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Awww take it.

The other day my 11 year old son came home with a saying he had picked up at school. "Awww take it."

What kind of makes it funny is the contrast in emotions. Starting with "Awww", this is said with a real caring and a deeply felt pitty. Followed by "Take it" which is said with a ruthless tone, like Nelson from The Simpsons.

Now everytime someone in our family does something thing a bit uncoordinated, like going to kick a ball, missing completely and landing on their bottom this tounge in cheek jibe comes out.

I have decided to apply this on to some packaging, in particular pills that are taken for medical purposes.

BRAINSTORM

MOOD BOARDS

Below are some examples of when Awww take it could be used.

Some typographic inspiration.

WARM UP SKETCHES

Some other sketches and thoughts.

THUMB NAILS

THE FIRST SKETCH

THE SECOND SKETCH

INK

EXTRA LAYERS

FINAL REVIEW

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