THE SWAN EFFECT
MF (Mouth-Feel) is a texture-first snack brand that reimagines cravings through sensation rather than flavor. Built from research showing that people crave experiences like crunch, snap, and melt but struggle to articulate them, the project reframes “weird” cravings as valid sensory needs.
The identity plays on the double meaning of "MF," both mouthfeel and a confident, tongue-in-cheek “you’re that MF”—bringing humor and attitude into the system. From insight to concept to execution, the brand turns texture into a design language, creating a playful, expressive experience that centers on how snacks feel, not just how they taste.
PUBLICATION DESIGN
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Reality television has long shaped cultural beauty standards, often without questioning the consequences. The Swan, an early 2000s makeover show, promoted extreme cosmetic transformations as the path to self-worth. The challenge was to create a publication that critically examines and exposes the ethical and cultural impact of the show.
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Research revealed that The Swan reflected a broader cultural moment where plastic surgery was framed as a solution to insecurity. While modern conversations around body positivity and mental health have grown, few critiques revisit the early reality shows that helped normalize these ideals. Shows like this is critical to look back on as they are a root to unrealistic beauty standards today.
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The Swan Effect is an investigative publication that exposes the darker reality behind the show. Through cultural analysis, storytelling, and visual design, the publication challenges the media’s role in shaping beauty standards and invites readers to reconsider how entertainment can influence identity, self-worth, and societal expectations.
