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Written and designed by Peony Wong.

Major Studio Project BDES - Bachelor of Graphic Design Hong Kong Raffles International College

Prof. Julie Osen January - June 2016

peonywong912@gmail.com www.behance.net/peonywong


CONTENT PREFACE 8

INTRODUCTION 14

Graphic Design

8

Background 14

Growing at Raffles

9

Branding is Belonging

Aims & Objectives

15

10 CULTURAL RESEARCH 16 Hong Kong Market

16

The Smoothie Trend

18

MARKET RESEARCH

20

Competitors

20

DESIGN RESEARCH

24

Veganism 17

Target Customers

23

Photography 24 Layout Design

25

CONCEPT DEVELOPMENT

30

Concept and ideas

30

Sketches

31

Moodboard

34

Illustrations & Icons

32

DELIVERABLES DEVELOPMENT 36 Smoothies Trials Illustrations

36 38


BRAND & IDENTITY

42

Mission

42

USP

43

LOGO 44 Typography 44 Logo Usage

48

RECIPES BOOK

50

SOCIAL MEDIA

52

TIMELINE AND BUDGET

54

DESIGN DELIVERABLES

56

Color Scheme

49

REFERRENCE 68


“DESIGN IS THINKING MADE VISIBLE”

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preface

GRAPHIC DESIGN Graphic design plays an major role in my daily life, and it is basically everywhere around us. My design philosophy is to keep everything simple, minimal and fresh so that message can transmit clearly and effectively. Graphic design acts as an effective information-dispenser, communication tool to convince and interact with people. Besides, it involved in different areas of interest, it is a combination of typography, illustration, branding, visual identity, information and publication design. Message can be conveyed in the form of text, image, and even moving images. As technology and mediums are rapidly changing the way how graphic designer works, but basics principle of good design stay strong.

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GROWING AT RAFFLES In 2013, I started walking my line towards my dream as being a graphic designer. The past 3 years here at Raffles have been grateful and a wonderful starting point that lead me into this creative industry. “A line is a dot that went for a walk.� - Paul Klee As a graphic student at Raffles Hong Kong, I feel extremely lucky to have great tutors and wonderful learning environment. I am so thankful to each faculty members in Raffles Hong Kong. I want to say a big thanks to Miss. Jana Dambekalne and Mr. Fabian Tuen, the graphic design professors that I interacted during my first year in Raffles, for building up my foundation that we stand on. Also the entire faculty of Graphic Design; Miss. Julie Osen and Miss. Ero Pagla for being so open-minded and allow my creations.

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preface

BRANDING IS BELONGING The concept of branding was to portray ownership, especially valuable ones. The brand identity is more than just a logo, it is instead a concept that representing the brand and the sense of belonging. The branded-products in our market are enormous and our daily routines are marked by certain brands that we endorse, even though we might not be conscious about it. Graphic design in branding is so important, is the essential in order to promote marketing and selling products. The process involved included a visual identity, advertising and marketing strategy. The brand was expressed through its name, logo, information and visual appearance, where we called branding (Kurtuldu, 2016).

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“WE ARE BRILLIANT AT WHAT WE DO”

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introduction

BACKGROUND Every idea starts when you realize that something is missing. We perceived the problem of proper nourishment in today’s stressful and busy world. Many of us lacking of nutrition since we do not eat properly, and most likely we always forgot our morning meals. Skipping breakfast may increase a woman’s diabetes risk according to the study published in the American Journal of Clinical Nutrition. Tired from the fast food chain and processed food from restaurants, the healthy diets and the phenomenal smoothie movement has become the popular healing retreats in our society. Smoothies can fill you up, satisfy your sweet cravings, provide you with loads of vitamins and antioxidants. It is a great way to start your morning or as afternoon snacks, it also act as a power punch to your daily intake. There is simply nothing better than you can do it for yourself, so why not create our own healthy food and beverages.

PEONY WONG / major studio project


To create branding and visual identity for my own beverages startup, Utopia The Smoothie Lab, and to extend the visual language created on the logo, product, stationery, recipe book and other brand collaterals. Targeting fitness, health and wellness across all ages, we are going to launch different series of smoothies that fit different groups. While the product range will be beneficial to the general

Let food be thy medicine

AIMS & OBJECTIVES

population even our flurry friends, it would fight the biggest enemies of HongKongers; diabetes, obesity, high blood pressure, intestinal cancer and heart disease. Join us and start the journey of healthy lifestyle by simply enjoying a sip of smoothies.

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cultural research

HONG KONG MARKET Organic health foods and beverages are steadily showing up in the Hong Kong market, and people are more aware about their health and the nutrition intake. The rise of the “healthster” become a latest trend, they are a group of people who concern about health, wellness and fitness. This tendency have gone from being sideline hobbies to a lifestyle, influencing the majority of our daily life. Besides, in today’s fast-moving global world, people are all getting busier. Not everyone has the time to invest hours in preparing balanced, home-cooked diets. The society is looking for better and more nourishing food that exist in a convenient way such as the smoothies. Smoothies are packed with fruits and vegetables that are full of vitamins and antioxidant which are core elements towards keeping healthy body (Green Queen Healthy Living Hong Kong, 2016).

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(Anon, 2016)

VEGANISM A vegan diet is the practice of abstaining from the use of animal products, as well as following an associated philosophy that rejects the commodity status of sentient animals. Many vegans choose this lifestyle to promote a more humane and caring world by preventing the exploitation of animals. Vegan diets also beneficial in reducing the risk of cancer, Parkinson’s disease, controlling diabetes and lead to significantly better cardiovascular health (Plant, 2014). Veganism is not just a diet, it is also a lifestyle where it leads to a better environment. Futhermore, it is the simplest way where we all can do for our world to lower the carbon footprint. This is what we call perfect society - Utopia.

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cultural research

THE SMOOTHIE TREND The article from Blendtec state the top ten smoothie trends in 2016, according to Mintel, 577 million smoothies were served last year in the United States. One of the trend is the on-the-go meal smoothies, it is basically a drinkable breakfast and replacement for morning meals. Usually it contain superfood like chia seeds, oats, raw nuts and seeds and organic honey. In addition, spices and herbs also being used, such as mint, ginger, rosemary and basil, it gives a kick and zing flavor to make traditional smoothie flavor profiles more exciting. Likewise, adult smoothies will be a huge boost sales in restaurants. These blended drinks are the same as other smoothies but just with one extra ingredient, alcohol, in order to create these premium beverages (Blendtec, 2016).

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market research

Wordmark

Illustrated iconic logo

Circle labels

Printed cups

Crowded information

Colorful

COMPETITORS The research focus on the logo and utensils of the other smoothies brand in Hong Kong, such as Nood Food, Zumufi, Mana Fast Slow Food and Genie Juicery. Most of them also sell food and coldpressed juices as their main products and it were being sold through the Online market.

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Raw typography

Calligraphy

Circle labels

Typography reliant

Clean and simple

Crowded information

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market research

LUXURY

OUR BRAND

GENERIC

VALUE

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DIVERSITY


TARGET CUSTOMERS The target group of the smoothie start-up business comprises of health conscious consumers looking for convenient fast-food alternatives. Target age group ranging within a 5 to 45 + years, coming mainly from educated backgrounds and both males and females, who are aware of the disadvantages of processed foods, preservatives and added sugar. Furthermore, pet owners who are concern about the health of their pets. The healthy benefits and tastes of our juices are the core of our organization and will be transmitted through our efficient service. Our price range from $18 Pawsicle, $38 - 48 Fruity Land and On the Go, $48 - 58 Green Zone and last but not least $78 for Party Chill. With the diversity options, everyone can find their favorites.

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design research

PHOTOGRAPHY

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design research

LAYOUT DESIGN

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“DESIGN IS NOT ART, IT IS ABOUT CRAFTING SOLUTIONS TO REAL ISSUES”

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concept development

CONCEPT AND IDEAS Utopia The Smoothie Lab will first appear as a pop-up shop format, it is a trend in Hong Kong to have pop-up store or event. As we do not have an real shop in this stage, however the recipe book will act as a promotional tool to advertise the brand. We do not wanted to run it like a business, we wanted to share this healthy lifestyle to everyone.

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concept development

ILLUSTRATIONS & ICONS

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HEART AND CIRCULATION

ENERGY BOOST

SKIN AND HAIR

EYE HEALTH

MUSCLES AND JOINT

DETOX

IMMUNE SUPPORT

DIGESTION

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concept development

MOODBOARD

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deliverables development

SMOOTHIES TRIALS

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deliverables development

ILLUSTRATIONS

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Scanned by CamScanner

Scanned by CamScanner


“GOOD DESIGN IS GOOD BUSINESS”

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brand & identity

MISSION Utopia The Smoothie Lab provide you with the natural form of solutions by turning natural, raw fruits and vegetables into superfood smoothies. We committed to share the blessing of a healthy lifestyle, inspirations and contribute to make Hong Kong a healthier city. To promote a healthy, tasty and refreshing experience with our 100% freshly made smoothies, for all health conscious consumers through the high quality of our products. Moreover, to satisfy the sweet cravings and nutrition needs at the same time. In Utopia The Smoothie Lab, we offers 5 different categories of smoothies; Green Zone, Fruity Land, On the go, Party Chill and Pawsicle. We have more than 20 choices, these colorful blended drinks filled with nutrients and vitamins.

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USP The unique selling point of our brand is that we are not just offering smoothies for human but also for their flurry friends. We have 3 flavors pawsicle for them, which is the The Red Shiba, Apple la Corgi and the Pumpkin Pug. We use all raw and natural ingredients in our smoothies, by providing healthy options for all kinds.

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logo

RAW TYPOGRAPHY Using raw typography style to create the logo, in order to match the concept of raw food, fruits and veggies.

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logo

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logo

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C 0 M 0 Y 0 K 100

C0M0Y0K0

C 57 M 41 Y 76 K 21

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recipe book

LAYOUT DESIGN

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social media

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timeline and budget

TIMETABLE WEEK 1 - 3

IDEA DEVELOPMENT

WEEK 13 - 16

REVIEW AND REFINE

Concept and Ideas

The final logo

Research

Production process

Visual Tone

Feedback

Moodboard

Making illustrative units Test printing

WEEK 4

PRESENTATION

WEEK 17 - 20 WEEK 6 - 8

THE BOMB The labels

PUTTING PEN TO PAPER

The cups Print Production

Brainstorming Logo development Illustrations Refining ideas

WEEK 21 - 22

FINALLY HAPPENING Product shoot

WEEK 9 - 12

TAKING IT FORWARD Fruit Market Visit Photoshoot Photo editing Recipe Layout

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Refine Project book


BUDGET PLAN

Fruits & Veggies Plastic Cup Props

500 50 284

Sticker Label

80

Test print

40

Print production

950 1904 HKD

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design deliverables

RECIPE BOOK Printing : 4C+4C Size : A5 148.5mm (w) x 210mm (h) Pages : 80pp Material : Cover - 250gsm art card + matt lamination Material : Inside - 157gsm platinum white Blinding : Perfect blind

Online at: https://issuu.com/peonywong5/docs/a5-recipebook/1

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design deliverables

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design deliverables

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design deliverables

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design deliverables

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design deliverables

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references

Allnood.com. (2016). Nood Food, viewed 4 February 2016, http://www.allnood.com/ Anon, (2016). [image] viewed 28 May 2016, http://www.foodandnutrition.org/vegetarian_foods.jpg Blendtec. (2016). Blending Success with Top 10 Smoothie Trends of 2016 [online] , viewed 17 March 2016, https://cdn.blendtec.com/marketing/Resources/Blendtec-2016-SmoothieTrendsArticle.pdf Geniejuicery.com (2016). Genie Juicery | Hong Kong’s Original Retail Juicery Since 2011, viewed 10 February 2016, http://geniejuicery.com/ Green Queen Healthy Living Hong Kong. (2016). Green Queen Predicts: Health & Wellness Trends 2016, viewed 21 April 2016, http://www.greenqueen.com.hk/health-wellness-trends-2016/ Kurtuldu, M. (2016). Brand New: The History of Branding, viewed 5 April 2016, http://www. designtoday.info/brand-new-the-history-of-branding/ MANA! (2016). WELCOME, viewed 10 February 2016, http://www.mana.hk/ Plant. (2014). Why Vegan? - Plant, viewed 21 April 2016, http://www.plantcafe.co.za/why-vegan/ Zumufi.com (2016). Zumufi, viewed 4 February 2016, http://www.zumufi.com/

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Peony Wong would like to say thank you for viewing this major studio project. The designs, photos, and data presented in this project book are properties of Peony Wong. p./069



Utopia - Guidebook