CTRL CO. — Brand Identity
Logo, typography system, visual identity
Year: 2025
The CTRL CO. logo introduces a brand that looks orderly, calm, and trustworthy at first glance mirroring the visual language of modern wellness and lifestyle branding. Its tightly spaced letterforms create a subtle sense of control and compression, reflecting how self-improvement culture often feels structured, disciplined, and quietly restrictive.
CTRL CO. serves as the foundation of the project, setting the tone for a satirical lifestyle brand that slowly unravels into critique. The identity acts as a mask: minimalist, polished, and believable, designed to draw viewers in before revealing deeper questions about authenticity, aspiration, and the pressures of digital culture.

THIS IS NOT A JOURNAL
Medium: Printed journal, 4-week guided reflection book
Year: 2025
This journal copies the calm aesthetic of popular self-help tools with soft layouts, minimal grids, reassuring typography. But as the pages progress, the tone shifts from gentle prompts to deeper questions about performance, comparison, and identity. It looks like a space for improvement, but quietly reveals the pressure behind becoming a “better” version of yourself.

THIS IS NOT A JOURNAL
Medium: Printed journal, 4-week guided reflection book
Year: 2025

THIS IS NOT A JOURNAL
Medium: Printed journal, 4-week guided reflection book
Year: 2025

THIS IS NOT A JOURNAL
Medium: Printed journal, 4-week guided reflection book
Year: 2025

The Ctrl Deck
Medium: 27-card deck with custom box
Year: 2025

These affirmations mimic the language of Instagram wellness culture. But each one carries a second meaning, exposing the line between self-love and self-surveillance. Divided into three phases (Performance, Realisation, Return), the cards guide the reader through unmasking rather than improving.

The Ctrl Deck
Medium: 27-card deck with custom box
Year: 2025

THE BURNOUT CANDLE
Medium: Candle with printed label
Year: 2025

Designed to resemble minimalist wellness candles, this piece addresses the way burnout is romanticised. The candle looks serene, but its label acknowledges the fatigue beneath curated calm. It studies how self-care objects often soothe symptoms rather than question the systems that cause them.

CTRL TUMBLER
Medium: Stainless-steel tumbler with branded label
Year: 2025

Inspired by the trend of emotional-support water bottles, this tumbler critiques the endless cycle of purchasing new “wellness essentials.” It highlights how online routines turn ordinary objects into identity markers, pushing consumers to buy different versions of the same thing in pursuit of aspirational lifestyles.

CTRL CO. PR BOX
Medium: Custom-assembled PR package with journal, cards, candle, and tumbler
Year: 2025

This PR box recreates influencer gifting culture, carefully packed, aesthetically composed, ready to be unboxed on camera. But inside, every product questions the very system it imitates. The box acts as a metaphor for curated self-care: beautiful on the surface, disorienting when read closely.

CTRL CO. PR BOX
Medium: Custom-assembled PR package with journal, cards, candle, and tumbler
Year: 2025

POSTER SERIES
Medium: Digital and printed posters
Year: 2025

The posters borrow the visual language of online motivational content. Instead of offering inspiration, they ask uncomfortable questions about authenticity, identity, and comparison. They encourage viewers to pause, reflect, and notice the subtle performance in everyday “self-improvement.”

POSTER SERIES
Medium: Digital and printed posters
Year: 2025

CTRL CO. WEBSITE
Medium: Responsive website (UI/UX, typography, product pages)
Year: 2025

The website looks like a real lifestyle brand. But as users scroll, the tone becomes self-aware. Product descriptions reveal contradictions, copy begins to question itself, and the interface mirrors the tension between care and control. It’s both an online store and a critique of online branding.

CTRL CO. WEBSITE
Medium: Responsive website (UI/UX, typography, product pages)
Year: 2025

CTRL CO. INSTAGRAM PAGE
Medium: Curated brand Instagram grid
Year: 2025

The Instagram page recreates the rhythms of modern wellness branding. Yet each post subtly disrupts the formula, exposing how identity gets shaped by algorithms and aesthetics. It plays the same game as the system it critiques, inviting viewers to notice the loop.

PROCESS + DEVELOPMENT DOCUMENTATION
Medium: Digital and print research journal
Year: 2025

This body of work documents the conceptual and visual development of CTRL CO. It includes research into social media culture, branding analysis, typography testing, product experiments, and the gradual refinement of tone. The process itself becomes part of the critique showing how identity is shaped, adjusted, and edited in real time.