2
0
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PO-HSUAN! CHU
r t P o f M.S PACKAGE DES l GN
o
PRATT l NST l TUTE
l
i
o
ABOUT ME
Po-Hsuan, Chu currently lives and studies in New York City. Her design work focuses on graphic and package design. After graduating with a Bachelor in Communications Design from Taipei Shih Chien University in Taiwan, Po-Hsuan began her MS program at Pratt Institute. Her inspirations come from minimizing the outlines of objects and the interaction of human beings. She deems that the meaning of design is using an aesthetic way to communicate audiences concisely and efficiently; to create things riched in functional and beautify our living context in the meantime. Most importantly, the duty as a package designer I wish my works can not only solve people’s problems but also bring up a subtle spark that delights people’s mind. That is what I think the magic power of the designer.
PO-HSUAN! CHU Elsa
Taipei, Taiwan
Contact
Area of Interests
+1 347 295 8797
Branding
pchu53@pratt.edu
Graphic Design
www.behance.net/ElsaChu Portfolio 2020
Package Design Printed Media Motion Graphic Film Editing
Education
Professional Experience
Pratt Institute
JL Design
M.S Package Design
Eva Air Menu Layout Design
Brooklyn, NY / Aug. 2019 - Now
Netflix Poster Graphic Design
Shih Chien University (SCCD)
Taipei, Taiwan / Nov.2017- May. 2018
Taipei, Taiwan / Sept. 2012- Jun. 2016
Just Inn Hotel
B.F.A. Communications Design
Hotel Room Painting Design
Creative Media Design
Taipei, Taiwan / Oct. 2017
Pratt Institute
Chenjingkai Office
Graphic Design Summer Intensive
Graphic Design Assistant
Manhattan, NY / Aug. 2015
Taipei, Taiwan / Mar. 2017-Jul. 2017
Chulalongkorn University
DTP Panyuchou.com
Cross-disciplinary Design Workshop
Graphic Design Assistant
Bangkok, Thailand / Nov. 2014
Taipei, Taiwan / Mar. 2017-Jul. 2017
IDid Clothing Online Studio Layout, Banner Design, Art Direction, Film Editing Taipei, Taiwan / May. 2015-Dec. 2016
T Y P E F A C E
D E S l G N
THUD is a tool book that introduces a development how I create my own typeface. With the set of the sramp, users can interact with the work, by arranging the kerning and letterspacing to design and percieve the beauty of typography. The book was printed in Risograph, dispalying a retro, handmade and industrial feeling. Technique: Risograph / Laser Cut
lnspiration - Authentic Typography I found out the typeface at a bagel shop which near my neighborhood. The fonts on their menu blackborad on the street caught my attention. I keep the feature of the seperation of fonts and the squarelike outline.
lnitial Type Sketch Development Draft 1
Final Typeface
Draft 2
Let's enjoy the beauty of Typography! I separate each stroke of the character and create a set of stamp which offers a interaction with the users that they can play with the font by arranging the kerning and letterspacing.
What I See HERE ART
lNSTALLATlON
Reverberation of New York City Utilizing the neon light to reflect on different types of materials which prone to reflect light. The refraction and reflection of light create a psychedelic color space filling of neon light. The work is composed of the various elements and feelings that perceived from this city — the reverberation of New York City. It became a potential energy in my creating procedure and have been kept in my deep mind. Hoping people can receive some powers and leaving something in your mind from the work in the meantime. lnstallation Content Neon Light - Yellow x 3 / Blue x 9 / Pink x 1 / Green x 4 Traditional Television 29 inches A bulk of reflected materials
lnspiration I capture architectural details featuring pastel hues in urban spaces. Snapping minimal images of railings, staircases and lampposts and each photo is composed of clean lines, geometric forms and bursts of color. I decided to combine this architectural detail concept with the form of neon lights.
Before I decorated the work, I made a 3d scretch to make sure the scene.
Created by Cinema 4D
Neon Light Measurement
20
20
50
30
100
50
35
16
60
60 55 40
*unit : centimeter
FlNAL STlLLS V l D E O W h a t
S C R E E N S H O T l S e e
F R O M H E R E
WATCH THE TRAlLER Director : Po-Hsuan, Chu Photography : Po-Hsuan, Chu Motion Graphic : Po-Hsuan, Chu Time duration:02;06
Poster Design Size: 35”*25”
Material: Nylon Cloth
l N S T A L L A T l O N / T Y P E F A C E
Machanism
WlTTY WlNDOW is an installation which display an effect of typeface. The effect of the font was inspired by one of my personality words �WITTY� and the typeface distortrd by the uneven surface. I utilize the machanism of shutter to let users interact with the window and perceive the transformation of typography.
Inspiration
Final Typeface
I love to capture interesting scenes in the city when I travel in a country by my film camera. The typeface was transformed by the uneven surface which displays a visual effect. I want to present a fasinating concept that a graphic image was influenced by the three dimensional space which show a diverse new typeface.
WlTTY WlNDOW is not only an installation but also a device which is telling a story in the past. People can look through my inner window for the beautiful memorious sceneries.
P R O T O T Y P L N G
&
P R O D U C T L O N
HUDABEAUTY / BRAND ANALYSIS
BLOG
MAKEUP
SKIN
BRAND STORY
BRAND FEATURE
As of 2018, Huda Beauty has more than 2
Huda Katten as a beauty blogger, she is
#Confident #You define yourself
million subscribers on YouTube and is the
good at promoting herself and sharing
#Bold #Generious #Energetic
No.1 account on the Instagram Beauty
makeup tips via various social media
#Beauty #Enthusiastic #Youth
section in the world, with over 40 million
platforms to establish the cosmetic brand.
#GirlsPower #Willing to share
followers.
Her media impact influences numerous
channels Kattan
The are
contents beauty
shares
of
Kattan's
tutorial-oriented:
makeup
BRAND DNA
follwers.
techniques,
skincare routines and personal preferred beauty products from multiple brands. HUDABEAUTY.COM
REDES l GN DIRECT l ON
“ PLAYFULLY EXPRESS BEAUTY TlPS THROUGH SOClAL PLATFORMS. ” Huda via social media to establish her cosmetic brand. Through the ouside and inside content of package to spread the social media information to consumers. REDESIGN PRODUCT PACKEGE Power Bullet Matte Lipstick / Beauty Blender
GRAPHIC ASSETS ICONS & PATTERN
MAKEUP
IDENTITY
SKIN
CONTOUR
ILLUSTRATION ICON
FILTERS
SLIM
TYPEFACES
SECONDARY PACKAGE // WITH A SECOND LIFE
hudabeauty
www.shophudabeauty.com
hudabeauty #Power Bullet Matte Lipstick #PromNight #hudabeauty #hudamakeup #beautyblogger
Secondary Package
00:00:00
VIDEO
Place your phone here
MAKEUP
SKIN
CONTOUR
FILTERS
SLIM
Mini Tripod
TA
IL
S
UT
T
GLOSS
STRUCT
R
IN
B
O
SS
E
M
3D M O
DE
L
P
E
D
E
PROTOTYPE & FINISHES
EMBOSS
PHOTOGRAPHYS Technique: Roland Printer
3D Modeling
THE ONE TEA BRAND REFRESH / lDENTlTY DESlGN
Ｐremium Ｈigh-Ｍountain Ｔea Taiwanese Handmade Tea / The tea you drink, we plant. 喝的茶，我們自己種。
TH E O N E TEA is a br a n d c r ea t ed by A l i s ha n t ea f ar m e r. W e ai m at m aki n g th e te a b e v e r ag e a wo n d er f ul a cc e ssory of o u r da i l y l i ves . T H E O N E TEA cu l t i v at e s te a g ar d e n s h i g h a top th e m o unta ins of the Alisha n region. Our tea ga rdens a re sust a in a b ly ma n ag e d, f arm e d wi th ou t h er b i c i d e s an d ar e fai r-t ra de cert ifi ed. Tea ga rden f a rming a nd t ea lea ves refi ning t e c hni q u e , t h e s e p ro f e ss i on al te c h n i q u e s e n h an c e th e the mild, subt le fla vor of Alisha n t ea a nd provide a ref reshi ng a r o m a. O u r art i s an te as ar e c ar e fu l l y c u l ti v ated by tea f a rmers wit h ent ries of respect f or the ea rt h a nd ge ne r a t i o n s o f t e a g row er s to c om e . THE O NE TEA believes in a holistic tea experience which sta rts with the s e e d s w e p l an t , t h e car e for ou r far m e r s an d th e p ack a ging a nd delivery of the high qua lity tea f or you t o enjoy.
100% M I T W e ha v e A g ri c u l t u ral Tr ac eab i l i ty w i th Q R -c od e fr om Agriculture a nd Food Agency, promising to sell you t he tea m a d e 1 0 0 % i n Ta i w a n .
BRANDING
/
D E S C R I P T I O N D E TA I L S O F T I N B O X PA C K A G I N G PA N E L S
R U BY B LAC K T E A
H OW T O MA KE A TA S T Y C U P OF TA I WA N E S E S P E C I A LT Y T E A
HOT STEEPING
TEA AMOUNT: POUR 300C. C WATER AND 3g TEA LEAVES.
WATER TEMPERATURE:
1
2
F L AV O R I D E N T I T Y -PRODUCT NAME -PRODUCT CONTENT - S I G N AT U R E PAT T E R N
STEEPING TIME:
STEEPING INSTRUCTIONS - ICON MESSAGE
9 0℃
75-80℃
(194℉)
(167-176℉)
25
1ST BREW FOR 25 SEC.
20
2ND BREW FOR 20 SEC.
30
3RD BREW FOR 30 SEC.
COLD BREW
℃ SEC.
TEA AMOUNT: PUT TEA LEAVES INTO A BOTTLE OF COOL OR COLD
3
BRAND ETHICS - L A B E L C E R T I F I C AT I O N S
4
PRODUCT DESCRIPTION - BEHIND THE PRODUCT
DRINKING WATER, 1g OF TEA LEAVES PER 100ML OF WATER. CLOSE BOTTLE CAP.
WATER TEMPERATURE:
SUN MOON LAKE BLACK TEA
LET IT SIT IN SHADED AREA OR INSIDE FRIDGE FOR 6 TO 8
N O . 18
HOURS. YOU MAY THEN STRAIN THE TEA OR DRINK FROM BOTTLE DIRECTLY.
50 g
R U BY B L A C K T E A
F O R MO RE T E A ST O RI E S & T I P S, V I SI T: T HE O N E T E A . C O M
1
2
喝 的 茶 ，我 們 自 己 種 。
Ｐremium Ｈigh-Ｍountain Ｔea
N o . 1 8 Ta iw a ne s e Te a
Taiwanese Handmade Tea
R ub y B la c k Te a l Sun M o o n L a k e B la c k Te a 7 5 - 8 0℃
Com pletely fermented, no roasted W e use natural farming m ethod in Ruby Black Tea Garden at Sun Moon Lak e to grow No. 18 Taiwanese tea. No. 18 Taiwanese tea is also known as
Ruby , which is a cross
between a large-leaf variety Burm a and a Taiwanese wild m ountain tea plant. The tea liquid is bright red so people gave it an English nam e
Ruby , meaning it s ruby -lik e
black tea. The tea liquid is bright red and clear. It tastes sweet and mellow, rich in natural aroma of cinnamon and m int. The charm ing scent is from Taiwanese wild m ountain tea. Its lovely taste will m ak e y ou unforgettable. Black tea experts
named
it
Taiwanese
Fragrance ,
an
unique
varieties am ong the world s famous black tea, the best tea in the world, so to speak .
50 g TEL:05-2369768
THE ONE TEA
THEONETEA.COM
3
PA C K A G I N G D I E L I N E S
%$
!"#$
4
TOWSI BL ACK TEA
H OW T O MA KE A TA S T Y C U P OF TA I WA N E S E S P E C I A LT Y T E A
HOT
STEEPING
桃
TEA AMOUNT: POUR 300C. C WATER AND 3g TEA LEAVES.
WAT E R
喜
STEEPING
COLD
9 0℃ 75-80℃
T E M P E R AT U R E :
(194℉) (167-176℉)
BREW
FOR
25
1
F L AV O R I D E N T I T Y -PRODUCT NAME -PRODUCT CONTENT - S I G N AT U R E PAT T E R N
2
STEEPING INSTRUCTIONS - ICON MESSAGE
3
BRAND ETHICS - L A B E L C E R T I F I C AT I O N S
4
PRODUCT DESCRIPTION - BEHIND THE PRODUCT
TIME: SEC.
2 5
1ST
2 0
2ND
BREW
FOR
20
SEC.
3 0
3RD
BREW
FOR
30
SEC.
BREW
℃ SEC.
TEA PUT
AMOUNT: TEA
LEAVES
DRINKING OF
INTO
WATER,
1g
WATER.
A
BOTTLE
OF
TEA
OF
COOL
LEAVES
CLOSE
WAT E R
OR
PER
BOTTLE
COLD 100ML CAP.
TEMPERATURE:
LET IT SIT IN SHADED AREA OR INSIDE FRIDGE FOR 6 TO 8
T OWS I B L A C K T E A
HOURS. YOU MAY THEN STRAIN THE TEA OR DRINK FROM
A L IS H A N B L A C K T E A
BOTTLE
50 g
DIRECTLY.
F O R MO RE T E A ST O RI E S & T I P S, V I SI T: T HE O N E T E A . C O M
2
1
喝 的 茶 ，我 們 自 己 種 。
Ｐremium
Taiwanese
Ｈigh-Ｍountain
Ｔea
Handmade
To w s i
Tea
Black
Te a
l
9
Alishan
Black
0
One
of
To w s i
pronounces
Top
Ten like
Te a ℃
Souvenirs loveable
in in
Chiay i
Chinese,
City.
meaning
cerise and happiness. The shape of old Chiay i City was lik e a peach. Its scenes have changed with the tim e. The only thing stay ing the same is the human warmth of Chiay i residents. The pack aging of Towsi Black Tea originated from the pack aging brought by door-to-door tea sellers. The picture of old Peach City on the simple and retro pack aging mak es y ou feel lik e going into the old streets. The liquid of Towsi rem inds y ou of the warm th that Chiay i residents have. Towsi Black Tea is full of warmth. Black tea is m ade from oolong tea at 23. 5 degrees north latitude on Alishan. Its liquid color is vivid and bright. The texture is sweet because of the high altitude. Its tea liquid is so m ellow and sm ooth that y our m outh will be full of aroma. To s u m u p , t h e t e a i s f r a g r an t , b r i g h t - c o l o re d a n d s w e e t ; tea
leaves
can
be
brewed
50 g
THE
TEL:05-2369768
THEONETEA.COM
3
%$
!"#$
ONE
TEA
4
many
tim es.
Baby Oil P A C K A G E
D E S l G N
Product lnformation Brand: Johnson & Johnson Product: Original Improved Formula Vitamin E & Moisturiser (50ml) Redesign Direction - Iconic - Portablle
in
10X
more
mo
is
ben
s, phthalates
s ye
ra
t
e+
locks in up
to
3FL OZ(89ml)
no
pa
up
baby oil
lo
s
ur
ck
- Ergonomic
or
d
mo
to 10 X
m l)
ns
,
to
+ X es or d ye t a l 0 a s 1 th
no parabe
89
th
or d yes
locks in u p
Z(
ph
es
oisture + re m
O at
mo
L
by ba oil
3F
no parabens,
al
re moisture
ph
y b ba il o
The redesign package for J&J Baby oil moisturiser I focus on the first impression of the customer’s. I design the form in an organic shape which looks like a new birth’s baby figure. Utilizing the soft baby blue to convey a warmness and the softness feeling.
Preliminary Sketches
Design Refinement
Specfication Drawing
1
TOP VIEW FULL SCALE
2
FRONT VIEW FULL SCALE
3
SIDE VIEW FULL SCALE
Physical model
Function
Material: Floral foam, Yellow pigement, Clay
Press the PUMP to let the cream come out.
Preliminary Sketches
Design Refinement
RIGID BOX S T R U C T U R A L
P A C K A G E
Evoke A Story through the Packaging. Creation of a rigid box that showcased my 7 objects in a unique order, telling a story when evoking each layer. Obejects: Friend’s CD ablum / Retro Cartoon Cards Metal Doll x2 / Wine Cork / Smiling Toy
RlGlD BOX During this project, I practiced my handicraft skills a lot and learned how to deal with different paper materials. Though the process is time-cosuming, I still appreciated that now I gain the knowledge of structural mechanism and craftsmanship.
Wild Planet® BRAND REFRESH / lDENTlTY DESlGN
Wild
Planet
®
Wild
Wild
® Planet
® Planet
Packaging at a glance Wild Planet aims to reverence for the marine ecosystem, we offer multiple sorts of fish, using the sustainable way which is called “Pole and Line”. Avoid to focus on one kind of fish and overfish, maintaining the balance in the ocean. Also, our products contain lots of nutrients, rich in Omega 3 and natural proteins.
Evolved Brand State Analysis
Wild
Planet
®
Current State
Evolved State
Generic
Iconic
Can not stand out on the shelf in the market.
Memorable, redesign the logo.
Cluttered
Concise
Unreadable, too much information on the package.
Readable, simplified the information.
Inconsistent
Consistent
Too heavy, no sense of natural color.
Soft, natural ingredients, consistent color, brand graphics.
No Quality Cues
Professional Quality Cues
Does not communicate “Maintain Marine Ecosystem”,
Consumer code to communicate quality
“Sustainable”, “Selling healthy seafood products.”
and value.
LOGO evovlement
Wild Planet® Original Logo
Evolved Logo
Generic, Cluttered
Iconic. Concise
Graphic Assets Typography
Syncopate - Regular
Comfortaa - Regular
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
a b c d e f g h ij k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Use this typeface in:
Use this typeface in:
• Identity Logo
• Headline
• Body Copy
• Product Descriptor
Color Palette
Flavor
Package Background
Others
C 10
C 5
C 48
C 43
M 16
M 36
M 43
M 10
Y 56
Y 40
Y 28
Y 24
K 0
K 0
K 0
K 0
C 100
C 100
C 79
M 95
M 94
M 45
Y 5
Y 54
Y 72
K 0
K 20
K 4
C 10
C 5
M 16
M3
Y 56
Y 3
K 0
K 0
Icon Message Tuna
+
=
Salmon
+
=
The different animal icons attached each food textures,
Sardines
+
=
Organic Chicken
+
=
utilizing specific iconic colors to sort the various flavors.
3”
• Can Package
Package Design
1”
Signature Pattern Classification On can packaging, use simple repeat patterns to create a simple and elegent backdrop for products. When creating new patterns make sure they are: Evenly distributed Use each pattern in:
Wild
® Planet
Wild
Planet
Wild
Planet
Main flavor fish package
®
The secondary flavor fish
®
Organic chicken flavor
3.5”
• To-go-bag
2.5”
• Jar Package
5”
3”
Wild Planet logo Product Name Each flavor has its specific
The logo has a high prominence on the front side portion of the bag.
color to sort its flavor.
Color bar Flavor Icon Each bag possesses the dfferent flavor icon to match its flavor.
This color use in point out special ingredient of the product.
Promotion
Wild PlanetÂŽ
Reverence for the ecosystem.
4ft.
• Banner Display
2ft.
l D E N T l T Y
D E S l G N
Hsing-Ho Hsing-Ho, Chen is the founder of Hsingho Co. Ltd which is a circus organization. They are festival makers, yearning for peace. Therefore, I adopt the element of circus’s props, such as juggling balls, hula and so on. The logo looks like a scene that all props throw to the high sky and shows the spirit of cooperation.
TYPOGRAPHY ASSETS
陳 星合
Chen,Hsing-Ho
IDENTITY_
Typeface CLIENT Hsing Ho
________________
C_0 M_100 Y_100 K_0 C_0 M_0 Y_100 K_0
PROCEDURE BRA i NSTORM / LOGO DlGlTAL SKETCHES
MOT l ON LOGO / G l F
04 LOGO / MOTION TYPE www.goo.gl/LCGfDz
l D E N T l T Y
D E S l G N
l Did-Clothing IDid is an online clothing shop. The style of the store is straightforward and less decorating. It is suitable for juveniles. The style is simple but still fill with classic and alternative. Lastly, IDid’s logo presents in a stable mental structure with a concise image.
TYPOGRAPHY ASSETS
IDID _ CLOTHING Shanzi Co., Ltd.
IDENTITY_
Typeface
CLIENT IDid-Clothing ________________
Sliver Metal Texture
Helvetica Neue Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 VA_0
IDID _ CLOTHING Helvetica Neue Bold_ IDid
Design Tool: Cinema 4D Design in C4D to create the logo’s figure and structure.
DESlGN APPLlCATlONS
Business Card
Cloth Label Recipet Envelope
PACKAGE DESlGN Accessories package
Cloth Design by IDid.
Design Application: - Cloth Label - Business Card Design - Package Design
Pattern
Design
Skateboard Pattern Design
Painted in Acrylic
C_73 M_56 Y_81 K_18 C_31 M_34 Y_10 K_0
Souvenir Pattern Design Client: China Anshun
n o i
C_58 M_2 Y_38 K_0
t a t c c i l u p d p ro A
PANTONE P 115-5C PANTONE P 151-10C PANTONE P 71-3C PANTONE P 93-10C
P
C_100 M_95 Y_33 K_0 C_84 M_39 Y_86 K_1 PANTONE 278C PANTONE 1485C C_7 M_4 Y_86 K_0
Product Application
PANTONE P 112-10C PANTONE GREEN C PANTONE RED 032C
Product Application
PANTONE 1485C
PANTONE RED 032C PANTONE P 71-2C PANTONE GREEN C PANTONE 359C PANTONE PROCESS YELLOW C
Product
Application
HOTEL ROOM PAlNTlNG S l G N P A l N T l N G
A R T
Hotel Room Painting Project Client: Just Inn Hotel
ROOM 504. Imagining that each painting is a scene which people look from outside . Meanwhile, your neighbor looking at you in the dark.
PROCESS - Sketch brfore paint.
DIGITAL SKETCHES
DIGITAL SKETCHES
ROOM DlSPLAY
ACRYLIC PAINT
HOTEL ROOM PAlNTlNG S l G N P A l N T l N G
A R T
ROOM 504. A room which is full of energetic plants and bottles with jiggle body shape. I believe people would enjoy in this stable color space.
D l G l TAL SKETCHES
COLOR PALETTE
l LLUSTRAT l ONS D l SPLAY
Splashing water, utilizing the way of dimension of illusion to create scenery.
c h u 5 3 @
H S U A O -
N
p
p
P
!
C
H
U
r
a
u . e d t t
2
0
2
0