your call…
THE LOGO
Our logo is built on a clear visual hierarchy: MEN provides the greatest weight to the composition, immediately establishing our audience and purpose. TEL appears inside a frame that evokes a digital screen, reinforcing our technological nature and telemedicine focus. This element visually connects with the interfaces users encounter daily.
Disruptive aesthetic
The logo is created from scratches, giving it a disruptive and unconventional character. This technique challenges the typical polish of health brands, aligning with our irreverent tone and our willingness to question the established.
The tagline
“Or scratch with a pencil until it breaks. Your call…” closes the brand intention with an old gold flourish. It’s an intelligent provocation that presents two paths: talk (to us) or keep repressing until you break. The choice, as always, is yours. This message perfectly encapsulates our philosophy: direct, challenging, but always respectful of your autonomy.
The ambiguity of “until it breaks” is intentional: the breaking could happen to the pencil or to the person. This dual interpretation reinforces the message—keep scratching away at the surface and something will eventually break. Whether it’s the tool or you is the question we’re posing.
Brand
Competitors
MENTEL stands out significantly against its competitors thanks to its short and powerful name that gains visual scale when the horizontal constraint is the same, generating greater impact and presence than lengthy or compound names. By highlighting MEN as the heaviest word in the composition, we create an immediate connection with our target audience without any ambiguity about who we exist for. Additionally, we deliberately break with the minimalism and subtlety that characterize other mental health sector brands, showing ourselves as “different” from the rest and communicating from the first glance that we’re not just another option, but a real and irreverent alternative for men seeking something different and challenging the status quo of men’s mental health.
Colors
2-color separation
000000
Black
Dark canvas
111421
Ink black
Paragraphs
101738
Prussian blue
Titles
2441D4
Bright indigo
Main
B3FFFF
Icy aqua
Dark paragraphs
D9FFFF
Frozen water
Dark titles
FFFFFF
White
Canvas
DBBE2B
Old gold
Rarely used
Old gold = negative of Bright indigo, combined with Black (negative of White, which accompanies Bright indigo).
Fonts
Big, Manrope 800 – 120p
Title, Manrope 600 – 48p
Subtitle, Manrope 600 – 32p
Subtitle low, Manrope 600 – 20p
Text and interactive, Nunito 400 – 16p
Text low, Nunito 400 – 12p
Title mono, Fira mono 600 – 48p
Subtitle mono, Fira mono 600 – 32p
Subtitle low mono, Fira mono 600 – 20p
Text mono, Fira mono 600 – 16p
Style
Tech glass
Intelligent
Technological
Action
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Action
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Scratch
Masculine
Irreverent
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Style dark
Tech glass
Intelligent
Technological
Action
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Action
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Scratch
Masculine
Irreverent
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