MAEL
I wanted to make an experience for Millennials so that they could understand the realities of mental illness in a satirical way. I took visual cues from the New York World’s Fair (1964-65) + the Golden Age of Advertising to create this tongue-in-cheek bottle of happy pills. The elongation of the fox’s tail is what drew me to this final logo over the many logo iterations I drew. It’s large + exaggerated, just as the claims made by the fictitious drug manufacturer of this medication. The phrases “crafty like a fox” + “sly as a fox” add to the deep-rooted nature of the sarcasm I was trying to convey.
2022