About the Project

“Let’s Have Armenian Black Coffee” turns a familiar Armenian ritual into an invitation for connection. Created for Cancer Support Community Greater San Gabriel Valley, the campaign presents coffee as more than a drink: a pause, a conversation, a moment of trust, and a way of saying, “I’m here for you.”

Rather than leading with illness or asking people to seek help, the concept speaks in a warm, culturally grounded voice. Armenian coffee becomes a symbol of the everyday conversations through which community, care, and support naturally begin.

Credits

Date: 2026
Creative Director: Elen Gasparyan
Project Manager: Tatev Hakobyan
Graphic Designer: Seda Harutyunyan