In recent months of student graduation and final year showings, we were asked by (our friends) the University of Technology** (Design + Architecture Faculty) and graduates to print students final year project work for 2011. In the upcoming weeks we will feature a design student’s final year work.

First is Samantha Hornitzky ////////////////////////////////////////////////////////////////////////////////////////////

Elixir de Outopia is a publication of a body of work that satirizes the way luxury brands add value to mediocre products such as perfume, shoes and face cream, by baptizing them with intangible values such as love, elegance and power.

The seven deadly sins have been rebranded as luxury elixirs, which are capable of granting the consumer seven injectable virtues. Each sin has been reborn as a more desirable and marketable attribute: Pride has was transformed into Charisma; greed into Wealth; lust into Sex; gluttony into Opulence; envy into Status; wrath into Fearless and sloth into Insouciance.

The project encompasses objects, illustration and printed material including the Elixir de Outopia product, packaging and marketing publication.

The product packaging is a sleek, laser-etched Corian box that weighs in at 7kgs. It was designed to resemble a marble tablet that you’d find out the front of a Baroque Church. By contrast the Elixirs themselves are tiny, laser-etched glass vials filled with brilliantly coloured liquids.

An illustration was created to visually portray each Elixir’s attributes and in turn, add value to the brand.
The publication copy–which showcases seven neurotic personalities–is a foil to the opulent, Baroque-inspired imagery, and serves as a reminder that perfection can not be bought.

For more information or to contact Samantha head over to her folio at the Loop www.theloop.com.au/shornitzky

Credits:

Creative & Art Direction, Design & Creative: Samantha Hornitzky
Photography: Jordan Demagante
Copywriting: Karl Fleet & Raj Wakeling
Fabrication: Mark Pinder at Solid Style

*Some of the above copy courtesy of Samantha Hornitzky’s website.

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**Please note: We at Digitalpress strive to support emerging designers and artists, yet are only taking on student work in conjunction with liasing with the head lecturer or teacher of that particular faculty and student group – otherwise we are inundated with student requests.