Parsons / The New School

BFA Communication Design

Thesis 2016–17

Juan Francisco Morales Egas
Ef-u

Whether we like it or not, the world can be a dangerous place. Each day, we are faced with the possibility of encountering a threatening person or situation. There are many products provided that help us stay prepared for scenarios like this, but many of them are not used due to their lack of good design. We either have to choose between protection or style. Why compromise? What if there was a brand that redesigned these objects in a more appealing way to the user without compromising its main purpose? Ef-u is a self-defense brand that mixes fun, style and inviting designs with real life self defense oriented products. We believe that your desire to be proactive with your safety should never take a toll on your personal taste. Whether it’s our Dino Reptar pepper spray or our panic button Ring Bot, E-fu will keep you safe— and dare we say, very very stylish.

The purpose for this project is to create a comfortable conversation about topics that are hard to understand. Design is used as a way to tackle the necessary reality of self-defense and violence, but is expressed through channels of friendliness and comedic composition.

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Parsons / The New School

BFA Communication Design
Thesis 2016–17