Selected works of Wei Sun
description
Transcript of Selected works of Wei Sun
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ChapterWEI SUNSelected work of 1 952 1063 74 8
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Twofold
Selected works of Wei Sun
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Copyright © 2011 Wei Sun | Twofold
All Rights Reserved.
No portion of this book may be used or
reproduced, stored in a retrieval system or
transmitted in any form or by any means,
without the written permission of Wei Sun.
Wei Sun
Phone | 415-265-1153
Email | [email protected]
Web | cargocollective.com/weisun
Academy of Art University
79 New Montgomery Street
San Francisco, CA 94105
School of Graphic Design
Department Director | Mary Scott
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Having or involving or consisting of more
than one part or entity or individual. Having
more than one decidedly dissimilar aspects
or qualities. By a factor of two.
Definition
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Having been born and raised in China, I had
to study a multitude of disciplines ranging
from music and mathematics, to studying
graphic design in America. This meant
melting China and America, into one single
individual. This resulted in having two cul-
tures, two mindsets, and two personalities.
Living and breathing two completely differ-
ent cultures, brings to light some extreme
differences. Spicy Mapo Tofu versus ham-
burgers, communism versus democracy,
Jay Zhou versus Lady Gaga. This dichotomy
has taught me to understand and appreci-
ate two sides, two approaches, and having
two sides to my own personality.
My approach to design involves challenging
ideals and technical standards. I conceptu-
alize in multiple voices, I try different direc-
tions, and I recognize that there are many
means to a certain end. My goal is to provide
the world with dif ferent ways of thinking.
My name is Wei.
Introduction
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12 38
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60
24
BOTTLING THE ESSENCE OF NAPA
A PEEK INTO THE COLORS OF
PERSONALITY
CAPTURING THE SPIRIT OF TRAVEL
THE POPULATION CHALLENGE
THE CRÈME DE LE CRÈME
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UP, UP AND AWAY
THE ART OF EXPECTING MORE
YOUNG AT HEART
HARMONIZING OF THE CULTURES
PAST, PRESENT, AND FUTURE OF THE GRAND PIANO
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Against the trend of vineyard-designated
wines, the collective made a wine not from
a single vineyard but from a baker’s dozen.
The idea was to blend one ton of grapes from
each to create a wine that is conspicuously
connected to Napa Valley, a truest expres-
sion of what the valley has to offer. No one
has ever tried to capture Napa in its totality.
Objective
BOTTLING THE ESSENCE OF NAPA
The concept of ‘mapping’ each appellations
was born to reflect the idea’s complexity.
Executed to express the boldness of the
idea and its true meaning. The bold type
reflect their belief, and the intricacies of
the map express the vastness of their idea.
A design that blends both complexity and
simplicity together.
Solution
Course PA C K A G I N G D E S I G N 3
Project
Instructor
13 A P P E L L AT I O N S
T H O M A S M C N U LT Y
Attributes
Palette
Q U A L I T Y | U N I Q U E | S L E E K
Materials F O I L R U B D O W N S
T R A C I N G PA P E R
E P S O N H E AV Y W E I G H T
01
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PACK AGE / IDENTIT Y 13 APPELL ATIONS WINE
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THIRTEEN Napa Valley
mer
itag
e o
f U
.S
2002
THIRTEEN Napa Valley
mer
itag
e o
f U
.S20
02
THIRTEEN Napa Valley
mer
itag
e o
f U
.S
2002
THIRTEEN Napa Valley
mer
itag
e o
f U
.S20
02
31 31Napa Valley
2002
31Napa Valley
2002
31Napa Valley
2002
Napa Valley
2002
THIRTEEN
2002
THIRTEEN
2002
31Napa Valley
2002
31Napa Valley
2002
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Due to a lack of resources and sheer capa-
bility, we humans as a race will be con-
fined to the planet Earth for the foresee-
able future. This planet is all we have. This
book aims to bring to light the challenges
our world faces in regard to population and
to showcase in-depth solutions that could
improve the future, for generations to come.
Objective
THE POPULATION CHALLENGE
If we continue to consume fewer resources
than our earth regenerates, our species
could live on this planet indefinitely. This
is a serious topic that calls for a simple
design with a stark style to challenge the
reader, to take this matter seriously.
Solution
Course T Y P O G R A P H Y D E S I G N 3
Project
Instructor
E N V I R O N M E N TA L R E S E A R C H
C A R O L I N A D E B A R T O L O
Attributes
Palette
S C I E N T I F I C | E X P L O R AT I O N
Materials S I G N AT U R E B O U N D
N E E N A H N AT U R A L W H I T E PA P E R
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In 1837, Thierry Hermès (1801–1878) first
established Hermès as a harness work-
shop. He created the finest wrought har-
nesses and bridles for the carriage trade.
A caleche is a type of horse-drawn carriage
as well as a hood 18th century women wore
that folds over like the carriage’s hood. Like
the name ‘Caleche’, this skin care series
was inspired by leather and travel. This
series represents women in an indepen-
dent, elegant, and intelligent light.
Objective
CAPTURING THE SPIRIT OF TRAVEL
To produce a look and feel for the new skin
care series that incorporates elements
from the current brand identity. The brand
is memorable to the customer, and value is
added to its presence in the marketplace.
The design reflects the brand spirit and the
concept for a higher-end skin product. The
graphics represent the feminine qualities
of the product while the colors carry the
brand equity.
Solution
Course PA C K A G I N G D E S I G N 3
Project
Instructor
H E R M È S S K I N C A R E
T H O M A S M C N U LT Y
Attributes
Palette
L U X U R Y | F U N | B R I G H T
Materials F O I L R U B D O W N S
E P S O N H E AV Y W E I G H T PA P E R
R O S E W O O D
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PACK AGE / IDENTIT Y HERMES SKIN CARE
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Pantone is known in the creative industries,
as the standard in everything color. The Pan-
tone series of posters required a visualiza-
tion of colors through pattern and content.
The series looks to showcase current color
trends. The idea is to educate the audience
about the obsession Pantone has with color,
and how it’s relevant to their lives.
Objective
A PEEK INTO THE COLORS OF
PERSONALITY
Color is a visual representation of person-
ality and emotion. The goal is to visual-
ize each color in a unique way by aligning
them with emotions such as obsession and
addiction. These dark emotions, paired with
bright colors create a tension that turns
those emotions, into colorful personalities.
Solution
Course P R I N T D E S I G N 1
Project
Instructor
PA N T O N E P O S T E R S E R I E S
M E G U M I K I YA M A
Attributes
Palette
I C O N I C | F U N | C O L O R F U L
Materials L A R G E F O R M AT P R I N T
G L O S S Y P H O T O G R A P H Y PA P E R
4
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Depression or mood swings. Awareness that eating patterns are abnormal. Rapid weight gain or sudden onset of obesity.
Binge eating, or eating uncontrollably even when not physically hungry. Eating much more rapidly than normal.
Eating alone due to shame and embarrassment. Feelings of guilt due to overeating. Preoccupation with body weight.
Am I a foodaholic?!299 U 1795 U 1545 U 122 U
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Am
I a
gam
bla
hol
ic?!
4535
UB
LA
CK
7 U
1805
U45
35 U
The subject gamble to improve mood, escape problems.
Ille
gal
acts
. T
he p
erso
n ha
s br
oken
the
law
in
orde
r to
obt
ain
gam
blin
g m
oney
or
reco
ver
gam
blin
g lo
sses
.
Toleran
ce. A
s with
drug
toler
ance
, the
subje
ct req
uires
large
r or m
ore f
reque
nt w
agers
to ex
perie
nce t
he sa
me ‘’ru
sh’’.
Restlessness associated with attempts to reduce gambling.This
is m
ay in
clude
acts
of th
eft, e
mbezz
lemen
t, frau
d, or
forge
ry.
The subject has frequent thoughts about gambling experiences.
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TitleCategor y Tw ofo ld
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Am
I a
gam
bla
hol
ic?!
4535
UB
LA
CK
7 U
1805
U45
35 U
The subject gamble to improve mood, escape problems.
Ille
gal
acts
. T
he p
erso
n ha
s br
oken
the
law
in
orde
r to
obt
ain
gam
blin
g m
oney
or
reco
ver
gam
blin
g lo
sses
.
Toleran
ce. A
s with
drug
toler
ance
, the
subje
ct req
uires
large
r or m
ore f
reque
nt w
agers
to ex
perie
nce t
he sa
me ‘’ru
sh’’.
Restlessness associated with attempts to reduce gambling.This
is m
ay in
clude
acts
of th
eft, e
mbezz
lemen
t, frau
d, or
forge
ry.
The subject has frequent thoughts about gambling experiences.
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For most women, the wedding is a sacred
event of great importance. From the dress,
to the flowers, to the location, every detail
must be perfect. But no detail is as impor-
tant as the cake. This wedding dessert con-
vention features the latest and greatest to
come out of the wedding industry. The goal
is to get as many women in front of our fea-
tured vendors as possible.
Objective
THE CRÈME DE LE CRÈME
Put on an event that not only connects
brides-to-be with vendors who can fulf ill
their needs, but to communicate feelings
of happiness and creativ ity. The wedding is
supposed to be the happiest day in a wom-
an’s l ife so our event needs to l ive up to
that expectation.
Solution
Course G R A P H I C D E S I G N 3
Project
Instructor
W E D D I N G C A K E E V E N T
N I C O L E F L O R E N C E
Attributes
Palette
L O V E | F R E N C H | E L E G A N T
Materials G L O S S Y P H O T O G R A P H Y PA P E R
T R A C I N G PA P E R
B L A C K R I B B O N
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PRINT / IDENTIT Y / PACK AGE WEDDING CAKE EVENT
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Wedding Desse rt Expo Moscone centerSan Francisc o
Feb. 12nd-14th, 2010
oneplusone.com
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Wedding Dessert Expo Moscone centerSan Francisco
Feb. 12nd-14th, 2010
oneplusone.com
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0
Saint Francis River International paper
started manufacturing paper around 1970
in Tokyo, Japan. Their paper gained noto-
riety locally but at the turn of the century,
Saint Francis realized the opportunity to
grow into a globally scaled company. To
make this dream a reality, Saint Francis
needed to leverage Western-printing tech-
nologies to produce paper in volumes suit-
able for large-scale printing. To prompt
this evolution, their collateral system
needed to be re-tailored to speak to a much
larger audience.
Objective
HARMONIZING OF THE
CULTURES
The goal of my design is to express the com-
bination of traditional Japanese culture and
modern western ideals. Japanese cherry
blossoms, old stamps, and Chinese water-
colors were combined with Italian masks
and artwork of historic European buildings
were all used to show the company’s efforts
to reach a broader, more diverse audience.
Solution
Course G R A P H I C D E S I G N 2
Project
Instructor
I D E N T I T Y / C O L L AT E R A L
M A X S P E C T O R
Attributes
Palette
A S I A N | H I S T O R I C | C L A S S I C
Materials F R E N C H D U R- O -T O N E PA P E R
C O A R S E T W I N E
L I G H T W O O D B O A R D
6
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IDENTIT Y / PRINT ST. FRANCIS RIVER PAPER CO.
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PA P E R C O .
IDENTIT Y / PRINT ST. FRANCIS RIVER PAPER CO.
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In 1948, 25-year-old Charles Lazarus
turned his dream of creating a child-
oriented business into a reality. Today,
Toys“R”Us, Inc. provides shoppers with a
broad online selection of distinctive prod-
ucts, all geared towards children. The
company is committed to serving its com-
munities as a caring and reputable neigh-
bor through programs dedicated to keep-
ing kids safe and helping them in times of
need. They need an identity that expresses
these notions of care and goodwill.
Objective
YOUNG AT
HEART
Keeping in line with the current brand iden-
tity, I utilized toys, bright colors, and playful
type to not only show whom the company is
caring for but to express the overall person-
ality exhibited by the business as a whole. I
utilized a simple tone of voice displayed in
bold type to speak better to the target.
Solution
Course P R I N T D E S I G N 2
Project
Instructor
T OY S R U S C S R R E P O R T
L I A N N G
Attributes
Palette
P L AY F U L | B O L D | F R I E N D LY
Materials E N T R A D A T E X T PA P E R
P E R F E C T B O U N D
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PRINT TOYS R US CSR REPORT
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89
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The Grand Piano, as a musical instrument,
brings joy and peace into our lives. The
design and function of this piano requires
extra space and material in order to pro-
duce it. How can we position the grand
piano as an object that invites interaction
and experience between people and not
just a big piece of attractive furniture?
Objective
PAST, PRESENT, AND FUTURE OF THE GRAND PIANO
The book is a story about the grand piano,
from it’s design to it’s history, and look-
ing ahead to it’s future. My redesign “Tone”
shows how we can reconsider the design
of the grand piano in a manner that’s mod-
ern, multi-functional, and tailored to true
lovers of music. This new product revolves
around minimal elements and sustainable
design as the method to integrating the
baby grand, into the interiors of tomorrow.
Solution
Course P R I N T D E S I G N 3
Project
Instructor
G R A N D P I A N O R E D E F I N E
T O M S I E U
Attributes
Palette
M O D E R N | TA I L O R E D | M U S I C A L
Materials E P S O N L A S E R P R I N T
H O T S TA M P I N G C O V E R
S I D E S W I N G B O U N D
80
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9999
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In July 1985, a Boeing 737-200A departed
Hong Kong International Airport, bound
for Kota Kinabalu, Malaysia. This flight
marked the beginning of a new chapter in
Hong Kong’s aviation history. This flight
was the first commercial flight under the
Hong Kong Dragon Airlines name, and the
first for the airline destined to become the
biggest airline in Hong Kong. In 2008, Hong
Kong Dragon Airline joined the Air China
Group which is the biggest domestic and
international airline in China, therefore
becoming, Dragon Air International.
Objective
UP, UP AND
AWAY
Need to create a brand identity for Dragon
Air International that brings the brand to a
position that is more unique, contemporary,
and culturally reminiscent. Dragon Air needs
to reach a larger, more broad audience, and
make leaps in its international offerings.
Solution
Course I D E N T I T Y D E S I G N 2
Project
Instructor
D R A G O N A I R L I N E S I D E N T I T Y
T H O M A S M C N U LT Y
Attributes
Palette
S T Y L I S H | S O P H I S T I C AT E D
Materials F R E N C H F O L D
T R A C I N G PA P E R
P E R F E C T B O U N D
09
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IDENTIT Y / PRINT DRAGON AIRLINES
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A I R L I N E S
D R A G O N
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THE ART OF EXPECTING MORE
Course PA C K A G I N G D E S I G N 4
Project
Instructor
A E R O R E S E A R C H
M I C H A E L O S B O R N E
Attributes T R U S T W O R T H Y | A U T H E N T I C
100
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After spending 60 years operating a dried
goods company, Greg Steinhafel opened
the doors for the first Target store in Min-
neapolis, Minnesota. Almost 50 years later,
Target is debuting a new store, and a new
brand called Aero. Aero is a full-service
retailer that offers customers both service
and products, which focus on the needs
of modern consumers: efficiency of time,
space, and materials, as well as a high
level of quality in every product offered.
Our objective is to take the Target mantra
of dedicating themselves to good design—
design in how something looks, how it sat-
isfies needs, how it makes the consumer
feel, and how it simplifies their lives— and
to apply it to a higher price point and more
sophisticated audience. The physical layout
of the store will encourage the consumer
to enjoy the entire Aero experience rather
than just get in and out as fast as possible.
To do this, customers will be encouraged
to browse the categories, separated by
rooms, inspired by the different rooms
of a house. Aero stores will have a space
to relax or enjoy food, and to peruse and
employ our inspirational reference section.
Additionally, the packaging of products will
focus on the sustainability of materials and
the efficiency of space. Not only will Aero
products serve multiple functions when
able, but much of the packaging will be
able to be reused or repurposed.
Objective
Solution
BRANDED HOUSE
OUTDOOR
GARDEN
DAIRY
PHARMACEUTICAL
Playfulness doesn’t have to be just for out-
door activities. What better way to pack-
age the products than to display whimsical
illustrations that brings color and joy.
Staying true to the brand, the logo’s shape
is utilized effectively to display the impor-
tant information.
Communication is done through color,
boldily displayed information, and branded
with a dinstinctive shape of the Aero logo,
there’s no mistaking in this section.
Products run smaller in this area, so the
color-coding is done through type, and the
information are clearly prioritized so you
don’t confuse your favorite product.
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PACK AGE / IDENTIT Y AERO BRAND CHART
HOUSE OF BRANDS ENDORSED
Getting the job done is the most important
aspect, and the packaging will tell you so.
The packaging is subtle, displaying the qual-
ity of the products rather than cover them.
A whimsical illustration hints at the cus-
tomers to stop and enjoy the sweetness of
life, and their products.
Infusion of design, the product lines are
thoughtfully sculpted, and the packaging
to match.
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10.1
Aero is a full-service shopping experience.
Our Aero store brand focuses on offering
high-quality, well-designed products and
design, and infusing them with our “Expect
More From Life” promise.
Solution
THE ART OF EXPECTING
MORE
Course
Project
Instructor
A E R O B R A N D E D PA C K A G I N G
Attributes
Palette
F R E S H | F U N | F R I E N D LY
Materials C O L O R R U B D O W N S
C H E A P B O A R D
P L A S T I C S H E E T
PA C K A G I N G D E S I G N 4
M I C H A E L O S B O R N E
0
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aero
AERO
ERO
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PACK AGE / IDENTIT Y AERO RESEARCH
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The Bon Santé brand insists that consumers
receive the most value and quality in their
food products. The packaging structures
are intended to display the contents rather
than hide them, thereby showcasing the
brand’s finest, gourmet ingredients.
Solution
UNEXPECTEDLY GOURMET
Course PA C K A G I N G D E S I G N 4
Project
Instructor
B O N S A N T E F O O D
M I C H A E L O S B O R N E
Attributes
Palette
A R T I S A N | R E L I A B L E | G O U R M E T
Materials F R O S T S P R AY PA I N T
S I LV E R F O I L S
W H I T E R U B D O W N S
10.2
0
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10.3
Bittersweet is about indulgence–plain and
simple. With an onsite café, Bittersweet
reminds customers to stop and enjoy the
sweet life, while the products and packaging
also make it the perfect place to select a gift.
Solution
ALL ABOUT INDULGENCE
Course PA C K A G I N G D E S I G N 4
Project
Instructor
B I T T E R S W E E T B A K E R Y
M I C H A E L O S B O R N E
Attributes
Palette
C U T E | F L AV O U R F U L | I N D U L G E N T
Materials E P S O N H E AV Y W E I G H T PA P E R
P L A S T I C
L A M I N AT E D PA P E R
0
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Peanut ButterCookies Mix
COOKIES M IX WITH REAL PEANUT BUTTER , YOU CAN MAKE THEM EAS ILY R IGHT AT HOME
NET WT. 9 OZ [255g]
INGREDIENTS
Cook i e1 box Bittersweet Peanut Butter cake mix ¥ 1/2 cup butter 3/4 teaspoon baking soda ¥ 1 eggs ¥ 1/2 Sugar ¥ 1/4 teaspoon salt
25 MINSP R E P T I M E
2HR 35MINS TOTA L T I M E
36S E R V I N G #
Pean
ut B
utt
er
Pean
ut B
utt
er
Peanu
t Bu
tter
NUTRITION INFORMATIONServing Size 1 bag 9oz (255g)
Amount Per Serving*: Calories 400 (Calories from Fat 220), Total Fat 24g (Saturated Fat 10g, Trans Fat 1g), Cholesterol 90mg; Sodium 370mg; Total Carbohydrate 41g (Dietary Fiber 1g, Sugars 27g), Protein 5g;
Percent Daily Value*: Calcium; Exchanges: 1/2 Starch; 0 Fruit; 2 Other Carbohydrate; 0 Skim Milk; 0 Low0Fat Milk; 0 Vegetable; 0 Very Lean Meat; 0 Lean Meat; 1/2 High-Fat Meat; 4 Fat Carbohydrate Choices: 3;
*Pe rcent Da i l y Va lues a re based on a 2 ,000 ca lo r ie d ie t .
RECIPE
Step 1Beat the butter until creamy, 2 minutes. Add the sugars, beat for 2 more minutes. Mix in the peanut butter and egg. Mix together the dry ingredients- cake mix, baking soda and salt. Sitr the dry ingredients into the sugar butter mixture.
Step 2Wrap dough in plastic nd refrigerate at least 3 hours
Step 3Preheat over to 375¡ F. Shape dough into 1 1/4 inch balls. Place about 3 inches apart on ungreased cookie sheet. Flatten in crisscross pattern with a fork. Bake for 9-10 minutes until light brown. Cool on baking sheets for a minutes; transfer to rack to cool completely.
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10.4
Tablespoon quality kitchen lines infuse
cooking and dinnerware with exquisite
design. Our products and the actual brand
packaging are thoughtfully sculpted, com-
fortably integrating modern art.
Solution
EXQUISITELY MODERN
Course PA C K A G I N G D E S I G N 4
Project
Instructor
TA B L E S P O O N K I T C H E N WA R E
M I C H A E L O S B O R N E
Attributes
Palette
M O D E R N | I N T R I G U I N G
Materials H P G L O S S PA P E R
L A R G E F O R M AT P R I N T
P L A S T I C
0
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Tidy performance products have a distinct
personality and a strong voice, allowing
them to speak for themselves. They get the
job done and both the packaging and prod-
ucts will tell you so.
Solution
PERFORMANCE CLEANERS
Course PA C K A G I N G D E S I G N 4
Project
Instructor
T I DY H O U S E C A R E
Attributes
Palette
C L E A N | F U N C T I O N A L | B O L D
Materials C O L O R R U B D O W N S
F R O S T S P R AY PA I N T
10.5
M I C H A E L O S B O R N E
0
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I’LL BRING LAVENDER TO
YOUR HOME
Tidy Lavender Sc ent air fr eshener is new way to fr eshen
your home - natural essential oils and fr agrance in a cute,
reusab le warme r.
NET WT 5oz (170g )
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爷爷 — 没有您,就不会有今天的我这本作品集是给您的
爸爸妈妈 — 我的动力在梦想最初的地方,谢谢您们与我一路同行
谢谢您们的爱
佳姐 — 每一次欢笑和泪水谢谢你和我一起分享
晏,雄哥,带鱼,玉猪儿,张珂,张凯帆,任科来蔡思远,田田,晓立哥,启明,小绿 — 这5年我们
身处世界各地,友情却从未因此改变谢谢你们,我一辈子的朋友
感谢
Back at my sweet Home
♥
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THANKYOU
In San Francisco
And my Friends
Thank you to the instructors and the Acad-
emy for making my school life interesting
and challenging. A special thanks goes out
to Mary Scott, Thomas McNulty, Carolina
De Bartolo, Nicole Florence, Max Spec-
tor, Lian Ng, Tom Sieu, Michael Osborne,
Renee Darcy, Jennifer Sterling and Scott
Rankin. Thank you all for allowing me to
find myself and my capabilities. My dream
is becoming true thanks to all of you.
Megumi Kiyama, Huan Wong, Milky Yeung,
Victor Wei, Jay Huang, XinShu Peng, Henry
Chen, Kelvin Na, Karen Sin, Jan Vongswat,
Kelvin Leung, Lance Zhang, Lylyan Lee,
Ilse Riebe, Lance An Li, Thank you all for
your support and making my life enjoyable.
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Typefaces | Din, Mrs. Eaves
Book Size | 8.25 x 12’’
Text Stock | Environment - Bright white
Printer | Progressive Solution Printing
Bindery | Key Bindery, Oakland, CA
Photography | Wei Sun, Plotnet,
Jin Soo Yoon, Kelvin Leung
Copy | Wei Sun, Bryan Dempler
Camera | Canon EOS 50D
Software | Adobe Suite 4
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