BAD DECISIONS CLUB™
Good taste. Bad judgement. A fictional lifestyle brand turning questionable choices into collectible objects, sharp campaigns and club culture.
BAD DECISIONS CLUB™ is a fictional lifestyle label for the chronically impulsive. Built around “GOOD TASTE. BAD JUDGEMENT.”, the concept turns familiar moments of questionable judgement into a distinctive brand world.
The collection gives everyday regrets a physical form: The 2AM Text Kit, The Delusion Starter Pack, Regret Receipts, Emotional Baggage Tote, Bad Influence Club Cap and Tomorrow’s Problem Notebook. Each product pairs a recognisable habit with a name, description and disclaimer that carry the same dry humour.
The visual identity brings together deep plum, acid yellow, tomato red, pale lavender and warm white. Condensed typography, hard borders, barcodes and receipt-style details create a graphic retail language, while flash-lit imagery captures the mess and atmosphere of a night that went on too long.
The website extends that identity into an interactive storefront with product stories, campaign chapters and a personalised membership generator. Visitors can issue themselves a club identity using their nickname and worst habit, making participation part of the concept.
An independent exploration of branding, creative direction and web design. This is a fictional brand and demonstration storefront, with no real checkout or products for sale.