IT’S NOT ME, IT’S YOU (INMIY)

THE BRIEF: create a physical aid kit for a niche audience

THE INSPIRATION

When given the brief, I immediately thought of personal issues in my own life that could use an aid-kit. The obvious choice at the time was trying to deal with the fallout of my insanely messy and recent breakup.

I was so tired of the sympathetic looks and awkward hugs. I wasn’t sad, I was angry. Unfortunately, there is a stigma when it comes to angry ex-girlfriends. With this aid kit, I wanted to turn that stereotype into a fun experience that can not only help in addressing the negative emotions that come with a breakup, but also empower the user by speeding up the healing process.

THE USER EXPERIENCE

THE VISUALS

The visuals for the brand were inspired by the Y2K skater girl aesthetic that is associated with the concept of the “crazy ex-girlfriend”. The brand is bold and graphic, mimicking the anger and intensity of the user.

ONLINE PRESENCE

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