CASE: Create a graphic identity for hell.

PROCESS: A conceptual graphic identity for Hell, subtly disguised behind the ominous yet cryptic name "9413." In Chinese numerology, 9413 is considered an unlucky number, adding a hidden layer of malice that’s perfect for gifts with ill intent.

The brand "9413" is designed to deceive at first glance—clean, minimalist packaging paired with subtly sinister undertones. The aim is to create an unsettling experience for the recipient, leaving them to discover the malevolent nature of the products only after it’s too late, like self-Igniting matches and eternal drip candles.

Products made in hell for your worst enemy.