The Substance
Identity, packaging, environmental, poster design
This project expands on the eerie, seductive presence of The Substance—the fictional product from the 2024 film The Substance—by conceptualizing its branding, packaging, and advertising campaign as if it were a real consumer product.
Inspired by themes of transformation, vanity, and horror, the identity positions The Substance as a luxury biotech brand with a clean, modern, yet unsettling aesthetic. The campaign balances minimalist, high-end beauty visuals with dystopian undertones, using cryptic messaging and stark typography to suggest a too-good-to-be-true promise of perfection.
This speculative branding exercise reimagines The Substance as a viral marketing phenomenon, immersing audiences in its world of beauty, control, and the terrifying cost of perfection.
Inspired by themes of transformation, vanity, and horror, the identity positions The Substance as a luxury biotech brand with a clean, modern, yet unsettling aesthetic. The campaign balances minimalist, high-end beauty visuals with dystopian undertones, using cryptic messaging and stark typography to suggest a too-good-to-be-true promise of perfection.
This speculative branding exercise reimagines The Substance as a viral marketing phenomenon, immersing audiences in its world of beauty, control, and the terrifying cost of perfection.
