Page 1

BOLD DETAILS— THE DESIGN PORTFOLIO OF FILIPPA LUNDMARK


FILI P PA LU N DM ARK

[ PORTFOLIO ]


BOLD DETAILS— THE DESIGN PORTFOLIO OF FILIPPA LUNDMARK


[ D E D I C AT I O N ]

I’m dedicating this book to my parents who have been there for me through all times, good and for worse. They are my greatest support and my biggest fans. Thank you.


[FOREWORD]

Details are not only details, they are the whole design. They frame and activate the whole picture. A detail can be small, large, simple or complicated. It is all about the way you choose to nurture it. Wit hout details there will be no boldness. One little detail placed in the right spot can make a ver y bold and powerful statement. Be bold and caring.

[Filippa Lundmark] filippalundmark@gmail.com filippalundmark.com 415.928.9095


[ B O L D D E TA I L S ]

My motto has always been to be bold and go for the details. In approaching my tasks I look for the special quality that each project demands. Sometimes it takes courage to defy what others might do or think. The truth is, I am not scared and I don’t mind being different. After all, I am Korean and I was raised by wonderful Swedish parents.


[ C O P Y R I G H T] @2015 Filippa Lundmark All rights reserved. No part of this publication can reproduced or transmitted in any form or by any means, electronic or mechanical without prior permission from Filippa Lundmark. Written and designed by Filippa Lundmark


DETAILS—

[01]

[02]

[03]

[ D E TA I L S M A K E T H E D E . . . . . ]

[ F R E E D O M L I ES I N B E I N G . . . ]

[ D O N O T B E A F R A I D O F. . . . . . ]

P AG E 0 9

P AG E 2 9

P AG E 55

E IG H T YE IG H T

DISC O U N T RIDE

VI S C ER AL VO I C E

[04]

[05]

[06]

[ S TAY T R U E T O Y O U R . . . . . . . . ]

[PLEASURE CAN BE FUNC...]

[ C R E A T E S O M E T H I N G EX C . . . ]

P AG ES 87

P A G E S 1 05

P AG E 1 2 3

H A ST E N

MR. PIN K WH IST LE

[07]

[08]

[ S TA R S C A N ’ T S H I N E . . . . . . . . ]

[NOTHING IS TOO MASC....]

P AG E 137

PA G E 1 51

IN N E R SE LF

JA C K DA N IE LS

AUR O R A BO R EAL I S


FILI FILIPPPA PA LU LUNNDM DMARK ARK

PORT[ PORTFOLIO ]] FOLIO


IDENTITY 01 04 PACKAGING // D// I SCOU EIGHTYEIGHT N T R I DE

[14] [09] [08] [15]

DETAILS DO NOT NEED T O B E P E R F E C T LY F R A M E D TO LOOK GOOD.

[04] [01]

[ B old Details ]


FILI P PA LU N DM ARK

DETAILS DO NOT NEED T O B E P E R F E C T LY F R A M E D TO LOOK GOOD.

[ PORTFOLIO ]


PACKAGING 04 // EIGHTYEIGHT

[10] [11]

[01] [ D E TA I L S M A K E T H E D E S I G N ] Course

Project

Instructor

PACK FOUR

EIGHTY-EIGHT

THOM AS MCNULTY

For wine, cheese, chips and salsa lo vers, t he company EighthyEight f ocuses on t he enter tainment section in restaurants and in bars. Things that you have tri ed in high-end restaurants and wish you could easil y put together at home when inviting people over for a casual Friday night. You want it to taste and look high quality without having spent a fortune on exp ensive wine and che ese. The Eighty-Eight specializes in tasteful wine pairing. The Eighty-Eight will teach you how to best bring out the flavor of the different wines by guiding you with what cheese, chips and salsa to pair it with. My intention was to make it look very elegant and sophisticated with a modern feel. I wanted to create a section that the younger audience would afford to approach, buy and get advice from while keeping a high-end look.

[01]

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FILI P PA LU N DM ARK

[ PORTFOLIO ]


PACKAGING 04 // EIGHTYEIGHT

[12] [13]

[01]

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FILI P PA LU N DM ARK

eighty eight

[ PORTFOLIO ]


IDENTITY 01 // SCOU N T R I DE PACKAGING 04D I// EIGHTYEIGHT

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eighty eight

[01] [04]

old Details Details ]] [[BBold


FILI P PA LU N DM ARK

[ PORTFOLIO ]


PACKAGING 04 // EIGHTYEIGHT

[16] [17]

[01]

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FILI FILIPPPA PA LU LUNNDM DMARK ARK

PORT[ PORTFOLIO ]] FOLIO


IDENTITY 01 // D I SCOU N T R I DE

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FILI P PA LU N DM ARK

[ PORTFOLIO ]


PACKAGING 04 // EIGHTYEIGHT

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FILI P PA LU N DM ARK

[ PORTFOLIO ]


PACKAGING 04 // EIGHTYEIGHT

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FILI P PA LU N DM ARK

[ PORTFOLIO ]


IDENTITY 01 // SCOU N T R I DE PACKAGING 04D I// EIGHTYEIGHT

[14] [25] [15] [24]

[01] [04]

old Details Details ]] [[BBold


FILI P PA LU N DM ARK

[ PORTFOLIO ]


PACKAGING 04 // EIGHTYEIGHT

[26] [27]

[01]

[ B old Details ]


FILI P PA LU N DM ARK

—ROBERT FROST [ PORTFOLIO ]


IDENTITY 01 02 // //DDISCOUNT I SCOU N T RIDE R I DE

G O

Y O U R

O W N

[14] [29] [28] [15]

WAY [02] [04]

[[ B B old old Details Details] ]


FILI P PA LU N DM ARK

G O

[ PORTFOLIO ]

Y O U R

O W N

WAY


IDENTITY 02 // DISCOUNT RIDE

[30] [31]

[02] [FREEDOM LIES IN BEING BOLD] Course

Project

Instructor

IDENTITY T WO

DISCOUNT RIDE

THOMAS MCNULTY

Striving for the purpose of the good, I wanted to pull out a strong personalit y when rebranding the American-based cab company Discount Cab. Their new name became Discount Ride. Discount Ride suppor ts the young adults and students by giving out free stuff, and, they are running the “Free Ride Back� program. Discount Ride understands the danger of drinking and driving. When you are at a bar or a restaurant, and you find yourself too inebriated to drive, you have the opportunity to call Discount Ride and you will have the option of getting a free ride back. They will drive you home safely and return you to your car the day after. You only have to pay for the original fare home. The new logo needed to be very simple, clean and solid. Since the name Discount Ride is an advertisement itself, it was essential to stay with a wordmark. Discount Ride needed a new fresh look that would attract more attention toward the younger and hipper audience. Therefore I wanted a more edgy and bold look. The old grass-green color was turned into a fresh lime green glow.

[02]

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FILI P PA LU N DM ARK

[ PORTFOLIO ]


IDENTITY 02 // DISCOUNT RIDE

[32] [33]

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FILI P PA LU N DM ARK

[ PORTFOLIO ]


IDENTITY 02 // D I SCOU N T R I DE

[34] [35]

[02]

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FILI P PA LU N DM ARK

DiscounuRide

[ PORTFOLIO ]


IDENTITY 02 // D I SCOU N T R I DE

[36] [37]

DiscounuRide

[02]

[ B old Details ]


FILI P PA LU N DM ARK

1.0 GRAPHIC IDENT FIERS

[ PORTFOLIO ]


IDENTITY 02 // DISCOUNT RIDE

[38] [39]

TI–

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FILI P PA LU N DM ARK

[ PORTFOLIO ]


IDENTITY 02 // D I SCOU N T R I DE

[40] [41]

[02]

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FILI P PA LU N DM ARK

3.0 STATIONERY SYS TEM

[ PORTFOLIO ]


IDENTITY 02 // DISCOUNT RIDE

[42] [43]

S-

[02]

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FILI P PA LU N DM ARK

[ PORTFOLIO ]


IDENTITY 02 // D I SCOU N T R I DE

[44] [45]

[02]

[ B old Details ]


Dis isc co ou un nu FILI P PA LU N DM ARK

de i uR n ou c s Di

[ PORTFOLIO ]

de i uR n ou c s Di


IDENTITY 02 // D I SCOU N T R I DE

0.4 in.

2.2 in.

uR oun c s i D

[46] [47]

uR oun Disc

DiscounuRide

[02]

[ B old Details ]


LI P PA LU N DM ARK

PORTFOLIO ]


IDENTITY 02 // D I SCOU N T R I DE

[02]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


IDENTITY 02 // D I SCOU N T R I DE

[50] [51]

[02]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


IDENTITY 02 // D I SCOU N T R I DE

[52] [53]

7:08 PM

AT&T

23%

DiscounuRide

2 MINUTES 5 min

2 min

YOU

DRIVER

ACCOUNT

CONTACT [02]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


TYPOGRAPHY 04 // VISCERAL VOICE

[54] [55]

A L W A Y S T R U S T Y O U R G U T. I T I S NOT BASED ON LOGIC AND IT D O E S N ’ T A L W AY S M A K E S E N S E .

[03]

[ B old Details ]


FILI P PA LU N DM ARK

A L W A Y S T R U S T Y O U R G U T. I T I S NOT BASED ON LOGIC AND IT D O E S N ’ T A L W AY S M A K E S E N S E .

[ PORTFOLIO ]


TYPOGRAPHY 04 // VISCERAL VOICE

[56] [57]

[03] [DO NOT BE AFRAID OF THE UNKNOWN] Course

Project

Instructor

T YPOG R A PHY FOUR

VISCERAL VOICR

ARIEL GREY

Are you a visual person? Do you often listen deepl y to music and close your e yes so that you can just really focus on the sounds? Intuitive information comes through visually via colors, images, and vivid dre a ms. Ever yone has intuition. It is a part of being human. Intuition is the act of kno wing without the rational thought processes. This book will encourage people to get more connected with their emotions and go after their gut. This book is based on people’s strongest and deepest emotions, and it is not based on logic. William S. Burroughs’ beat poem Naked Lunch became my inspiration. A ver y disturbing beat poem put together in different vignettes. Within the poem you can mix and match the vignettes however you want; they are not made in a chronological order, and not based on logic. Moreover, the Beat Generation was a group of authors exploring the Amer ican culture af ter the World War second era. Beat poets sought to liberate poetry from academic preciosity and bring it “back” to the streets. Th e y read poetry, sometimes to jazz music. The Beat movement was associated with the beat, jazz, men in tuxedo, moreover, things that were going against societal norms. It was associated with drug use, sexual assaults, social violence, pedophilia and prostitution.

[03]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


TYPOGRAPHY 04 // VISCERAL VOICE

[58] [59]

[03]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


IDENTITY 01 //04 TYPOGRAPHY D I SCOU // VISCERAL N T R I DEVOICE

[14] [61] [60] [15]

[04] [03]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


TYPOGRAPHY 04 // VISCERAL VOICE

[64] [65]

[03]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


TYPOGRAPHY 04 // VISCERAL VOICE

[66] [67]

[03]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


TYPOGRAPHY 04 // VISCERAL VOICE

[68] [69]

[03]

[ B old Details ]


[ PORTFOLIO ]

JAG Hort. Jag har inte tagit TYCKER Hort. Jag bort en enda. I NT E har inte tagit bort en enda.

detvar intejam R FILI P PA LU N DM ARK


[70] [71]

a s

benwo

a

o benw

JAG Forat Redut Hort. Jag sit Ytagit CKER harinte inteTsit voluptatem T E AT T bort enI Nenda. volu MAN SKA Redut HA sit voluptate

ow s de n tvar intejam detvar Forat inte sit vo-

tv a r i n t e j a m

a

de

TYPOGRAPHY 04 // VISCERAL VOICE

A group of junkies get high and from using drugs and waits in line to get mor [03] horrors. of people have coke

that sailor wants something other than drugs out the drug

in exchange. The boy a g rees to th

inside the boy and takes out a black egg.


FILI P PA LU N DM ARK

[ PORTFOLIO ]


TYPOGRAPHY 04 // VISCERAL VOICE

[72] [73]

[03]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


TYPOGRAPHY 04 // VISCERAL VOICE

[74] [75]

[03]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


IDENTITY 01 //04 TYPOGRAPHY D I SCOU // VISCERAL N T R I DEVOICE

[14] [77] [76] [15]

[04] [03]

[ B old Details ]


FILI P PA LU N DM ARK

PORT[ PORTFOLIO ]] FOLIO


TYPOGRAPHY 04 // VISCERAL VOICE

[78] [79]

[03]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


IDENTITY 01 // D I SCOU N T R I DE

[14] [15]

[04]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


IDENTITY 01 //04 TYPOGRAPHY D I SCOU // VISCERAL N T R I DEVOICE

[14] [83] [82] [15]

[04] [03]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


TYPOGRAPHY 04 // VISCERAL VOICE

[84] [85]

[03]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


PRINT 01 01 // HASTENS IDENTITY // D I SCOU N T R I DE

[14] [87] [86] [15]

S TAY C L O S E T O N AT U R E I T W I L L NEVER FAIL YOU.

[04]

[ B old Details ]


FILI P PA LU N DM ARK

S TAY C L O S E T O N AT U R E I T W I L L NEVER FAIL YOU.

[ PORTFOLIO ]


PRINT 01 // HASTENS

[88] [89]

[04] [ S TAY T R U E T O Y O U R S E L F ] Course

Project

Instructor

PRINT ONE

HASTENS

CHRISTOPH OPPERMANN

There was one strong thought that came into my mind when trying to solve the objective of rebranding and promoting the Ha stens project . I wanted to brin g out the cr af t smanship of Sweden’s oldest manufacturer of beds. I needed to embrace the hardworking hours behind it, and I needed to put my own hands into the craftsmanship. All I needed were two hands. When you see their brand, all you think about is how expensive the bed is. Not everyone knows if it’s worth the money. They base their theory on the experience: that when a customer comes in and tries out their comfortable beds, they will experience the wonderful feeling of perfect sleep. It was essential to bring out more of their history in their branding. Moreover, for each bed to be created, there is a very natural and authentic process behind it. It takes one to two weeks to create, build and shape one bed. Each bed is customized after each individual’s needs. If we could bring in more of a “handcrafted” visual image to customers, so that the y und ers tand what the company means when they say “we have you in mind”. People would not only see an exclusive bed, but they would understand why the money is in the mattress.

[04]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


PRINT 01 // HASTENS

[90] [91]

[04]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


IDENTITY // D I SCOU N T R I DE PRINT 01 01 // HASTENS

[14] [93] [15] [92]

[04]

[ B old Details ]


FILI P PA LU N DM ARK

Hästens SINCE 1852

[ PORTFOLIO ]

®


PRINT 01 // HASTENS

Hästens

[94] [95]

®

SINCE 1852

[04]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


PRINT 01 // HASTENS

[96] [97]

[04]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


PRINT 01 // HASTENS

[98] [99]

[04]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


PRINT 01 // HASTENS

[100] [101]

[04]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


PRINT 01 // HASTENS

[102] [103]

[04]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


PRINT 01 // HASTENS

[104] [105]

[04]

[ B old Details ]


FILI FILIPPPA PA LU LUNNDM DMARK ARK

— C H AR L E S E AM ES PORT[ PORTFOLIO ]] FOLIO


IDENTITY PRINT 02 01 // MR.PINKWHISTLE // D I SCOU N T R I DE

[14] [15] [106] [107]

W H O E V E R S AI D T H AT P L E AS U R E C O U L D N O T B E F U N C T I O N A L,

[04] [05]

[ B old Details ]


FILI P PA LU N DM ARK

W H O E V E R S AI D T H AT P L E AS U R E C O U L D N O T B E F U N C T I O N A L,

[ PORTFOLIO ]


PRINT 02 // MR.PINKWHISTLE

[108] [109]

[05] [PLEASURE CAN BE FUNCTIONAL] Course

Project

Instructor

PRI NT T WO

MR. PINK WHISTLE

ESTHER CLAR K

In sol ving the objecti ve of this proj ect, my f irst bold thought was to take the cheekiness of Mr. Pinkwhistle and leverage that into a fun, uninhibited product that celebrat ed the hair salon’s love of the mid-century design aesthetic of the Eames, Charles and his wife Ray. It needed to be out of the ordinary, and what would be more perfect than the concept of Eames House of Cards. It is a fun way to give out and promote the salon, and to show new customers their passion for creativity and art. Mr. Pinkwhistle, was formed and created by hair designer, artist and art collector Simon Mark. They develop identities and view each client as a piece of art work. The salon is also an art gallery where Simon has a coll ect ion of old Jap ane se cabinetry, African miniature statu es, Char les Eames f urniture, the Bauhaus, and other pion eering modernists. Their salon is not only a hair salon; it is a lifestyle that Simon has built up from scratch. It is a very personal creation that he keeps nurturing every day. When people walk into this extraordinary little atmosphere they can feel the passion they have for design and creativity. Customers know for a fact that they are in good hands. Who wouldn’t want to feel like a piece of artwork while leaving the salon. After all, hair is the outfit you wear everyday.

[05]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


PRINT 02 // MR.PINKWHISTLE

[110] [111]

[05]

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PRINT 02 // MR.PINKWHISTLE

[112] [113]

SIMON MARK

BER

0 1 0 2 03 04 05

06 07 08 09 10 111 2

13 1 4 15 1 6 17 18 1 9 20 2 1 22 2 3 24 25 26

27 28 2 9 30 3 1

[05]

[ B old Details ]


FILI P PA LU N DM ARK

SIMON MARK

BER

0 1 0 2 03 04 05

0 6 0 7 0 8 0 9 10 11 1 2

1 3 1 4 1 5 1 6 17 18 1 9

20 21 2 2 2 3 2 4 25 2 6 27 28 29 30 31

A An artist is somebody who produces things people don't need to have.

—Andy Warhol

No great artist ever sees things as they really are. If he did, he would cease to be an artist. —Oscar Wilde

. [ PORTFOLIO ]


05 P

19 0

PRINT 02 // MR.PINKWHISTLE

Q O U T E S

MR At Mr. Pinkwhistle we develope identities. They view hair as a

[114] [115]

CREA ATIV IVITY Y

piece of art work. It is about creating a lifestyle.

Recognizing the need is the primary condition for design. Charles Eames

[05] We work because it's a chain reaction, each subject leads to the next. Charles Eames

Who ever said that pleasure wasn't functional? Charles Eames


FILI P PA LU N DM ARK

[ PORTFOLIO ]


IDENTITY 01 MR.PINKWHISTLE // D I SCOU N T R I DE PRINT 02//

[14] [15] [116] [117]

[05] [04]

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FILI P PA LU N DM ARK

[ PORTFOLIO ]


PRINT 02 // MR.INKWHISTLE

[118] [119]

[05]

old Details Details ]] [[BBold


FILI P PA LU N DM ARK

[ PORTFOLIO ]


PRINT 02 // MR.PINKWHISTLE

[120] [121]

CREA ATIV IVITY Y [05]

[ B old Details ]


FILI P PA LU N DM ARK

— C.S.L EW I S

[ PORTFOLIO ]


PACKAGING 03 // AURORA BOREALIS

[122] [123]

W E D O N O T O N LY W A N T T O S E E B E A U T Y, W E W A N T T O B E C O M E PA R T OF I T.

[06]

[ B old Details ]


FILI P PA LU N DM ARK

W E D O N O T O N LY W A N T T O S E E B E A U T Y, W E W A N T T O B E C O M E PA R T OF I T.

[ PORTFOLIO ]


PACKAGING 03 // AURORA BOREALIS

[124] [125]

[06] [ C R E AT E S O M E T H I N G E X C E P T I O N A L ] Course

Project

Instructor

PACK FOUR

AUROR A B OREALIS

THOM AS MCNULTY

A positive challenge for us to choose an existing company that normally does not focus on lamp making. I wanted to expose the truth of how I felt about the beaut y of space. Choosing NASA, would certainly challenge me. What if NASA designed a lamp, how would it look? The Aurora Borealis lamp is in f irst hand seen as a solid beautiful piece of a r twork, rather than a lamp. It should be as stunning sculpture unlit as it is lit. A province called Lappland in northern Sweden is famous for having the best seats for viewing the Aurora Borealis, also called the Northern Lights or “Norrsken” in Swedish. Observing this phenomenon is something you will never forget. These lights are one of nature’s most jaw dropping displays. When you see the Northern Lights for the first time, you will be amazed how the skies glow with all these colors, almost like a dark sunrise in the middle of the night. You can see the Nor thern Lights easier on clear and cold winter nights in north Sweden or Nor way. The Aurora Bor e alis lamp is a high-end limited edition lamp, conve ying timelessness, purity and movement. We associate Aurora Borealis with dark winter nights. When you keep turning the lamp, it will co nstan t l y change to a dif ferent curve and to another gradient color. I t hought it was important that it gave an emotional feel with a lot of depth and f low. My line -forming shapes symbolize how the Northern Lights look as it unfolds across the sky lik e cur tains, cr eat ing all kinds of for ms and shap es. The base is made out of white marble, symbolizing purity. The lamp should be beautiful enough to just look at. Just like Aurora Borealis in the nigh t sky.

[06]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


PACKAGING 03 // AURORA BOREALIS

[126] [127]

[06]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


IDENTITY 01 // SCOU N T R I BOREALIS DE PACKAGING 03D I// AURORA

[14] [15] [128] [129]

[06] [04]

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HI

C

DE

SIGNER

M

A

RK

GRA

P

FILI P PA LU N DM ARK

F I L I P PA LU

[ PORTFOLIO ]

N

D


PACKAGING 03 // AURORA BOREALIS

HI

C

DE

SIGNER

M

A

RK

GRA

P

[130] [131]

F I L I P PA LU

N

D

[06]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


PACKAGING 03 // AURORA BOREALIS

[132] [133]

6”

18”

[06]

8” [ B old Details ]


FILI FILIPPPA PA LU LUNNDM DMARK ARK

PORT[ PORTFOLIO ]] FOLIO


IDENTITY 01 // SCOU N T R I BOREALIS DE PACKAGING 03D I// AURORA

[14] [15] [134] [135]

[06] [04]

old Details Details ]] [[BBold


FILI FILIPPPA PA LU LUNNDM DMARK ARK

PORT[ PORTFOLIO ]] FOLIO


IDENTITY PRINT 02 01 // MR.PINKWHISTLE // D I SCOU N T R I DE

[14] [15] [136] [137]

A CERTAIN DARKNESS IS NEEDED TO SEE THE STARS. NEVER STOP LOOKING FOR THE STARS.

[04] [07]

[ B old Details ]


FILI P PA LU N DM ARK

A CERTAIN DARKNESS IS NEEDED TO SEE THE STARS. NEVER STOP LOOKING FOR THE STARS.

[ PORTFOLIO ]


PACKAGING 03 // INNERSELF

[138] [139]

[07] [ S TA R S C AN N O T S H I N E W I T H O U T D A R K N E S S ] Course

Project

Instructor

PACK THREE

INNER SELF

THOMAS MCNULTY

There needs to be good visual product design for serious things in life. The intention of this project was to design a pharmaceutical line. Clinical Depression is one of the leading causes of disability. Getting out of bed may seem like a chore. It is truly one of the most devastating of diseases. It is treatable, but many people do not seek help, which is very dangerous. The most important part is to have a huge support system, but not everyone has that. I wanted to find a solution how you can better help yourself. My concept is to give the option and to encourage, how you can help yourself. Moreover, medicine and therapy may only help so much, and half of the treatment is what you do about it when that is not around. These organic products will help depressed people to go through a normal day. It was important for me to not have a “depressed” looking design of the products. I didn’t want pictures of depressed and sad people on the packaging. I want people to feel encouraged to buy the products so they can get better. Therefore I designed the product s fr esh, clean and colorful. It needed an upbr inging positive look and feel. This is a very emotional subject, and colors are connected to emotions, and how you feel is based on what you see.

[07]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


PACKAGING 03 // INNERSELF

[140] [141]

[07]

[ B old Details ]


FILI P PA LU N DM ARK

[ PORTFOLIO ]


PACKAGING 03 // INNERSELF

[142] [143]

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IDENTITY 01 03 PACKAGING // D// I SCOU INNERSELF N T R I DE

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IDENTITY 01 04 PACKAGING // D// I SCOU JACK NDANIELS T R I DE

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DON’T BE AFRAID OF BEING D I F F E R E N T. B E A F R A I D O F B E I N G THE SAME AS EVERYONE ELSE. [04] [08]

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DON’T BE AFRAID OF BEING D I F F E R E N T. B E A F R A I D O F B E I N G THE SAME AS EVERYONE ELSE.

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PACKAGING 04 // JACK DANIELS

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[08] [NOTHING IS TOO MASCULINE] Course

Project

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PACK FOUR

J ACK DANIELS

THOM AS MCNULTY

Mr. Daniels, Jack is the ult imate man. He was a very mysterious, handsome ladies man known for his bold, classy and masculine personality. For my redesign of the Jack Daniel’s whiskey bottle, I wanted to do something very different, something that brought out his boldness and masculinity. I chose a very t ype oriented look mixed with a wide piece of leather that I placed on top of the bottle, since that is the first thing you grab when holding the bottle. You will get a good grip of the whiskey bottle. The Jack Daniel’s bottles are known for their height and squaresharp edges. The bottle is intended to convey a sense of fairness and integrity. The white color represents the charm and purity of the Jack Daniel’s brand. I wanted a tall bottle with sharp edges that reflects its sophistication, endurance and elegance. Whisk ey lovers, or not, we all know that Jack Daniel’s is not the best tasting whiskey, but the highest selling whiskey in the world. Achieved by good old fashioned storytelling. To love Jack Daniel’s is to know its story. The brand became the story and became a part of the brand’s communication strateg y. Marketed to consumers who are more influenced by heritage than they are by taste. One of the characteristics of a good story is mystery.

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IDENTITY 01 // SCOU N TDANIELS R I DE PACKAGING 04D I// JACK

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IDENTITY 01 // SCOU N TDANIELS R I DE PACKAGING 04D I// JACK

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JACK DANIEL’S 50 YEARS BARREL

Distilled and bottled by Jack Daniels distillery. Only made in Lynchburg.

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eighty eight

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PACKAGING 04 /EIGHTYEIGHT

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eighty eight

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DiscounuRide

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IDENTITY 02 /DISCOUNT RIDE

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DiscounuRide

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ANIEL’S D K C A J 50 YEARS BARREL

Distilled and bottled by Jack Daniels distillery. Only made in Lynchburg.

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PACKAGING 04 /JACK DANIELS

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JACK DANIEL’S 50 YEARS BARREL

Distilled and bottled by Jack Daniels distillery. Only made in Lynchburg.

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[THANK YOU]

My parents, Ellen Borjesson, Frida Thomsen, Jenny Brinkby and Nathan Martin. And to all my AAU friends­ who have been there keeping me company during all these nights ­— struggling, crying and laughing with me. Thanks to my instructors ­­— Ariel Grey, Thomas McNulty, and Mary Scott.


DETAILS—

[ C O N TA C T ]

[TYPEFACES]

[SOFTWARE]

filippalundmark@gmail.com —

Blender —

415 928 9095

Scala Sans

Adobe Creative Cloud

[PHOTOGRAPHY]

[PRINTER]

[BINDERY]

Filippa Lundmark —

Plotnet —

The Key —

filippalundmark.com

Cougar Smooth 100 lb Text

[DEPARTMENT CHAIR]

[ACADEMY OF ART UNIVERSITY]

Instructor ­—

79 New Montgomery St. —

Mary Scott

San Francisco, CA 94105


FILIPPA LUNDMARK—


FILI P PA LU N DM ARK

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IDENTITY 01 // D I SCOU N T R I DE

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