Four products, four ways to push back
Parody · Label Loyalty Program
A rewards scheme: collect more identity labels, earn points, redeem them for a job or fame. It mocks the pressure to adopt identities to fit in or get ahead, and asks whether we are being ourselves or performing.
Subversion · The Lottery of Identity
A national lottery, broadcast live, assigns everyone a random label. Some come with privilege, some with hardship. It shows how much privilege comes down to luck, and how many of our labels were never chosen.
Refusal · The Label Eraser
A product that removes your label with one swipe. The catch: losing a label can also mean losing your community, culture or support. It pokes at the idea that life would be simpler without labels.
Appropriation · Label Insurance
Insurance against identity theft and misuse, with the option to "upgrade" to a more respected label. It shows how hard people work to protect their standing, and how society ranks some identities above others.
Together, the four turn the same question around: exaggerate it, flip it, reject it, borrow it. The aim wasn't a single answer, but a better conversation about agency and belonging.