TESTOSTERONE TONIC
Testosterone Tonic is a cocktail brand designed as part of a propaganda project to critique toxic masculinity. The brand features 8 distinct flavors, each representing a different aspect of toxic masculinity, offering a bold and satirical take on the stereotypes and attitudes that perpetuate it.
Logo Developement
Over 24 logotypes were initially sketched. From there, 15 were refined into cleaner sketches, and 3 were identified as finalists.
Final Logo
Final Logo
The logo captures the exaggerated symbol of masculinity, a flexed arm representing the overemphasis on strength and dominance within toxic masculine culture. Its hand-drawn, sketch-like style adds a raw, almost satirical tone that aligns with the brand’s critical yet humorous message. I chose this logo to visually express both the power and fragility behind the façade of “manliness,” turning a simple gesture into a commentary on modern gender expectations.
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Brand Line
Creating a full product line allowed the concept to expand beyond a single statement. Each “flavor” of Testosterone Tonic reflects a different aspect of toxic masculinity, emphasizing how pervasive and multi-layered these cultural norms are. By turning these traits into consumable products, the line becomes both a critique and parody of marketing strategies that exploit insecurity and ego.
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Typography
The typography blends boldness with sophistication. Cinder Regular conveys a structured, industrial feel, echoing the rigidity of traditional masculine ideals, while Cinder Italic adds a sleek contrast that symbolizes performance and vanity. Supporting typefaces, such as Omnes Light, soften the tone, balancing the narrative and highlighting the satirical nature of the brand.
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Color Palette
The color palette draws inspiration from earthy tones, industrial metals, and bruised hues — colors associated with toughness, grit, and aggression. Accents of red and muted yellow reflect energy and ego, while darker shades ground the palette in seriousness. Together, these colors create a bold yet slightly uncomfortable harmony, mirroring the tension between confidence and toxicity.
Mockups
Final Design
For the Testosterone Tonic brand, I created a satirical, exaggerated take on masculinity that blends humor with critique. Inspired by bold energy drink and alcohol ads, the design uses gritty textures, rugged typefaces, and high-contrast visuals to form a hyper-masculine aesthetic. Each color variant represents a different “flavor” of toxic masculinity, pushing the parody even further. With taglines like “Let Toxicity Flow” and propaganda-style graphics, the brand imagines machismo as a product you can buy. Shot in a harsh, rocky setting, the packaging reinforces the exaggerated persona while inviting viewers to reflect on cultural norms through irony and bold visual storytelling.
Process
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Process *
Project Overview
Testosterone Tonic is a conceptual beverage brand created as a satirical critique of toxic masculinity. The project merges propaganda aesthetics with modern branding strategies to challenge societal norms and provoke conversation. I developed a full brand identity, including logo design, packaging, digital media assets, and promotional visuals that reflect exaggerated versions of traditional masculine tropes.
Key Deliverables
Logo and visual identity system.
8 unique flavor designs, each themed around a different toxic masculinity trait (aggression, woman-hatred, homophobia).
3D-rendered product mockups with metallic textures, embossed elements, and gritty realism.
Social media mockups and poster graphics for guerrilla-style brand promotion.
Brand language and slogans that echo hyper-masculine marketing clichés with a twist of irony.
Design Goals
Expose and exaggerate toxic masculine archetypes through visual design and branding language.
Create a cohesive identity system for a fictional product line with multiple “flavors” representing different facets of masculinity.
Experiment with 3D modeling and texture to give physicality and realism to a provocative concept.
Blend satire and polish, making the brand look like a real product while challenging the viewer's assumptions.