My Journey

MY JOURNEY SELECTED WORKS OF THITIPONG (OTTO) HOMRUEN

Bachelor of Fine Arts

School of Graphic Design

Academy of Art University

MY JOURNEY SELECTED WORKS OF THITIPONG (OTTO) HOMRUEN

Bachelor of Fine Arts

School of Graphic Design

Academy of Art University

COPYRIGHT © 2021 THITIPONG (OTTO) HOMRUEN All rights reserved. No parts of this publication may be reproduced, stored, in retrieval system, or transmitted in any form by any means electronic, mechanical, photocopying, recording, or otherwise without permission from copyright holder.

DEDICATED TO MY FAMILY AND FRIENDS WHO ARE PARTS OF MY JOURNEY

What This Journey Means to Me I took the biggest step of my life by traveling from Thailand to study and play college golf in the United States in 2016. I started learning graphic design at Academy of Art University in 2018 and it created a transition of my goal that I would like to pursue a design career.

This long journey has been a meaningful and very important part of my life. It made me who I am today.

All of the chapters in this book represent a subway stop that represents a journey.

TABLE OF CONTENTS

DUCKHORN VINEYARDS 8–33

CHELSEA FOOTBALL CLUB 34–61

A VIVID LIGHT IN THE DARK 62–99

NINTENDO POWER UP 100–117

DEEP DOWN 118–135

MOTODELI 136–159

SHERWIN WILLIAMS ECO PAINT 160–179

GREEN SPOT 180–213

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THE ENDURI OF NAPA VA PACKAGING

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Background Dan and Margaret Duckhorn founded Duckhorn Vineyards, which became one of the first 40 Napa Valley wineries in 1976. In 1979, Duckhorn Vineyards became the first American winery to pioneer luxury Merlot. Dan and Margaret also wanted to expand their product line. In 1982, Duckhorn produced Napa Valley Sauvignon Blanc which is based on Dan and Margaret’s passion for Bordeaux-varietal wines.

Duckhorn Vineyards has been crafting a tradition of quality and excellence that continues for more than 40 years.

→ P R O J EC T 1 | D U C K H O R N V I N E YA R D S

ING CHARM ALLEY Course GR370: Package Design 3 Instructor Thomas McNulty Project Duckhorn Vineyards Category Packaging Keywords Modern, Premium, Elegant Semester Spring 2021

Objective Create a new premium brand and packaging system for wine product. The design will reflect two different price points. First, will be a high-priced premium wine selling for $120 per bottle. The second is a lower price point wine between $16–20 per bottle. Include a front and back labels, capsule and neck band designs.

Approach My goal was to develop a premium and modern look for Duckhorn Vineyards in order to make the brand look more appealing to younger target audiences. I mainly focused on typography that would look modern but still carry the brand’s tradition of quality and excellence.

→ M Y J O U R N E Y | P O RT FO L I O

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BLUE LIONS WEST LOND BRANDING

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Background Chelsea, one of the biggest English football club from London that competes in Barclays Premier League, was founded in 1905 by Gus Mears, an English businessman who had earlier bought the Stamford Bridge athletics stadium with the plan of transforming it into a football ground.

→ P R O J EC T 2 | C H E L S E A FO OT B A L L C L U B

OF THE DON Course GR365: Strategies for Branding Instructor Thomas McNulty Project Chelsea Football Club Category Branding Keywords Modern, Passionate, United

Objective Create a new identity, application system and graphic manual for a sport venue. Pick a company known both nationally or internationally. Be responsible for creating of a new symbol, wordmark or combination of both.

Approach My goal is to develop a modern look for Chelsea Football Club that would still carry the soul and the passion of the fans of the historic club based on its background that represents the people and the city of West London.

Semester Spring 2021

→ M Y J O U R N E Y | P O RT FO L I O

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DANNY BOY BEHIND THE VISUAL SYSTEM

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Background Danny Boyle was born on 20 October 1956, in Radcliffe, Lancashire, England. He studied English and Drama at the University College of North Wales, where he directed several productions for the student drama society. His films are known for their bold visual imagery and exuberant energy.

→ P R O J EC T 3 | A V I V I D L I G H T I N T H E DA R K

YLE: E LENS Course GR425: Visual System 2 Instructor Hunter Wimmer Project A Vivid Light in the Dark Category Visual Systems Keywords Deconstructed, Anxious, Depressed

Objective Come up with the creation of a visual system. The vehicle of the system will be a film festival featuring the films of a director of your choice. This hypothetical festival will celebrate the work of your chosen director and take on several forms.

Approach My goal was to create a visual system for selected Danny Boyle films that are related to anxiety and struggle, by incorporating the concept of motion and imagery movement and typography.

Semester Spring 2021

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A N D Y L E B O F I M A L E TS I V

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NINTENDO H POWER PACKAGING

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Background Nintendo is a Japanese multinational consumer electronics/video game company headquartered in Kyoto.

The company was founded in 1889 while Nintendo Karuta originally produced handmade hanafuda playing cards. After venturing into various markets during the 1960s and acquiring a legal status as a public company under the current company name, Nintendo, it distributed its first video game console, the Color TV-Game, in 1977. It gained international recognition with the release of the Nintendo Entertainment System in 1985.

→ P R O J EC T 4 | N I N T E N D O P O W E R U P

HAS THE Course GR370: Package Design 3 Instructor Thomas McNulty Project Nintendo Power Up Category Packaging Keywords Technical, Trendy, Approachable Semester Spring 2021

Objective Choose a brand that is not known in the category of appliances, garden tools or power tool section. For example, what if the BMW brand introduced as a line of powered tools or home appliances? What would the product and package look like? Or how would you market the brand successfully?

Approach My goal was to develop a new product line of power tools for Nintendo that will incorporate the look and concept of video games and apply it to power tools.

This would make the product line appealing to people who are familiar with Nintendo products and create a new market for the manufacturer.

→ M Y J O U R N E Y | P O RT FO L I O

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OUR OCEANS POLLUTED, A EDITORIAL DESIGN

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Background Oceans are the largest water bodies of the planet earth that have been severely affected by excessive human activities over the last few decades. Ocean pollution, also known as marine pollution, is spreading harmful substances such as oil, plastic, chemical particles, industrial and agricultural waste into the ocean and is profoundly severely affecting marine life.

→ P R O J EC T 5 | D E E P D O W N

S ARE ACT NOW Course GR330: Typography 3 Instructor Ariel Grey Project Deep Down Category Editorial Design Keywords Deconstructed, Polluted, Contaminated

Objective Create a book to show effects from ocean pollution have been increasing due to human behaviors.

Demonstrate solutions that could help people be more responsible and become advocates that will slow down the pollution.

Approach My goal is to show the aspects of contamination by mixing design elements, colors, and display type to resemble the look of harmful chemical substances in order to build awareness of ocean pollution and how it affects the environment.

Semester Fall 2020

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LOCALS SUP LOCALS PACKAGING

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Background Motodeli was opened in 2016 in the Leucadia area of Encinitas and was inspired by European scratchmade delis. Motodeli takes its inspiration from motorcycles, which is the founder’s passion, to bring up the look of an authentic mechanic shop. The founder believes that the motorcycle nostalgia, the proximity to the beach and the eclectic mix of Leucadia’s stretch of coast highway, and the food will make Motodeli a fan favorite.

→ P R O J EC T 6 | M OTO D E L I

PPORTING Course GR332: Package Design 2 Instructor Thomas McNulty Project Motodeli Category Packaging Keywords Local, Affordable, Sustainable Semester Fall 2020

Objective Create a new delicatessen which will include a new brand image, labels, packaging, meat packs, that may include: Chicken, Beef, Pork, Lamb, etc. Include; rubs, spices, tools, condiments, to-go-containers, sandwich wraps, bags, and whatever applies to your concept.

Use sustainable materials when possible, to reduce packaging waste.

Approach My goal was to create a new look and make sustainable packaging for Motodeli which represent the unique concept of motorcycle. Also, to bring the brand’s homemade products to local market in that encourages locals to support local products.

→ M Y J O U R N E Y | P O RT FO L I O

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A PAINT THA INNOVATES PACKAGING

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Background Henry Sherwin and Edward Williams established the Sherwin-Williams Company in 1866, in Cleveland, Ohio. The company grew quickly, especially after creating ready-mixed paint in 1880. Before the invention of this type of paint, consumers would have to buy the ingredients of paint separately and mix the paint themselves. Because of Sherwin-Williams Company’s experimentation, consumers could buy the paint already mixed and ready to be used.

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AT Course GR332: Package Design 2 Instructor Thomas McNulty Project Sherwin Williams Eco Paint Category Packaging Keywords Innovative, Sustainable, Eco-friendly Semester Fall 2020

Objective Come up with a concept for a line of eco-friendly powdered mix house paints. You will need to consider your paint line that works for both interior and exterior paint use. Challenge yourself to develop and design an alternative and reusable paint package. The final design must incorporate Biodegradable, Zero-VOC and contains non-harmful environmental content on the label. No metal cans will be used in this project.

Approach My goal was develop an eco-friendly product line for Sherwin-Williams in the form of powder mixed paints for interior and exterior uses. This powder mixed paint will be easy to use. The packaging will be reusable, recyclable, and made out of sustainable materials.

I created a new logo for the brand in order to create a point of difference in the marketplace.

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PLANT-BAS PRODUCT ST PACKAGING A COLLABORATIVE PROJECT

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Background Green Spot is a store that produces and sells plantbased food and products which encourage the trend of living a more organic and healthier lifestyle.

The brand has 4 sub-brands that cover gardening supplies, health and beauty, plant-based food, and CBD products. Also, Green Spot is in large supporter of the movement against animal cruelty in the farming and dairy industry.

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SED TORE Course GR426: Package Design 4 Instructor Thomas McNulty Project Green Spot Category Packaging Keywords Organic, Plant-based, Trendy Semester Summer 2021

Objective The group created an entirely new retail store brand image and extensive product line. The group was asked to think about what the company provides, location, architecture, demographics,—to think about what the store will offer in terms of selection and product choices.

Approach The group created a mission statement that expressed that the brand belief in taking care of our consumers, farmers and planet. By creating all natural, plant based products and providing a place of trust and compassion by supporting local agriculture it furthers the mission. Each sub-brand has its unique character but is able to show aspects of plant-based products with approachable, high-quality and modern look that would grab attention from young and middle age audiences in the market.

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SUB-BRANDS HEALTH & BEAUTY

PLANT-BASED FOOD

GARDENING TOOLS

CBD PRODUCTS

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IDENTITY COLLECTION

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THANK YOU To My Mom and Dad I am truly thankful for your love and support. Even though we are not together at home but you have been very supportive on every path I choose. I would not be successful as a golfer or student without your encouragement. Thank you for having always been by my side since I was a little. You are the most important part of this journey. I love you so much.

To My Friends Thank you for being a great support in every difficult time. You always make me feel so much better whenever I feel lost or sad. No matter if you are friends from home or friends I have met during my time in the US, I am very thankful for this friendship we have.

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To My Instructors To Thomas McNulty, David Hake, Jacques Rossouw, John Nettleton, Hunter Wimmer, Ariel Grey, Phil Hamlett, and Mary Scott. I have learned so much from you in the past few years. I would not have these beautiful works without your advice. Thank you for making me a better designer and ready to work in a professional world. The time we have spent working together is very precious.

EXIT

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Contact Thitipong (Otto) Homruen +1 (620) 797–1289 ottohomruen.com ottohomruen@gmail.com

Printing & Binding Blurb.com

Instructor Mary Scott

Typography PP Formula Condensed

by Pangram Pangram Foundry PP Neue Montreal

by Pangram Pangram Foundry Standard CT

by Castle Type

Course BFA Senior Portfolio Semester Fall 2021 School Academy of Art University School of Graphic Design

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Paper Stock Mohawk Superfine Eggshell 100# Text

Photography Pexels.com Unsplash.com Bleacherreport.com

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