Project 02 / 05

Bad Goods — Behavioural Capsules for Human Nature

Speculative Brand System · Packaging · Spatial Design · 2026

Bad Goods is a speculative behavioural pharmacy driven by philosophy, psychology and social observation. Using pharmakon — the idea that the same substance can act as cure or poison depending on dosage — the project reframes Ego, Chaos, Apathy and White Lie as necessary but potentially harmful human mechanisms. Each trait is first translated into an artistic capsule through microscopic visual metaphor, then expanded into brand identity, packaging, prescription tools and a four-zone spatial experience. The project makes abstract theory visually legible and turns one conceptual question into a coherent system across image, object and environment.

Transparent CH-15 capsule containing a dissolving fluorescent code structure. — Chaos — CH-15

Transparent WL-10 capsule with a pale blue web and melting red illustrated core. — White Lie — WL-10

Transparent EG-50 capsule containing an orange central eye and radiating illustrated layers. — Ego — EG-50

Transparent AP-20 capsule containing monochrome cells suspended in an ice-like structure. — Apathy — AP-20

Four Bad Goods medicine boxes for Apathy, Chaos, Ego and White Lie arranged on a pale blue surface. — Packaging System — Four Substances

Repeated Bad Goods packaging boxes forming a controlled clinical product pattern. — Packaging Range — Repetition & Control

Chaos Packaging

Twelve CH-15 Chaos capsules sealed in a transparent blister pack. — Chaos — Blister Pack

Back and side information panels of the CH-15 Chaos medicine box. — Chaos — Outer Pack Information

Open CH-15 Chaos patient information leaflet on a grey surface. — Chaos — Patient Leaflet

White Lie Packaging

Twelve WL-10 White Lie capsules sealed in a transparent blister pack. — White Lie — Blister Pack

Back and side information panels of the WL-10 White Lie medicine box. — White Lie — Outer Pack Information

Open WL-10 White Lie patient information leaflet on a grey surface. — White Lie — Patient Leaflet

Ego Packaging

Twelve EG-50 Ego capsules sealed in a transparent blister pack. — Ego — Blister Pack

Back and side information panels of the EG-50 Ego medicine box. — Ego — Outer Pack Information

Open EG-50 Ego patient information leaflet on a grey surface. — Ego — Patient Leaflet

Apathy Packaging

Twelve AP-20 Apathy capsules sealed in a transparent blister pack. — Apathy — Blister Pack

Back and side information panels of the AP-20 Apathy medicine box. — Apathy — Outer Pack Information

Open AP-20 Apathy patient information leaflet on a grey surface. — Apathy — Patient Leaflet

Bad Goods exhibition display with packaging, capsules, information board and presentation banners. — Exhibition Display — From Capsule to System

Behavioural Periodic Table, four capsule vials and a Bad Goods prescription form. — Behavioural Periodic Table & Prescription System

Pharmacy

Four interior views showing the introduction, consultation, dispensing and checkout zones of Bad Goods. — Four-Zone Behavioural Pharmacy

From Abstract Theory to Visual System

The central design task was visualisation: giving form to behaviours that cannot be photographed or measured. Microscopic metaphors make each trait emotionally legible, while codes, dosage scales and clinical language classify it. Extending that logic through packaging and space shows my ability to move between expressive image-making and disciplined system design without losing the original philosophical question.

Everything needs the right dosage.

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