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(Apoorva is a graphic designer passionate about telling stories through type and motion)

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AKA - Bitter Pills for Hard Truths

AKA explores designing through an alternate persona. My chosen identity, Dr. Jolly Goodfeel, is an eccentric pharmacist who reframes imposter syndrome not as something to fix, but as something shared.

Because imposter syndrome is internal and intangible, its “solutions” are usually abstract—self-belief, trust, grounding. This project flips that logic by giving it a physical form: playful medicine bottles for a psychological experience. The result is a pill kit that uses humor and familiarity to make invisible doubt visible—and a little less isolating.

Mentored by Jennifer Cole Philips

CategoryPackaging Design

(2024)

Wild Posting

Closeup

At first glance, it reads like a list of identities you proudly claim. Look closer, and it becomes a quiet reassurance—one that acknowledges your imposter syndrome instead of denying it.

Earlier iterations stayed within the constraints of a traditional medicine bottle, allowing the container to dictate the design. While the visual language remained consistent, the evolution of the branding was shaped as much by the bottle itself as by the graphics.