3am Fever Club is a Brand Identity, Experience Design, and Marketing Strategy project centered on a stress-release crochet toy imagined as a “soft weapon” for confronting late-night emotional breakdowns. The brand challenges the taboo around negative feelings, encouraging people to face them with honesty and gentle resistance. Its visual language maps emotional cycles—from anxiety and chaos to grounding calm, transforming the toy into a ritual, a movement, and a visual mantra for the body and mind.