Rusudan Dushuashvili

I Believe

This thesis investigates how design operates as a cultural system that shapes identity, desire, and belonging. In consumer culture, objects rarely function only as tools; they act as carriers of narratives that communicate values, status, and personal identity. Through branding, advertising, rituals, and visual language, products become symbols that allow individuals to perform versions of themselves and participate in shared cultural myths.

The goal of this project is to critically examine the narratives constructed by consumer culture and the role of design in sustaining them, reflecting on how individuals, including myself, participate in and reinforce these structures. The project asks how products become believable and desirable through the stories that surround them, and how design enables the continuous cycle of desire that defines consumption.