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andrea y ung toth

TEASPOONS & TINCTURES S T UDIES

IN

APPETITE

AND

ACADEMIA


SENIOR

PORTFOLIO

Teaspoons & Tinctures ANDREA

YUNG

E M AIL _

info@andreayungtoth.com

TOTH

WEB_

www.andreayungtoth.com

TEL _

714 488 4846

ACADEMY

OF

ART

UNIVERSIT Y

School of Graphic Design 79 New Montgomery Street, Fifth Floor San Francisco, California 94108 MARY

SCOTT

Chair, School of Graphic Design Š 2012 All rights reserved. No part of this publication may be reproduced without express written consent from Andrea Yung Toth.


BRINGING IT ALL TOGETHER

Mixing old with new. Whimsical with the academic. Personalities that span the gamut. Bold flavors with a bright note of tang. The collecting and re-distilling of images, ideas, styles, and tastes in new ways is a philosophy I have come to live by in both my life and in my design. A previous life lived in the sciences taught me skills of analysis, rationing, and clarity of process and methodology. After altering courses to study design, I honed my ability to think creatively and aesthetically. Yet,the most profound lesson I took with me was not one born of either school-of-thought alone—but rather— the realization that everything is interdisciplinary. The most successful solution is one crafted from a carefully curated collection things, thoughts, and people—all working in harmony. It was only after having lived in both worlds that I could finally see how relavent each is to the other. I draw inspiration from anything and everything around me. A pinch of this and a dash of that. Sometimes I work from scientific roots, other ideas are born from a love of all things culinary, and yet more come from a passion for both history and historical forms. Always though, it is a a combination of things (often unexpected) working together. I, myself, have become a collection of sorts and I carry with me all the influences of those who and which have touched me deeply. This portfolio is a showcase of works which exemplify my personality, perspective, and above all, how I've re-imagined the elements around me to bring an idea to life.


A TASTE OF WHAT'S TO COME

PROJECT

01 o

Stagg

o

PAGE

006

PROJECT

02 o

Le Creuset

o

PAGE

018

PROJECT

03 o

Alpenhain

o

PAGE

038

PROJECT

04 o

Boylan

o

PAGE

050

PROJECT

05 o

Ants Book

o

PAGE

060

PROJECT

06 o

Samsonite

o

PAGE

082

PROJECT

07 o

Aero Store

o

PAGE

092

PROJECT

7.1 o

Aero: Gaia

o

PAGE

126

PROJECT

7.2 o

Aero: Mesa

o

PAGE

142

PROJECT

7.3 o

Aero: Dolce

o

PAGE

156

PROJECT

08 o

Identities

o

PAGE

172


TURN U THE HE


UP EAT


TITLE

Stagg Barbe que

PROJECT

COURSE

Brand E x tension

Pac ka g ing De sig n 2

INSTRUCTOR

C hr istine G eorge

PACK AGING

barbeo que line

Serious sauce for serious grilling. DELIVER ABLES

It's fiery, it's bold, and not for the faint of heart. Barbeque is an all-American treasure, and an outright

Brand Identity

Brand Promise/Tagline

competition sport in some states, so when there's a new kid on the block, he's going to have some big shoes to fill and some provin' to do.

Pac kag ing System

This project's key objective was to take an existing established brand—not currently in the barbeque market—and expand their product offering to make a strong and competitive entry into the world of grilling. Stagg, the makers of some kickin' chili, was a natural fit for this brand extension. Rugged textures and typography come together to create a look that is appeals unapologetically to masculine grill kings. Deep colors communicate the products' quality and flavor intensity. And the logo? Well, what better solution, than to take the existing Stagg logo, carve it out of wood and then light it on fire. With flames that subliminally look like a rodeo cowboy on a bull. Check and check. Stagg Barbeque is some serious sauce for those into serious grilling.


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S T UDIES

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ACADEMIA

andrea y ung toth


PROJECT

01

S TAG G

barbe que pac ka g ing

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T E A S P O O N S & T I N C T U R E S

S T UDIES

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ACADEMIA

andrea y ung toth


PROJECT

01

S TAG G

barbe que pac ka g ing

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T E A S P O O N S & T I N C T U R E S

S T UDIES

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APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

01

S TAG G

barbe que pac ka g ing

0 19


PROJECT

01

S TAG G

barbe que pac ka g ing

0 21


CLASSIC FLAVOR


IC RS


TITLE

Le C reuset

PROJECT

COURSE

C ompany Rebranding

Identity De sig n 2

INSTRUCTOR

Todd He d g peth

IDENTIT Y

o rebranding

Bringing a legend back to its roots. DELIVER ABLES

Sometimes, even icons could use a little polishing. Le Creuset has been the premier manufacturer of

Brand Identity

Brand Promise/Tagline

Busine ss System

Standards Manual

exquisitely enameled cast iron cookware for nearly 100 years. It was about time that their brand identity reflected their true heritage and quality. The entire branding system was revamped in this revolutionary re-design. A varied, but consistent, system of elements were designed to lend ultimate

Brand Applic ations

flexibility when crafting brand materials. Playful use of bright colors applied in a judiciously restrained manner create a look that speaks to the whimsy of their vibrant enamels, as well as the sophistication of their product lines. A custom, hand-lettered logotype reiterated their 1920s French culinary roots, and the brilliant red color is a bold and eye-catching reinvention of the equity in their earlier logo. The end result is a comprehensive brand identity system that pays homage and exuberantly celebrates the unique personality of Le Creuset.


026

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PROJECT

02

LE

CREUSET

c ompany rebranding

027


028

T E A S P O O N S & T I N C T U R E S

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ACADEMIA

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PROJECT

FINAL

LOGO

02

LE

CREUSET

c ompany rebranding

029


030

T E A S P O O N S & T I N C T U R E S

S T UDIES

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APPETITE

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ACADEMIA

andrea y ung toth


PROJECT

02

LE

CREUSET

c ompany rebranding

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PROJECT

02

LE

CREUSET

c ompany rebranding

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T E A S P O O N S & T I N C T U R E S

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ACADEMIA

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PROJECT

02

LE

CREUSET

c ompany rebranding

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PROJECT

02

LE

CREUSET

c ompany rebranding

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PROJECT

02

LE

CREUSET

c ompany rebranding

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T E A S P O O N S & T I N C T U R E S

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APPETITE

AND

ACADEMIA

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PROJECT

02

LE

CREUSET

c ompany rebranding

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CR INDUL


REAMY LGENCE


TITLE

Alpenhain

PROJECT

COURSE

Brand Overhaul

Pac ka g ing De sig n 2

INSTRUCTOR

C hr istine G eorge

PACK AGING

br ieo c hee se s

A creamy, dreamy luxury— everyday. DELIVER ABLES

Rich, creamy decadence made for everyday enjoyment. Be it earthy, nutty, truffled, ashed, washed, or aged—

Brand Identity

Brand Promise/Tagline

cheese is a sumptuous treat to delight in. Alpenhain has been producing cheeses in a small European village since 1905 but needed a face lift so their image matched

Pac kag ing System

the quality and heritage of their product. The revolutionary design approach kept the core brand colors of blue and yellow were reimagined as a refined palette of navy, azure, and gold and ivory. Traditional rustic country elements were combined with gilded ornaments to create a look that communicated both the premium quality and artisanal origins of the Alpenhain family of cheeses. Though decidedly ornate and opulent, the new design was also carefully crafted to work at a large range of sizes, ranging from a large 12-inch wheel to delectable bite-sized minis. Whenever possible, an extra layer of design and culinary sensitivity was infused in the form of interior labels that helped educate the consumer about the art of cheese tasting and inspired them to try new flavor combinations and pairings.


046

T E A S P O O N S & T I N C T U R E S

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PROJECT

03

ALPENHAIN

c hee se pac ka g ing

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048

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

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050

T E A S P O O N S & T I N C T U R E S

S T UDIES

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APPETITE

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ACADEMIA

andrea y ung toth


PROJECT

03

ALPENHAIN

c hee se pac ka g ing

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AND

ACADEMIA

andrea y ung toth


PROJECT

03

ALPENHAIN

c hee se pac ka g ing

053


VINTAG


GE


T I T L E Boylan Vinta ge Soda

P R O J E C T Brand P romotion

C O U R S E P r int De sig n 2

I N S T R U C T O R Esz ter C lark PRINT

o poste r se r ie s

A soda promotion that really pops. DELIVER ABLES

Soda flavored with whimsy and a little tongue-incheek humor­—all with a charming vintage flair.

Marketing C oncept

Evolutionar y Desig n

Five-Poster Ser ie s

Boylan Bottling Company has been making quality soda pop the time-honored old-fashioned way since 1891 and it's about time the public got a little taste of their uncompromising commitment to making a good, honest, authentic soda from classic recipes. Staying true to the brand's current personality and utilizing their equity to maximum effect were key goals in this promotional campaign. That's not to say that we just stuck with what they already had, but rather, that we pushed the boundaries and reintroduced them in a way that was both refreshing but still recognizable. A series of five lively posters were designed for this campaign and were applied in traditional advertising venues as well as the more contemporary wild-posting format. Eye-catching headlines make for clear and fun messaging and quirky imagery help to set this brand apart from the pack. Posters for personal display are printed on a featherweight tissue which capture the effervescence of the soda, as well as create a finished piece that is as delightful to hold as the sodas are refreshing on a hot summer day.


058

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S T UDIES

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APPETITE

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ACADEMIA

andrea y ung toth


PROJECT

04

BOYLAN

SODA

brand promotion

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060

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S T UDIES

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ACADEMIA

andrea y ung toth


062

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

04

BOYLAN

SODA

brand promotion

063


CU CREA


URIOUS ATURES


TITLE

Ants & C ordyceps

PROJECT

COURSE

S cientif ic Te x tbook

Ty po g raphy 3 & 4

INSTRUCTOR

C arolina De Bar tolo

PRINT

ac adeo mic te x ts

Science discovers natural curiosities. DELIVER ABLES

The natural world is full of forms and behaviors that are wondrous to behold and make for perfect design

Book C oncept

Info g raphic s

inspiration. Mother Nature has crafted her designs with exacting precision and as we unravel her mysteries layer by layer, we come to have a deeper understanding

C ase-bound Book

of its beauty and clarity of form. In the continual pursuit of this endeavor, a 96-page scientific text was compiled that details our current discoveries and understandings of natures magnificent creatures. The key objective was to create a text that communicated the subject matter not only by way of language, but via the language of design—to communicate through form, expressive typography and information graphics. To this end, a final bound text was produced that is at once both expressive and yet still retains its true function as an informative, academic text. A balance between readability and typographic expressiveness was struck and creativity was pushed with decisive restraint. Two finished books were designed as companions and begin to develop a series where each piece has its own distinct personality, yet works in harmony with the other.


068

T E A S P O O N S & T I N C T U R E S

S T UDIES

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APPETITE

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PROJECT

05

ANTS

BOOK

scie ntif ic te x t

069


the

been

of

phylogeny has ect

of

dily

several

improving

nstructions ng

the

past

f- c e n t u r y,

faunas,

living

data

ogical

mor-

ting

with

advancing with tional

morpho-

cal information lemented l

by

evidence,

reviewed

here, of

addition

by

finally, sequence 2

data.

presents

lified

a

version

at we interpret e

the

consen-

among

recent

ished

recon-

ctions.

The

t origin of the (family

For-

dae), involving ancestral

form

umably

close

Sphecomyrma, well

as

the

ng of the ori-

DNA

from

One

clarified.

to

remain mate

rgence extrapoof

in

places

on

it

the

ants

million (ma); a

at

years

another

at

185

(95%

e

Âą

confi-

limits).

The

andrea y ung toth

sub-

ACADEMIA

ants

AND

of

APPETITE

geny

IN

the

S T UDIES

of

T E A S P O O N S & T I N C T U R E S

been

0 70

several


The ant subj ste rec dur h a sta phol of the addi logi sup foss as and, the DNA Fig. sim of w to sus pub str exa ant mic an pres to as tim gin, be est dive lati orig ≈140 B.P. put 36 den phyl has ject


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APPETITE

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ACADEMIA

andrea y ung toth


_‗‗

ANTS

PROJECT

05

ANTS

BOOK

scie ntif ic te x t

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T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

andrea y ung toth

ACADEMIA

80 THIEF A NT 60 N O. O F E G G S P E R D A Y

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40 A RGEN TIN E A N T 20 PH A R AOH A NT 10

20

30

40

50

T I M E T O D E V E L OP (D A Y S)

Fig. 7_ Number of eggs vs. development time in various species. Dotted line indicates overall reproductive rate.

60

70

80


_‗‗

ANTS

PROJECT

05

ANTS

BOOK

scie ntif ic te x t

0 75

FOL LOW ER CIRCUITS TO M A P L A N DM A R KS 0m m

1

2

ACT UA L TR AIL L E A DER

R U N N I N G SP E E D (M M /S)

FOLLOW ER 8 6 SP E E D O F E ACH A N T

4 2 L E A D E R PA U S E S D U R I N G F O L L O W E R'S C I R C U I T

0 T I M E (S E C O N D S)

Fig. 9_ Schematic of a tandem-running ant pair. Top set represents the actual trail taken, and the lower set shows rate at which each ant in tandem was traveling.

Fig. 20_ Crazy ant wo

long legs, and antennae can be seen between the ants and the "typical" a Fig. 6 (pg. 34).


T E A S P O O N S & T I N C T U R E S S T UDIES IN APPETITE AND ACADEMIA

gus conidiophorus CLAVARIJE species est SOWEKBSO, RAMARIJE HOLMSKIOLDO, ISARl/E autem PERsoomo, ESIO, LINKIO et recentioribus; nee non verisimillime VERTICILLH forma et ACANTHOMYCETIS us LEBERTO;— ascopboms contra CORALLOWES dicitur BDXBAIHIIO; CLAVARIA VAILLANTIO, NSO, SCIIHIDELIO, BULLIARDO et aliis; SPHMRIA EHRIIARTIO, PERSOONIO, FRIESIO et discipulis; CORDYLIA CORDICEPSFRIESIO olim scribenti; CORDICEPS LIKKIO, BERKELSO et aliis; KENTROSPORIUM LROTHIO; TORRURIA LEVEILLEO nobisque (in Ann. Sc. nat. ser. m, t. XX [i853], p. 43, nota 1, et oprimo hujus Carpologiie, p. 61); ACROPHYTON et POLISTOPHTHOBA LEBERTO (1868), ac denique

0 76 andrea y ung toth


EMELLA CESATIO in Com ment. Soc. Crypt. Iudce, fasc. II (1861), p. 65. ELIUM ex fiiamentis tenuissimis contextum, byssino - stupeum aut radicirubia a clar. LEVEILLE dicta est in bonorem Joseph pania: tropica; olim bene meritus est, licet fabulas de rausBUBLE, monachi bispani, qui de historia naturali His- cis s. vespis gem mantibus incaute probaverit. me, intestinum hypogasumve, album vel pictum deprehenditur. STROMA (sporidochium KIO) carnosum nunc in brachia sparsa aut csespitosa, simpiicia vel aricato-ramosa discedit, nunc contra in columellas crassiores, saBpius simplices, ctas, sursum claviformes aut capitatas informatur, semper autem e matrice, ecunque sit, emergit. Pars sum ma stromatis gracilioris et ramosi in conidia ima, globosa aut breviter linearia, pallida et pulverea fatiscit; columns validiores oplioras evadunt. PEUITIIECIA exigua, ovata, obtusa acutave, modo in omate effigurato denso ordine tota nidulantur, modo in eo libera sedent, tuncque pata laxiorave spicas montiuntur et parietes crassiores obtinent. TIIEC* longissime cares, obtusissima?, imo quasi capilatae, inilioque octosporae paraphyses go non admittunt. SPOR* longo et exilissime filiformes, septis plerumque patissimis dividuntur tandemque in tot fragmenta solvuntur. RVBIJE sinceriores in insectis varii generis semivivis demortuisve parasitantur; ciores ex fungis tuberiformibus oriuntur; priores in orbe uiroque, temperato vel idiori, repertce sunt et ob originem sibi privam in numero prodigiorum naturce its habitw sunt. fungis qui in insectis vigent et maxime de Torrubiis et Isariis, varia sub variis litulis, pauca quidera, scripta sunt. Accurate observata inter primos praestitit HOLMIUS (Coryph. Pens. p. 55-y5 et 99-102). PERSOONIO autem jam monente (op. modo laud. p. 126 et ), nihil esse nos ipsi arbitramur, ad Torrubia; mililaris affiniumque sationem et ortum probe eiligenda, quod eruca olim fungipara ex Torrubia seminifera, limacium more, primum catur'; id enim satis esse videtur, si conidiolum quoddam aut endosporam vel minimam cum cibo solito bestioia absorpserit; praterea nonne fungina ilia semina in ipsa insecti e fortuito delapsa pariter germinare valent? TORRUBIA MILITA1US. onidiophora : VARIA FAHINOSA SOWEBB.EO, Engl. Fungi, 1. Ill (i8o3), tab. cccvm. ARIA FARWOSA Tb. HOLHIO, in Novis Act. Acad. Sc. Hafniensis, t. I (1781), p. 299, fig. vi; Ot. Bot. t. I, 96-97, tab. vn; Corypk. ed. PEBS. (1797), p. 99, n. VII. RIA FARINOSA FRIESIO, Syst. Mycol. t III, p. 271, n. 3. — KLOTZSCH, Herb. Myc. ed. princ. fasc. XVIU 53), n. 17/19. — BERK. Outl of Brit. Fung. p. 338. RIA CRASSA, TRUNCATA et VELUTIPES PERSOONIO, Com ment, dc Fung, clavaf. p. a3i, n. 1 et 2; Syn. Fung. 687, 11. 1 et 2; Mycol. Europ. t. I, p. 45, n. 1, 2 et 3. RIA CRASSA ALB. et SCHW. Consp. Fung. Nisle. p. 36o. — LINKIO, in WILLD. Sp. PL Linniei, t. VI, parte all. 11 2, et in libro inscripto Ilandh. z. Erh-mn. d. Gciv. parte III {1833), p. 631. RIA VELVTIPES LINKIO, Obs. in Ord. pi. nat. Dissert. I (1809), p. 20, tab. 1, fig. 3a. — DITMARIO in STLBMII Germanica, parte 111, t. I, fasc. iv (1817), p. 109, tab. LIV (fungillum recentem ex LINKII sententia, sed ius gracilipedem exprimenle). — NEESIO, Syst. Fung. p. 86, n. 3, tab. VII, fig. 85. gus coiii<lin|>linnis habiln mire variat; Isarium vehttipedem LK. pro forma peculiari Is. crassa,- PEBS. jam ebat DITMABIUS (loco sup. cit.); imo veremur et nos ne Verticillium corymbosum, quod clar. LEBERT in ysallidibus Fidoniee piniariee TB. vidit et descripsit, nil sit nisi conditio vix abnormis Torrubiæ nostra conidhora?. r. SIEROLDI et KOELLIKERI Ephem. Zoolog. t. IX [i858], p. 444 et 445, tab. xvi, fig. t-5.)1 Fungus ascophorus: VARIA militarist, crocca, VAII-LAKTIO, Bot. Par. (1727), p. 39, tab. vu, fig. 4.—Frid. MULLER in Nov. Act. . Cur. t. IV (1770), p. 2i5-2i9 (Obs. XLV, de Musca vegetante europma), tab. vu, fig. 5, quam dissertalionem lico sermone traditam etiam videas in ROZEBII Ephem. Phys. t. I (1777), p. i5o-i53, tab. 11, ┘

CORDYCEPS PROJECT 05 ANTS BOOK

scie ntif ic te x t 077


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CORDYCEPS

PROJECT

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ANTS

BOOK

scie ntif ic te x t

079


S T UDIES

T E A S P O O N S & T I N C T U R E S

IN

APPETITE

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21 20

• ••

19

•••••••••

18

•••••

17 16

•• •

15

14

••

13 12

SPASM EVENT

• •

11

•••• •

10

••• • • •

FALLING OFF EVENT MOMENT OF BITING

• •• •

1– 9 0 9:0 0

10:0 0

11:0 0

1 2:0 0

13:0 0

14:0 0

15:0 0

T IM E (H O U R S)

FIG. 2┘

ZOMBIE ANT BEHAVIOR. Focal animal observation

periodogram of ants infected by Ophiocordyceps unilateralis s.l. The horizontal line represents the observation period for each ant (focal animal). For four individuals that belong to focal animals

S O L A R A LT I T U D E (D E G R E E S)

1–9 only the biting time was recorded. 8 5.2 2 8 4.59 78.6 9 7 7.8 8 71.45 70.6 1 6 4.0 9 6 3.24 5 6.6 8 5 5.8 3 49.2 6 4 8.41 41.8 3 4 0.9 8 3 4.3 9 2 6.9 6 1 9.5 2 5 N O. A N T S BI T IN G (in any given 30 min. window)

F O C A L A NIM A L (A N T) N O.

080

4 3 2 1

° 900

10 0 0

110 0

° ° ° ° ° ° ° ° ° ° ° ° ° ° 1200

13 0 0

° IN DIVID U

A N T BI T E

14 0 0

15 0 0

S O L A R T IM E (H O U R S)

FIG. 3 ┘

SYNCHRONIZED MANIPULATION OF ANTS BY FUNGI. A sun

position chart of the time of bite (death grip) of each observed ant vs. the altitude of the sun. Note the strong correlation between when the ants bit and the solar altitude.

16 0 0

17


AL E T IM E

70 0

CORDYCEPS

O. U NIL AT E R A L IS

P E R I T H ECI A

ASCOCARP

STROMA

FIG. 5 ┘

OPHIOCORDYCEPS UNILATERALIS. The stroma of the

fungus emerges from the back of the ant’s head and the perithecia, from which spores are produced, grows from one side of this stroma, hence the species epithet.

DEF. 7┘

EPITHET: A characterizing word or phrase firmly

associated with a person or thing and often used in place of an actual name, title, or the like.

PROJECT

05

ANTS

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8

20 PROJECT

3

9 5

10

4

compiled a nd desig ned by A ndrea Yu ng Toth

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A comprehensive work detaili ng their origi ns, biology, behavior, com mu nication, a nd species variation.

05

ANTS

BOOK

scie ntif ic te x t

083


084

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

compiled and designed by Andrea Yung Toth

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A narrative compilation of definitive bodies of research on a genus of entomopathogenic fungi.

22

21

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CORDYCEPS

PROJECT

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ANTS

BOOK

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POLISH


HED


TITLE

S amsonite

PROJECT

COURSE

Brand E x tension

Pac ka g ing De sig n 2

INSTRUCTOR

C hr istine G eorge

PACK AGING

skinco are line

Skincare for the jetsetting gentleman. DELIVER ABLES

In the world of cosmetics, women have dominated the market, but it's time that men finally got their due. With

Ref re she d Brand Identity

Brand Promise/Tagline

the rise of the "metrosexual" and a new group of savvy "manscapers," a line of skincare specifically formulated and targeted at the male consumer was just the ticket.

Pac kag ing System

This project focused on taking an established brand and extending their product offerings to include a line of personal care products, while simultaneously refreshing their brand image. Samsoniteâ&#x20AC;&#x201D;makers and purveyors of quality travel luggage piecesâ&#x20AC;&#x201D;was ideally suited for this project objective. The brand identity was revisited and refreshed to cater to more of a contemporary market and capture new market share with younger consumers. The resulting skincare line that was developed in tandem is not only designed to harmonize with one of Samsonite's high-end collections, but also, in and of itself, caters to business travelers and on-the-go professionals who enjoy looking as polished and sharp as their suits.


090

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

06

SAMSONITE

skinc are pac ka g ing

091


092

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


094

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

06

SAMSONITE

skinc are pac ka g ing

0 95


FRESH ELEGAN


NCE


T I T L E AERO Store

P R O J E C T P r ivate L abe l Brands

C O U R S E Pac ka g ing De sig n 4

I N S T R U C T O R Mic hae l Osbor ne PACK AGING

o pr ivate labe ls

The shopping experienceâ&#x20AC;&#x201D;elevated. DELIVER ABLES

What if Target Corporation wanted to open a new subsidiary to compete in a more sophisticated market?

Marketing C oncept

Brand Strate g ie s

What if that store was called Aero and what if this idea was given real proof-of-concept testing via a massive private label packaging design project? Well then, you'd

Brand Identitie s

have this next project.

P r ivate L abe l Pac ka g ing

Working within real-world design constraints and within a collaborative group dynamic, this large-scale project was undertaken. Overall store strategy was developed, as well as marketing and design strategies for their store brands and private labels. The store brand crossed product lines and touched everything from food to performance products, while the private labels targeted niche consumer needs. In keeping with current Target brand thinking, everything was designed "smartly," and the packaging became opportunities not only for design, but for the integration of multi-purpose usages and even new product development. Well over 100 individual SKUs were designed and produced and I was given the honor of presenting this body of work at a talk at The Dieline conference in Chicago 2011.


10 0

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth

A place where it all comes together to make your house a home. From customizable performance products to fine furnishings and gourmet goods, Aero has a complete shopping ex perience where you can constantly discover new and uniq ue accessible lux uries.

STORE

BRANDS

AERO

FOOD

From organic produce, to artisan pastas and fresh baked breadâ&#x20AC;&#x201D;epicurian delights abound.

AERO

HOME

St ylish andlux urious furnishings to help you dress the perfect well-traveled home.

AERO

PERFORMANCE

Customize your clean w ith smart and feature-rich products that help keep your home spark ling.


PROJECT

07

AERO

S T O R E

pr ivate labe l brands

MISSIO N

Create and brand a new subsidiar y of the Target Corporation that is desig ned to compete in a more sophisiticated market against the likes of Williams-Sonoma or Crate&Barrel. Develop a cohesive store brand across product categories as well as independent private labels.

PRIVATE

LABELS

Fitness w ith a touch of whimsy. Two subcategories feature products tailored for the health-minded and dedicated athlete alike.

For the casually gourmet home. Two lines work in harmony to inspire creativ it y in the k itchen and create sophisticated ease on the table.

Haute cuisine w ith a serious sweet tooth. Dolce is a premier line of bakeware for the passionate home pastry-chef. Sweet appetit!

10 1


10 2

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

07

AERO

S T O R E

pr ivate labe l brands

10 3


10 4

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

07

AERO

S T O R E

pr ivate labe l brands

10 5


10 6

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

07

AERO

S T O R E

pr ivate labe l brands

10 7


10 8

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


110

S T UDIES

T E A S P O O N S & T I N C T U R E S

AERO

IN

APPETITE

AND

ACADEMIA

FOOD

Versatile, multi-purpose packag ing is a solution that is as smart as the food they house is tast y.

andrea y ung toth


114

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

07

AERO

S T O R E

pr ivate labe l brands

115


PROJECT

07

AERO

S T O R E

pr ivate labe l brands

117


PROJECT

07

AERO

S T O R E

pr ivate labe l brands

119


12 0

S T UDIES

T E A S P O O N S & T I N C T U R E S

AERO

IN

APPETITE

AND

ACADEMIA

HOME

Smart coding systems allow you to easily create a st ylish collection that is all yours.

andrea y ung toth


12 2

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

07

AERO

S T O R E

pr ivate labe l brands

123


12 4

S T UDIES

T E A S P O O N S & T I N C T U R E S

IN

APPETITE

AND

ACADEMIA

andrea y ung toth

D E C O R AT I V E VA S E

HAND-BLOWN LEAD CRYSTAL

{RECLAIMED MATERIALS}

PRECISION-ETCHED

BEVERAGE COOLER INSERT FLINT GLASS COLLECTION

FLINT GLASS COLLECTION

5.5” INCHES

AERO Flint Glass Collection™ combines Old World elegance

The Halmstad vase features a unique cooler insert, perfect for

with New World eco-sensitivity. Each of our pieces reclaims

keeping wine and champagne chilled. Simply freeze the insert

glass from recycled bottles and carefully recrafts them into a

and drop into the vase to create an instantly luxurious

unique formula of luxurious modern lead crystal. The

centerpiece cooler worthy of your finest beverages—no

resulting pieces redefine what it means to be refined.

separate ice bucket needed. The insert is reusable and unlike ice, keeps your bottles dry and drip-free.

Rich with visual appeal, the contemporary Halmstad vase features diamond cuts and classics contours to complement any arrangement. Both exciting and elegant, this vase is a regal repository for all manner of flora, from the simple to exotic.

+

= 11” INCHES

D E C O R AT I V E VA S E

HAND-BLOWN LEAD CRYSTAL

{RECLAIMED MATERIALS}

D E C O R AT I V E VA S E

PRECISION-ETCHED

D E C O R AT I V E VA S E

D E C O R AT I V E VA S E

FLINT GLASS COLLECTION

4” INCHES

DISTRIBUTED BY AERO SAN FR ANCISCO, CA 94105 PRODUCT OF SPAIN


PROJECT

07

AERO

S T O R E

pr ivate labe l brands

12 5


12 6

T E A S P O O N S & T I N C T U R E S

AERO

S T UDIES

IN

APPETITE

AND

ACADEMIA

PERFORMANCE

Feature-rich cleaning bases pair w ith separate scent shots to create your ow n fresh combinations.

andrea y ung toth


12 8

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

07

AERO

S T O R E

pr ivate labe l brands

12 9


ACTIVE


E


TITLE

AERO G aia

PROJECT

COURSE

P r ivate L abe l Brands

Pac ka g ing De sig n 4

INSTRUCTOR

Mic hae l Osbor ne

PACK AGING

f itne sso & life style

Fitness finally gets a little playful. DELIVER ABLES

Who says fitness can't be fun? We sure didn't. Gaia proves that you don't have to be super serious in order

Brand Naming

Brand Promise/Tagline

to be a super athlete. Whether you're channeling your inner tigerâ&#x20AC;&#x201D;or inner Tiger Woodsâ&#x20AC;&#x201D;Gaia has just what you need to be at the peak of your game.

Brand Identity

Divided into two distinct sub-categories, Gaia Pac kag ing System

offers products for dedicated athletes as well as those just dedicated to an active lifestyle. The active series features vitamins and supplements as well as equipment for leisure sports while the athletic line caters to the true sports enthusiast. Cohesion was kept between the lines by way of the use of color, and typefaces, while variety and differentiation was executed through imagery type and treatment as well as texture variances and complementary accent elements. The result is a line of products that enjoys great flexibility but still holds together to communicate one unified brand image.


13 4

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


13 6

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

7.1

A E R O _ M E S A

pr ivate labe l brand

137


13 8

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

7.1

A E R O _ M E S A

pr ivate labe l brand

139


14 0

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

7.1

A E R O _ M E S A

pr ivate labe l brand

141


14 2

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

7.1

A E R O _ M E S A

pr ivate labe l brand

143


14 4

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

7.1

A E R O _ M E S A

pr ivate labe l brand

14 5


CASUAL GOURM


L MET


TITLE

AERO Me sa

PROJECT

COURSE

P r ivate L abe l Brands

Pac ka g ing De sig n 4

INSTRUCTOR

Mic hae l Osbor ne

PACK AGING

kitc heo n & table

Gourmet goes effortlessly casual. DELIVER ABLES

Mesa is all about the art of cooking and offers a stunning line of products to serve in both the kitchen

Brand Naming

Brand Promise/Tagline

and on the table. Born from the idea that some of the finest cuisine can be crafted from even the simplest of ingredients, Mesa follows suit with packaging and

Brand Identity

product design that is clean and unfussy while still retaining a casually sophisticated feel.

Pac kag ing System

Ease and accessibility was key in helping to shape and inform the design. Soft neutrals were accented with a fresh and lively pop of green. Crisp lines gracefully pair with organic forms for a line that is versatile and with broad consumer appeal. Core brand elements were strategically applied in distinctly separate, but still coordinating ways to allow the consumer to quickly distinguish which products were for kitchen and which for table and entertaining. A final, subtle luxury was added in the form of a softtouch matte finish accented with areas of spot gloss.


15 0

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


152

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

7.2

A E R O _ M E S A

pr ivate labe l brand

15 3


15 4

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

7.2

A E R O _ M E S A

pr ivate labe l brand

15 5


15 6

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

7.2

A E R O _ M E S A

pr ivate labe l brand

157


15 8

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

7.2

A E R O _ M E S A

pr ivate labe l brand

159


TEMPTA


SWEET ATIONS


TITLE

AERO Dolce

PROJECT

COURSE

P r ivate L abe l Brands

Pac ka g ing De sig n 4

INSTRUCTOR

Mic hae l Osbor ne

PACK AGING

â&#x20AC;&#x201D; bakew are

Sugar & stripes and everything nice. DELIVER ABLES

Dolce celebrates the art and craft of baking and infuses it with the same dignity and prestige once held in

Brand Naming

Brand Promise/Tagline

Brand Identity

reserve for the master chefs of haute cuisine. Lovingly made works of flour and sugar served as principal inspiration for this line of bakeware and enjoy a prominent showcasing that lends a warmth to

Pac kag ing System

otherwise cold tools of the trade and themselves become a source of inspiration for the consumer. Innovative product design is well served by equally innovative packaging presentation that highlights each productâ&#x20AC;&#x2122;s improved functionality. A dash of whimsy in the form of sweetly colored stripes and a highly flexible design system lend a final touch that keeps the line accessible and appealing to novice and master pastry chefs alike.


16 4

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


16 6

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

7.3

A E R O _ D O L C E

pr ivate labe l brand

167


16 8

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

7.3

A E R O _ D O L C E

pr ivate labe l brand

16 9


PROJECT

7.3

A E R O _ D O L C E

pr ivate labe l brand

171


PROJECT

7.3

A E R O _ D O L C E

pr ivate labe l brand

173


PROJECT

7.3

A E R O _ D O L C E

pr ivate labe l brand

175


FIRST IMPRES


SSIONS


T I T L E Identitie s

P R O J E C T Brand Marks

C O U R S E Var ious

I N S T R U C T O R Var ious IDENTIT Y

o brand mark s

Defining a brand look & personality. DELIVER ABLES

Perhaps the single most important element to communicating a brand's unique identity is the logo

Identity C oncepts

Numerous Hand S ketc he s

Finished Lo go/Lo goty pe s

mark. Be they image-based, typographic, boldly colored or artfully restrained, they all serve to tell a story and exude both a mood and personality. What follows next is some examples of my work in this area. They range from simple to intricate, graceful to strong, and colorful to subdued. Rather than simply typesetting a given face, nearly all utilize handletteringâ&#x20AC;&#x201D;an art and craft for which, I have no formal instruction but am driven by a personal passion for. PACK AGING IDENTIT Y

DESIG N DESIG N

1 2

Tartufo

Le Creuset

PACK AGING

DESIG N

3

Clif Bar Family Foundation

PACK AGING

DESIG N

4

Harvest Lane

PACK AGING

DESIG N

1

Dyo Gaidari

PACK AGING

DESIG N

3

Hess Wine

PACK AGING

DESIG N

4

Aero Store

PACK AGING

DESIG N

4

Black Rye

PACK AGING

DESIG N

4

Dolce

PACK AGING

DESIG N

4

Gaia

PACK AGING

DESIG N

4

Sprout

PACK AGING

DESIG N

4

Mesa

PACK AGING

DESIG N

4

Range


18 0

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

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PROJECT

08

IDENTITIES

lo gos & lo goty pe s

181


18 2

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

08

IDENTITIES

lo gos & lo goty pe s

18 3


18 4

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

08

IDENTITIES

lo gos & lo goty pe s

18 5


18 6

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

08

IDENTITIES

lo gos & lo goty pe s

18 7


18 8

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

08

IDENTITIES

lo gos & lo goty pe s

18 9


19 0

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

08

IDENTITIES

lo gos & lo goty pe s

19 1


19 2

T E A S P O O N S & T I N C T U R E S

S T UDIES

IN

APPETITE

AND

ACADEMIA

andrea y ung toth


PROJECT

08

IDENTITIES

lo gos & lo goty pe s

19 3


A MOST HEARTFELT THANKS

After nearly 30 years, two separate forays into higher education, and endless hours of blood, sweat and tears later, I've finally summited this mountain. And the view is spectacular. A huge thank you to my instructors. It was you who opened my eyes to new worlds and new possibilities. You, who pushed me to my limits and beyond in the continual refinement of this wonderful craft, and it is from you that I know all that I do in this field. Thank you to Jeff Towner for teaching me how to make my work a tangible reality. Thank you to Christine George for introducing me to a love of packaging and to Michael Osborne for testing that love to the farthest degree. Thank you to Max Spector for instilling in me a passion for nuance and for helping me reconcile my love of both old and new. Thank you to Carolina de Bartolo for teaching me that typography is one of the sharpest weapons I can wield. Thank you to Todd Hedgpeth for showing me how to combine all these disciplines into a cohesive whole. And thank you to Mary Scott for guiding me along the final and most difficult stage of this journey. To my classmates, thank you for inspiring and pushing me as we worked alongside each other. To Team Wonderlandâ&#x20AC;&#x201D;Amanda Grage, Swin Huang, Kihong Kim and Karin Albertsson, thank you for being a spectacular group of creative individuals. I am honored to have worked alongside you all. To Peter Pham, thank you for being a constant friend and quiet support. To Matthew Nolan Park, thank you for your endless creativity, wit, charm, humor and for always knowing what to say. Finally, to my family, the greatest thanks of all. It is only by virtue of your nurturing and guidance that I dared to dream the impossible. It is from you I learned to take both calculated risks and blind leaps of faith. To Uncle Ben and Auntie Delia, thank you for your years of encouragement and for always telling me the things I may not have wanted to hear, but needed to. Thank you to my mother for believing that I could and to my father for showing me that failure is never within my realm of possibility. To my brother, formal mortal foe, and current best friend, Nathan, thank you for loving me unconditionally and for your true heart of gold. To my husband Kevin, thank you for all that you are and for your boundless love. To all of you, I am forever indebted and to all of you, I dedicate this work. Thank you everyoneâ&#x20AC;&#x201D;I love you.


PORTFOLIO PRODUCTION NOTES

HP Indigo 5500â&#x20AC;&#x201D;Watermark Press

PRINTING BIN DIN G COVER END

The Key Printing & Binding

CLOTH

IN TERIOR

STOCK

PHOTOGRAPHY

T YPEFACES

Paper-Source Warm White or Arrestox B Canvas Linen Canson Mi-Tientes, #407 Cream, 98T

SHEETS

Neenah Environment, PC 100 White, 100T, Digital Smooth

Annie Martin & Andrea Yung Toth

Letter Gothic, Filosofia & Bauer Bodoni



Teaspoons & Tinctures