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INSTRUCTOR / ARIEL GREY

COURSE / TYPOGRAPHY 3

SECTION / 01 / 02 03 04 05 06 07 08 09 10 11

PROJECT / PAPER PROMO

PAGE / 01-02


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


DREAMING/ CONCEPT Having a dream is having a motivation—something that drives me forward everyday. As a design student, I have struggled, at times I have failed, but I have never given up. I believe many successful dreamers have failed numerous times before they have experienced success. Failure was not going to end my dreams. It would only motivate me to dream bigger. A dream doesn’t become reality through magic; it takes determination and hard work.


COPYRIGHT Š2014 Ella Chan All rights reserved. No part of this publication can be reproduced or transmitted in any form or by any means, electronic or mechanical without prior permission from Ella Chan. This publication is written and produced by Ella Chan

Designer / Ella Chan Phone / 415 518 5995 Email / ella220@gmail.com Website / ella-chan.com


01 05

THE STORY OF VIRUS “Natural Phenomena” Page 10-17

THE STORY OF MUSIC “Scale & Rhythm” Page 52-65

02 06

THE STORY OF DOGS “Guess the Breed” Page 18-27

THE STORY OF GAMING “Logitech Branding & Packaging Redesign” Page 66-77

09

THE STORY OF WEATHER “SF Weather” Page 106-109

10

THE STORY OF TRADER JOE’S GROCERY STORE “Trader Joe’s Branding and Packaging Redesign” Page 112-171


03 07 11

THE STORY OF LOLITA “The Obsession of Fantasy” Page 28-41

THE STORY OF BEES “The Vanishing Bees” Page 78-93

THE STORY OF IDENTITIES “LOGOS” Page 172-181

04 08

THE STORY OF FOOD “Avedano’s Deli” Page 42-51

THE STORY OF APPLE “Neige Ice Wine” Page 94-105


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / DAVID HAKE

COURSE / GRAPHIC DESIGN 1

PROJECT / NATURAL PHENOMENA

O1 /

THE STORY OF VIRUS NATURAL PHENOMENA It is very important for us to be aware of the effect that civilization has on our natural world but we need also to understand some of the ways in which natural forces, out of our control, affect that same world. Natural disasters are those caused as a result of extreme examples of natural phenomena. These include ferocious winds, extraordinary amounts of water, devastating fire, massive earth movements, or the excessive behavior of animals, plants, or micro-organisms.

OBJECTIVE A non-profit organization that focuses on “Natural Phenomena” will showcase at the museum. To make a series of poster, post card, book, and business card to promote “Natural Phenomena”. SOLUTION Using the concept of virus to represent natural phenomena by showing examples of virus with illustrations, photographies in order to educate people to be aware of the existence of virus.

SECTION / 01 / 02 03 04 05 06 07 08 09 10 11

PAGE / 10-11


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / DAVID HAKE

COURSE / GRAPHIC DESIGN 1

SECTION / 01 / 02 03 04 05 06 07 08 09 10 11

PROJECT / NATURAL PHENOMENA

PAGE / 12-13


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / DAVID HAKE

COURSE / GRAPHIC DESIGN 1

SECTION / 01 / 02 03 04 05 06 07 08 09 10 11

PROJECT / NATURAL PHENOMENA

PAGE / 14-15


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / DAVID HAKE

COURSE / GRAPHIC DESIGN 1

SECTION / 01 / 02 03 04 05 06 07 08 09 10 11

PROJECT / NATURAL PHENOMENA


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING

O2 /

THE STORY OF DOGS GUESS THE BREED This is a new kind of board game for people who love children games and also animals. It is also an educational game that children or adults can learn about typeface and its character. Each breed represents one typeface and characteristic.

OBJECTIVE To make the old traditional “Guess Who” game into a new and educational one for people who love animals. SOLUTION This game basically functions as the “Guess Who” game, but there is an additional feature that players can use the game piece to go around the board in order to win the game.


INSTRUCTOR / CHRISTINE GEORGE

COURSE / PACKAGE DESIGN 3

SECTION 01 / 02 / 03 04 05 06 07 08 09 10 11

PROJECT / BOARDGAME REDESIGN

PAGE / 18-19


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / CHRISTINE GEORGE

COURSE / PACKAGE DESIGN 3

SECTION 01 / 02 / 03 04 05 06 07 08 09 10 11

PROJECT / BOARDGAME REDESIGN

PAGE / 20-21


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / CHRISTINE GEORGE

COURSE / PACKAGE DESIGN 3

SECTION 01 / 02 / 03 04 05 06 07 08 09 10 11

PROJECT / BOARDGAME REDESIGN

PAGE / 22-23


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / CHRISTINE GEORGE

COURSE / PACKAGE DESIGN 3

SECTION 01 / 02 / 03 04 05 06 07 08 09 10 11

PROJECT / BOARDGAME REDESIGN

PAGE / 24-25


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / CHRISTINE GEORGE

COURSE / PACKAGE DESIGN 3

SECTION 01 / 02 / 03 04 05 06 07 08 09 10 11

PROJECT / BOARDGAME REDESIGN

PAGE / 26-27


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / ARIEL GREY

COURSE / TYPOGRAPHY 3

PROJECT / PAPER PROMO

O3 /

THE STORY OF LOLITA THE OBSESSION OF FANTASY Lolita has become one of the larger, more recognizable styles in Japanese street-wear. Now gaining interest worldwide, Lolita is seen as one of many different styles that puts the word “cute” into Japanese fashion. In this emulation of Victorian style, the wearer customizes outfits by adopting a mixture of 21st century trends with traditional styles.

OBJECTIVE To promote the colorful ”Poptone” paper line for the French Paper Company, an American-based paper manufacturer. SOLUTION To showcase the Poptone paper line using the concept of Lolita street fashion, Just like the various Lolita styles, Poptone has a variety of colors, materials, and textures.

SECTION 01 02 / 03 / 04 05 06 07 08 09 10 11

PAGE / 28-29


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / ARIEL GREY

COURSE / TYPOGRAPHY 3

SECTION 01 02 / 03 / 04 05 06 07 08 09 10 11

PROJECT / PAPER PROMO

PAGE / 30-31


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / ARIEL GREY

COURSE / TYPOGRAPHY 3

SECTION 01 02 / 03 / 04 05 06 07 08 09 10 11

PROJECT / PAPER PROMO

PAGE / 32-33


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / ARIEL GREY

COURSE / TYPOGRAPHY 3

SECTION 01 02 / 03 / 04 05 06 07 08 09 10 11

PROJECT / PAPER PROMO

PAGE / 34-35


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / ARIEL GREY

COURSE / TYPOGRAPHY 3

SECTION 01 02 / 03 / 04 05 06 07 08 09 10 11

PROJECT / PAPER PROMO

PAGE / 36-37


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / ARIEL GREY

COURSE / TYPOGRAPHY 3

SECTION 01 02 / 03 / 04 05 06 07 08 09 10 11

PROJECT / PAPER PROMO

PAGE / 38-39


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / ARIEL GREY

COURSE / TYPOGRAPHY 3

SECTION 01 02 / 03 / 04 05 06 07 08 09 10

PROJECT / PAPER PROMO

PAGE / 40-41


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING

O4 /

THE STORY OF FOOD AVEDANO’S DELI Avedano’s serves its community as the go-to shop for all things meat. Offering a wide array of meats and their various cuts, Avedano’s functions as a deli of delectable edibles. Working with local farmers throughout California, Avedano’s prides itself on serving grass-fed beef, wild-caught and responsibly farmed fish, seasonal produce and hand-selected gourmet pantry items.

OBJECTIVE Redesign the identity and packaging for a meat market or deli of your choice. The re-design showcases the personality found within the store and its culture of the store. SOLUTION By carrying the heritage of the store, American- Italian’s deli, I kept the logo and the overall package design with the red and blue, with the look and feel of the American’s flag.


INSTRUCTOR / CHRISTINE GEORGE

COURSE / PACKAGE DESIGN 2

SECTION 01 02 03 / 04 / 05 06 07 08 09 10 11

PROJECT / DELI REDESIGN

PAGE / 42-43


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / CHRISTINE GEORGE

COURSE / PACKAGE DESIGN 2

SECTION 01 02 03 / 04 / 05 06 07 08 09 10 11

PROJECT / DELI REDESIGN

PAGE / 44-45


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / CHRISTINE GEORGE

COURSE / PACKAGE DESIGN 2

SECTION 01 02 03 / 04 / 05 06 07 08 09 10 11

PROJECT / DELI REDESIGN

PAGE / 46-47


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / CHRISTINE GEORGE

COURSE / PACKAGE DESIGN 2

SECTION 01 02 03 / 04 / 05 06 07 08 09 10 11

PROJECT / DELI REDESIGN

PAGE / 48-49


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / ARIEL GREY

COURSE / TYPOGRAPHY 4

PROJECT / EXPERIMENTAL TYPOGRAPHY

O5 /

THE STORY OF MUSIC SCALE & RHYTHM This conference will be about the sequence of sounds. Sound and typography share some subtle characteristics similar to each other, such as scales, rhythm,and balance.

OBJECTIVE Create a 3-day conference about experimental typography and the choice of the theme related to the concept of typography. SOLUTION By creating a poster, kinetic video, promotional book, application and schedule to promote this 3-day conference.

SECTION 01 02 03 04 / 05 / 06 07 08 09 10 11

→

PAGE / 52-53


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / ARIEL GREY

COURSE / TYPOGRAPHY 4

SECTION 01 02 03 04 / 05 / 06 07 08 09 10 11

PROJECT / EXPERIMENTAL TYPOGRAPHY

PAGE / 54-55


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / ARIEL GREY

COURSE / TYPOGRAPHY 4

SECTION 01 02 03 04 / 05 / 06 07 08 09 10 11

PROJECT / EXPERIMENTAL TYPOGRAPHY

PAGE / 56-57


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / ARIEL GREY

COURSE / TYPOGRAPHY 4

SECTION 01 02 03 04 / 05 / 06 07 08 09 10 11

PROJECT / EXPERIMENTAL TYPOGRAPHY

PAGE / 58-59


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / ARIEL GREY

COURSE / TYPOGRAPHY 4

SECTION 01 02 03 04 / 05 / 06 07 08 09 10 11

PROJECT / EXPERIMENTAL TYPOGRAPHY

PAGE / 60-61


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / ARIEL GREY

COURSE / TYPOGRAPHY 4

SECTION 01 02 03 04 / 05 / 06 07 08 09 10 11

PROJECT / EXPERIMENTAL TYPOGRAPHY

PAGE / 62-63


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / ARIEL GREY

COURSE / TYPOGRAPHY 4

SECTION 01 02 03 04 / 05 / 06 07 08 09 10 11

PROJECT / EXPERIMENTAL TYPOGRAPHY

PAGE / 64-65


DESIGNER /

→

ELLA CHAN

PORTFOLIO / DREAMING

O6 /

THE STORY OF GAMING LOGITECH BRANDING & PACKAGING REDESIGN Concept 1, Geometric (Polygons, 3D, CPU, customizable machines & components/PC, sleek, durable, diamond.) By focusing on what drives and building blocks for video games, we design a box for PC gaming peripherals that speaks directly to gamers. Concept 2, WYSIWYG (looks like what it is, an in-game pick-up) Using the sleek looks of the G Series products themselves, we developed a concept based on the idea of WYSIWYG.

OBJECTIVE Redesigning the packaging for high-end and low-end mouses and keyboards for the Asia market and also the U.S. market. SOLUTION As a group, we were in tune with our inner gamer censtric focus and never shied away from that. Our designs are a product of gamer culture. Inspired by the interviews, research, discussions, debates, the game-play, and most importantly what our core audience looks for in keyboard and mouse packaging. We got tons of useful information, which made our job much more palpable.


INSTRUCTOR / THOMAS MCNULTY

COURSE / PACKAGE DESIGN 3

SECTION 01 02 03 04 05 / 06 / 07 08 09 10 11

PROJECT / LOGITECH REDESIGN

PAGE / 66-67


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / THOMAS MCNULTY

COURSE / PACKAGE DESIGN 3

SECTION 01 02 03 04 05 / 06 / 07 08 09 10 11

PROJECT / LOGITECH REDESIGN

PAGE / 68-69


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / THOMAS MCNULTY

COURSE / PACKAGE DESIGN 3

SECTION 01 02 03 04 05 / 06 / 07 08 09 10 11

PROJECT / LOGITECH REDESIGN

PAGE / 70-71


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / THOMAS MCNULTY

COURSE / PACKAGE DESIGN 3

SECTION 01 02 03 04 05 / 06 / 07 08 09 10 11

PROJECT / LOGITECH REDESIGN

PAGE / 72-73


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / THOMAS MCNULTY

COURSE / PACKAGE DESIGN 3

SECTION 01 02 03 04 05 / 06 / 07 08 09 10 11

PROJECT / LOGITECH REDESIGN

PAGE / 74-75


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / THOMAS MCNULTY

COURSE / PACKAGE DESIGN 3

SECTION 01 02 03 04 05 / 06 / 07 08 09 10 11

PROJECT / LOGITECH REDESIGN

PAGE / 76-77


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MEGUMI KIYAMA

COURSE / PRINT 1

PROJECT / TED CONFERENCE

O7 /

THE STORY OF BEES Imagine half a million of adults skipping town and leaving their children behind. Picture an opened suitcase filled with bundles of cash at a bus stop and yet no robber wants to snatch it. The apiary science mystery known as “Colony Collapse Disorder” displays these very symptoms. Not only do the bees abandon their hive, but the queen and the brood as well.

OBJECTIVE To chose a conference from TED.com and make a promotional book, application, poster for this conference. SOLUTION By making this conference more interesting to audience, I used bright colors, info-graphics, and some statistics to educate and entertain the readers as they read along the book.

SECTION 01 02 03 04 05 06 / 07 / 08 09 10 11

PAGE / 78-79


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MEGUMI KIYAMA

COURSE / PRINT 1

SECTION 01 02 03 04 05 06 / 07 / 08 09 10 11

PROJECT / TED CONFERENCE

PAGE / 80-81


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MEGUMI KIYAMA

COURSE / PRINT 1

SECTION 01 02 03 04 05 06 / 07 / 08 09 10 11

PROJECT / TED CONFERENCE

PAGE / 82-83


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MEGUMI KIYAMA

COURSE / PRINT 1

SECTION 01 02 03 04 05 06 / 07 / 08 09 10 11

PROJECT / TED CONFERENCE

PAGE / 84-85


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MEGUMI KIYAMA

COURSE / PRINT 1

SECTION 01 02 03 04 05 06 / 07 /08 09 10 11

PROJECT / TED CONFERENCE

PAGE / 86-87


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MEGUMI KIYAMA

COURSE / PRINT 1

SECTION 01 02 03 04 05 06 / 07 / 08 09 10 11

PROJECT / TED CONFERENCE

PAGE / 88-89


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MEGUMI KIYAMA

COURSE / PRINT 1

SECTION 01 02 03 04 05 06 / 07 / 08 09 10 11

PROJECT / TED CONFERENCE

PAGE / 90-91


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MEGUMI KIYAMA

COURSE / PRINT 1

SECTION 01 02 03 04 05 06 / 07 / 08 09 10 11

PROJECT / TED CONFERENCE

PAGE / 92-93


DESIGNER /

→

ELLA CHAN

PORTFOLIO / DREAMING

O8 /

THE STORY OF APPLE NEIGE ICE WINE Neige (which means snow) is made from apples harvested in the fall and pressed at Christmas time. Their juice is then kept outside in the freezing winter temperature, in order to naturally separate the sugar from the water through the process known as cryo-concentration. This is the way they then obtain our precious syrup, they let it slowly ferment over a period of 6 to 7 months.

OBJECTIVE Select an existing wine packaging to redesign it, and hence recreate their current brand’s image as well as introduce a higher price point label to their product line. SOLUTION I used the concept of 3 different weather seasons in order to define 3 different of alcohol levels. By making this wine more special, I have 2 wine glasses that are special made to crackle glasses to represent ice and cold.


INSTRUCTOR / CHRISTINE GEORGE

COURSE / PACKAGE DESIGN 3

SECTION 01 02 03 04 05 06 07 / 08 / 09 10 11

PROJECT / WINE REDESIGN

PAGE / 94-95


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / CHRISTINE GEORGE

COURSE / PACKAGE DESIGN 3

SECTION 01 02 03 04 05 06 07 / 08 / 09 10 11

PROJECT / WINE REDESIGN

PAGE / 96-97


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / CHRISTINE GEORGE

COURSE / PACKAGE DESIGN 3

SECTION 01 02 03 04 05 06 07 / 08 / 09 10 11

PROJECT / WINE REDESIGN

PAGE / 98-99


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / CHRISTINE GEORGE

COURSE / PACKAGE DESIGN 3

SECTION 01 02 03 04 05 06 07 / 08 / 09 10 11

PROJECT / WINE REDESIGN

PAGE / 100-101


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / CHRISTINE GEORGE

COURSE / PACKAGE DESIGN 3

SECTION 01 02 03 04 05 06 07 / 08 / 09 10 11

PROJECT / WINE REDESIGN

PAGE / 102-103


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / CHRISTINE GEORGE

COURSE / PACKAGE DESIGN 3

SECTION 01 02 03 04 05 06 07 / 08 / 09 10 11

PROJECT / WINE REDESIGN

PAGE / 104-105


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / BOB SLOTE

COURSE / PRINCIPLES OF USER EXPERIENCE

PROJECT / APPLICATION DESIGN

O9 /

THE STORY OF WEATHER SF WEATHER San Francisco has different weather within districts, It is hard to predict rather we wear less or more clothes for going to school or work sometimes. Because there isn’t any application can tell you the current weather report of district.

OBJECTIVE To make an application that is very special and useful everyday. Especially for people who live in San Francisco. SOLUTION By making this app more efficient, I interviews people who always work or stay outside for long period of time everyday, and also experience the weather different between districts. Weather repost and fashion tips are the main functions on this app.

SECTION 01 02 03 04 05 06 07 08 / 09 / 10 11

PAGE / 106-107


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / BOB SLOTE

COURSE / PRINCIPLES OF USER EXPERIENCE

SECTION 01 02 03 04 05 06 07 08 / 09 / 10 11

PROJECT / APPLICATION DESIGN

PAGE / 108-109


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / BOB SLOTE

COURSE / PRINCIPLES OF USER EXPERIENCE

SECTION 01 02 03 04 05 06 07 08 / 09 / 10 11

PROJECT / APPLICATION DESIGN

PAGE / 110-111


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING

10 /

THE STORY OF TRADER JOE’S GROCERY STORE TRADER JOE’S BRANDING & PACKAGING REDESIGN An old-fashioned company that offers an adventurous palate to customers through their revolving healthy, artesan, local and organic foods, household items, baby products, pet products, and many more. They are inventive, clever and unique with their marketing strategies. Offering every-day low prices by carefully selecting their favorite products and directly working with manufacturers to cut costs.

OBJECTIVE To re-brand Trader Joe’s to be a more organized and memorable brand as well as its stores in order to competing with other national chain supermarkets, such as Whole Food. SOLUTION Re-identify Trader Joe’s as a mainstream chain supermarket that supplies organic food. Strengthen its branding and image by adding 5 new private label brands.


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S

SECTION 01 02 03 04 05 06 07 08 / 10 / 11

PROJECT / TRADER JOE’S REDESIGN

PAGE / 112-113


DESIGNER /

PORTFOLIO / DREAMING

ELLA CHAN

THE STORE BRAND

THE PRIVATE LABELS

TRADER JOE’S

URBAN HARVEST

THE GOOD EARTH

CONCEPT

CONCEPT

CONCEPT

We want our consumers to feel like they can

“The garden is the poor man’s apothecary”. To

We want to focus on the ingredients that are

trust the TJ’s products and not have to think

give the sense or organization and structure,

nutritious YET delicious (not boring) to get

about making decisions for basic essentials.

tying it back to the small-space concept.

people excited about new vegan foods and possibly attract non-vegans.

ATTRIBUTES

ATTRIBUTES

ATTRIBUTES

Essential, Multi-Functional, Green

Organic, Versatile, Functional

Sustainable, Lifestyle, Transparent

TARGET AUDIENCE

TARGET AUDIENCE

TARGET AUDIENCE

All ages. Adventurous foodies. Health & earth

Ages 25+. For those that have limited space

Vegans and vegetarians 20+. Those who do

conscious.

to grown food yet wish to grow it in small

not consume dairy products due to lactose

containers and spaces.

intolerance or food allergies.


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S

PROJECT / TRADER JOE’S REDESIGN

BEYOND

SIERRA

JOEY

CONCEPT

CONCEPT

CONCEPT

“Pets for life”. A brand of products that focus

A line of “green” products specifically designed

A brand of baby products that offer a variety

around the life time of your pet, anything

for the minimalist adventurer. Includes basic/

of safe, toxic-free and wholesome raw organic

needed from puppy to senior that will be good

minimalist camping gear. The line is focused to

food and products for babies and toddlers.

for their health and wellness.

Those who like to travel minimalist style.

ATTRIBUTES

ATTRIBUTES

ATTRIBUTES

Healthy, Thorough/ Complete, Light-Hearted

Essential, Multi-Functional, Green

Healthy, Reliable, Lively, Modern

TARGET AUDIENCE

TARGET AUDIENCE

TARGET AUDIENCE

30-50 pet lovers who are passionate about their

Young minimalist adventurer. Ages 25-45. Young

Mothers 27-35 who live an environmental

pet and take care of them, just as well as they

adults who camp light and backpackers.

conscious lifestyle and are focused on health and wellness for her and her families.

take care of themselves.

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 114-115


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PROJECT / TRADER JOE’S REDESIGN

PAGE / 116-117


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PROJECT / TRADER JOE’S REDESIGN

PAGE / 118-119


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PROJECT / TRADER JOE’S REDESIGN

PAGE / 120-121


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PROJECT / TRADER JOE’S REDESIGN

PAGE / 122-123


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PROJECT / TRADER JOE’S REDESIGN

PAGE / 124-125


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

URBAN HARVEST

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 126-127


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

URBAN HARVEST

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 128-129


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

URBAN HARVEST

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 130-131


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

URBAN HARVEST

SECTION 01 02 03 04 05 06 07 08 09 / 10 /

PAGE / 132-133


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

URBAN HARVEST

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 134-135


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

URBAN HARVEST

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 136-137


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

BEYOND

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 138-139


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

BEYOND

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 140-141


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

BEYOND

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 142-143


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

BEYOND

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 144-145


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

BEYOND

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 146-147


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

THE GOOD EARTH

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 148-149


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

THE GOOD EARTH

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 150-151


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

THE GOOD EARTH

SECTION / 01 / 02 03 04 05 06 07 08 09 10 11

PAGE / 152-153


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

THE GOOD EARTH

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 154-155


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

THE GOOD EARTH

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 156-157


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

THE GOOD EARTH

SECTION / 01 / 02 03 04 05 06 07 08 09 10 11

PAGE / 158-159


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

JOEY

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 160-161


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

JOEY

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 162-163


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

JOEY

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 164-165


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

JOEY

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 166-167


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

JOEY

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 168-169


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / MICHAEL OSBORNE

TRADER JOE’S /

PROJECT / TRADER JOE’S REDESIGN

JOEY

SECTION 01 02 03 04 05 06 07 08 09 / 10 / 11

PAGE / 170-171


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


PROJECT / IDENTITIES

11 /

THE STORY OF IDENTITIES LOGOS Showcasing my collection of my selected identities that I have done in the past years in the Academy.

SECTION / 01 / 02 03 04 05 06 07 08 09 10 11

PAGE / 172-173


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


PROJECT / IDENTITIES

SECTION / 01 / 02 03 04 05 06 07 08 09 10 11

PAGE / 174-175


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


PROJECT / IDENTITIES

SECTION / 01 / 02 03 04 05 06 07 08 09 10 11

PAGE / 176-177


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


PROJECT / IDENTITIES

SECTION / 01 / 02 03 04 05 06 07 08 09 10 11

PAGE / 178-179


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


PROJECT / IDENTITIES

SECTION / 01 / 02 03 04 05 06 07 08 09 10 11

PAGE / 180-181


THANK YOU / THANK YOU VERY MUCH I would love to say thank you to my Mom, Dad, John and Kathleen for always supported and encouraged me in the past years. Special thanks to Mr.Siu Who was financially supported me in this 4-year. My friends, Terry, Raymond, Michelle and Jia, who always willing to help and teach me new things. Thanks to the one who passed on their grateful knowledge to me, David Hake, Darrell Hayden, Christine George, Thomas Mcnulty, and Ariel Grey. Big thanks to Mary Scott who was patiently helped, encouraged and pushed me so hard with this portfolio.


COLOPHON ELLA CHAN Cell: 415 518 5995 Email: ella220@gmail.com Website: ella-chan.com

TYPEFACE Letter Gothic

PAPER STOCK Text: Finch Fine ID text stock End Pages: Laser Printed Gradient 80lb

PRODUCTION CREDITS Software: Adobe Bridge CS6, Adobe Illustrator CS6, Adobe InDesign CS6, Adobe Photoshop CS6

SCHOOL Academy of Art University Course: Senior Portfolio Instructor: Mary Scott

DESIGN & SETTING Ella Chan

PHOTOGRAPHY Paige Hermick

PRINTING Giant Horse Printing

BINDING The Key Printing & Binding


DESIGNER /

ELLA CHAN

PORTFOLIO / DREAMING


INSTRUCTOR / ARIEL GREY

COURSE / TYPOGRAPHY 3

SECTION / 01 / 02 03 04 05 06 07 08 09 10 11

PROJECT / PAPER PROMO

PAGE / 01-02


Ella Chan's Portfolio