Context
Stichting Super Chill × NOA Collective
Stichting Super Chill was founded in 2020 by Rituals with a clear and urgent mission: to strengthen the mental resilience of children aged 6–12 through meditation, mindfulness, and breathing exercises.
The initial focus was on schools. The ambition was meaningful, but scaling impact within the educational system proved complex. Adoption cycles were long, internal ownership was fragmented, and traction remained limited. In 2023, through Rituals, NOA Collective entered into a partnership with Stichting Super Chill.
Expertises
Services
How do you transform a foundation into a beloved, scalable brand?
How do you dramatically increase impact and unlock European growth?
How do you move from good intentions to cultural relevance?
STRATEGIC INSIGHT
It starts at home.
Our key strategic shift was bold and focused:
Move away from schools as the primary channel and fully commit to the home environment.
Make mental resilience accessible, playful and loved in everyday family life.
We brought in best-in-class specialists where needed, while NOA remained responsible for the overarching strategy, direction and execution.
WHAT NOA BUILT
NOA rebuilt Super Chill end-to-end, while maintaining strategic ownership across all touchpoints.
- A completely new brand strategy
- A refreshed visual identity and design system
- A renewed content architecture
- The explicit meditation, breathing and mindfulness exercises
- A new website
- An award-winning mobile app
- Physical conversation cards to extend the experience offline
RESULTS
The relaunch in April 2024 marked the beginning of a new growth chapter.
- Over 1.5 million children are familiar with Super Chill
- More than 200,000 active app users
- Available in Dutch, English, German and French
- An award-winning app experience
- Multiple national media features
Beyond product growth, the partnership evolved structurally.
NOA became co-owner of the foundation, alongside Rituals, reinforcing long-term commitment and shared ambition.
- DPG Media
- Videoland
- FrieslandCampina
- Radio TEDDY
- Corendon
- Kinderboekenweek
- Wobie Box
- World Wide Fund for Nature
— and many others.
