Portfolio_Andrew Xu_2019

• MUSEUM OF XU SELECTED WORKS

SELECTED WORKS

Time

:

2014-2018

Typeface

Designer

:

Andrew Xu

BPdotsSquares

COLOR

Nitti Grotesk Sole Serif Text CATEGORIES DELIVERABLES

b ec o m e a f r i e n d

andrewxudesign.com

MAIN SPONSORS

☑ Branding ☑ Logo Indentity ☑ Print ☑ Typography

☑ Packaging ☑ Website / App ☑ Illustration ☑ Other: Visual Design

PORTFOLIO _ Andrew Xu

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MUSEUM OF XU

• MUSEUM OF XU SELECTED WORKS Time

:

2014-2018

Designer

:

Andrew Xu

COPYRIGHT © 2019 All Rights Reserved.

No portion of this book may be used or reproduced in any manner without written permission.

Manufactured in the United States.

Designed by Andrew Xu Typesetting by Andrew Xu 2151 28th Ave, San Francisco, CA,94116

ACADEMY OF ART UNIVERSITY 79 New Montgomery St. San Francisco, CA

www.andrewxudesign.com

Exploring Chinese Character Art

•

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Doctors On Call 24 Hours PAGE. 024 / 039

Sustainable Paint Package Design PAGE. 040 / 053

YOU ARE AT

MUSEUM OF XU

Touch Swedish Unique Fika Culture

• • •

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Taking Norwegian To New Heights

•

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Tea Is Not Just Drink And Also A Culture

•

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The Next Universal Language-Code

•

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True Earth Boxed Wine

•

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Best Shopping Experience

•

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Identity Exhibition PAGE. 194 / 210

•

PORTFOLIO _ Andrew Xu

You You are are entering entering the the exhibition exhibition of of Chinese Chinese Character Character Art Art and and Form-汉字艺术.

Form-汉字艺术.

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• EXPLORING CHINESE CHARACTER ART

COLOR

MUSEUM OF XU EXHIBITION 01 Term Term Instructor Instructor Course Course Project Project

: : : : : : : :

EXHIBITION 01 Fall 2018 Fall 2018 Ariel Grey Ariel Grey Typography 4 Typography 4 Art and Form Art and Form

Typeface Typeface Calluna Calluna Garamond Premier Pro Garamond Premier Pro WenYue Gudian MingChaoTi WenYue Gudian MingChaoTi

CATEGORIES COLOR

Branding Logo Indentity Print

☑

Typography CATEGORIES Packaging Branding

DELIVERABLES Deliverables

b ec o m e a f r i e n d a n d r ewxu d es i g n . co m /

andrewxudesign.com/ c h i n es ec h a ract e ra rta n d fo r m chinesecharacterartandform

Packaging

Website / App Logo Indentity Adertising ☑ Print Other: ☑ Typography

☑ Website / App Illustration Other:

MAIN SPONSORS Main sponsors

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PORTFOLIO _ Andrew Xu

MUSEUM OF XU

You are entering the exhibition of Chinese Character Art and Form-汉字艺术.

KEYWORDS Culture Education Artistic Spread Transition

The Chinese culture belongs not only to the Chinese but also to the whole world.

—Hu Jintao

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• EXPLORING CHINESE CHARACTER ART

OBJECTIVE

SOLUTION

To design a conference book with conceptual and experimental content about a topic that addresses an aspect of the Chinese character. The topics to be selected from are: typography, understanding, education, communication design, and transform.

The conference will center around one topic and will consist of the series of events: lectures, workshops, gallery exhibits, and films.

I developed a concept which shows structural and English Chinese transposition of the Chinese character.

Experimental typography and images promote Western's designers to better understand the meaning of Chinese characters. The concept also focuses on The history and culture of Chinese characters to show how it will actually work in the education. Three typefaces, Calluna, Garamond Premier Pro and WenYue GudianMIng-ChaoTi express a structural look of the Chinese culture. The color palettes adopts Chinese classical color, which also adds the sense of Chinese character energy and history.

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PORTFOLIO _ Andrew Xu

MUSEUM OF XU

You are entering the exhibition of Chinese Doctors Character On Call 24 Art Hours andOnline Form-汉字艺术.

Clinic App Design.

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• Doctors On Call 24 Hours

COLOR

MUSEUM OF XU EXHIBITION 02

EXHIBITION 02

Term

:

Spring 2018

Typeface

Instructor

:

Jasmine Friedl

Gotham

Course

:

Graphic Design 3

Project

:

Online Clinic App

COLOR

CATEGORIES DELIVERABLES

b ec o m e a f r i e n d

andrewxudesign.com/ onlineclinicapp

Branding Logo Indentity

Packaging

☑ Website / App

Print

Illustration

Typography

Other:

MAIN SPONSORS

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PORTFOLIO _ Andrew Xu

MUSEUM OF XU

You are entering the exhibition of Doctors On Call 24 Hours Online Clinic App Design.

KEYWORDS Handy Professional Accuracy Trustworthy Economic Utility

Just staying healthy, that is true wealth and true happiness. —Jon Jones

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• Doctors On Call 24 Hours

OBJECTIVE

SOLUTION

For this prodject, the goal was to design a mobile

To provide information and action platforms that

application and address a real-world problem, in a

enable Patient and doctor online communication.

unique way, develop a thoughtful and engaging

The doctor visits the patient through experience and

user experience.

inquiry.The doctor then sends the prescription to the nearest pharmacy, which delivers the medication to the patient.

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PORTFOLIO _ Andrew Xu

You You are are entering entering the the exhibition of exhibition of Chinese Sustainable Paint Character Art and Package Design.

Form-汉字艺术.

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MUSEUM OF XU

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• Sustainable Paint Package Design

MUSEUM OF XU EXHIBITION 03

EXHIBITION 03

Term

:

Full 2017

Typeface

Instructor

:

Thomas McNulty

Swiss 721 BT

Course

:

Package Design 2

Project

:

Powder Paint Package

COLOR

CATEGORIES DELIVERABLES

b ec o m e a f r i e n d

andrewxudesign.com/ sustainablepaintpackagedesign

Branding

☑ Logo Indentity

☑ Packaging Website / App

Print

Illustration

Typography

Other:

MAIN SPONSORS

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PORTFOLIO _ Andrew Xu

MUSEUM OF XU

You are entering the exhibition of Sustainable Paint Package Design.

KEYWORDS Friendly Cleanly Sustainable Convenient Efficient Environmental

Being different gives the world color.

Colorful Lively

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—Nelsan Ellis

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• Sustainable Paint Package Design

OBJECTIVE

SOLUTION

For this prodject, the goal was to design a mobile

To provide information and action platforms that

application and address a real-world problem, in a

enable Patient and doctor online communication.

unique way, develop a thoughtful and engaging

The doctor visits the patient through experience and

user experience.

inquiry.The doctor then sends the prescription to the nearest pharmacy, which delivers the medication to the patient.

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PORTFOLIO _ Andrew Xu

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PORTFOLIO _ Andrew Xu

You are entering the exhibition of Swedish Chinese Character Culture andArt Design. and Form-汉字艺术.

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• Touch Swedish Unique Fika Culture

MUSEUM OF XU EXHIBITION 04

EXHIBITION 04

Term

:

Fall 2017

Typeface

Instructor

:

Ariel Grey

Swiss 721

Course

:

Typography 3

Kumlien Pro

Project

:

Fika

Sweden Sans

COLOR

CATEGORIES DELIVERABLES

b ec o m e a f r i e n d

andrewxudesign.com/ touchswedishuniquefikaculture

Branding

Packaging

Logo Indentity

Website / App

☑ Print ☑ Typography

☑ Illustration Other:

MAIN SPONSORS

ALBERT BONNIERS FÖRLAG

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PORTFOLIO _ A n d rew Xu

MUSEUM OF XU

You are entering the exhibition of Swedish Culture and Design.

KEYWORDS Culture Friendly Warm Scandinavia Traditional Swedeish Delicious Educational

A cup of coffee to shared with a friend is happiness tasted and time well spent.

Home

—Dag Hammarsköld

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• Touch Swedish Unique Fika Culture

•

OBJECTIVE

SOLUTION

To design collectible edition conceptual of the

I chose to design a cookbook about home made

cookbook and to develop a high-quality cookbook.

Swedish dessert. And communicating to the public

Apply typographic principles to express concepts

about Swedish “ fika ”culture. Sweden is one of the

visually and creatively solve problems specific to a

world’s top coffee consuming nations, and the twice-

particular context and audience.

daily social coffee break known as fika is a cherished custom. In this adorable illustrated cookbook, including recipes for traditional baked goods, information and anecdotes about Swedish coffee culture, and the roots and modern incarnations of this cherished custom.

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PORTFOLIO _ Andrew Xu

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PORTFOLIO _ Andrew Xu

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Fika SWEDIS H CULTURE AN D DESS ERT

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PORTFOLIO _ Andrew Xu

MUSEUM OF XU

You You are are entering entering the the exhibition exhibition of of Norwegian Chinese Air Shuttle Art Designing Character and Brand Identity.

Form-汉字艺术.

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• Taking Norwegian To New Heights

MUSEUM OF XU EXHIBITION 05

EXHIBITION 05

Term

:

Summer 2018

Typeface

Instructor

:

Thomas McNulty

Noway

Course

:

Branding 2

Sabon

Project

:

Norwegian

COLOR

CATEGORIES DELIVERABLES

b ec o m e a f r i e n d

andrewxudesign.com/ takingnorwegiantonewheights

☑ Branding ☑ Logo Indentity ☑ Print Typography

Packaging Website / App Illustration Other:

MAIN SPONSORS

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PORTFOLIO _ Andrew Xu

MUSEUM OF XU

You are entering the exhibition of Norwegian Air Shuttle Designing Brand Identity.

KEYWORDS Comfortable Efficent High-quality Affordable Globalization Environmental

Airplane travel is nature's way of making you look like your passport photo. —Ai Gore

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• Taking Norwegian To New Heights

OBJECTIVE

SOLUTION

To design collectible edition conceptual of the

I chose to design a cookbook about home made

cookbook and to develop a high-quality cookbook.

Swedish dessert. And communicating to the public

Apply typographic principles to express concepts

about Swedish “ fika ”culture. Sweden is one of the

visually and creatively solve problems specific to a

world’s top coffee consuming nations, and the twice-

particular context and audience.

daily social coffee break known as fika is a cherished custom. In this adorable illustrated cookbook, including recipes for traditional baked goods, information and anecdotes about Swedish coffee culture, and the roots and modern incarnations of this cherished custom.

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PORTFOLIO _ Andrew Xu

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PORTFOLIO _ Andrew Xu

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PORTFOLIO _ Andrew Xu

MUSEUM OF XU

Ag Ag PAGE. 080 / 210

Cap-Hight

X-Hight

Base Line

Descender

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Taking Norwegian To New Heights

Typography

NOWAY

ABCDEFGHIJKLMNO

Uppercase

PQRSTUVWXYZÆØÅ

Lowercase

abcdefghijklmno

Number

pqrstuvwxyzæøå 0123456789

SABON

ABCDEFGHIJKLMNO

Uppercase

PQRSTUVWXYZÆØÅ

Lowercase

abcdefghijklmno

Number

pqrstuvwxyzæøå 0123456789

COLOR PANTONE 185 C CMYK 4 92 82 0 RGB 224 46 47 LAB 50 66 45

PANTONE 7687 C CMYK 96 78 22 8 RGB 38 66 124 LAB 28 5 -37

PANTONE 656 C CMYK 13 19 12 0 RGB 224 46 47 LAB 50 66 45

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PORTFOLIO _ Andrew Xu

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PORTFOLIO _ Andrew Xu

PAGE. 086 / _210 PORTFOLIO A n d rew Xu

MUSEUM OF XU

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THE MUSEUM OF XU MUSEUM OF XU

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0094

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PORTFOLIO _ Andrew Xu

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MUSEUM OF XU

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PORTFOLIO _ Andrew Xu

MUSEUM OF XU

You You are are entering entering the the exhibition World exhibition of of the Chinese Tea's VisualArt System Character and Design.

Form-汉字艺术.

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• Tea Is Not Just A Drink And Also A Culture

MUSEUM OF XU EXHIBITION 06

EXHIBITION 06

Term

:

Fall 2018

Typeface

Instructor

:

Megumi Kiyama

Proxima Nova

Course

:

Visual Systems 2

Adobe Caslon Pro

Project

:

Wolrd of Tea Book

COLOR

CATEGORIES DELIVERABLES

b ec o m e a f r i e n d

andrewxudesign.com/ teaisnotjustadrinkandalsoaculture

MAIN SPONSORS

Branding

Packaging

☑ Logo Indentity ☑ Website / App ☑ Print ☑ Illustration ☑ Other: ☑ Typography

Visual Design

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PORTFOLIO _ Andrew Xu

MUSEUM OF XU

You are entering the exhibition of the World Tea's Visual System Design.

KEYWORDS Global Economic Cultural Artistical Humane Developmental Propagative Multifarious Analogous

PAGE. 096 / _210 PORTFOLIO A n d rew Xu

Tea makes everything better. —Bindi Irwin

CHAPTER

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• Tea Is Not Just A Drink And Also A Culture

OBJECTIVE

SOLUTION

To design collectible edition conceptual of the

I chose to design a cookbook about home made

cookbook and to develop a high-quality cookbook.

Swedish dessert. And communicating to the public

Apply typographic principles to express concepts

about Swedish “ fika ”culture. Sweden is one of the

visually and creatively solve problems specific to a

world’s top coffee consuming nations, and the twice-

particular context and audience.

daily social coffee break known as fika is a cherished custom. In this adorable illustrated cookbook, including recipes for traditional baked goods, information and anecdotes about Swedish coffee culture, and the roots and modern incarnations of this cherished custom.

PAGE. 097 / 210

PORTFOLIO __ Andrew A n d rew Xu Xu

PAGE. 098 / 210

THE MUSEUM OF XU MUSEUM OF XU

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PORTFOLIO _ Andrew Xu

MUSEUM OF XU

CHINA

1700

INDIA

1000

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KENYA

SRILANKA

369.4

330

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Tea Is Not Just A Drink And Also A Culture

TURKEY

VIETNAM

IRAN

225

216.9

158

INDONESIA

ARGENTINA

JAPAN

THAILAND

150.1

100

85.9

75

BANGLADESH

ARGENTINA

UGANDA

TANZANIA

61.5

53.5

50.9

32.8

MYANMAR

RWANDA

MOZAMBIQUE

NEPAL

32

22.5

19

18.7

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PORTFOLIO _ Andrew Xu

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MUSEUM OF XU

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PORTFOLIO _ Andrew Xu

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MUSEUM OF XU

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PORTFOLIO _ Andrew Xu

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MUSEUM OF XU

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PORTFOLIO _ Andrew Xu

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MUSEUM OF XU

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PORTFOLIO _ Andrew Xu

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MUSEUM OF XU

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PORTFOLIO _ Andrew Xu

MUSEUM OF XU

You are entering the exhibition of Code, Chinese the Character next universal Art and language Form-汉字艺术.

Visual Design.

PAGE. 112 / 210

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• The Next Universal Language-Code

MUSEUM OF XU EXHIBITION 07

EXHIBITION 07

Term

:

Spring 2018

Typeface

Instructor

:

Megumi Kiyama

Sweden Sans

Course

:

VISUAL SYSTEMS 1

Foundrygridnik

Project

:

Code

Tokyopalace

COLOR

CATEGORIES DELIVERABLES

b ec o m e a f r i e n d

Branding

andrewxudesign.com/ thenextuniversallanguagecode

Logo Indentity

MAIN SPONSORS

☑ Print ☑ Typography

Packaging

☑ Website / App Illustration

☑ Other: Visual Design

¤·‚›∕fi‹¤fi»»»

PAGE. 113 / 210

PORTFOLIO _ Andrew Xu

MUSEUM OF XU

You are entering the exhibition of Code, the next universal language Visual Design.

KEYWORDS Language Future Color Technological Eletronical Artistical

I believe code is fundamental to literacy in future. —Craig Federighi

PAGE. 114 / 210

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• The Next Universal Language-Code

OBJECTIVE

SOLUTION

To design collectible edition conceptual of the

I chose to design a cookbook about home made

cookbook and to develop a high-quality cookbook.

Swedish dessert. And communicating to the public

Apply typographic principles to express concepts

about Swedish “ fika ”culture. Sweden is one of the

visually and creatively solve problems specific to a

world’s top coffee consuming nations, and the twice-

particular context and audience.

daily social coffee break known as fika is a cherished custom. In this adorable illustrated cookbook, including recipes for traditional baked goods, information and anecdotes about Swedish coffee culture, and the roots and modern incarnations of this cherished custom.

PAGE. 115 / 210

PORTFOLIO _ Andrew Xu

PAGE. 116 / 210

MUSEUM OF XU

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The Next Universal Language-Code

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PORTFOLIO _ Andrew Xu

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MUSEUM OF XU

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The Next Universal Language-Code

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PORTFOLIO _ Andrew Xu

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MUSEUM OF XU

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PORTFOLIO _ Andrew Xu

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PORTFOLIO _ Andrew Xu

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MUSEUM OF XU

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The Next Universal Language-Code

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PORTFOLIO _ Andrew Xu

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MUSEUM OF XU

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The Next Universal Language-Code

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PORTFOLIO _ Andrew Xu

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PORTFOLIO _ Andrew Xu

You are entering the exhibition of TRUE Chinese Character EARTH 3L Boxed Art and Pinot Form-汉字艺术.

Grigio Wine Design.

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MUSEUM OF XU EXHIBITION 08 Term

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EXHIBITION 08 Spring 2018

Group Numbers Adrian Raj

Instructor

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Thomas McNulty

Course

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Package Design 3

Project

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3L Boxed Wine

COLOR

Andrew Xu Jackie Monge Kelly Lo Yier Zhang

DELIVERABLES

CATEGORIES Branding

b ec o m e a f r i e n d

andrewxudesign.com/ trueearthboxedwine

☑ Logo Indentity

☑ Packaging ☑ Website / App

Print

Illustration

Typography

Other:

MAIN SPONSORS

TRUE EARTH

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PORTFOLIO _ Andrew Xu

MUSEUM OF XU

You are entering the exhibition of TRUE EARTH 3L Boxed Pinot Grigio Wine Design.

KEYWORDS Natural Exquisite Quality High-end Light Fresh Moden

Even more importantly, it's wine, food and the arts.

Incorporating those three enhances the quality of life. —Robert Mondavi

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OBJECTIVE

SOLUTION

Create a 3L premium boxed wine with innovative

When we thought about what "True Earth" meant,

packaging that delivers a consistent, quality wine

we immediately thought about nature, and the early

experience to wine lovers who care most about what's

stages of making wine. From the dirt where the grape

inside the packaging. This was a collaborative group

vines grow, to the wine produced into bottles, we

project with the Trinchero Family winery in Napa,

felt that a natural, yet elegant, look and feel was the

California.

way we wanted to go. We also had to create a new,

True Earth Boxed Wine

innovative package that would set us apart from the other boxed wine on th market. We created a hexagonal box with a new pump feature that makes your wine drinking experience that much better. The slanted bottom on the inside of the box will ensure taht you get every last drop of wine.

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PORTFOLIO _ Andrew Xu

You You are are entering entering the the exhibition exhibition of of O&M Chinese Barrier-free Shopping Character Art and Grocery Stores.

Form-汉字艺术.

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MUSEUM OF XU EXHIBITION 09 Term

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EXHIBITION 09 Fall 2018

Group Numbers Andrew Xu

Instructor

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Thomas McNulty

Course

:

Package Design 4

Project

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O&M Grocery Stores

Adrian Raj Echo Wu Michael Dern Minseo Son

DELIVERABLES

COLOR

b ec o m e a f r i e n d

andrewxudesign.com/ bestshoppingexperience

CATEGORIES

☑ Packaging ☑ Branding Website / App ☑ Logo Indentity Print

Illustration

Typography

Other:

MAIN SPONSORS

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PORTFOLIO _ Andrew Xu

MUSEUM OF XU

You are entering the exhibition of O&M Barrier-free Shopping Grocery Stores.

KEYWORDS Natural Healrhy Sustainable development Care Popular Conveniency

People are always going to go shopping. A lot of our effort is just: 'How do we make the retail experience a great one?' —Philip Green

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OBJECTIVE

SOLUTION

Create a series of products that cover everyday

To design collectible edition conceptual of the

shopping needs, and are accessable and useable for

cookbook and to develop a high-quality cookbook.

blind and visually impaired people.

Apply typographic principles to express concepts visually and creatively solve problems specific to a particular context and audience.

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MUSEUM OF XU

The Brand Matrix We envision a multi-brand retail concept carrying the various line of consumer packaged goods, this brand build product lines of everyday items that would function for as many subgroups of the visual impairment spectrum as possible.

RETAIL STORE

O&M stores will be built around our unique customer base. The store will be an easily navigable environment allow our customers to be more independent. The stores could also serve as a sort community hub for the visually impaired.

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SUB-BRAND

– Oranically – Fresh – Nuisanceless

– Healthy – Natural – Efficient

– Beautiful – Lifeful – Colorful

– Fashionable – Comfortable – Popular

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Nosh is a food brand, only sells products that meet its self-created quality standards for being "natural".

This brand also sells many USDA-certified organic foods and products that aim to be environmentally friendly and ecologically responsible.

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Core+ is a medical brand, it specializes in filling prescriptions, health and wellness products, health information, and Accessibility tools for people with visual impairment. The nutrition related products, including vitamins, supplements, minerals, herbs, sports nutrition, diet, and energy products.

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Essence is a beauty brand, it creates modern alchemy by fusing innovative natural ingredients with timehonored beauty rituals for a sensorial experience that is as indulgent as it is effective. Essence carries a full line of lifestyle products spanning fragrance, skincare, body care, makeup , haircare, and home.

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Stitch is an American fashion clothing, shoes and accessories brand. It main business fast-fashion clothing for men, women, teenagers, and children.

Stitch using the finest cashmere, pima cottons, and highest quality leather to create the ultimate in casual, body-conscious clothing.

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PORTFOLIO _ Andrew Xu

You are entering the exhibition of Logo Identity.

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• Identity Exhibition

MUSEUM OF XU IDENTITY EXHIBITION

IDENTITY EXHIBITION

Term

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2014-2018

COLOR

Project

:

Logo Indentiry

CATEGORIES DELIVERABLES

b ec o m e a f r i e n d

andrewxudesign.com/ identityexhibition

☑ Branding ☑ Logo Indentity

Packaging Website / App

Print

Illustration

Typography

Other:

MAIN SPONSORS

ċ

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PORTFOLIO _ Andrew Xu

MUSEUM OF XU

You are entering the exhibition of Logo Identity.

KEYWORDS Divergent Personality Individual

Design is a good combination of intelligence and intuition. —Richard Glasser

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• Identity Exhibition

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Identity Exhibition

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CHAMELEON COLOR PAGE. 204 / 210

PORTFOLIO Identity _ Andrew Exhibition Xu

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PORTFOLIO _ Andrew Xu

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TRUE EARTH

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PORTFOLIO Identity _ Andrew Exhibition Xu

TRUE EARTH

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Identity Exhibition PAGE. 194 / 210

•

Taking Norwegian To New Heights

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YOU ARE AT

Touch Swedish Unique Fika Culture

•

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Sustainable Paint Package Design

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Doctors On Call 24 Hours

•

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Exploring Chinese Character Art

PORTFOLIO _ Andrew Xu

MUSEUM OF XU

THANKS TO ALL OF YOUR SUPPORT HAS LEAD ME TO THIS MOMENT.

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Thank You

FAMILY DAD MOM PARTNER GRANDMA SISTER TEACHERS MARY SCOTT THOMAS MCNULTY ARIEL GREY JASMINE FRIEDL NITA YBARRA GORDON SILVERIA MEGUMI KIYAMA

FRIENDS XI CHEN YILIN WANG ANNA FENG OLIVER SU KRIS ZHOU FENGZHI SU JUAN ZHAI ALL THE AAU FRIENDS

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PORTFOLIO _ Andrew Xu

COLOPHON DESIGNER Andrew Xu COURSE Senior Portfolio INSTRUCTOR Mary Scott TITLE MUSEUM OF XU PRINTER Graphic Imagery BINDERY Key Printing & Binding SOFTWARE Adobe CC 2019 PHOTOGRAPHY Anna Feng Andrew Xu TYPEFACE BPdotsSquares Nitti Grotesk Sole Serif Text COVER STOCK Arrestox B BV 18650 Metal Vellum PAPER STOCK Mohawk Superfine Eggshell 100 lb Text SHORT SHEETS / END PAGES Mohawk Superfine Cover 80 lb Orange Light

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