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ACHLYS is a fictional female skincare brand based in the speculative post-apocalyptic world of FANTASY FLESH 2.0 by artist Jennifer Mehigan.
In a collaborative process with Mehigan, the visual identity of ACHLYS was conceived based on the narrative of the post-apocalyptic world survivors' romanticised take
on 'old-world' (present-time) aesthetics. ACHLYS promises interior and exterior self-care and healing required in an age of precariousness and catastrophe.
What would graphic design / branding look like in a post-apocalyptic world, devoid of context for 'old-world' aesthetics and design remnants? How would signs function in this world, especially when icons and symbols rely on certain societal and cultural framework? Will they assign connotations to certain typefaces as we do?
In this particular narrative we explored the idea of an amalgam of 'old-world' skincare brand logos and an advertisement poster (which also functions as the artwork's promotional poster in our world) based on the romanticised outline of product packaging diecut shape. In terms of semiotics, without context, how would future generations of the survivors romanticise design elements of a flattened box packaging as they try to make sense of it?
The ACHLYS brandmark is derived from disintegrated present-world skincare brands' wordmarks, held together by
an eye-shaped outline which can also be described as yonic when rotated vertically.
Together with Jennifer Mehigan, ACHLYS was first showcased as part of FANTASY FLESH 2.0 in Centre for Contemporary Art Derry~Londonderry's group show Kills 99.9% of bacteria on 20th January 2018