After
BRAND IDENTITY, PACKAGING, COPYWRITING
SCAD Project
Objective: Design a label system across three glass bottles holding unexpected contents, where the labels either reinforce or subvert what the viewer expects. I chose junk food.
Audience: Anyone who knows the feeling of reaching for junk food and wondering an hour later why they did. After doesn't judge. It just tells the whole story.
Strategy & Concept
Every junk food moment has two halves, the craving that pulls you in and the regret that shows up once it's gone. Junk food packaging only ever shows the first half. After shows both, the moment before and the moment after.
Most of that packaging is opaque too, so After puts the food in glass. The front of each bottle behaves like any junk food package, using sensory language and real food pressed against the glass to sell the craving without asking you to think about it. The three foods were chosen for how they behave in a bottle. Pepperoni, onion rings, and mac and cheese all read instantly through the front, and all of them are close to impossible to get back out, so grease is the only thing that ever escapes, pooling at the bottom.
The back is where the brand stops performing. It's dipped in the color of grease, and the matching neck tag carries the After logo, raised so it bulges like a full belly. Lines from the front return with one word changed so the meaning inverts, and a sentence around the base only finishes when you turn the bottle. A Contains list borrows the structure of an ingredient panel to name behavioral truths rather than nutritional ones. The tone stays deadpan instead of satirical, because the concept only holds if the brand is being honest with you and not lecturing you.
Every material decision argues the same point. The wordmark is raised in resin so the name swells off the glass, the cork ball sits in the neck without ever fully sealing what's inside, and the painted back pools at the base the way grease spreads once it escapes.
Best enjoyed before you think about it too long. The line wraps the base and only finishes when you turn the bottle.