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TONIC

Branding, Packaging Design, Art Direction, Graphic Design, Illustration, 3D Design

2024

TONIC is my senior thesis project where I explore my fascination with cyberpunk/dystopian imagery and themes to create a speculative brand for an alternate world. My objective was to make a corporate identity through a world-building exploration via the lens of branding that would convey a story with a sense of depth.

I gathered inspiration from media by reading stories and viewing movies and artwork that demonstrate themes and visual motifs often used to emulate a bleak, futuristic world, such as Dune Part 2 and Blade Runner 2049. I researched real-life applications of near-dystopian society in current times, such as the unethical actions of conglomerates, to give the viewer a sense of believability.

I drew from what fascinates me about cyberpunk, such as the contrasts of light and shadow, the feeling of being small compared to your surroundings, and the imposing yet alluring feeling I experience when I’m in urban spaces. I then wrote a narrative to provide background for the world this brand exists in, and although it isn't directly a part of the project, it gave me a basis to work off of.

TONIC was chosen as the name to convey that it’s a company that offers restoration and invigoration. The logo represents how the cycle of birth and death/youth and aging is now a closed loop because of how Miracle defies time, creating a visual palindrome of sorts.

These are some of the explorations of the TONIC logo. I wanted something relating to time, so I experimented with symbols that followed the smooth waves of the brand pattern, as well as logos made from interlocking infinity signs. I then went down the word mark path and experimented with customizing the text and connecting the letters with the O.

The concept art pieces are meant to convey the cold and unfeeling corporate atmosphere that TONIC creates.

The journey up to the TONIC offices.

These are 3D models of the primary packaging of TONIC's anti-aging supplement, Miracle.

I wanted the packaging to give off a sleek cyber inspired feeling, so I created chrome capsules that hold the supplement. Because TONIC is at its heart a cosmetics company rather than a pharmaceutical, packages also come with a Rejuvenating Facial Serum.

This box acts acts as the secondary packaging for the product.

After displaying the world and product, I next want to show how the product interacts with the world through these activations that one might see in everyday life.

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