The Living Dead is an imagined scented candle brand targeted at youths between the ages of 17 to 28. Inspired by the phrase “sleep is for the weak", it tackles the issue of sleep deprivation among youths caused by the pressures of keeping up with the demands of school, hobbies, curricular activities, friends and family.

Project Part 1: Brand Kit

The brand is target at youths and thus has a morbid and satirical tone, with a tired and bloodshot eyeball as its mascot. The eyeball serves as an unmistakable indication of one's body being pushed to the limit and being in need of proper rest. It also shows how awful one can look after continuously ignoring this basic need.

Project Part 2: Card Design

The second part of the project involved creating card designs for Frank OCBC. A variety of tired eyeball mascots engaging in activities that hinder their sleep were illustrated to highlight the negative effects of a lack of sleep.