Live Brief · Born Ugly · Sell the Unsellable
Weep. Cry About It.
"Ethically questionable. Emotionally sourced."
Born Ugly set the challenge: sell the unsellable. Take something nobody wants, something awkward, something society doesn't talk about — and turn it into a brand people actually want to buy. I chose tears.
The concept
Weep is a human tear eyedrop brand bottling three core emotions — Euphoria, Rage, and Hysteria. Because crying deserves better branding.
The brand leans into the absurdity completely — rather than hiding the weirdness, it owns it with deadpan confidence and dark humour. Kraft paper, hand-drawn illustration and copy that's equal parts ridiculous and weirdly sincere.
The Emotional Emergency Kit contains all three variants plus a tissue box. Everything you need for a full breakdown. Nothing you asked for.
Front Packaging Design
Three emotions. Three variants. 100% human sourced tears. No artificial emotions.
Side Packaging Design
Tears of Pure Joy — stolen from someone's best day. Now it's yours. · Tears of Complete Hysteria — we don't know whose breakdown this was. Honestly neither do they.
Tears of Pure Rage — someone was really angry about this. Put it in your eyes.
The Emotional Emergency Kit
Obviously, you'll need tissues first. Weep tissues come colour coded to each variant — pull a blue one for Hysteria, red for Rage, orange for Euphoria. Because even your breakdown should be on brand.
Let it out. Seriously. All of it.
Campaign
In case of emotional emergency. Break glass.
Weep takes to the streets. Emergency boxes placed at crossings, benches and busy pavements — stocked with the full kit. Because crying shouldn't wait.
Initial Explorations
Packaging explorations
Illustration explorations
Final character illustrations
Initial packaging concept
