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name_lavena

esperanza

title_porfolio

design

book

emerging the vision

2012 portfolio


i heart


name_lavena

esperanza

title_introduction

emerging the vision

the creativity “Design is a process so be comfortable with not knowing where you’re going.” Anonym. A vision that starts with a blank sheet of paper, lead by creativity and driven by a passion.

driven by the passion “I have faith in my passion, which encourages me taking the first step even when I don’t even see the whole journey.”


name_lavena

esperanza

title_content

emerging the vision

This vision, we have no idea what it would come up, yet knowing how to start.

1. Research 2. Sketch the idea 3. Experiment 4. Execution the body shop. sinar trading indah

lucy ballet school. Jill, beauty care collection

the adventure of airship. crunchy munchy

nicolane arts. tray of happiness


name_lavena

esperanza

title_research

emerging the vision

to see beyond

problem solving method start with question that goes a long journey toward finding the right solution. see the problems not as problems at all, but the opportunity to different perspectives and innovative ideas. What words best describe yourself?

Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart. Steve Jobs


name_lavena

esperanza

What is the problem? The Body Shop needs the contemporary range of packaging that unites their brand values with the premium nature of the products. What words best describe yourself?

title_packaging

design

How to solve the problem. Come across the essential values which differentiate The Body Shop from other brands and reinforce the brand value of Body Shop into the set of icons which would also be used as graphic elements of the packaging design.

the body shop


name_lavena

esperanza

title_packaging

design

the body Shop


name_lavena

esperanza

title_logo

and

branding

What is the challenge?

How this logo works.

PT Sinar Trading Indah is a local trading company in Indonesia that contributes in beauty skin care field. Since 2010, the firm distributes the natural skincare products for female consumers in big city, such as: Jakarta, Tangerang, Medan, etc.

The newly redesigned symbol as shown on the above, each individual can be seen as leaf, flower petal and mineral. Each element resembles the nature which is used as the basic ingredients in these beauty care products. All arranged in one unity which its negative space can be seen as a human possessing vitality and healthy.

The key objective is to create an identity that holds the important meaning of beauty for the company-nature, safety qualities, healthy and vitality.

sinar trading indah

Our concept of beauty is not just being pretty and adorable but also being healthy and having a high self-esteem to reach a better life everyday. We love and happy with ourselves and care about our nature.

Jalan Pluit Karang Manis V Blok I6 S No 2, Jakarta 14450 Phone: +62 21 6667 4947 Fax: +62 21 6667 4950 Email: sinartradingindah@gmail.com

Jalan Pluit Karang Manis V Blok I6 S No 2, Jakarta 14450 Phone: +62 21 6667 4947 Fax: +62 21 6667 4950 Email: sinartradingindah@gmail.com


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esperanza

273 1 155 +62 81 mail.com g @ in im tuk juliadi. V Manis arang Pluit K karta 14450 n la Ja a J , 7 2 4 9 o 4 SN 67 Blok i6 e: +62 21 66 7 4950 Phon 21 666 2 6 + om Fax: mail.c dah@g dingin ra rt a in s

title_logo

+62 8 777 4 04 + d.won 62 21 7026 2200 g03@ gmail 0312 .com Jalan Blok i6 Pluit Kara ng Ma S No 2 nis , Jaka Phone rta 14 V : +62 450 21 6 sinart Fax: +62 21 667 4947 rading indah 6667 4950 @gma il.com

and

branding

sinar trading indah

richar

The STI logo is designed to be flexible enough to work on any number of applications whether from a stationary package and a graphic identity guidelines booklet.

The logo is designed to work on clothing as a recreation co-workers uniform as well as on hat which reinforces the identity.

GRAPHIC IDENTITY GUIDELINES


name_lavena

esperanza

title_sketch

the

ideas

emerging the vision

where the ideas come from

sometimes the brilliant ideas strike when I least expect it. When taking a shower, sitting in the underground, waiting in front of elevator, enjoying my cup of tea, and suddenly after turning off my bed lamp. It’s simply turning on my mind.

Looking one thing and seeing other, playing with possibilities, speculating, and transforming if you’re lucky you find something that worth saving.

Saul Bass, “Why Man Creates”


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esperanza

title_branding

lucy ballet school

Ballet School What is the problem? Lucy Ballet School is a classical ballet school which owned by Lucia Tanoto since 1988. The lesson is based on the syllabus of Royal Academy of Dancing (RAD) in London. Through times, Lucy Ballet School would like to expand the business which requires a redesign of the institution’s corporate identity. The identity that works which possess highly distinct image in people’s mind and experiences. The arabesque pose logo which is visualized on solid color needs to be revised. The Lucy Ballet School needs an identity which conveys the company’s personality. Furthermore, the logo that was in use did not properly to be applied due to the long-width logotype.

How to solve the problem. The challenge is to reintroduce the Lucy Ballet School which targets female dancers who have passion in ballet. The goal is to make this small institution stands more among others. The New Logo Work begins immediately on the logo. Come across the mindset represented by ballet itself. Ballet is part of performance art which is emphasized the rhythm and body movements. From all characteristics, the redesigned logo strongly symbolizes dynamic by depicting continuous action of line. The new identity deceptively shows feminine and artistic.


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esperanza

title_branding

lucy ballet school

Monthly Payment Card The new design of monthly payment card consists of two pieces. A minimalist design of envelope to keep the refill paper safe. Ballet School

Green Garden N12/12A Telp : 5815221 Kelapa Gading Boulevard D7 DF No 7, Telp: 4531533, Ruko Artha Gading H No 27, Telp: 4580938

Ballet School

Ballet School

5815221 A, Telp: 021533 en N12/12 7, Telp: 4531 No Green Gard DF vard D7 ding Boule 938 80 45 : lp Kelapa Ga Te 27, Gading H No Ruko Artha

Lucia Tanoto Owner Lucy Ballet School ol Ba lle t Sc ho

Green Garden N12/12A Telp : 021-5815221

5815221 A, Telp: 021533 en N12/12 7, Telp: 4531 Green Gard rd D7 DF No va ule Bo 8 ding 93 Ga 80 pa 45 : la Ke 27, Telp Gading H No Ruko Artha

Name: Fee:

tanotolucy@hotmail.com

Green Garden N12/12A, Telp: 021-5815221 Kelapa Gading Boulevard D7 DF No 7, Telp: 4531533, 08161115674 Ruko Artha Gading H No 27, Telp: 4580938, 08158943869 Email: tanotolucy@hotmail.com

Ballet School Ballet School

ol Ba lle t Sc ho

Month

Date me:

January

Fee:

Sign

Na

Ba llet Sc ho ol

February

Month

March

January

April

February

May

March

June

April

July

May

August

June

September

July

October

August

November December

September

Date

1 021-581522 N12/12A, Telp: lp: 4531533 Te 7, Green Garden No DF D7 g Boulevard 8 Kelapa Gadin , Telp: 458093 ding H No 27 Ga ha Art ko Ru

Sign

October November December

The application of identity The logo is flexible to adapt on any application, be it on letterhead package, envelope, map and vertical business card, as well as to the merchandise.

Name:


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title_product

&

branding

jill, beauty care collection

What is the challenge?

How this logo works.

Jill is the local beauty care product from PT Sinar Trading Indah targeted female young adults. The personal skin care is made from natural ingredients, free from chemicals substances, simple and easy to use in daily life.

One dictate from the company, it has to carry a sense of careness and protection. It is believed that every female deserves a good care of their personal beauty. That is the heart of this product.

Poised to launch the brand in market in Indonesia, it needs a distinctive and modern visual identity.

Sweet, young, feminine and stylish feeling builds the value and recognition of this brand. The idea of packaging The designer comes up with the idea of delivering a sweet beauty gift to customers that care about their skin health. Because we know every individual is special and her beauty needs careful attention. The vision is to give customer pleasant experience of something nice and special. It draws people attention. The product will stand out among other competitors on shelf. And it will be gladly accepted as much as sweet gifts by traditional shops or local shops.


name_lavena

esperanza

title_product

&

branding

The core of the brand image is seen on the packaging. The box has a window, showing product inside to build customer trust on this product. The one color box, visually tied with pink ribbon and Jill label name. Day Cream & Night Cream A sweet combination stands along with a pink ribbon and Jill label name. Morover, the special signature from Jill, adds more value to the products.

jill, beauty care collection

Cleansing Foam The system needs to be flexible to adapt to any application, for example, be it a design printed on a shiny pearl cleansing tube. Two way cake It also has to be specific for every product to feel branded, for example: another rectangle thin box for two way cake including its product information in the box’s gusset.


name_lavena

esperanza

title_product

&

branding

jill, beauty care collection

The logo stands in stark contrast to the light pink color pallete. From the Jill symbol, the designer creates the graphic element that repeats in the design and appeals to the target customer.

beauty care

beauty care collection

Jill creates the promotional items, that could be appreciate and useful for teenager girls, such as: t-shirt, hat, umbrella, paper bag pen, and notes. LEFT: Uniform Design is used by female workers during the launching or promotion exhibition events that builds brand recognition.


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esperanza

title_product

&

branding

Jill, beauty care collection j


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esperanza

title_experiment

emerging the vision

the endurance

you never know how good an idea unless you try. Never afraid to fail, cause people who brave enough to make mistakes get one step closer to what is right.

Those who take initiative posseses tenacity and a healthy degree of impatience with idleness. Saul Bass, “Why Man Creates�


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esperanza

title_limited

edition

book

the adventure of airship

Background

How to answer the challenge.

One small word: many and varied outcomes. The word changes but the project remains complex, conceptual and challenging.

This is a collaborative project student created by students of Northumbria University. Underlying the project, coming up with the idea of creating a children story book for children and young teenager.

This year the word is Airship, that is beautifully crafted, printed and published Limited Edition books which result will be as creative and diverse as usual.

Collaborative Project Illustration Yvonne Sek Coloring Carrere Chew Character development & Book Cover Binding Olivia Salim Story, layout and Special Effect Crafting Lavena Esperanza

Creating a simple and exciting airship story The Adventure of Airship tells about a young boy, Tom who won the chance to visit the magnificent airship world with three others. The journey was beyond his dream. While others picked the best airship for themselves, Tom who has generous heart did not mind to get a simple airship to traveling in airship world. At the end, he discovered that temporary pleasures and material possesion did not give real happiness. He learned that happiness is not measured by the amount of things you have yet appreciate what you already have.


name_lavena

esperanza

title_limited

edition

book

the adventure of airship

All keys to enter the airships are designed by die cut technique with spot UV finishing to give luxurious looks and tactile design. Die cut is one of the finishing technique that commonly used in this book and others such as pop up, pull out and deboss for cover.


name_lavena

esperanza

title_limited

edition

book

Designing Special Spreads The uniqueness of this book is based on special spreads that we create to attract children’s interest. The purpose of this interactivity is to give a pleasant experience for children. One of the special spreads is the pop up of airship world. When children open the page, suddenly the four main airships emerged. Through couples time of experiments and adjusments, the airships have suceed to pop up, create the feeling of the floating airships in airship world.

the adventure of airship


name_lavena

esperanza

title_packaging

design

crunchy munchy

What is the problem?

How to solve the problem.

Crunchy Munchy is a food brand who sell out popcorn product to market. The brand needs to establish a visual identity which will distinguish itself from competitors, the range of packaging and point of purchase that works across.

Starting with a blank slate, the research about market is analyzed. The product which is targeted children and teenager therefore the design focuses on vibrant color and aluring illustrations that attract young dwellers. Six favourite flavors of popcorn, six favourite places to enjoy your popcorn, such as: cinema, funfair, drive in movie, circus and home sweet home. Cruchiest Gourmet Popcorn to cheer your fun day!


name_lavena

esperanza

title_packaging

design

How this brand could stand out. Creating easy to carry packaging with a hand holder, a see through window to show qualities inside and different colours packaging based on the flavours to create product awaraness. A marry go around model as a Point of Purchase this brand is strengthen the uniqueness of this product.

crunchy munchy


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esperanza

title_still

life

photography

the beauty of white

the execution

The visual pesona of a design package contributes greatly to the allure of first impression glance. Cheryl Dangel CUllen, “Identity Design That Works�

The Beauty of White/ High Key Photograph


name_lavena

esperanza

title_logo

and

branding

nicolane arts

What is the challenge?

I want to see who they really are in their heart... when they are just themselves. Yuliana Liandi

“There is just something magically arresting about catching people, their expressions, their emotions, within the frame...”

their day in my candid manner,so that they can relive those precious memories, those special hugs and kisses, and those raw emotions, all over again.”

Those passion and dedication in capturing ordinary people in their daily lives lead Yuliana Liandi forms the Nicolane Arts. For her, a photograph should be honest and sincere, it is filled with the heart and it is simply beautiful.

Her approach in capturing pictures, her candid manner and her dedication in taking family portraiture make a great difference from other photography business. She believes life is filled with joy and warmth that worth for every moments to be celebrated and preserved in a piece of photograph.

What so delicately about this business is her vision, “I love nothing more than to be able to tell the story of people’s day, and documenting

“I love to be the one on being there to seize those moments that they will remember and want to keep for the rest of their lives.”


name_lavena

esperanza

title_logo

and

branding

nicolane arts

How to tackle this challenge. The designer starts with the logo.It is deceptively simple and clean, two words that are united together, distuingished by its colors. It uses the red color to express the fun theme and the dark grey to reinforce timeless feeling.

The logo expresses the concept that engages people and encourages them to reflect the personality of family portraiture business.

printable area save area save area

save area

save area

The new identity uses a custom, proprietary font designed by the typographer, Angela Bolliger and Julien Saurin. This hand-drawn font with all caps thin font is very unique due to its retro look which personifies the identity of Nicolane Arts.


title_logo

and

branding

nicolane arts

The Nicolane Arts makes strong impression into the details from the logo on seal, label tag, stamps, sticker and stationery package. LEFT: two color version of seal and its application on envelope

The application packages feature a dark grey and red two-color palette that repeats the graphic elements. FROM LEFT ABOVE: two color version of label tag design; stamp RIGHT: label tag BELOW: two color version of sticker

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name_lavena

esperanza

title_logo

and

branding

nicolane arts


name_lavena

esperanza

title_chinese

candy

box

tray of happiness

甜 椰 子

该 一。 是 食之 盒这 节美 作为全 象征着 季 新年 英语 。它 农历 的是 爆满 全国 知道 糖果 畅销 更好地 糖果和 ut 盒 是 gho 全 托盘 ap, 果, rou a 。 y th p, 糖果 uhn H 混合干 开始 nar a 的 culi hn Ha rness. r Chy 托盘的 甜蜜 la e u . opu e Chy geth ets 一个 的一年 ep o we ess h ern e of th son. T ay of T and s ar. 在新 s eth n e a Tr

Sweetened Coconut

Ingre die Best B nts: Cocon ut 50% efore : 04-1 1-2012 , Sugar 38%

, Water

Y g ie o e f To tray is Year s as the , cand New yo s the ew lish Tra candy fruit se N in Eng dried ning in The hine ix gin C wn the er kno ll of m eet be t fu bet a tray es a sw z It is mboli It sy

甜 金 橘

The special edition packaging for Cathay Pacific Airways’ complimentary snack

Background The Chinese Candy Box is one of the well-known culinary throughout the Chinese New Year season. It is a tray full of mix sugar preserved dried fruits or candies. It symbolizes a sweet beginning in New Year.

To celebrate chinese new year, Cathay Pacific Airways, an international airline registered and based in Hong Kong,offering scheduled cargo and passenger services around the worldwould distribute Chinese candy box as a complimentary item to satisfy their international passengers.

。该 之一 这是 美食 全盒 着 季节 语作为 它象征 年 。 英 新 农历 的是 爆满 全国 知道 糖果 畅销 好地 果和 ut gho 全盒 托盘是 ap,更 果,糖 rou a 。 y th 糖果 uhn H 混合干 开始 nar Haap, ss. li 的 y 的 u e n rc Ch 托盘 甜蜜 ula hyuh thern ts. C pop s ee 一个 的一年 ge nes of the n. The of To nd sw . r y 在新 her a o Tra Yea get ies one eas f To tray is Year s as the , cand New yo h he its Tra candy New Englis d fru g in t e s e ie e in ix dr nin Th gin Chin wn the er kno ll of m eet be t fu bet a tray es a sw z It is mboli It sy

Sweetened Kumquat

Ingre die Best B nts: Sugar 45%, Ku efore : 04-1 mquat 1-2012 40

%, Wat

er


name_lavena

esperanza

title_chinese

candy

box

What is the challange?

How to answer the challenge.

How packaging of promotional items can strengthen the brand awareness of company. Also for the purpose of distributing something different and to celebrate Chinese New Year as well adding the value of passengers’experiences. The packaging should express the joyful celebration of Chinese New Year theme in balance

Spotlight the uniqueness of chinese cultures and traditions that are interpreted into the contemporary packaging. Four themed activities are illustrated in playful style with brushstroke outlines.

with the personalities of the corporate.

tray of happiness


name_lavena

esperanza

title_chinese

candy

box

tray of happiness

Portfolio Lavena Esperanza  

proudly present my online portfolio which covers a variety of design works such as: coorporate, branding, layout and print media, advertisin...

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