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LINE OF INQUIRY


AU T H O R SHIP

Title Line of Inquiry Author Michael Moss Tel 415.608.5874 Email mike@mike‑moss.com support

Institution Academy of Art University Class Portfolio Seminar, Spring 2011 Instructor Mary Scott pro d u c tio n

Typefaces Din, Bembo Photography Michael Moss Illustration Michael Moss Software Adobe Creative Suite 4, Adobe Lightroom Pr inter Plotnet, San Francisco, CA Binder Key Bindery, Oakland, CA Paper Xerox Elite Silk Š2011 All rights reserved. No part of this publication can be reproduced without expressed permission from the author.


LINE OF INQUIRY Selected Graphic Design Works by M I C H A E L M O S S


SELECTED INQUIRIES TA O O F T H E G U N

The John Woo Film Festival D W E L L H O U S E PA I N T S

Quality Paint for the Modern Home A R A B E S Q U E J O U R N A L

A Periodical of Traditional Arts J O H N D E E R E S K I NC A R E

Skincare for the Toughest Guys S T R AT O S I N T E R G A L A C T I C

Personal Care for Space Travel H U B O R G A N I C B R E W E R Y

Branding an Organic Beer Line B A R C A L O U N G E R

Reinventing an Aging Recliner M FA D E S I G N T H E S I S

inSeason: Promoting Local Food and the Family Farm Economy

06 34 44 62 76 86 98 110


TITLE tao of the gun film festival

CL A SS integrated communications

What happens when Hong Kong gangsters hit the streets for a four‑day rampage?

TAO OF THE GUN P R O J EC T A B S T R A C T

Plan, develop, and design a f ilm festival based on a director and their f ilmography. Choose a number of f ilms from the director’s body of work, and tie them together with a unifying concept; an overriding theme found in the work. Develop an appropriate title, design an identity, and create posters, print collateral, ticket systems, schedules, a website, signage systems, uniforms, and any additional graphics for the festival in its entirety. A P P R O A CH & S O LU T I O N

The well-known Hong Kong f ilmmaker John Woo was chosen for a director. He made his mark in Hong Kong cinema with relentless, violent, shoot-em-up action pictures set in the streets of urban Hong Kong during the 1980’s. Woo’s pictures pit the characters on each side of the law against each other in a deadly game. His characters are bound by the loyalties of the paths they’ve chosen, and there is a begrudging respect his leading men feel towards each other. Both cop and criminal live by their codes, and observing the loyalties his f ilms deal with led to the name of the festival, Tao of the Gun. The path to redemption in John Woo’s f ilms is through violence, and the festival’s visuals were geared towards the high-octane pace of action that runs through each of his f ilms that span this decade.

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS brutal, unrelenting, vengeful

CATEGORY identity, branding, print, pack aging

1. 0 W H AT I S T HE proper v isual la n guage ?

Are there the tones that define urban Hong Kong? W hat are textures and patterns that appear in the work? Does John Woo use a consistent color palette? 2 . 0 what are c o n sisten t themes in the films?

Are there plot devices that recur in each film? Is there specific dialogue that could inf luence the title? W hat is the time period between the films? 3 . 0 what d o the fa n s e x pec t ?

Have there been previous John Woo film festivals? Is there a box set that has explored his work before? W hat do his fans comment on in social media? 4 . 0 W H O I S T HE IN T END ED AU D IENC E ?

W hat is the median age of a diehard Woo fan? W hat’s an appropriate location to show his work? Should the collateral material be multilingual? 5 . 0 W H at M aterials might be appropriate ?

Is there Chinese papercraft that can be sourced? Are there gritty printing techniques that can be used? W here can I get a customized chop stamp? 6 . 0 what are the c ultural n orms?

Am I designing with cultural sensitivity to the audience? Is a certain pattern or design device inappropriate? Are there certain colors/patterns that could be effective?

T Y PEFACE S GAR AGE GOTHIC, TR ADE GOTHIC, native chinese

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MOODBOA RD visual & typographic inspiration

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS brutal, unrelenting, vengeful

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS brutal, unrelenting, vengeful

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS brutal, unrelenting, vengeful

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS brutal, unrelenting, vengeful

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CATEGORY identity, branding, print, pack aging

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS brutal, unrelenting, vengeful

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CATEGORY identity, branding, print, pack aging

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS brutal, unrelenting, vengeful

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CATEGORY identity, branding, print, pack aging

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS brutal, unrelenting, vengeful

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TITLE tao of the gun film festival

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THE JOHN WOO FILM FESTIVAL COLLECTION

Raw, unrelenting action is the trademark of this action gunfighting classic. With the famed opening scene in a Hong Kong teahouse, the carnage between the cops and gangsters never lets up. Detective Yuen, known as ‘Tequila” (played by Chow Yun Fat), and his partner Benny (Bowie Lam) are on a mission to break the violent Triads of Hong Kong. Each side takes the fight to the enemy, and when Tequila discovers he has an ally in the Triads, a deep undercover officer named Tony (Tony Leung), the two join forces for a final battle. The final battle is a hostage rescue so daring and violent you’ll never forget.

GOLDEN PRINCESS FILMS IN ASSOCIATION WITH MILESTONE PICTURES CHOW YUN‑FAT TONY LEUNG “HARD BOILED” TERESA MO PHILIP CHAN AND HOI‑SHAN KWAN MuSIC BY MICHAEL GIBBS EDITOR PATRICK PANG DIRECTOR OF PHOTOGRAPHY NED BURGESS SuPERVISING EDITOR CHARLES SILVER A FILM BY JOHN WOO PRODuCED, DIRECTED AND EDITED BY JOHN WOO Special FeatuReS

Bonus footage • DeLeteD sCenes • DIReCtoR’s Cut suBtItLes: ManDaRIn, Cantonese & engLIsH

WIDESCREEN VERSION PRESENTED IN A “LETTERBOX” WIDESCREEN FORMAT PRESERVING THE “SCOPE” ASPECT RATIO OF ITS ORIGINAL THEATRICAL EXHIBITION ENHANCED FOR WIDESCREEN TVS

©1992 Milestone Pictures LLC, 2450 Broadway, Santa Monica, CA 90404-3036. All rights reserved. Licensed for sale in the U.S. and Canada. Designed and produced by Michael J Moss for Tao of the Gun, LLC.

Color/116 Mins.

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1 THE TEAHOUSE 2 BATTLE ON THE STAIRS 3 BOOK OF DEATH 4 WHO’S SENDING FLOWERS 5 THE BOSS 6 I’M ON YOUR CASE! 7 MORE WHITE ROSES 8 ATTACK! 9 A GANGSTER’S CHOICE 10 ENTER TEQUILA 11 WHO IS HE? 12 PAPER CRANES 13 THE HOSPITAL 14 A RAT 15 FIGHTING FOR LIFE 16 NO ESCAPE 17 MATERNITY WARD 18 TO THE MORGUE 19 THE SIGNAL 20 SURROUNDED 21 STALEMATE 22 ONE MORE SHOWDOWN 23 END CREDITS

Contains director commentary and extended footage.

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS brutal, unrelenting, vengeful

T Y PEFACE S GAR AGE GOTHIC, TR ADE GOTHIC, native chinese

CATEGORY identity, branding, print, pack aging

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS brutal, unrelenting, vengeful

T Y PEFACE S GAR AGE GOTHIC, TR ADE GOTHIC, native chinese

CATEGORY identity, branding, print, pack aging

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS brutal, unrelenting, vengeful

T Y PEFACE S GAR AGE GOTHIC, TR ADE GOTHIC, native chinese

CATEGORY identity, branding, print, pack aging

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TITLE tao of the gun film festival

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THE JOHN WOO FILM FESTIVAL

APRIL 28 – MAY 1

About Us Contact Press

COME CELEBRATE HONG KONG’S FINEST ACTION APRIL 28TH THROUGH MAY 1ST, CHINATOWN, SF SEE THE VIDEO

4 DAYS OF GUNPLAY IN SAN FRANCISCO Four days and four smash hits. The Great Star Theater, San Francisco Chinatown’s exclusive Chinese cinema venue, plays host to the old heydays of Hong Kong action. More about the Great Star Theater

MEET JOHN WOO Find out what makes John Woo

SCHEDULE

tick. Read interviews, personal history, and view a summary of his complete filmography.

See our complete four day lineup and book tickets

See the complete bio

ABOUT US | GET INVOLVED | ADVERTISING | SPONSORSHIP | PRESS | CONTACT US | ARCHIVES | PRIVACY POLICY | TERMS & CONDITIONS © 2008 Tao of the Gun, The John Woo Film Festival. All Rights Reserved.

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS brutal, unrelenting, vengeful

CATEGORY identity, branding, print, pack aging

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THE JOHN WOO FILM FESTIVAL

APRIL 28 – MAY 1

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APRIL 28 – MAY 1

THE JOHN WOO FILM FESTIVAL

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Dates & Location > Great Star Theater

THE GREAT STAR THEATER, SAN FRANCISCO

FOUR OF THE BEST ACTION CLASSICS HARD BOILED | THE KILLER | BULLET IN THE HEAD | A BETTER TOMORROW

THE COMPLETE FESTIVAL LINE-UP

SELECT A CLIP

CHINATOWN’S CINEMA TREASURE

THE LAST CHINESE THEATER REOPENS

SPOTLIGHT ON OUR SPONSOR

When the Great Star closed its doors in 2000, San Francisco lost

A streetwise detective breaks up a crime ring,

its last Chinese language theater. A piece of cinema history was

only to find there’s an undercover cop deep

lost as well. This year, with the help of the Chinese Historical Society, the building received landmark status, and has re-opened its doors.

in the Triads. When they team up, the take on the most deadly Hong Kong criminals.

The Tao of the Gun festival will be mark the debut of the newly

Read the full plot summary

renovated theater. More info

The Chinese Historical Society of America was conceived in San Francisco in the fall of 1962, was incorporated as a not-for-profit organization on January 5, 1963. CHSA opened the Chinese Historical Society of America Museum and Learning Center in the

FRIDAY, MAY 1ST

historic Julia Morgan Chinese YWCA building in November 2001.

A NEW FACADE AND INTERIOR

Visit the Chinese Historical Society...

With its newly found landmark

Enlarge Image

status, the theater has been fully

A gun for hire accidently blinds an innocent,

renovated, with a new state-of-theart-digital projector.

beautiful singer in a nightclub hit job gone wrong. He won’t retire until one last job, to pay

See more clips

Tour the newly renovated theater

for an operation to restore her sight. Read the full plot summary

With five decades of serving the ABOVE: Tony is ready to bust a smuggling gang.

THURSDAY, APRIL 30TH

Chinese American film-going audiences, now the theater will serve as an anchor for theater

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THE JOHN WOO FILM FESTIVAL

APRIL 28 – MAY 1

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THE JOHN WOO FILM FESTIVAL

APRIL 28 – MAY 1

About Us Contact Press

JOHN WOO, ACTION FILMMAKER

PRESS & MEDIA CENTER

FROM HONG KONG TO HOLLYWOOD

CREDENTIALS, DIGITAL ASSETS AND MORE

PRESS CREDENTIAL QUICK APPLICATION

ACQUIRING A PRESS CREDENTIAL

To register:

THE MASTER OF ‘GUN-FU’

Press credentials will be available Feb 1, 2009.

1 Log on to http://www.greatstartheater.com/press. Click on ‘register’.

For press inquiries, please contact: Mike Moss Publicity Manager 415-555-1212 mmoss@taoofthegun.com

2 Fill in the registration form (approximately 5 minutes).

Two guns in every heroes hands. In the cinematic vision of John Woo, tragic heroes need to kill to get on the path to redemption. His difficult upbringing helped to forge this vision for cinema to this very day.

3 When asked to select the subject, select “Festivals & Awards” for access to the Tao of the Gun Film Festival.

JOHN WOO IMAGE GALLERY

COMPLETE FILMOGRAPHY 2008

4 When asked for a referral code please enter 1020.

A FIRST TASTE OF AMERICAN CINEMA

For assistance, call our press line 415-555-1212.

During his childhood in Hong Kong, Woo had to battle with homelessness and a sick father, and dire poverty. The Saturday cinema was a refuge for him. With its wide range of features, Woo found himself spending a Saturday watching musicals and westerns. He knew then and there he wanted to be a filmmaker. Read more...

FESTIVAL LOGOS AND DIGITAL FILES For use by media outlets

THE JOHN WOO FILM FESTIVAL Download high resolution JPEG | EPS

Download high resolution JPEG | EPS

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THE JOHN WOO FILM FESTIVAL

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APRIL 28 – MAY 1

Paycheck Hostage

2002

Windtalkers

2000

Mission Impossible II

1998

Blackjack

1997

Face Off

1996

Broken Arrow

1993

Hard Target

1992

Hard Boiled

1991

Once a Thief

1990

Bullet in the Head

1989

The Killer

1989

Just Heroes

1987

A Better Tomorrow II

1986

A Better Tomorrow

1985

Run Tiger Run

1984

The Time You Need a Friend

1981

Laughing Times

1981

To Hell with the Devil

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Chi Bi

2003 2002

THE JOHN WOO FILM FESTIVAL

APRIL 28 – MAY 1

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About the Festival > Actor Spotlight

RESERVE YOUR SEAT TODAY

ACTOR SPOTLIGHT: CHOW YUN-FAT

ADVANCE PURCHASE ADMISSION

WOO’S FAVORITE TRAGIC HERO

THE PERFECT LEADING MAN

BRING HOME THE BEST OF JOHN WOO

AVAILABLE TICKET PACKAGES

CHOW YUN-FAT IMAGE GALLERY

TAO OF THE GUN

ALL ACCESS COLLECTORS PASS

Chow Yun Fat is considered one of the best actors in Chinese cinema history. His wide range of heroic and even comedic roles makes him a household name all over Asia...Our interviewer sat down with YunFat to discuss his Hong Kong days.

DVD COLLECTOR SET

Admission to all four films Closing night lecture with John Woo Tao of the Gun DVD Collection Set

Available to ALL ACCESS ticket purchases, or as a standalone set. Includes the four Tao of the Gun feature films, with special features, director commentary, and extra footage. More info...

TOTAL $180

Q & A with Chow Yun-Fat February 9, 2008

DOUBLE FILM SET Raw, unrelenting action is the trademark of this action gunfighting classic. With the famed opening scene in a Hong Kong teahouse, the carnage between the cops and gangsters never lets up. Detective Yuen, known as ‘Tequila” (played by Chow Yun Fat), and his partner Benny (Bowie Lam) are on a mission to break the violent Triads of Hong

Set in 1960’s Hong Kong, Bullet in the Head is the tale of three friends who make a fatal mistake. Ben, Paul and Frank borrow money to pay for Ben’s wedding. On route, they’re attacked by local thugs, and when the friends seek revenge, the outcome is fatal. They kill one of the gang, and must escape immediately. They end up in Vietnam during the war, and to escape their debt, they are used as pawns to smuggle goods through the country by local gang. The plan fails when they are captured by the Viet Cong, and must find a way to survive. The friends

Kong. Each side takes the fight to the enemy, and when Tequila discovers he has an ally in the Triads, a deep undercover officer named Tony (Tony Leung), the two join forces for a

find their bonds are pushed to the test, as they battle not just to survive the horrors of a prison camp, but the fraying loyalties as their predicament

final battle. The final battle is a hostage rescue so daring and violent you’ll never forget.

becomes an ordeal that few would survive. This is a tale of lost innocence, destiny, and the will to

TOTAL $50

Special FeatuReS

survive even the most dire situations.

Bonus footage • DeLeteD sCenes • DIReCtoR’s Cut suBtItLes: ManDaRIn, Cantonese & engLIsH

Color/116 Mins.

That shot, I’m carrying him in the warehouse, actually quite close to the waterfront, and in the warehouse is a lot of water. So that accident happened because so slippery. I lost my balance, and my back twist, and I cannot move any more.

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Special FeatuReS

aLteRnate enDIng • on LoCatIon wItH joHn woo DeLeteD sCenes & extenDeD BattLe footage

T Y PEFACE S GAR AGE GOTHIC, TR ADE GOTHIC, native chinese

Color/111 Mins.

SINGLE FILM

TOTAL $20

finds you can’t easily escape the life of a gangster, with the pressure by the crime bosses. Mark enlists the services of his younger brother Kit, a rookie cop paying a price. Struggling to put tensions to rest, the two brothers and get Mark out of the grip of the triad bosses. It’s going to be a fierce and violent

FILM WORKSHOP IN ASSOCIATION WITH HARK TSUI CHOW YUN‑FAT DANNY LEE “THE KILLER” SALLY YEH KENNETH TSANG AND KONG CHU MuSIC BY LOWELL LO EDITOR KUNG MING FAN EDITING BY PETER PAU AND WING‑HUNG WONG ART DIRECTION MAN‑WAH LUK ExECuTIVE PRODuCER HARK TSUI DIRECTED AND WRITTEN BY JOHN WOO

©1990 Golden Princess Film, Ltd., 750 Nathan Rd. 23/F Pionna Centre, KLN, Hong Kong. All rights reserved. Licensed for sale in the U.S. and Canada. Designed and produced by Michael J Moss for Tao of the Gun, LLC.

Admission to two films of your choice Complimentary Collector ID Badge

betrayal. Mark is a counterfeit living a carefree life in his job for the Hong Kong Triads. That is, until he’s set up by the very bosses he’s enriched. when his partner dies in the ambush, Mark (Chow Yun-fat), decides to turn himself in. Upon his release from three years in jail, he wants to go straight, but quickly

into the business yet again. All the while, detective Li Ying (Danny Lee) is on the case. But as the cop learns more about ah-jong’s motivation to help the beautiful singer, he finds it harder to write him off as just a thug. It’s Li and ah-jong against the criminal overlords.

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WIDESCREEN VERSION PRESENTED IN A “LETTERBOX” WIDESCREEN FORMAT PRESERVING THE “SCOPE” ASPECT RATIO OF ITS ORIGINAL THEATRICAL EXHIBITION ENHANCED FOR WIDESCREEN TVS

You also wrenched your back carrying Dean Shek in one of the Brooklyn scenes of A Better Tomorrow II..

two brothers find themselves at the opposite ends of the law in this violent classic of family, honor and

a lone assassin decides to retire from the life of a hired gun. Just one last job will pay for everything, or so he thinks. ah-jong (played by Chow Yun-fat) has a last job knocking off a mobster in a nightclub. when the plan goes awry, he accidently blinds an innocent singer in the club. Determined to pay for an operation for her eyesight, he’s lured back

GOLDEN PRINCESS FILM IN ASSOCIATION WITH JOHN WOO PRODUCTIONS TONY LEUNG JACKY CHEUNG “BULLET IN THE HEAD” WAISE LEE SIMON LAM AND FENNIE YUEN MuSIC BY ROMEO DIAZ EDITOR DAVID WU WILSON CHAN AND WING‑HUNG WONG ART DIRECTION BRUCE YIU SCREENPLAY BY JANET CHUN AND PATRICK LEUNG DIRECTED AND WRITTEN BY JOHN WOO

CINEMATOGRAPHY BY

WIDESCREEN VERSION PRESENTED IN A “LETTERBOX” WIDESCREEN FORMAT PRESERVING THE “SCOPE” ASPECT RATIO OF ITS ORIGINAL THEATRICAL EXHIBITION ENHANCED FOR WIDESCREEN TVS

©1992 Milestone Pictures LLC, 2450 Broadway, Santa Monica, CA 90404-3036. All rights reserved. Licensed for sale in the U.S. and Canada. Designed and produced by Michael J Moss for Tao of the Gun, LLC.

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Special FeatuReS

struggle. An assault on a palatial mob estate strikes at the heart of the syndicate, with bloody results. In the end, family is everything.

Bonus footage • ReaL-LIfe assassIn InteRvIew suBtItLes: japanese, Cantonese & engLIsH

CINEMA CITY FILM PRODUCTIONS IN ASSOCIATION WITH FILM WORKSHOP CHOW YUN‑FAT LUNG TI “A BETTER TOMORROW” LESLIE CHEUNG EMILY CHU AND WAISE LEE MuSIC BY JOSEPH KOO AND KA‑FAI KOO EDITOR MA KAM AND DAVID WU CINEMATOGRAPHER WING‑HUNG WONG ART DIRECTION BENNIE LUI A FILM BY JOHN WOO PRODuCED, DIRECTED AND EDITED BY JOHN WOO

WIDESCREEN VERSION PRESENTED IN A “LETTERBOX” WIDESCREEN FORMAT PRESERVING THE “SCOPE” ASPECT RATIO OF ITS ORIGINAL THEATRICAL EXHIBITION ENHANCED FOR WIDESCREEN TVS

©1986 Film Workshop, Inc., 2450 Broadway, Santa Monica, CA 90404-3036. All rights reserved. Licensed for sale in the U.S. and Canada. Designed and produced by Michael J Moss for Tao of the Gun, LLC.

Color/111 Mins.

THE JOHN WOO FILM FESTIVAL COLLECTION

GOLDEN PRINCESS FILMS IN ASSOCIATION WITH MILESTONE PICTURES CHOW YUN‑FAT TONY LEUNG “HARD BOILED” TERESA MO PHILIP CHAN AND HOI‑SHAN KWAN MuSIC BY MICHAEL GIBBS EDITOR PATRICK PANG DIRECTOR OF PHOTOGRAPHY NED BURGESS SuPERVISING EDITOR CHARLES SILVER A FILM BY JOHN WOO PRODuCED, DIRECTED AND EDITED BY JOHN WOO

THE JOHN WOO FILM FESTIVAL COLLECTION

Admission to two films of your choice Complimentary Collector ID Badge Special Edition Chop Stamp

THE JOHN WOO FILM FESTIVAL COLLECTION

View All Pics

THE JOHN WOO FILM FESTIVAL COLLECTION

John Woo has almost killed you a couple of times, correct? In A Better Tomorrow II, the grenade goes off in the house, and the heat and fire pushed me off the camera, and some of my hair burned already. I still have scars from stitches from The Killer.

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aLteRnate enDIng • stunt Man InteRvIew seRIes BLoopeR ReeL • DIReCtoR’s Cut

WIDESCREEN VERSION PRESENTED IN A “LETTERBOX” WIDESCREEN FORMAT PRESERVING THE “SCOPE” ASPECT RATIO OF ITS ORIGINAL THEATRICAL EXHIBITION ENHANCED FOR WIDESCREEN TVS

Extra Footage Director Interviews Alternate Endings

©1986 Cinema City Productions, 2450 Wilshire Blvd, Los Angeles, CA 90212-4471. All rights reserved. Licensed for sale in the U.S. and Canada. Designed and produced by Michael J Moss for Tao of the Gun, LLC.

Color/95 Mins.

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TOTAL $90

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS brutal, unrelenting, vengeful

T Y PEFACE S GAR AGE GOTHIC, TR ADE GOTHIC, native chinese

CATEGORY identity, branding, print, pack aging

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TITLE dwell house paints

CL A SS pack age design two

What’s the next step for the best‑known name in sustainable design for the modern home?

DWELL HOUSE PAINTS P R O J EC T A B S T R A C T

Develop a retail line of household paint, marketed by an existing paint company, or choose a company that could have a brand extension into the household paint market. Deliver two different colors in both gallon and quart size, in addition to two colors in a premium spray paint line. Research the household paint market and determine the target audience and price point. A P P R O A CH & S O LU T I O N

Dwell magazine seemed like a company with the clout to enter the household paint market. Aimed at the modern homeowner, Dwell is an authority on style, taste, and sustainable living. Utilizing the Dwell name, I developed a line using the current typographic voice and visual feel of the publication.

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K E Y WORDS modern, sustainable, high‑quality

CATEGORY pack aging, brand ex tension

1. 0 what d oes the d well bra nd represen t ?

How can the finished design aspire to Dwell’s standards? Should this product instead launch as a sub‑brand? Is there a well‑known designer for a specific paint line? 2 . 0 who are the c ore d well subs c ribers?

Would this line be aimed at aspiring designers/architects? W hat concerns do Dwell’s readers consider the most important? How can I assure readers of the high standards of the product? 3 . 0 W H at is the appropriate to ne ?

Is it reassuring and confident, without being judgemental? W hat kinds of imagery might best match the sell copy? Should there be any endorsements placed on the packaging? 4 . 0 W H AT I S T HE d well v isual aestheti c ?

Are there motifs or solid color fields in the publication layout? How can I incorporate the magazine’s photo style in the design? W hat is their relationship between type and imagery?

T Y PEFACE S AVENIR

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CL A SS pack age design two

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K E Y WORDS modern, sustainable, high窶倉uality

CATEGORY pack aging, brand ex tension


TITLE dwell house paints

CL A SS pack age design two

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K E Y WORDS modern, sustainable, high窶倉uality

T Y PEFACE S AVENIR

CATEGORY pack aging, brand ex tension

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K E Y WORDS modern, sustainable, high窶倉uality

T Y PEFACE S AVENIR

CATEGORY pack aging, brand ex tension

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TITLE Arabesque Journal

CL A SS Connecting the Dots

How do you bring home the bustle of the souq and the treasures of Islamic art?

ARABESQUE JOURNAL P R O J EC T A B S T R A C T

Pick an area of study that provokes, inspires, and interests you, and has the potential for a prolonged narrative. Devote the first half of the semester solely to topical research. Go wide and deep in your area of interest. Consult journals, historical sources, seek interviews with subject matter experts, and meticulously document your research matter for inclusion in the publication. The second half of the semester is reserved for developing the narrative for the subject, and designing a publication that ref lects the f inding of your research. A P P R O A CH & S O LU T I O N

The subject of my research was the traditional arts of Islamic culture. Having spent time traveling in the Middle East and the greater Islamic world, I developed a deep love of calligraphy, carpets, and tile mosaics common in the traditional arts of these cultures. I devoted my time in class to gaining deeper knowledge of what had interested and inspired me. By conducting broad research and interviews with rug dealers throughout the Bay Area, I greatly expanded my previously shallow understanding. The colors, geometry, and pattern that wove itself throughout the visual language of this subject became the launching point for developing visual design patterns to tie the journal together. This particular issue focuses on carpets, but subsequent issues would conceivably cover mosaic, music, traditional weaponry and armor, jewelry, and other facets related to this deep, rich, colorful, and often misunderstood part of the world.

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Exotic, Traditional, Masterful

CATEGORY Print, Identity

1. 0 W H AT I S T HE T O P I C O V ER V IE W ?

W hat countries encompass the Islamic World? Should it be separated by country, or time period? W hat art forms should potentially be included? 2 . 0 H O W L O N G I S T HE HI S T O R I C A L N A R R AT I V E ?

Was pattern dependent upon available color sources? W hich country developed the earliest carpets? Should each issue only reference a particular area? 3 . 0 H O W C A N T HI S BE S C A L ED?

Can this be used to enhance cultural understanding? Will there be an instructional facet to the publication? Could Arabesque feature tours and travel overseas? 4 . 0 W H O I S T HE IN T END ED AU D IENC E ?

W here are the major Islamic art collectors concentrated? Should art dealers be featured from overseas? Would this journal be found in academic collections? 5 . 0 W H AT I S T HE C O N T E X T of use ?

Can there be Arabic text to reach a wider base? Will carpet dealers show this to customers? Is this a good fit for a travelogue to the region? 6 . 0 what are the basi c s of the c raft ?

How long does it usually take to weave a rug? W hat are the different types of weaves and knots? How are the vegetable dyes for carpets produced?

T Y PEFACE S AMASIS, ONDINE

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TITLE Arabesque Journal

CL A SS Connecting the Dots

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Exotic, Traditional, Masterful

T Y PEFACE S AMASIS, ONDINE

CATEGORY Print, Identity

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TITLE Arabesque Journal

CL A SS Connecting the Dots

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Exotic, Traditional, Masterful

T Y PEFACE S AMASIS, ONDINE

CATEGORY Print, Identity

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TITLE Arabesque Journal

CL A SS Connecting the Dots

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Exotic, Traditional, Masterful

T Y PEFACE S AMASIS, ONDINE

CATEGORY Print, Identity

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TITLE Arabesque Journal

CL A SS Connecting the Dots

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Exotic, Traditional, Masterful

T Y PEFACE S AMASIS, ONDINE

CATEGORY Print, Identity

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TITLE Arabesque Journal

CL A SS Connecting the Dots

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Exotic, Traditional, Masterful

T Y PEFACE S AMASIS, ONDINE

CATEGORY Print, Identity

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TITLE Arabesque Journal

CL A SS Connecting the Dots

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Exotic, Traditional, Masterful

T Y PEFACE S AMASIS, ONDINE

CATEGORY Print, Identity

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TITLE Arabesque Journal

CL A SS Connecting the Dots

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Exotic, Traditional, Masterful

T Y PEFACE S AMASIS, ONDINE

CATEGORY Print, Identity

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TITLE John Deere Skincare

CL A SS Pack age Design three

How do you introduce a premium skincare line for the toughest guys around?

JOHN DEERE SKINCARE P R O J EC T A B S T R A C T

Choose a brand that seeks to expand into the skincare and beauty market, but is known for products that have nothing to do with the retail beauty market. Study the current customer base of the brand you choose, and develop a product that will have appeal for current customers. Design a complete line of seven personal care products, along with a retail display case. A P P R O A CH & S O LU T I O N

John Deere was selected for a move into the men’s retail skincare market. John Deere is a premier manufacturer of both tractors and construction equipment. Their core customer base is people who work in both farming and construction. I chose to develop a skincare line that would appeal to the man who works a hard and physically demanding job, and could use a product to help him look and feel his best while appealing to his rugged aesthetic. Playing off the equity of the male deer in the current identity, the line of products is named Buck, and builds on a color palette that John Deere products are famously identif ied with.

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Sturdy, Reliable, Hardworking

CATEGORY Pack aging, Identity, Retail Display

1. 0 W H AT d oes the john d eere bra nd sta nd for ?

Are there some alternate taglines that the brand uses? Are tractors and construction equipment branded differently? W hat are the existing sub‑brands the company has? 2 . 0 who are the c urren t c ore c ustomers?

Besides farmers and construction workers, who else is a customer? Does the brand appeal to an exclusively male audience? Are the majority of John Deere customers blue‑collar workers? 3 . 0 what is the v isual la n guage of the bra nd?

Are there lesser‑known colors than the green and yellow? W hat are the current standards for consistent use of the mark? W hat typefaces are standard on most of their machinery? 4 . 0 W H O I S T HE IN T END ED AU D IENC E for this pro d u c t ?

Do male farmers usually do their own shopping for personal care? W hat words and phrases might help to express the product? Would it be more effective to market to women buying for men? 5 . 0 W H at graphi c s might be appropriate ?

Would a metallic finish convey the strength of the product? Can I reference typography from machines John Deere designs? W hat materials would be most effective for a retail display?

T Y PEFACE S TUNGSTEN, SERIFA

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TITLE John Deere Skincare

CL A SS Pack age Design three

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Sturdy, Reliable, Hardworking

T Y PEFACE S TUNGSTEN, SERIFA

CATEGORY Pack aging, Identity, Retail Display

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TITLE John Deere Skincare

CL A SS Pack age Design three

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Sturdy, Reliable, Hardworking

T Y PEFACE S TUNGSTEN, SERIFA

CATEGORY Pack aging, Identity, Retail Display

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TITLE John Deere Skincare

CL A SS Pack age Design three

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Sturdy, Reliable, Hardworking

T Y PEFACE S TUNGSTEN, SERIFA

CATEGORY Pack aging, Identity, Retail Display

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TITLE John Deere Skincare

CL A SS Pack age Design three

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Sturdy, Reliable, Hardworking

T Y PEFACE S TUNGSTEN, SERIFA

CATEGORY Pack aging, Identity, Retail Display

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TITLE John Deere Skincare

CL A SS Pack age Design three

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Sturdy, Reliable, Hardworking

T Y PEFACE S TUNGSTEN, SERIFA

CATEGORY Pack aging, Identity, Retail Display

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TITLE stratos intergalactic

CL A SS pack age design two

How can you keep looking your personal best at the furthest reaches of the universe?

STRATOS INTERGALACTIC P R O J EC T A B S T R A C T

This project was assigned specif ically for entry into a national design competition, sponsored by ICMAD (The Independent Cosmetic Manufacturers and Distributors). The product could be any cosmetic or beauty item without conceptual limitations. Working from a specif ic sized tube for our skincare product line, we were to design a fictional product, with a front panel design. A P P R O A CH & S O LU T I O N

I chose to develop a f ictional line of personal care products for intergalactic space travel, an untapped market. The name Stratos was chosen for the brand, playing off the name of a layer of the Earth’s atmosphere. The f inal product I developed was a f ictional sunscreen with an impossibly high protection of SPF 1,000,000. A CC O L A D E S

The f inished tube design was entered into the ICMAD Young Designers Competition, where it was selected as a f inalist.

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Advanced, Scientific, Voyage

CATEGORY Identity, Pack aging

1. 0 W H AT I S T HE M O O D O F T HE BR A ND?

Is it a dystopian or optimistic product for the future? Is style more important than function for this brand? How can I mix the feelings of travel with science? 2 . 0 what is the c o n te x t of use F O R T HE P R O D U C T ?

Is the design solution potentially real or fictional? Are there specific technical requirements to consider? Is the product purely cosmetic, functional, or both? 3 . 0 what is the v isual la n guage ?

W hat colors are in common use for space gear? Are there ref lective materials that are frequently used? How can I incorporate scientific language? 4 . 0 W H O I S T HE IN T END ED AU D IENC E ?

Could the product be a brand extension or standalone? Is this for private or government travel in space? Could this product develop as a sub‑brand of NASA? 5 . 0 W H at finishes might be appropriate ?

Is a chrome metallic finish ideal for the final design? Should I use glossy or matte transfers for the typography? Are four color gradients possible for color transfers?

T Y PEFACE S BURE AU AGENCY, EUROSTILE

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MOODBOA RD visual & typographic inspiration

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TITLE stratos intergalactic

CL A SS pack age design two

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Advanced, Scientific, Voyage

T Y PEFACE S BURE AU AGENCY, EUROSTILE

CATEGORY Identity, Pack aging

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TITLE stratos intergalactic

CL A SS pack age design two

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Advanced, Scientific, Voyage

T Y PEFACE S BURE AU AGENCY, EUROSTILE

CATEGORY Identity, Pack aging

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TITLE stratos intergalactic

CL A SS pack age design two

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS Advanced, Scientific, Voyage

T Y PEFACE S BURE AU AGENCY, EUROSTILE

CATEGORY Identity, Pack aging

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TITLE hub organic beer

CL A SS PACK AGE DESIGN THREE

How do you develop an organic craft brew that’s inclusive for everyone?

HUB ORGANIC BREWERY P R O J EC T A B S T R A C T

Design and develop a line of beer based on a brewery, either real or imagined. Conduct research on the current retail environment for the beer market. Study the current designs and retail displays, along with a survey of various designs with specific price points. From your research, design a beer line, delivering a six pack and holder, a premium can, and a 22oz premium light beer. A P P R O A CH & S O LU T I O N

After extensively surveying stores, bars, and observing how the enormous varieties of beer brands f ight for limited shelf space, I chose a small microbrewery in Portland, Oregon for inspiration. HUB, or Hopworks Urban Brewery, makes several lines of organic beer. I chose to refresh the mark, and developed a honey pale ale line to be sold in a retail environment.

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS authentic, craft, FRIENDLY

CATEGORY pack aging, identity

1. 0 W H AT I S T HE c urren t positio n of the bra nd?

W hat are the key core values that they want to express? Are they looking to expand, or develop other niche products? W hat is currently their best selling brew? 2 . 0 who are their most loyal c ustomers?

W hy do their customers feel it’s important to support the brewery? W hat social issues are most pressing for customers of HUB? Does HUB promote their beer lines outside of the Portland area? 3 . 0 W H at is the aestheti c of the bra nd?

Are the retail beer graphics they use different from the brewery? Do they have a consistent color palette they reference? W hat graphic finishes does HUB use for their beer bottles? 4 . 0 what is the v oi ce of the bra nd?

How does HUB talk to their current customers? Is there a current tagline they use consistently for their beer? W hat are some of the names of their different beers? 5 . 0 what is the history of the bra nd?

W ho were the founders, and is there a compelling story? Do their employees feature in any of their marketing? W hat makes HUB different than other microbreweries?

T Y PEFACE S ACROPOLIS, KNOCKOUT, SENTINEL, BROTHERS

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MOODBOA RD visual & typographic inspiration

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TITLE hub organic beer

CL A SS PACK AGE DESIGN THREE

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS authentic, craft, FRIENDLY

CATEGORY pack aging, identity

HOPWORKS URBAN

BREWERY

T Y PEFACE S ACROPOLIS, KNOCKOUT, SENTINEL, BROTHERS

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TITLE hub organic beer

CL A SS PACK AGE DESIGN THREE

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS authentic, craft, FRIENDLY

T Y PEFACE S ACROPOLIS, KNOCKOUT, SENTINEL, BROTHERS

CATEGORY pack aging, identity

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TITLE hub organic beer

CL A SS PACK AGE DESIGN THREE

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS authentic, craft, FRIENDLY

T Y PEFACE S ACROPOLIS, KNOCKOUT, SENTINEL, BROTHERS

CATEGORY pack aging, identity

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TITLE hub organic beer

CL A SS PACK AGE DESIGN THREE

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS authentic, craft, FRIENDLY

T Y PEFACE S ACROPOLIS, KNOCKOUT, SENTINEL, BROTHERS

CATEGORY pack aging, identity

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TITLE BARCALOUNGER REBR AND

CL A SS NATURE OF IDENTIT Y

What’s the most effective way to get the aging suburban recliner fit for a new urban life?

BARCALOUNGER P R O J EC T abstra c t

Seek out and research a brand that’s dead, defunct, or devalued in recent years. Research the history of the brand, its past and current value proposition, and its position in the marketplace. Find out what led to its demise, and how the competition is currently performing. From the results of your research, develop a new direction for your chosen company. Develop a new mark, voice, and aesthetic, while documenting the brands’ expression in print, advertising, and digital mediums. Then create extensions for the brand to reach a new customer base. A P P R O A CH & S O LU T I O N

Th e Barcalounger company, founded in 1940, was once the lead producer of reclining furniture. As an industry leader, they were perfectly positioned to dominate the market in the great post‑war suburban migration. With spacious living rooms and a new television, Barcalounger was the chair for dad at the end of a day. Many years later, Barcalounger’s aesthetic in both product and graphics have labeled it a relic, unknown to a younger audience. I chose to reposition Barcalounger as a brand seeking to capture a share of the rapidly growing market of people f locking to cities to be at the center of culture and ideas. To emphasize a new approach, the name was shortened to Barca, and a newer color palette employing lighter tones and softer edges was developed. The new Barca appeals to the market of urban creatives who seek a balance of comfort and style that performs in smaller spaces.

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS URBAN, CONTEMPOR ARY, ST YLISH

CATEGORY identity, branding

1. 0 W H AT d oes T HE bar c alou n ger bra nd sta nd for ?

Has comfort always been the highest priority for their furniture? W hen were Barcalounger’s most innovative periods? W hen and why did the brand begin to lose its market share? 2 . 0 what are the aspiratio n s for the bra nd?

W hat is the new demographic Barcalounger wishes to connect with? How do other furniture brands express themselves graphically? Should there be several sub‑brands for different potential markets? 3 . 0 what are possible new markets?

Has Barcalounger marketed to apartment dwellers before? W hat about people who rent, and don’t have a large place? Could the brand develop an exclusive retail presence? 4 . 0 who uses bar c alou n ger fur niture ?

Is Barcalounger known mostly to people over fifty? Does the brand have any offerings to a younger audience? W hy do longtime customers stay loyal to the brand?

T Y PEFACE S GOTHAM, ARCHER

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TITLE BARCALOUNGER REBR AND

CL A SS NATURE OF IDENTIT Y

origin al mark

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS URBAN, CONTEMPOR ARY, ST YLISH

barcakids

T Y PEFACE S GOTHAM, ARCHER

CATEGORY ide n tity, bra n di ng

barcakids barcaoffice barcaoffice

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TITLE BARCALOUNGER REBR AND

CL A SS NATURE OF IDENTIT Y

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS URBAN, CONTEMPOR ARY, ST YLISH

T Y PEFACE S GOTHAM, ARCHER

CATEGORY identity, branding

150 / 105


TITLE BARCALOUNGER REBR AND

CL A SS NATURE OF IDENTIT Y

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS URBAN, CONTEMPOR ARY, ST YLISH

T Y PEFACE S GOTHAM, ARCHER

CATEGORY identity, branding

150 / 107


TITLE BARCALOUNGER REBR AND

CL A SS NATURE OF IDENTIT Y

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS URBAN, CONTEMPOR ARY, ST YLISH

T Y PEFACE S GOTHAM, ARCHER

CATEGORY identity, branding

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MFA DESIGN THESIS


TITLE INSE ASON

CL A SS GR ADUATE THESIS

How do you get more people eating locally grown food when it’s at its freshest?

MFA DESIGN THESIS P R O J EC T A B S T R A C T

The apex of the MFA program, the design thesis project requires a different approach. Unlike a normal classroom assignment, there is no creative brief or a syllabus to guide you on a specif ic path. To develop a thesis, first you must explore a subject or facet of the world where you think you can make a difference or offer an alternative viewpoint. The thesis project demands a research‑driven approach to a problem you feel that graphic design has a role in bringing about change and improvement. The core of the thesis is that it’s the result of extensive research that molds your hypothesis, and is a guide towards a solution. A P P R O A CH & S O LU T I O N

For my design thesis project, I chose to research challenges facing the food system in the United States. My food purchasing choices over the years have become increasingly supportive of small farms, farmers markets and locally grown food. Initially my shift towards eating whole foods was driven by health consciousness and athletic performance. As I started purchasing from small merchants and local markets, I felt a connection between myself and those who grew and prepared my food. I chose to research the promotion of locally grown foods from small farms as I began to hear of the challenges these farms face in the modern economy. I felt that this was subject worth committing to gaining a deeper understanding of, and after diligent research, potential graphic solutions started to emerge.

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS LOCAL, sincere, HUMBLE

CATEGORY

identity, branding, print, pack aging

1. 0 how is the foo d system stru c tured?

W hat innovations were key in changing the distribution of food? W hat are the different levels of the current food system? W hen were the times of greatest change in how we grow food? 2 . 0 who are the key players?

Are there large conglomerates who control food supplies? W ho advocates for smaller producers in the food system? W hat role does local and national government play? 3 . 0 how is foo d d istributed n atio n ally ?

Are there some foods that are more efficiently grown locally? W hat is the standard supply chain for food in the US? How far on average does food travel to arrive at our plates? 4 . 0 what e x a c tly is lo c al foo d?

W hat is the agreed upon definition of locally grown food? W hat is the percentage of food that’s purchased locally each year? Just how is a small or family farm defined in the US? 5 . 0 where are the best resear c h sour c es?

Do I have access to journalists and advocates for further research? Are there policy makers that are accessible for interviews? W hat are some organizations that speak for the small farmers? 6 . 0 how is lo c al foo d bein g marketed?

W hat are some overlooked channels for increasing local food sales? Are there certain words and phrases commonly applied? W hat are the most effective venues for marketing of local food?

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TITLE INSE ASON

CL A SS GR ADUATE THESIS

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS LOCAL, sincere, HUMBLE

CATEGORY

identity, branding, print, pack aging

What really sets a thesis apart is the research. In my case, the end result of farm visits, interviews, reading and surveys culminated in the creation of inSeason, a single marketing and distribution service for local produce growers. By allowing farmers to concentrate on growing the highest‑quality food, the inSeason brand functions as a marketing and sales arm for different agricultural regions. From weekly delivery boxes of fresh produce, to pop‑up stands, lunch trucks, and a line of seasonal jams, jellies, and vegetable spreads, inSeason leverages the bounty of area farms. It provides support to consumers, from education to preparation, so everyone can enjoy the full range of food their region is capable of producing, and strengthen the family farm economy in the process.

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TITLE INSE ASON

CL A SS GR ADUATE THESIS

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS LOCAL, sincere, HUMBLE

TYPEFACES EGYPTIENNE F, AVENIR, WARNOCK PRO

CATEGORY

identity, branding, print, pack aging

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TITLE INSE ASON

CL A SS GR ADUATE THESIS

120 / 150

LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS LOCAL, sincere, HUMBLE

TYPEFACES EGYPTIENNE F, AVENIR, WARNOCK PRO

CATEGORY

identity, branding, print, pack aging

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TITLE INSE ASON

CL A SS GR ADUATE THESIS

122 / 150

LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS LOCAL, sincere, HUMBLE

CATEGORY

identity, branding, print, pack aging

a homema d e tou c h t o e v o k e a n e a r t h y, he a r t y f e e l in g, i de v e lo p e d a s e r ie s o f s i x t y d if f e r e n t f r ui t, v ege ta bl e , a nd f o o d wat e r c o lo r s f o r u s e o n lun ch t r u ck s ,me nu i t e m s , pa ck a g in g, de l i v e r y b ox e s a nd m a r k e t in g m at e r i a l s .

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TITLE INSE ASON

CL A SS GR ADUATE THESIS

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS LOCAL, sincere, HUMBLE

TYPEFACES EGYPTIENNE F, AVENIR, WARNOCK PRO

CATEGORY

identity, branding, print, pack aging

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TITLE INSE ASON

CL A SS GR ADUATE THESIS

Local food wouldn’t matter if it wasn’t for the people working hard to grow it, pack it, ship it, and deliver it. I wanted to put a face to the food when we buy locally. Highlighting the heroic work of a key person at each stage of the food system, from our local growers, to chefs and advocates, gives a voice to the small producers. The cards can be used as a sales tool to bring more farmers to join inSeason, and help consumers to learn more about the local folks who grow our highest quality produce, and the people who help us to prepare it. Partner Profiles

Local food

Artisans

MICHAEL KELLER Auburn, CA

Local food

Advocates

Partner Profiles

JOANNE NEFT Auburn, CA

OCCUPATION

OCCUPATION

Owner, Calolea Olive Oil Co.

Author Entrepreneur

FOUNDED

BOOKS

1999

Placer County Real Food Cookbook

SPECIALTIES

Partner Profiles

Local food

Chefs

LESLIE GOLD Newcastle, CA

Extra Virgin Olive Oil

Partner Profiles

Meet your local

Farmers

AMBER GROVE Bowman, CA

OCCUPATION

FARMING SINCE

Personal Chef

1950 (61 years)

COOKING SINCE

ACRE AGE

1992

74 Acres

SPECIALTIES

SPECIALTIES

Vegetable Dishes Salads

Melons Corn Squash

Michael Keller

Joanne Neft

Leslie Gold

Bud Keopke

For twelve years, Michael Keller has been harvesting olives in Northern California, and has developed quite a following for his signature olive oil lines. We’re proud to carry some of his products in our specialty foods.

As the author of a local food cookbook, Joanne Neft helped to revive farmers markets in Northern California. She’s helped to manage numerous local food companies, and continues tireless advocacy for the small farmer.

Leslie is solely responsible for many of the simple salad and soup recipes that we provide for our subscribers. She makes great dishes that any busy person can cook with minimal effort.

Born into a four‑generation farming tradition, his sweet corn can’t be beat. Every summer brings forth delicious melons, and he adds some more root vegetables to our mix in the winter.

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS LOCAL, sincere, HUMBLE

TYPEFACES EGYPTIENNE F, AVENIR, WARNOCK PRO

CATEGORY

identity, branding, print, pack aging

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TITLE INSE ASON

CL A SS GR ADUATE THESIS

FRESH TODAY

Sandwiches • Hot Soups • Salads • Muffins • Jellies and Ja

128 / 150

LINE OF INQUIRY MICHAEL MOSS


ams

K E Y WORDS LOCAL, sincere, HUMBLE

}

CATEGORY

identity, branding, print, pack aging

eat-inseason.com

TYPEFACES EGYPTIENNE F, AVENIR, WARNOCK PRO

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TITLE INSE ASON

CL A SS GR ADUATE THESIS

Locally grown food can get to cities through a network of small delivery trucks nimble enough to navigate small rural roads, and get produce to shared processing centers. From there, food can be delivered to home and office drop-off points. For a fresh local lunch on the go, food trucks can make their way each weekday to office parks and busy urban centers. This provides additional marketing opportunities to share the story about local food, and why eating farm fresh food isn’t just healthy and affordable, it’s also delicious.

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS LOCAL, sincere, HUMBLE

CATEGORY

identity, branding, print, pack aging

eat-inseason.com

LOCAL

eat-inseason.com

TYPEFACES EGYPTIENNE F, AVENIR, WARNOCK PRO

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TITLE INSE ASON

CL A SS GR ADUATE THESIS

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS LOCAL, sincere, HUMBLE

CATEGORY

identity, branding, print, pack aging

Figs

Pears

Eg gplant

Peaches

Corn

Watermelon

Blueberries

Strawberries

Bell Peppers

Okra

Kiwis

Cantaloupe

Oranges

Grapes

Raspberries

Persimmons

Cherries

Avocados

Snow Peas

Potatoes

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TITLE INSE ASON

CL A SS GR ADUATE THESIS

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LINE OF INQUIRY MICHAEL MOSS


K E Y WORDS LOCAL, sincere, HUMBLE

TYPEFACES EGYPTIENNE F, AVENIR, WARNOCK PRO

CATEGORY

identity, branding, print, pack aging

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TITLE INSE ASON

CL A SS GR ADUATE THESIS

CA

Serves four people

{ PREPARATION 15 Minutes 1 cup black quinoa, rinsed 3 vegetable or chicken broth 1 pound fresh mushrooms, sliced 3 tablespoons sour cream 3 fresh basil leaves, shredded 3 cloves garlic, coarsely chopped ½ pound snow peas 1 tablespoon butter 1 onion, diced

}

SPRING

Quinoa with Snow Peas

Recipes from food grown in

MAIN DISHES Snow peas have a mild flavor, and can go with many dishes. When cooked with quinoa, you have a high‑protein meal, rich in vitamins. Adding the mushrooms gives a compliment to the crunchiness of the snow peas.

COOKING 25 Minutes

1 over medium heat for 5 minutes. Pour in 1 cup of the TOAST THE QUINOA, using a heavy nonstick frying pan

broth, stirring as you go. A SAUTÉ PAN, melt the butter over medium‑high 2 IN heat, and add the fresh mushrooms and the onion,

and cook until just lightly browned, about 10 minutes. Add the garlic halfway through. THE LIQUID has been absorbed by the grains, 3 WHEN add more of the liquid, continuing until the grains have

absorbed it completely and are tender crisp, about 15 to 25 minutes total. STIR IN THE MUSHROOM mixture and add sour cream; 4 remove from heat. Let stand 10 minutes, then fluff with

a fork, garnish with the snow peas and basil.

What's Quinoa? High in protein, easy to cook, and to keep, Quinoa is slowly getting more attention. It’s a great source of protein for those wanting to go vegetarian.

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c ookin g with the seaso n s me nu he a d e r s d i s p l ay s e a s o n a l c o lo r a nd pat t e r n , a nd t he ta g at up p e r r i gh t ind i c at e s b o t h t he s e a s o n a nd t he r eg i o n o f o r i gin .

recipe c ategory & d es criptio n a lo n g w i t h t he m a in in gr e d ie n t s f r o m t he t i t l e , t he c at eg o r y a nd q ui ck de s cr ip t i o n l e t s y o u k n o w r i gh t away w h at t he r ecip e i s u s e f ul f o r .

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PREPARATION 10 Minutes 2 tablespoons olive oil ½ cup diced (¼‑inch dice) yellow onion 1 tablespoon minced garlic 1½ pounds lean ground beef 1 tablespoon ground cumin 1 tablespoon chili powder 2 teaspoons dried oregano 1 can (15 ounces) black beans, undrained 2 can (15 ounces) pinto beans, undrained 1 can (28 ounces) crushed tomatoes 1 teaspoon salt, or more to taste Freshly ground black pepper Dried red pepper flakes (optional) Freshly grated cheddar cheese Sour cream (optional) for garnish

}

SOUPS and STEWS A simple, tasty chili, this dish goes great with cornbread, and served with a side salad. If you like the chili spicier, add the red pepper flakes. This chili freezes well, and keeps for a week.

COOK ING 45 Minutes HEAT THE OLIVE OIL in a large, pot over medium-heat. 1 Add the onion and cook for 5 minutes. Add the garlic

and cook until the onion and garlic are soft but not browned, about 1 minute longer. Add the beef, and break up the meat with a wooden spoon. INCREASE THE HEAT to medium-high and add cumin, 2 chili powder, and oregano. Cook, stirring frequently,

until the meat is browned, about 7 minutes. ADD THE BLACK BEANS, pinto beans, and tomatoes, 3 with their liquids, and bring to a boil. Reduce heat to

low, cover the pot, and let chili simmer, gently stirring until thickened, about 45 minutes. ADD THE SALT, then taste for seasoning, adding more 4 salt as needed and black pepper to taste. Serve the

chili hot with bowls of grated cheese and sour cream on the side, for garnish if desired. If not serving the chili immediately, then let the chili cool to about room temperature. It can be refrigerated, covered, for up to 3 days, or frozen for up to 3 months.

Persimmon Breakfast Bread Serves four people

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2 ripe Hachiya persimmons, peeled, seeded, and mashed

½ cup chopped pitted dates

One of the treasures of autumn, this makes a hearty, rich bread, and anything on the breakfast table. There are two types of persimmons, but only Hachiya persimmons are best for baking.

COOKING 60 Minutes POSITION A RACK in the center of the oven and preheat 1 the oven to 375°F. Butter a 5 by 9‑inch loaf pan. THE EGGS and oil in a medium‑size bowl, whisk 2 toPLACE combine. Add the persimmons, dates, walnuts and

stir to blend.

½ cup chopped walnuts, toasted 1¾ cups unbleached all‑purpose flour 1 cup sugar

3 salt, spices, nutmeg, cinnamon, and cloves in a large

PLACE THE FLOUR, sugar, baking soda, baking powder,

bowl and whisk to blend. Add in the egg mixture and stir to combine. Do not overmix or the bread will be tough. Pour the batter into the loaf pan.

1 teaspoon baking soda ½ teaspoon baking powder ½ teaspoon salt ½ teaspoon Chinese five‑spice powder ½ teaspoon ground nutmeg ¼ teaspoon ground cinnamon ¼ teaspoon ground cloves

CA

BREAKFAST and BRUNCH

PREPARATION 15 Minutes 2 large eggs ½ cup plus 2 tablespoons canola oil

Recipes from food grown in

Spinach and Kiwi Salad Serves four people

{ PREPARATION 5 Minutes 2 large kiwis, peeled 3 tablespoons lemon juice 3 cups of spinach leaves 1 cup arugula or mustard greens 3 tablespoons safflower oil 1 small red onion, sliced thin 2 cups red leaf lettuce 2 tablespoons honey 1 clove garlic, minced Salt and pepper to taste

}

Recipes from food grown in

CA

WINTER

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Recipes from food grown in

Serves six people

SUMMER

Summertime Corn Chili

SALADS With winter, comes delicious citrus like kiwis. Until recently, you wouldn't find a lot of recipes for this humble fruit. Kiwis go great in side salads, adding a tangy, fresh flavor to any greens.

COOKING 10 Minutes REMOVE ANY THICK STEMS FROM THE SPINACH, 1 lettuce and arugula. Wash all of the greens, and dry

them in a salad spinner or pat them dry with paper towels. Tear the greens into bite-sized pieces and place in a bowl; cover with plastic and refrigerate. A SMALL BOWL, combine the oil, lemon juice, honey 2 IN and garlic; season to taste with salt and white pepper.

Set dressing aside. Before serving, remove the garlic from the dressing. Toss the greens with the dressing, divide them among 4 individual salad bowls, garnish them with the kiwi and onion.

THE BREAD until a toothpick in the center comes 4 BAKE out clean, 60 to 70 minutes. LET THE BREAD cool on a wire rack for 15 minutes. 5 Remove bread from the pan and return to the rack

to finish cooling. Serve at room temperature. The breakfast bread can be tightly wrapped in plastic wrap and refrigerated for up to a week, or frozen for a month. Let it thaw overnight in the refrigerator and return to room temperature.

Hachiya Persimmons The Hachiya persimmon has a tapered shaped, tastes acidy until ripe, and is great for baking.

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CL A SS GR ADUATE THESIS

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Recipes from food grown in

Refrigerate after opening.

23456 78901

NET WT 12oz (340g)

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Recipes from food grown in

23456 78901

NET WT 12oz (340g) LOCALLY GROWN

STRAWBERRY FRUIT SPREAD

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}

Refrigerate after opening.

{

I NGR EDI EN TS Strawberries, Sugar, Pectin, Citric Acid. Nutrition Facts: Serv. Size: 1 Tbsp (14g), Serving 16, Amount Per Serving: Calories 16, Fat Cal 0, Total Fat 0g LOCALLY GROWN (0% DV), Sodium 3g, Protein <1g, Vitamin A 22%, Iron 1%. Percent Daily Values are based on a 2,000 calorie diet.

}

STRAWBERRY FRUIT SPREAD

inSeason, California PO Box 14522 San Francisco, CA 94109 1‑800‑608‑5874 www.eat-inseason.com

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I NGR EDI EN TS Strawberries, Sugar, Pectin, Citric Acid.

Nutrition Facts: Serv. Size: 1 Tbsp (14g), Serving 16, Amount Per Serving: Calories 16, Fat Cal 0, Total Fat 0g (0% DV), Sodium 3g, Protein <1g, Vitamin A 22%, Iron 1%. Percent Daily Values are based on a 2,000 calorie diet.

inSeason, California PO Box 14522 San Francisco, CA 94109 1‑800‑608‑5874 www.eat-inseason.com


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simple , hearty & lo c al w i t h t he b a sic ingredien t disp l ay ed p r ominen t ly on t h e t o p o f t h e j a r s , o n e g l a n c e w il l t e l l y o u w h at â&#x20AC;&#x2122; s in t he k i t che n c up b o a r d.

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Get fresh food from smal

Welcome to inSeason BRI NGI NG LOCA L FOOD TO YOU

We get you the best quality prod small farms nearby. Wherever y can bring you what’s fresh and

See what’s in season now

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Here’s our winter food box specials for Northern California, Bay Area. Veggie Light (1 person) Just Fruits (2 people) Family Feast (4 plus)

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Struble Ranch, one of our partners in Northern California.

Not every farmer has a plum spot at the local ma are hard to get to as well. We help small farms ge produce to you when it’s ripe. Read more

Canvas Ranch our weekly bou located just nor and grow squas tomatoes, and sheep. Watch t


K E Y WORDS LOCAL, sincere, HUMBLE

ll farms near you

duce from you are, we d in‑season.

arket. Some farms et their bountiful

contributes to unty. They’re rth of Petaluma, sh, beans, nuts even raise some the video

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Northern California (Bay Area)

We’ve got hard squash in seven varieties, perfect for soups, mandarins are here, as well as fresh cabbage. See all available produce by location

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} Learn more and get recipes

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Get fresh food from small farms near you

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Canvas Ranch has been with us for the last two years, contributing more than just produce, with lots of great recipes.

See what’s in season now

Buy the book

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Entrepreneur, chef, author, and local food advocate. Joanne Neft is among the most forceful and innovate minds behind the local food scene in Northern California. Her local food cookbook, Placer County Real Food, helped to revitalize the markets for winter local food in Placer County.

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When Joanne realized the markets weren’t open for winter, she realized that people had no idea what farmers could grow during the winter months. Armed with this knowledge, she set about designing a cookbook that could reflect the full years’ bounty of the area. A year later, the result was a year of eating locally.

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See more farms

Learn more about Joanne’s book

Just north of Loomis, we’ve been working with some new partners, adding to our Winter mix with delicious Mandarin Oranges, Kohlrabi, and a variety of Parsnips. Read more.

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Delivery > My Orders > Custom Delivery

Veggies

Item

Quantity

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Add

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Michael Moss Edit My Profile

Brussel Sprouts

1 lbs

Cabbage

1 lbs

Cauliflower

1 lbs

Kohlrabi

1 lbs

Squash

2 lbs

Kiwis

1.5 lbs

Brown Eggs

1 Dozen

High Quality All of our farm fresh products contain only natural and fresh ingredients. This Mandarin jam is a top seller during the cooler Winter months.

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Add jellies and jams Weekly Delivery Change Box Items Jam of the Month Club

Winter gives us some fresh jams, like our fresh Mandarin jam, shown above. See the full line of jellies, jams, and preserves

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Fruit

Other

Add some fresh cheese Reset Values

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This Winter we’ve got many excellent choices from some of our dairy partners. UPDATE

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The robust online presence for inSeason means local food delivered as needed. With the ability to sign up for custom deliveries of produce grown nearby, customers have a say in the contents of their weekly box. Along with fresh food, valueâ&#x20AC;&#x2018;added products in the form of jams, jellies, and pickled vegetables can be included, as well as some eggs, cheese, and honey, according to local availability. Videos interviews of local farmers further reinforce the bonds between those who grow our food, and the end customers. With the support of inSeason, select local farms can accommodate visitors eager to learn more about farming and food.

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a ck n owled gemen ts

Many thanks are due to all my different mentors at the Academy. I’ve had the good fortune to be able to study with excellent instructors, and I want to thank all of them including Hunter Wimmer, Carolina DeBartolo, Jeremy Stout, Scott Rankin, Macy Chadwick and Roland Young. Special thanks to Tom McNulty for introducing me to the world of packaging. Thank you to David Hake and Michael Kilgore, who guided me through my thesis project. Both of you encouraged me to solve the problem by setting high standards for content and design. A major thanks to Dave Gottwald, for many inspiring late‑night working sessions throughout our school years. Thank you to Mary Scott for helping me through portfolio, and thanks to Phil Hamlett for his input and help throughout my education at the Academy. I want to thank my classmates who were quite generous with their time, critiques, and help. I’ve had nothing but enriching experiences with everyone in my classes over the years. Finally, I would like to thank my close friends and loved ones. Thanks to my roommates for tolerating piles of paper strewn everywhere during f inals, and rooms taken over for book layouts. Thank you to my supportive parents and sister, you’re always there for me when I need it. And thank you to Martha Zlatar, whose love and positive attitude made this possible.

Mike Moss Graduate Portfolio  

MFA Design Portfolio

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