Brief: 

Construct a brand with an original identity for oxygen.

Solution:

Exhale derives from my personal relationship with oxygen to inspire my design. The first thing that came to mind was being hospitalized with pneumonia twice, as a newborn and a four-year-old. The night I was taken to the hospital as a 4 y/o, my Dad had just come back from McDonalds and offered me a sip of Sprite from a Kids Meal cup. I took a sip and all of a sudden I couldn’t breathe. Subsequently, I stayed in the hospital for a week and wore an oxygen mask 24/7.

When designing the logo, I wanted to blend characteristics of the distinct, minimal McDonald's “M” logo with the aesthetic of a heart rate monitor. Applying the forms and palette of a monitor would allow for the purpose of the brand, breathing, to be easily understood by the consumer. Additionally, Kids Meal cup translated into designing humidifier bottles, used for an oxygen concentrator.