Identity
“It Tastes Like it Tastes Good!”
Fake brands were a critical component of the film's plot. Working with the film director, production designer, producers, and the creative director throughout the production of the feature, the visual identity of Anxietyville started with branding for fake products.
Graphic elements that involved logos and typography were integrated with establishing shots and narrative, such as prices and ads hovering over products of interest like LOGO COLA or INFINITUDE. These elements are only present in the simulated world, and are impeccably advertised by the resident expert Charlie to pitch to potential customers.
Anxietyville Logo
The Anxietyville logo involved an exploration of varieties, although it was decided later in the process to tweak the existing logo from pre-production promotional material.
Fake Brands
For LOGO COLA, the cola drink is advertised by a young Asian woman with kawaii makeup, similar to outlandish and weird Japanese food adverts. The brand and packaging design is simple, using yellow and almost minimal branding with Japanese characters, so that it can be flexible and prominent throughout its use as a critical instrument of plot development.
The brands are showcased on all platforms – film, web, and print – as the audience and characters participate with them as they are augmented into the simulation seamlessly.
i. VERACITOL – "Scientifically proven to cure feeling “a little confused” and boost consumerism."
ii. LOFTY IDEALS – "The most exclusive condos in the city."
iii. INFINITUDE – "This effervescent miracle burns away unsightly fat and stimulates hair growth."
iv. FRESHWATER FRIENDS – "You can tell them secrets..."
v. WIN A CARIBBEAN CRUISE! – Just answer a brief survey...
vi. PRETEND MEDIA – "We take your privacy very seriously."
Social Media
In addition, visual collateral for social media and the mobile game app were developed as part of the transmedia experience of Anxietyville, Pretend Media, and its characters. Trading cards, as well as mock images depicting characters' lives on social media were created.
