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The Hidden Narratives Design Portfolio// Shawn Wong


There is a story behind everything that exists. As a visual designer, I believe that the most successful designs are not only clean, easy to comprehend, and innovative but narrative as well. A story validates the existence of a design and gives it meaning and purpose. For this reason, I find inspiration through the hidden narratives within a project.


Copyright Š 2014 by Shawn Wong. All Rights Reserved. This publication may not be reproduced, stored, or redistributed in any form or by any means without a written consent from the author, Shawn Wong. Typefaces: Futura & Univers Design: Shawn Wong Cover Design: Shawn Wong Printed in USA.


A special dedication to my parents, Thank you for the unconditional love and support you have given me. I would not have reached this far without the both of you.


Table Of Contents PROJ 01

Three Peas In A Pod p. 8-43

PROJ 06

Egg In A Box p. 100-125

PROJ 02

Work And Play p. 44-53

PROJ 07

Good Old Times p. 126-151

My Name Is... p. 54-75

PROJ 08

I Am Tangle Free p. 152-173

Blood And Gore p. 76-99

PROJ 09

Funsized Intro. p. 174-193

PROJ 03-04 PROJ 05


PROJ 01:

Three Peas In A Pod


PROJ 01

Three peas In a pod


Client

Personal Project

Client Background

None.

Project Overview

The following package design is an exploration of an existing product, Snapea Crisps. The goal of this project is to improve the appeals of the package to better suit its audience.

Design Strategy

Snapea Crisps are sold in large grocery markets such as Safeway and Whole Foods Market. These stores vary in products, but they all share one thing in common, household needs. Mothers and young adults are frequent shoppers for such necessities so develop a design that targets this audience.

Concept

Snapea Crisps is a product of pea snacks. Play with the biomimicry of a pea in the design process.


The Hidden Narrative

Design Research & Process Background The producer of Snapea Crisps, Calbee North America, strongly reinforces the notion of healthy snacking. They seek ultimate purity and simplicity of ingredients. In order to accomplish this goal, Calbee uses minimal additives to maximize nutritional value. Calbee also encourages minimal waste in production. As a result, entire pea contents are used to produce each piece of snack. Calbee’s dedication to health and wellness even led to their development of educational workshops where people of all ages are welcome to learn about healthy lifestyles and nutritional diets.


Proj 01: Three Peas In A Pod

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The Hidden Narrative

Design Research & Process Issue #1 Health is a growing concern across the nation. Calbee successfully responds to this problem by introducing Snapea Crisps, a healthier alternative snack. In fact, Snapea Crisps has less fat and sodium than the average potato chip. Despite its unique qualities, Snapea Crisps lacks an appearance that distinguishes itself from other healthy snack products of its category.


Proj 01: Three Peas In A Pod

15


The Hidden Narrative


Proj 01: Three Peas In A Pod

Cont. As shown on the left, food photography is a popular marketing method that food industries rely on. Calbee is no exception. Although the variety of Snapea Crisps have well designed type treatments applied on their packaging, they all use the same pictorial approach found in other snack/salad products. As a result of this repetitive strategy, Snapea Crisps products are not prominent.

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The Hidden Narrative

Design Research & Process Solution In order to resolve this issue, Calbee must step out of its comfort zone and explore other possibilities. Cleanliness and simplicity are relevant to good health. Since Snapea Crisps emphasizes on healthy snacking, those characteristics should be further conveyed through its packaging, style, and logo.


Proj 01: Three Peas In A Pod

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The Hidden Narrative

Design Research & Process Logo On the right is a new identity developed for the educational purposes of this case study. After some exploration, this logo showed the most potential because it is healthy, friendly, and inviting. The logo’s play-on-word is a fun element that is easily comprehended by people of all ages. Calbee should consider a similar clean, yet playful logo in their future campaigns and promotions. This solution could solve the first issue.


Proj 01: Three Peas In A Pod

The Crispea logo was developed in two formats: Horizontal and Vertical. Having this variety allows versatility across different applications.

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The Hidden Narrative

Design Research & Process Issue #2 Litter is another major concern of the food industry. More than 80% of Americans litter out of habit, causing multiple environmental concerns. If Calbee also tackled environmental issues (i.e. package waste) with its snack production, it would enhance its health conscious campaign.


Proj 01: Three Peas In A Pod

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The Hidden Narrative

Design Research & Process Analysis The diagram on the right illustrates a simple rendition of a production cycle. This process goes through extraction -> production -> distribution -> consumption. In a perfect world, consumers would recycle and dispose their wastes appropriately so that resources can be reused or disposed correctly. This diagram depicts such utopian production cycle. However, nothing is ever perfect and the imperfection in this production cycle is human nature.


Recycle Distribution Disposal

Iconography Designed By: Unknown, Brad Goodwin, Juan Pablo Bravo, Gary Anderson & Unknown.

Proj 01: Three Peas In A Pod

Extraction

Production

Consumption

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The Hidden Narrative

Cont. Most consumers have a bad sense of responsibility when it comes to waste disposal. They litter wherever they find convenient. Trash, especially electronic waste, do not degrade easily in nature. This statement applies to plastic, styrofoam and several other materials as well. The amount of time necessary for their decomposition is exponential in comparison to the time required for their production. Because of this process, litter results in the death of myriad living organisms in our ecosystem. This is a major issue that designers must solve for packaging industries around the world.


Air

Sea

Land

Iconography Designed By: James Keuning, Gemma Garner & Luis Prado.

Proj 01: Three Peas In A Pod

Litter

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The Hidden Narrative

Design Research & Process Cont. Solution Calbee has several options to educate and influence its audiences’ actions towards package wastes. 1.) Reinforce the idea of recycling. 2.) Utilize compostable materials to package products. Recycling is an effective process, but it is too slow to contain the rate of wastes generated everyday. Recycling also lacks control over those who litter. In order to solve this issue, food industries should further explore use of compostable materials in their packaging methods.


Proj 01: Three Peas In A Pod

COMPOSTABLE “Compostable� suggests that the object is consist of decaying biological matters (i.e. dead leaves). These materials are expected to break down into small pieces within 90 days. Microorganisms consume these materials to hasten the rate and produce nutrient-rich fertilizers (i.e. carbon dioxide, water and humus). This does not imply that recycling should end. Products should be made of compost materials while they continue to be recycled. Their compost body will simply act as a fail-safe precaution when consumers litter their packages. 29


The Hidden Narrative

Cont. Sugar cane paper, also known as Bagasse, is a great source of material for this compost solution. Once the liquid has been extracted from a sugar cane, the residue can be used to develop compostable packages. This process is thorough because it takes advantage of the entire sugar cane. Best of all, sugar cane are easy to replenish and adaptable in all seasons.


Proj 01: Three Peas In A Pod

Cont. Aside from materials, the package can also be repurposed for other usage. A set of blueprint for the redesign of product is available on the coming pages. On the back side of the “pod� package is a set of instruction as to how the package can be repurposed.

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The Hidden Narrative

Crispea Snow pea Snacks Package The package design above is the final product of this exploration. Each package contains three individual servings to limit the quantity of consumption. Once all servings have been removed, the larger package can be repurposed as a trash bag or other creative usage.


d e l i c i o u s

s n o w

p e a

Net Wt. 3.3 oz (93g)

s n a c k s

The Hidden Narrative


Background

cholesterol, no trans-fat, and is made from fresh ingredients. Although Snapea Crisps’ nutritional facts are somewhat typical among our competitors, Snapea Crisps is unique because it does not contain additives. We realize the health concerns that occur from unhealthy snacking thus developed this healthier alternative, Snapea Crisps, so that all snack-lovers can continue their snacking habits.

include Snapea Crisps, a freshly baked snow

Here at Crispea Snacks Industries, we aim to provide snack consumers a healthier

0

Instead, make a clean cut on one end of the Crispea package and reuse them for other purposes.

Use the package as an alternative plant pot/bag.

Or use the package as a trash bag for your wastes.

71146

00245

6

Manufactured by Crispea Snacks Industry Davis, CA, 95616

www.crispeasnacks.com

Crispea Snacks’ bagasse packages will decompose within a 100 days. Crispea Snacks Industry hopes for a positive feedback from this new line of packaging, but also asks for your support in their drive for a greener future.

Crispea Snacks Industry’s snow pea snacks are packaged in bagasse paper, an environmentally-friendly paper

your snow pea snacks, please DO NOT immediately dispose the packages.

Proj 01: Three Peas In A Pod

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Proj 01: Three Peas In A Pod

Cont. On the left are the front and back of the snow pea “pod� package. The front features the logo, tagline, and minor information regarding the package. The back features nutritional facts, background information, and instructional guidance for the reusability of the package.

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The Hidden Narrative

Cont. On the right are images of the “pea” and “pod” packages. The “pea” packages is a smaller individual serving of the “pod” package. The “pod” image below was enlarged for a better reference to the instructional guidance section.


Proj 01: Three Peas In A Pod

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Proj 01: Three Peas In A Pod

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Proj 01: Three Peas In A Pod

The concept involved the biological packing of peas and pods so three “pea” packages and one overall “pod” package were developed for this project. 41


Crispea is a downto-earth product full of rich and nutritious ingredients. Because of the “home-like� nature of the redesigned packaging, Crispea product will now have a warm and honest atmosphere that is sure to satisfy loyal customers and future snack lovers.


PROJ 02:

Work And Play


PROJ 02

Work And Play


Client

The Agate Group

Client Background

The Agate Group is a strategic marketing firm that specializes in allocating talented professionals to maximize the efficiency of business plans.

Project Overview

The following illustration project was commissioned to demonstrate the personal traits that distinguish each member of this division. They will be applied to business cards to enhance their personal and business identities.

Design Strategy

Behind the suits and formal wears, every members are unique in personalities, preferences, and more. In order to successfully portray their individuality, each member must reveal their special interests that most represent them.

Concept

Business wears are too formal. Avoid arid appearances by illustrating each individual in an approachable manner.


The Hidden Narrative

The Agate Group Caricatures These illustrations were drawn to personify each individual. Every illustration has its own highlight of interests or hobbies. Lighting and colors were slightly adjusted to enhance the visuals. The following illustrations might be portrayed in a work environment, but the fictive details that describes them brings humor to their identity and atmosphere.


Proj 02: Work And Play

She wanted to be portrayed with multiple hands because she likes to multitask.

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The Hidden Narrative

He loves to play soccer so he was drawn kicking a soccer ball.


Proj 02: Work And Play

He likes music and plays violin so he was portrayed as a musician playing a violin.

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The Hidden Narrative

This page contains a unique collection of individual with different hobbies. Going from left to right, the first one is fishing. Then, tennis, basketball, golf, jet skiing, golf again, dancing, and horseback riding.


Proj 02: Work And Play

Unlike the others, these two wanted to be portrayed with computers. This preference somewhat suggests that they are dedicated individuals who prefer working behind the scenes.

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PROJ 03-04:

My Name IS...


PROJ 03-04

My Name Is...


Client

Okumura Design

Client Background

Okumura Design is a design consulting group founded by Gale Okumura. In her firm, Okumura developed a special division where student designers can perform their practice with existing clients to gain real experience.

Project Overview

The following pages contain materials commissioned by two organizations: Friends of the Davis Library and Pence Gallery, both of which proposed to rebrand their corporate identities.

Design Strategy

Both organizations are located in the city of Davis, a town largely populated by college students. Develop a contemporary identity that appeals to this younger audience.

Concept

Aesthetic, yet functional. An artwork is well received when drawn well, but well remembered if meaningful.


The Hidden Narrative

Friends of The Davis library Background Friends of the Davis Library is a small group of non-profit organization who contribute their efforts to the Davis branch Yolo County Library. They host multiple events (i.e. book sales) to fundraise and support the library’s financial needs. Aside from the name of their organization, Friends of the Davis Library never owned an individual identity and has always borrowed the library’s as a substitute. As a result, Friends of the Davis Library would like to have a logo that distinguish themselves as an organization.


Proj 03-04: My Name Is...

Friends of the Davis Library

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This is the street view of the Davis Branch Yolo County Library. The arches are great elements for the logo design because they are unique features of this library.


The Hidden Narrative

Identity & Promo. Material Logo A few options were offered as illustrations for this logo design. The choices consist of sculptures that were located throughout the library. While the sculptures were fun and whimsical, they did not represent the library as a whole. On the other hand, the arches that support the outer perimeter of the library showed great potential because they were aesthetic and functional. The arches visually represented the library because they are the primary element visible from the streets. By incorporating the arches, visitors will learn to recognize these architectural elements when searching for the library.


Proj 03-04: My Name Is...

Friends of the Davis Library

The logos above consist of vertical and horizontal format. Serif fonts were chosen for this logo design because serif has a traditional/ classical vibe that suits such logo.

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The items presented on this page are the business system developed for the Friends of the Davis Library.


This is a promotional tote bag designed for multiple usage: Grocery Shopping, Book Sale, and etcetera.


The Hidden Narrative

The Pence Gallery Background The Pence Gallery is another nonprofit organization that serves the Davis community. The difference is that Pence Gallery does so through art exhibits and educational programs. Unlike the Friends of the Davis Library, the Pence Gallery had an existing logo but would like to redesign their identity so that it was modern and contemporary.


Proj 03-04: My Name Is...

Pence Gallery

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This is the Pence Gallery’s unique facade. This section of the building has distinct elements (i.e. window treatment, shape, and height) that should be considered when designing the logo.


The Hidden Narrative

Identity & Promo. Material Logo The illustrations on the right are logo designs for Pence Gallery. The color palette and shape of the illustrations were extracted from the gallery’s exterior. Like the Davis library, the gallery is consist of multiple varying artworks that cannot represent the organization as a whole. On the other hand, the structure itself was a perfect choice because it symbolized the Pence Gallery physically in architecture and mentally in creativity of color combination. In terms of typeface, Gotham is a suitable choice because it is modern, angular and it shares similar width across different letters, much like the two shapes presented in the illustrations.


Proj 03-04: My Name Is...

Pence Gallery

The logo on top is rendered in black & white and the bottom in color.

73


The Hidden Narrative


Proj 03-04: My Name Is...

Pence Gallery

The items presented on this page are the business system developed for the Pence Gallery. 75


PROJ 05:

Blood and Gore


PROJ 05

Blood And Gore


Client

Personal Project

Client Background

None.

Project Overview

The following project is a package design regarding roadkills, the meaningless deaths of wildlife. Most of us acknowledge these occurrences but fail to show any real concern for the dead animals. The difference between a roadkill and hit-and-run is so dramatic that it is saddening because the value of an animal’s life is significantly lower than that of a human. There is no punishment or repentance necessary when an animal is murdered. This socially accepted behavior is unethical so I want to design campaign materials to raise awareness and prevent future roadkills.

Design Strategy

Use graphic imagery to spark the audiences’ emotions.

Concept

Blood and gore. Incorporate key elements of roadkills in designs to shock the audience.


The Hidden Narrative

Design Research & Process Background Raccoons, striped skunks, and squirrels are the top 3 victims of roadkill incidents in California. Their deaths tally to an approximate of 4,000. However, this number is miniscule when compared to a related nationwide death count; 1 million animals per day based on the findings of the Humane Society. The United States of America contains an estimate of 316 million humans. More than half of this population own and drive a vehicle for their personal needs everyday. As a result of our industrial culture, the tragic fates of these animals are inevitable.


Photographer: Waffleandsteel, 2010

Proj 05: Blood And Gore

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Proj 05: Blood And Gore

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Photographer: Diablo Scott, 2012 & Kencf0618, 2012.

Proj 05: Blood And Gore

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The Hidden Narrative

Design Research & Process Logo “Roadkill” was chosen as the name of this campaign because it is straightforward, avoiding unnecessary confusions. If carefully observed, Roadkill is hidden above and below the words “Wildlife Preservation Campaign.” When the two sets of words are combined, they resemble the tire treads of motor vehicles. This unique design faced some issues regarding illegibility but was approved because disfigurement is appropriate for this project.


Proj 05: Blood And Gore

The logo on top is rendered in black & white and the bottom in color.

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The Hidden Narrative

Design Research & Process Business Sys. On the right are the front and back of Roadkill business cards. The front displays a blood splatter illustration and the logo while the back exhibits name, title, and contact methods. In addition to the standard information, the back of the business card also presents a quote, “One roadkill equals one wasted death. One million roadkills equal one million wasted deaths. How many lives have you wasted as of today?� This brief was designed to struck guilt and prevent future roadkills.


Proj 05: Blood And Gore

87


The Hidden Narrative

Design Research & Process Promotional The following pages contain a series of promotional materials designed for this campaign. Pocket tissues were chosen because they are easy to carry and share between old and new friends. The product was designed in a noticeable color, red, and a provoking manner so it is a great conversation starter. Pocket tissues are also suitable for all ages so they do not neglect anyone except those who do not need them hence a strong influence towards this awareness campaign.


Proj 05: Blood And Gore

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Proj 05: Blood And Gore

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Proj 05: Blood And Gore

As shown on this page, the promotional materials were designed in a series. They feature the 3 top roadkills of California in 2011.

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Proj 05: Blood And Gore

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Proj 05: Blood And Gore

The blood splatter is hidden within the opening of the package and is designed to symbolize the physical attributes of a roadkill incident.

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The Hidden Narrative


Proj 05: Blood And Gore

Cont. On the left are images of the fronts and backs of this promotional series. The backs of each package display a unique set of question. The order of both front and back are organized relative to each other from left to right. For example, the raccoon illustration has the following question located on its back side, “Are my body parts obstructing your path?” “The you shouldn’t have run over me!!!”

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Proj 05: Blood And Gore

This fact was included as a shock factor and placed on the side of the package for the audience to discover. 96


Proj 05: Blood And Gore

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Proj 05: Blood And Gore

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Proj 05: Blood And Gore

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PROJ 06:

Egg In A Box


PROJ 06

Egg In a Box


Client

Personal Project

Client Background

None.

Project Overview

The following project is an exploration of the fundamentals within package design, egg packaging. The goals are simple: 1.) Design a unique egg package; 2.) Incorporate sustainable materials; 3.) Safely carry and protect 6 eggs in a package.

Design Strategy

When searching for eggs in a supermarket, customers look for egg cartons because of their distinct shape, texture, and color. This is an action that is done at a distance. I could take advantage of this finding and design a package that grabs the customers’ attention before other competitive brands are even considered.

Concept

Bee hives have a unique interior that strengthens their structure; staggered honeycombs. The misalignment of honeycombs prevents critical damage when colliding with other objects. Apply this concept to protect the eggs.


The Hidden Narrative

Design Research & Process Background Aside from sizes, marketed egg products differ in branding and quantity. There are a few that vary in package material, but those involve plastic and/or styrofoam, materials that are not environmentally friendly. On the other hand, commonalities among traditional egg products include recycled paper, script or serif typography, and horizontal packaging. Horizontal packaging implies that the package lays flat on the longer side when displayed.


Proj 06: Egg In A Box

105


The Hidden Narrative

Design Research & Process Issue #1 Existing packages have busy labels. Although information are helpful, having too much information can sometimes create uncomfortable atmosphere for the audience. More texts suggest more reading and processing. An easy solution to keep in mind would be “White Space.� Make sure there are plenty of breathing room for the audience to rest their eyes while glancing through the product information.


Proj 06: Egg In A Box

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The Hidden Narrative

Design Research & Process Issue #2 Marketed packages also exhibit a lot of color usage. The incorporation of multiple color is probably a strategy to win the audiences’ favor over competitive brands. However, none of the egg brands strongly outdoes the other because they all apply the same method. Keeping a package natural, clean and simple would certainly make a product differ from the competitors of this market.


Proj 06: Egg In A Box

109


The Hidden Narrative

Design Research & Process Solution In addition to the previous solutions, I decided to build a vertical package so that the product is unique and entirely different from the existing packages of this market. Eggbox packaging mainly consists of cardboard. Ink are printed on a separate cardstock label so that the entire package is clean and recyclable. Soy ink will be applied to all prints so that the entire package is environmentally friendly.


Proj 06: Egg In A Box

111


The Hidden Narrative

Design Research & Process Business Sys. A black and white theme is present in the business cards to stay consistent with the package label design. The iconographic egg illustration and play-on-word are included in the card design to enhance the playful atmosphere of Eggbox brand.


Proj 06: Egg In A Box

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Proj 06: Egg In A Box

Eggbox Premium Eggs Package On the right is the front of Eggbox label. The prints are black and white so that the package is distinct from existing packages of this market. The typography is in serif for a friendly and playful atmosphere. Animal abuse is widely known and disapproved so a message regarding this subject was included to assure the audience.

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Proj 06: Egg In A Box

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Proj 06: Egg In A Box

(Left) Eggbox is tall and slim so the package does not require a large amount of space when stored in refrigerated locations. (Right) On the right are the four sides of Eggbox package.

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Proj 06: Egg In A Box

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Proj 06: Egg In A Box

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Proj 06: Egg In A Box This is the unique interior that provides vertical support for Eggbox eggs. The “Slider� is a simple solution for the storing of eggs. They operate in an intuitive way and are easy to use so they are user-friendly.

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Proj 06: Egg In A Box The simplicity of the “Sliders� and overall container have an interesting combination of architecture that makes it distinct from other egg packages.

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Proj 06: Egg In A Box

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Proj 06: Egg In A Box

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Proj 06: Egg In A Box

A large AA egg is stored in each of the circular openings and one “Slider� has a total of 3 circular openings. The maximum capacity of this package design is 6 as mentioned on the package labels. 123


Proj 06: Egg In A Box

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Proj 06: Egg In A Box Eggbox packaging is much stronger than it appears. The structure has a well rounded protection on all directions to prevent minor scuffs and damages that might occur during transport. I hope this revolutionary package sheds new light in the egg packaging industry.

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PROJ 07:

Good Old Times


PROJ 07

Good Old Times


Client

Personal Project

Client Background

None.

Project Overview

The following package design is an exploration of an existing product, OldTown White Coffee. The goal of this project is to improve the appeals of the package to better suit its brand and identity.

Design Strategy

Coffee is a daily necessity for most. Designing a package that contains weekly or monthly quantity might gain the audiences’ favor because it renders the need to make multiple purchases.

Concept

OldTown White Coffee has a unique name and brand that suggests an urban atmosphere. Play with this concept in the package design. In terms of coffee, dark colors are associated with the strength and effectiveness of a product. This in turn suggests the usefulness of the beverage. Apply a dark theme to illustrate this concept.


The Hidden Narrative

Design Research & Process Background OldTown White Coffee is a Malaysian product that is available internationally. OldTown’s motto is “Aroma of Good Times” so a theme of memories is applied in many of their promotional web materials to help the audience reminisce their respective pasts.


Proj 07: Good Old Times

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The Hidden Narrative

Design Research & Process Issue #1 OldTown White Coffee are packaged in plastic materials. I strongly disapprove plastic packaging because they are durable, long lasting, and harmful to the environment. As I have mentioned in the Crispea project, users are irresponsible. This might not be all users, but there are enough to cause environmental damages. Littered plastic materials later result in our vast blue ocean and damage our ecosystem. Because they are made to last, they will continue to damage our ecosystem for thousands of years. In order to prevent such contamination, a solution must be found at the source of packaging development.


Proj 07: Good Old Times

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The Hidden Narrative

Design Research & Process Issue #2 OldTown White Coffee is a unique brand. This name gives off an urban vibe but is lacking in the existing package design thus a more suitable package should be developed to appropriately match its brand. In addition, OldTown White Coffee does not strongly distinguish its flavors. A better design solution should be developed for this issue as well. One method might be rendering the overall package in a darker color while highlighting the vital information such as brand and flavors in a brighter color. This should present a better visual hierarchy for the audience.


Proj 07: Good Old Times

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The Hidden Narrative

Design Research & Process Solution The box on the right is a redesign of OldTown White Coffee’s classic flavor. The logo is clearly labeled in the center as the main attraction. The flavor is designed in an iconic rendition of sugarcanes. The icon is also in color so the audience can distinguish the flavors without any trouble. The textured background was included for an architectural feel of a townhouse or urban building in general. This main front is available on three sides of the box so language edits can be applied to the other two faces for international marketing purposes. The overall package is dark so that vital information are visible as previously determined.


Proj 07: Good Old Times

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Proj 07: Good Old Times

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Proj 07: Good Old Times

Malaysian OldTown White Coffee Package The boxes on the left consist of two distinct flavors, Classic and Hazel. Both packages are designed with the same method so they offer the same quality and vibe.

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Proj 07: Good Old Times

(Back)

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Proj 07: Good Old Times

(Front)

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Proj 07: Good Old Times

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Proj 07: Good Old Times

These are the tops of each OldTown White Coffee packages. The simplicity of the tops make both packages easy to distinguish.

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The Hidden Narrative

Cont. The interior of the OldTown packages are bled with their respective flavor associated colors. The addition of interior colors help audience grasp and appreciate the level of thought that was applied in this package design. Within the boxes are miniature packages that contain the actual coffee product as shown on the right.


Proj 07: Good Old Times

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Proj 07: Good Old Times

(Left) This series of individual servings are Classic Sugarcane coffee beverages. Sugarcane iconography are incorporated for fun and simple identification. 146


Proj 07: Good Old Times

(Right) This series of individual servings are Hazel coffee beverages. Hazelnut iconography are incorporated for fun and simple identification. 147


Proj 07: Good Old Times

The backs of all individual servings contain instructional graphics to help users navigate their first experience. Nutritional facts are included in case of allergy and more. 148


Proj 07: Good Old Times

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Proj 07: Good Old Times

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Proj 07: Good Old Times

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PROJ 08:

I am Tangle Free


PROJ 08

I am tangle free


Client

Personal Project

Client Background

None.

Project Overview

The following package design is an exploration of an existing product of Workforce, extension cords. The goal of this project is to improve the product’s marketability against competitive brands.

Design Strategy

Workforce are relatively cheap compared to its competitors. However, low cost sometimes implies low quality. In order to sway the audience, the product must look more appealing and preferable with other methods.

Concept

Most companies within this industry simply wrap a label around the product to complete their packaging. What if the package could go beyond a simple label and provide a function?


The Hidden Narrative

Design Research & Process Background Workforce extension cord is an indoor/ outdoor utility designed for household needs. This particular extension cord covers 100ft. so the user can travel quite a bit of distance before running into any real issues. The current packaging applied to Workforce extensions cords involves a piece of laminated cardstock that wraps around the product in one loop and acts as a label. Aside from necessary information, the package displays a lot of white space and a few blue decorations so the package is rather simple. This helps the audience grasp the provided information.


Proj 08: I Am Tangle Free

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The Hidden Narrative

Design Research & Process Issue #1 Lamination strengthens paper for harsh and wet conditions so it prevents deterioration. This method of production might be great for the producers and consumers but it is damaging to our environment. If the material does not degrade, it will negatively affect unsuspecting wildlife. One simple solution would be removing the need for plastic coating on all packaging labels.


Proj 08: I Am Tangle Free

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The Hidden Narrative

Design Research & Process Issue #2 There is always room for improvement in a package design. As most users have experienced, wires easily tangle. This workforce extension cord delivers the same experience especially since the product is 100ft. in length. So, my main question for this part of the process is, “How can a package function to resolve tangling?�


Proj 08: I Am Tangle Free

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The Hidden Narrative

Design Research & Process Solution This package is also designed in cardboard. The main solution for the issue regarding functionality of a package is one that provides coiling and storing. When the cords are coiled around the package on the right, all unnecessary tangling are removed. This package also permits vertical storage so it is convenient.


Proj 08: I Am Tangle Free

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Proj 08: I Am Tangle Free

Workforce Extension Cords Package The new package is designed in a triangular prism so that its structure can withstand the crushing weight of any extension cord. The hollow center of this package provides storage for manuals, warranty, and lingering cords.

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Proj 08: I Am Tangle Free

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Proj 08: I Am Tangle Free

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Proj 08: I Am Tangle Free

This is the overall package displayed in a horizontal position. The package has a length of 18in. so it has plenty of space for a variety of extension cords (i.e. 25ft. cord, 50ft. cord and etc.).

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Proj 08: I Am Tangle Free

When the cords are in use, the structure of the package is exposed. The empty surfaces of the package provide abundant room for logo placement and other crucial information. Indentations are placed in an increment to keep the cords in place. The image on the top left serves as an example of the indentations. The concept for those sections are similar to pit holes and function as temporary traps. The centered circular openings emphasized on the bottom left are “locks.� They are designed for the ends of extension cords. Instructions regarding this matter are available on the following page.

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Proj 08: I Am Tangle Free

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Proj 08: I Am Tangle Free

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Proj 08: I Am Tangle Free

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Proj 08: I Am Tangle Free

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Proj 08: I Am Tangle Free

Although coiling tools exist, they are often made of plastic and sold separately. This package can offer the same functions but is made entirely in cardboard so it is environmentally friendly. Because of that, this unique packaging method is a design that packaging industries of this market should consider in the near future. 173


PROJ 09:

funsized intro.


PROJ 09

FunSized Intro.


Client

Personal Project

Client Background

None.

Project Overview

The following graphic design is a project regarding my personal identity. The goal is exploratory because there are myriad ways to identify oneself in the form of a business cards.

Design Strategy

Business card is about making a first impression so design a card that best describes yourself. Make a statement with your solution and illustrate your thoughts clearly so that the message is easily received.

Concept

Simple, straightforward, and interesting.


The Hidden Narrative

Design Research & Process Background I believe package design is a crucial design emphasis that has strong yet necessary influence on the world. The condition of the globe depends on the negative and positive aspects of each package. If all packages were designed to benefit users and our environment, that would be the best of both worlds. With this in mind, I would like to design a business card that responds to my personality and perspective.


Proj 09: Funsized Intro.

For privacy reasons, personal information that were visible on the business cards have been filtered with dark screens.

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Proj 09: Funsized Intro.

My Personal Business Card Final product There are myriad ways to incorporate my passion and belief into this business card design but I prefer this method because of several reasons: resourceful, economic, and personal. I will elaborate these aspects on the following pages.

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Proj 09: Funsized Intro.

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The Hidden Narrative

Cont. My business card is resourceful, economic, and personal because of a special material, banana paper. All plantations dispose of their banana trees once the tree has reached its maturity. This might sound absurd or wasteful, but a banana tree is only capable fruiting once. As a result, banana trees are useless to plantation owners once the trees have produced their fruits. By making use of this otherwise useless material, I am supporting the completion of a banana tree’s life cycle and taking advantage of all its benefits.


Proj 09: Funsized Intro.

Cont. Business cards are personal identities. It does not matter if your business card is thick or fancy. What matters most is that it defines yourself. With that in mind, I designed my business card to reveal my illustrative personality in an economic way. The cards are detachable so each full sized business card actually consists of two perforated copies. This is another way to make the most out of mother earth’s resources.

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Proj 09: Funsized Intro.

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Proj 09: Funsized Intro.

As shown on the left, the standard size business card is halved so that the number of copies are doubled.

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Proj 09: Funsized Intro.

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Proj 09: Funsized Intro.

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Proj 09: Funsized Intro.

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Proj 09: Funsized Intro. The Hidden Narrative is my personal motto. I find inspiration in the narratives of a project. They are not always obvious and require a bit more attention and curiosity to seek out. As a result, these experiences help me build a relationship with the project. The uniformed squares are symbols of the memories I shared with each narratives.

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Proj 09: Funsized Intro.

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Proj 09: Funsized Intro.

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Proj 09: Funsized Intro.

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Proj 09: Funsized Intro.

Resourceful, economic, and personal! I hope this project serves as an example for others to follow whether in production or in life. Conserve our resources and make the most out of the materials we already posses. 193


END


Copyright Š 2014, Shawn Wong. All Rights Reserved.

The Hidden Narratives// Graphic & Packaging Portfolio  

This portfolio contains a small collection of projects designed by Shawn Wong.

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