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• • •

feel ing

t h in k ing

••

_

_ e xperiencing _

the piece

stream

of inspiration.

of consciousness

t hou g ht s

& feeling s st re a m ing t h rou g h

the

selected projects of sinae kim

• •

fall into place

pieces

••


This book is dedicated to those who have been supporting ••

and encouraging me, my family, and friends.


Sinae Kim / +1 415 613 8792 sinaekim.90@gmail.com sinaekimdesign.com Academy of Art University / 79 New Montgomery Street Graphic Design Department

Š 2014 Sinae Kim / All rights reserved. No part of this publication can be reproduced or transmitted in any from or by any means, electronic or mechanical without prior permission from Sinae Kim. Written and produced by Sinae Kim.


• • •

feel ing

t h in k ing

••

_

_ e xperiencing _

the piece

stream

of inspiration.

of consciousness

t hou g ht s

& feeling s st re a m ing t h rou g h

the

selected projects of sinae kim

• •

fall into place

pieces

••


stream of consciousness ° ¬

page ° 0 8

selected projects of sinae kim ° ¬


introduction ° ¬

project number

1

° ¬

2

3

4

5

6

7

8

9

without thinking, feeling, and experiencing, no one could be a designer or creator. people always get ideas in their head, but too many ideas become a mess. what if i try to capture all my thoughts and feelings? will it still become a mess? or might it become a piece of inspiration? ••

the concept of this book starts from a stream of consciousness. when i start a new project, so many thoughts and feelings are streaming through my mind. the trick is to capture all of this and refine the mess, using a process, which can also be chaotic. through deliberate iteration, the

pieces fall

into

place.

page ° 0 9


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

••

table of consciousness

• • page ° 10

••


table of consciousness

»

project number

° ¬

project 01

° ¬

° ¬

1

2

3

4

5

6

7

8

9

whistling in the quiet p. 12 - 25

»

project 02

° ¬

unifying the world p. 26 - 43

»

project 03

° ¬

gulping with indulgence p. 44 - 59

»

project 04

° ¬

holding versatility p. 60 - 81

»

project 05

° ¬

enjoying mother’s goodness p. 82 - 105

»

project 06

° ¬

flipping in the air p. 106 - 121

»

project 07

° ¬

making someone’s day p. 122 - 133

»

project 08

° ¬

flashing in the darkness p. 134 - 147

»

project 09

° ¬

delivering deliciousness p. 148 - 163

page ° 11


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

boiling _

pouring _

the warmth stays here

& around. on the table,

steaming listening to the

••

whistling another sip.

••

• • page ° 12

in a circle.

in the quiet.

the

the water turns to ...

••

stirring

one sip,

take the water.

_ this place.

leaves

>>


whistling in the quiet

° ¬

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

package design 2

pot / _ cups / _ leaves / _

••

– °

tick tock ¬

time goes … …

››

slowly ..

page ° 13


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

••

whistling in the quiet

• • page ° 14

••


° ¬

whistling in the quiet

project number

° ¬

° ¬

1

2

3

4

5

6

7

8

9

>>

package design 2

»

brief

° ¬

The main task of this project is to create a new brand and package

design for The Republic of Tea Company and to establish iconic designs that stand out and are easily recognizable in the market. Since product and brand identity is key to appealing to the mass, it’s essential to fortify consumer’s taste in the fundamental design. The brand products employed to exemplify this are herbal, organic, green, black, and hibiscus teas.

»

approach

° ¬

Since The Republic of Tea Company is the leading purveyor

of high quality teas with a variety of flavors, the key words to the new design are premium, organic, warm, earthy, delightful, inviting, healthy, and elegant. In an effort to maintain the brand’s consistent identity with coziness and warmth, the new system equips a warm pastel color palette, and an earthy look and feel for each of the tea lines. Hand – drawn pen and ink illustrations are also used to emphasize the down to earth experience.

»

target audience

° ¬

The Republic of Tea Company produce teas that are of

premium quality. Hence, the main target audience are those who appreciate high quality tea leaves and a healthy lifestyle. What’s more, anyone who values great tasting tea are valid and returning customers.

page ° 15


stream of consciousness ° ¬

page ° 16

selected projects of sinae kim ° ¬


° ¬

whistling in the quiet

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

package design 2

page ° 17


stream of consciousness ° ¬

page ° 18

selected projects of sinae kim ° ¬


° ¬

whistling in the quiet

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

package design 2

page ° 19


stream of consciousness ° ¬

page ° 2 0

selected projects of sinae kim ° ¬


° ¬

whistling in the quiet

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

package design 2

page ° 21


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

STEP 1.Heat 1 Heat water 2. Pour water over tea 3. Steep 3~5 mins

STEP 1.Heat water 2. Pour water over tea 3. Steep 3~5 mins

ENJOY

ENJOY

Republic

Republic

of

of

www.republicoftea.com

www.republicoftea.com

Blackberry Sage

Ginger Peach

R e p u b l i c o f Tea

Green Full Leaf Lo n gevity Tea T h is tea o ffers th e lu sh n ess o f a rip e p each an d th e tin gle o f sp icy gin ger in a h ealth y green tea base. Fo r th o u san d s o f years, th e p each h as been Ch in a’s sym bo l o f lo n gevity.

of Tea egan by ardens of ves. Our e teas men and hasize a y Gulp

CAFFEINE Green tea ha s less tha n hal f the a mou nt of ca f fei ne per cup tha n i n a si mi l a r si zed cup of cof fee.

page ° 2 2

Black Full Leaf

Founded in 1992, The Republic of Tea sparked a Tea Revolution. We began by canvassing the most prized tea gardens of the world for their worthiest leaves. Our mission was and is to see these teas steaming in the cups of men, women and children everywhere, and to emphasize a Sip by Sip Rather Than Gulp by Gulp lifestyle.

CAFFEINE Bl ack tea ha s less tha n hal f the a mou nt of ca f fei ne per cup tha n i n a si mi l a r si zed cup of cof fee.

Tea For Wi s dom - A n enchanting b lend of b lack tea, fruit and herb s . Fines t q uality Indian leaves mingle with s weet, fragrant b lackb erries and cool, s oothing white s age. The mild, head-clearing character of the white s age herb contrib utes to a wis e tea mind.


° ¬

whistling in the quiet

project number

° ¬

° ¬

1

2

3

4

5

6

7

8

9

>>

package design 2

STEP 1.Heat water 2. Pour water over tea 3. Steep 3~5 mins

2. Pour water over tea 3. Steep 3~5 mins

2. Pour water over tea 3. Steep 3~5 mins

ENJOY

ENJOY

ENJOY

www.republicoftea.com

Republ ic o f Tea

Herbal Full Leaf

CAFFEINE Herbal tea ha s less tha n hal f the a mou nt of ca f fei ne per cup tha n i n a si mi l a r si zed cup of cof fee.

of

of

www.republicoftea.com

www.republicoftea.com

Cardamom Cinnamon

Founded in 1992, The Republic of Tea sparked a Tea Revolution. We began by canvassing the most prized tea gardens of the world for their worthiest leaves. Our mission was and is to see these teas steaming in the cups of men, women and children everywhere, and to emphasize a Sip by Sip Rather Than Gulp by Gulp lifestyle.

Republic

Republic

Republic

of

R epubl i c o f Tea Wa r m t h e H e a r t H e r b Te a Native to the shadier regions of India & Ceylon, cardamom has a gentle, airy taste of the forest itself - reminiscent of ginger with a pinch of pine. Cinnamon br i n g s a s p i c y d e p t h . A l s o , g r e a t over ice!

Vanilla Apple Hibiscus Full Leaf

Founded in 1992, The Republic of Tea sparked a Tea Revolution. We began by canvassing the most prized tea gardens of the world for their worthiest leaves. Our mission was and is to see these teas steaming in the cups of men, women and children everywhere, and to emphasize a Sip by Sip Rather Than Gulp by Gulp lifestyle.

R e p u b l ic o f Te a A ppl e pi e i s pr o o f tha t a ppl e s a nd v a ni l l a m a k e a n e nti c i ng duo . We ' v e b l e nde d a ppl e s w i th the ta ng y b e r r y a nd b r i g ht c i tr us q ua l i ti e s o f e x o ti c hi b i s c us a l o ng w i th l i v e l y r o s e hi ps to c r e a te thi s a r o m a ti c , upl i f ti ng he r b a l te a .

Ceylon Breakfast Organic Full Leaf

Founded in 1992, The Republic of Tea sparked a Tea Revolution. We began by canvassing the most prized tea gardens of the world for their worthiest leaves. Our mission was and is to see these teas steaming in the cups of men, women and children everywhere, and to emphasize a Sip by Sip Rather Than Gulp by Gulp lifestyle.

CAFFEINE

CAFFEINE Thi s herbal blend i s natu ral ly ca f fei ne -f ree. More about ca f fei ne, check the web site.

Orga nic tea ha s less tha n hal f the a mou nt o ca f fei ne per cup tha n i n a si mi l a r si zed cup p of cof fee.

page ° 2 3


stream of consciousness ° ¬

page ° 2 4

selected projects of sinae kim ° ¬


° ¬

whistling in the quiet

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

package design 2

page ° 25


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

language _

letter _

the shapes of,

letters

based on,

••

hangul can

unifying

••

body shape vocalization part,

&

this

world. .. //

_

••

the

to teach people …

Hun Min Jung Em the origin of ... .. .

Hangul

• • page ° 2 6

right

sound

>>


unif ying the world

° ¬

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

t ypography 4

from the ideogram to the phonogram

– °

14 + 10

••

¬

makes 11,930 souds

……

››

scientif ic ..

page ° 2 7


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

••

unifying the world

• • page ° 2 8

••


° ¬

unif ying the world

project number

° ¬

° ¬

1

2

3

4

5

6

7

8

9

>>

t ypography 4

»

brief

° ¬

The purpose was to create a typography conference with its focus

on educating people about Hangul, the language and written characters of Korea. Because this language is easy to learn, it is presented as a possible solution to worldwide illiteracy and a way to globally unify all languages. The deliverables include a conference book, poster, and kinetic video.

»

approach

° ¬

All of the designs for this project are based on the simple

geometric shapes and colors abstracted from Hangul characters as well as the five traditional colors of Korea. The key words to the design are oriental, typographically driven, bold, simple, clean, colorful, historical, and educational. The conference book presents a chronology of the history of Hangul; it’s past, present, and future. While on the other hand, the poster and kinetic video display eye catching elements and beauty of Hangul.

»

target audience

°

¬

The target audience includes everyone, especially

designers who are interested in typography, literacy, and world languages. Education teachers and scholars are the secondary target audience.

page ° 2 9


stream of consciousness ° ¬

page ° 3 0

selected projects of sinae kim ° ¬


° ¬

unif ying the world

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

t ypography 4

page ° 31


stream of consciousness ° ¬

page ° 3 2

selected projects of sinae kim ° ¬


° ¬

unif ying the world

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

t ypography 4

page ° 3 3


stream of consciousness ° ¬

page ° 3 4

selected projects of sinae kim ° ¬


° ¬

unif ying the world

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

t ypography 4

page ° 35


stream of consciousness ° ¬

page ° 3 6

selected projects of sinae kim ° ¬


° ¬

unif ying the world

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

t ypography 4

page ° 37


stream of consciousness ° ¬

page ° 3 8

selected projects of sinae kim ° ¬


° ¬

unif ying the world

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

t ypography 4

page ° 3 9


stream of consciousness ° ¬

page ° 4 0

selected projects of sinae kim ° ¬


° ¬

unif ying the world

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

t ypography 4

page ° 41


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

golden _

larger _

sparkling stays

& goes through feels the cold one,

see the open the f irst one,

gulping

••

_

angel rings

••

enjoying the

with _ //

taste of

Indulgences ••

and malts

the …

drink the best drinks in the world

• • page ° 4 4

hops

>>


gulping with indulgence

° ¬

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

package design 3

beer / _ bibere / _ bior / _ ••

crack – ° ¬ open a bottle … …

››

pffft ..

page ° 45


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

gulping

••

with

• • page ° 4 6

indulgence

••


° ¬

gulping with indulgence

project number

° ¬

° ¬

1

2

3

4

5

6

7

8

9

>>

package design 3

»

brief

°

¬

The goal is to create new brand and package design for the

most well-known and popular beer in Korea called OB. A new approach was taken in order to give a fresh global take on the mainly simple and conventional Korean beer brand image. The OB products used for design are premium golden lager, special edition, and light version. The final deliverables are in both premium and light beer bottles, cans, shipper case, and special edition beer can.

»

approach

° ¬

The new design is inspired by the traditional Korean visual

element, the patron saint, and the key words are modern, premium, and bold. In order to reflect the Korean history of OB, the symbolic patron saint is used as a new identity and traditional patterns are incorporated on each background label. What’s more, to exude a modern feel and dark colors are used to heighten the life and feel of the main Korean beer brewery.

»

target audience

°

¬

The main purpose behind the new identity is to put

Korea’s OB company into the global marketplace so that people in different countries can also recognize and enjoy the Korean beer.

page ° 47


stream of consciousness ° ¬

page ° 4 8

selected projects of sinae kim ° ¬


° ¬

gulping with indulgence

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

package design 3

page ° 49


stream of consciousness ° ¬

page ° 5 0

selected projects of sinae kim ° ¬


° ¬

gulping with indulgence

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

package design 3

page ° 51


stream of consciousness ° ¬

page ° 5 2

selected projects of sinae kim ° ¬


° ¬

gulping with indulgence

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

package design 3

page ° 5 3


stream of consciousness ° ¬

since

1952

IMPORTED KOREAN BEER

N E T. C O N T E N T S . 12 F L O Z . (3 3 5 M L )

1952

since

ALC./ VOL 4.8%

IMPORTED KOREAN BEER

N E T. C O N T E N T S . 12 F L O Z . (3 3 5 M L )

ALC./ VOL 4.8%

page ° 5 4

since

selected projects of sinae kim ° ¬

since

1952

1952

GO OL L DE DE N p r L AGE R r e em ium be

G OL DE N L I GL AGE R r HT bee

Crafted from german hops and selected golden malt with Oriental Brewery tradition of perfection

Crafted from german hops and selected golden malt with Oriental Brewery tradition of perfection

ዟิጀၡଅၦਜ਼ఋ��� ࿼๗ફ౷ೡ੿

ዟิጀၡଅၦਜ਼ఋ൏ ࿼๗ફ౷ೡ੿


° ¬

gulping with indulgence

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

package design 3

page ° 55


stream of consciousness ° ¬

page ° 5 6

selected projects of sinae kim ° ¬


° ¬

gulping with indulgence

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

package design 3

page ° 57


stream of consciousness ° ¬

page ° 5 8

selected projects of sinae kim ° ¬


° ¬

gulping with indulgence

project number

° ¬

° ¬

1

2

3

4

5

6

7

8

9

>>

package design 3

SP

GO GOL G O L DE OL D N AGER AG ER R ON E C LA IA L E DITI

Crafted Cra Cr edd from fr m ggerman man hops op and ndd selected golden malt Oriental seelectedd gold den mal alt with th Orie rientall Brewery Brew ewery tradition perfection rad adi n of perf ion

SP

GO GOL OL D DE N AGER AG ER R ON E C LA IA L E DITI

Craftedd from Cra Cr f m ggerman man hops op and ndd selected golden malt with Oriental se ed golde den mal alt wit th Orie rientall Brewery Brew ew y tradition perfection radi adi n of perf on ዟิጀ ዟิጀၡଅၦਜ਼ఋ൏ ዟิጀၡ ዟ ิጀ ጀၡଅၦਜ਼ఋ ጀၡ ၡଅၦਜ਼ ଅၦ ଅၦਜ਼ ଅ ၦਜ਼ ఋ൏ ఋ൏

IMPORTED KOREAN BEER

IMPORTED KOREAN BEER

N E T. C O N T E N T S . 12 F L O Z . (3 3 5 M L ) A L C . / V O L 4 . 8 %

N E T. C O N T E N T S . 12 F L O Z . (3 3 5 M L ) A L C . / V O L 4 . 8 %

page ° 59


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• • •

stitches _

leather _

neon colors

on your shoulder

metal

create the only one / _

holding

••

&

customized / _

versatile

colors. .. //

the

_• •

collection

&

customized

your own and only one. Cambridge Satchel

• • page ° 6 0

>>

lines

classic

london


° ¬

holding versatilit y

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

visual system 2

••

Chelsea collection f lowers pastel

anywhere – ° ¬ anyone

……

››

anytime ..

page ° 61


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

••

holding versatility

• • page ° 6 2

••


° ¬

holding versatilit y

project number

° ¬

° ¬

1

2

3

4

5

6

7

8

9

>>

visual system 2

»

brief

° ¬

The objective of this project is to redesign the existing London

brand called Cambridge Satchel Company. Known for its fashionable design influence , the brand includes a dynamic variety of the original satchel bag. Promotional design pieces include a catalogue for each of the Satchel line collections: Classic, Chelsea, and Fluoro.

»

approach °

¬

The concept starts with the word versatile and the key words are

versatility, handmade, and colorful for “anyone, any where, and anytime”. To emphasize the versatility of Satchel and the brand’s worldwide market, the three catalogues are based on the different styles of London, San Francisco, and Tokyo, respectively.

»

target audience

° ¬

All style-conscious professionals and students who want

to express their own unique personality through the quality and useful accessory are prominent customers. The age range is from 18 to mid 30s who care about trendy fashion items.

page ° 6 3


stream of consciousness ° ¬

page ° 6 4

selected projects of sinae kim ° ¬


° ¬

holding versatilit y

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

visual system 2

CAMBRIDGE SATCHEL COMPANY

page ° 65


stream of consciousness ° ¬

page ° 6 6

selected projects of sinae kim ° ¬


° ¬

holding versatilit y

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

visual system 2

page ° 67


stream of consciousness ° ¬

page ° 6 8

selected projects of sinae kim ° ¬


° ¬

holding versatilit y

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

visual system 2

page ° 69


stream of consciousness ° ¬

page ° 7 0

selected projects of sinae kim ° ¬


° ¬

holding versatilit y

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

visual system 2

page ° 71


stream of consciousness ° ¬

page ° 7 2

selected projects of sinae kim ° ¬


° ¬

holding versatilit y

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

visual system 2

page ° 7 3


stream of consciousness ° ¬

page ° 74

selected projects of sinae kim ° ¬


° ¬

holding versatilit y

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

visual system 2

page ° 7 5


stream of consciousness ° ¬

page ° 7 6

selected projects of sinae kim ° ¬


° ¬

holding versatilit y

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

visual system 2

page ° 7 7


stream of consciousness ° ¬

page ° 7 8

selected projects of sinae kim ° ¬


° ¬

holding versatilit y

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

visual system 2

page ° 7 9


e

stream of consciousness ° ¬

selected projects of sinae kim ° ¬

Account Login

My Basket

CAMBR

CAMBRIDGE Shop

Our World

lassic Satchel

SATCHEL COMPANY

Buy our Chelse Satchel

page ° 8 0

Blog

Stockists

Buy our Fluoro Satchel

FAQs

Home

Shop

Our World

SATCHEL C


° ¬

holding versatilit y

project number

° ¬

° ¬

1

2

3

4

5

6

7

8

9

>>

visual system 2

Account Login

My Basket

RIDGE Blog

COMPANY

Stockists

FAQs

BLACK

RED

DARK BROWN

PURPLE

NAVY

WORK

VINTAGE TH E CL ASSIC SATCH EL

THE CLASSIC VINTAGE Vintage Brown Color

11-15” available

$ 156. €94.00

Add to Basket

Go to Check Out

LA BEAUTE N’A PAS D’AGE

page ° 81


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

craft _

warmth _

The smells of toast

& a cup of juice. on the island,

full of in your kitchen,

_

handmade jams

enjoying

••

bonne

maman

mother’s _ //

goodness

homemade warmth and love ...

• • page ° 8 2

••

smell around.

the

feeling the

••

appetizing

>>


enjoying mother’s goodness

° ¬

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

9

>>

package design 2

Jams / _ Breads / _ Milk / _ ••

Stamp feet

°

¬ repeatedly

……

››

while waiting ..

page ° 8 3


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

enjoying

••

mother’s

• • page ° 8 4

goodness

••


° ¬

enjoying mother’s goodness

project number

° ¬

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1

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package design 2

»

brief

°

¬

To rebrand an existing delicatessen brand, Bonne Maman.

Bonne Maman is famous for its jam products and fresh homemade goods with 10 0% organic ingredients. The goal is to expand its product line by introducing more market products such as cheeses, syrups and spices.

»

approach

° ¬

The main idea behind the new look of Bonne Maman is having a

French look and feel and the design key words are simple, french, organic, pattern and appetizing. The new identity was inspired by the French traditional dish, escargot. The color palette of cream, red, and blue reflects the national flag of France as well as warmth of homemade foods.

»

target audience

°

¬

The main target audience would be mothers and

housewives who pay attention to maintaining healthy lifestyles for their families. Also, those who take care and enjoy eating organic foods would be delighted as well.

page ° 85


stream of consciousness ° ¬

page ° 8 6

selected projects of sinae kim ° ¬


° ¬

enjoying mother’s goodness

° ¬

project number

° ¬

1

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package design 2

BONNE MAMAN F R E N C H D E L I C AT E S S E N 1897

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stream of consciousness ° ¬

page ° 8 8

selected projects of sinae kim ° ¬


° ¬

enjoying mother’s goodness

° ¬

project number

° ¬

1

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package design 2

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stream of consciousness ° ¬

page ° 9 0

selected projects of sinae kim ° ¬


° ¬

enjoying mother’s goodness

° ¬

project number

° ¬

1

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package design 2

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stream of consciousness ° ¬

page ° 9 2

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° ¬

enjoying mother’s goodness

° ¬

project number

° ¬

1

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package design 2

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stream of consciousness ° ¬

page ° 9 4

selected projects of sinae kim ° ¬


° ¬

enjoying mother’s goodness

° ¬

project number

° ¬

1

2

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package design 2

page ° 9 5


stream of consciousness ° ¬

page ° 9 6

selected projects of sinae kim ° ¬


enjoying mother’s goodness

° ¬

project number

° ¬

1

° ¬

2

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package design 2

BONNE MAMAN

BONNE MAMAN

BONNE MAMAN

BONNE MAMAN

BONNE MAMAN

1897

1897

1897

1897

1897

F R E N C H D E L I C AT E S S E N

F R E N C H D E L I C AT E S S E N

F R E N C H D E L I C AT E S S E N

F R E N C H D E L I C AT E S S E N

F R E N C H D E L I C AT E S S E N

Spice from the Na t u re

S p i c e f ro m t h e N a t u re

S p i c e f ro m t h e N a t u re

S p i c e f ro m t h e N a t u re

S p ic e f rom th e Na tu re

GROUND CUMIN

RED CHILI PEPPER

FRENCH ROSEMARY

DILL

GARLIC POWDER

NET WT 1.7.OZ (48g)

NET WT 1.2.OZ (34g)

NET WT 0.76.OZ (21g)

NET WT 0.5.OZ (14g)

NET WT 2.6.OZ (73g)

page ° 9 7


stream of consciousness ° ¬

page ° 9 8

selected projects of sinae kim ° ¬


° ¬

enjoying mother’s goodness

° ¬

project number

° ¬

1

2

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package design 2

page ° 9 9


stream of consciousness ° ¬

page ° 10 0

selected projects of sinae kim ° ¬


° ¬

enjoying mother’s goodness

° ¬

project number

° ¬

1

2

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package design 2

page ° 101


stream of consciousness ° ¬

page ° 10 2

selected projects of sinae kim ° ¬


° ¬

enjoying mother’s goodness

° ¬

project number

° ¬

1

2

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package design 2

page ° 10 3


stream of consciousness ° ¬

page ° 10 4

selected projects of sinae kim ° ¬


° ¬

enjoying mother’s goodness

° ¬

project number

° ¬

1

2

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package design 2

page ° 10 5


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

skateboarding _

shooting _

capture the

f ly like _

••

flipping

dynamic

second .. _

shoot

&

in the

air. .. //

_

kick f lip …

try until you success / _

• • page ° 10 6

shred

••

top edge

tricks

••

primo

>>


f lipping in the air ° ¬

° ¬

project number

° ¬

1

2

3

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identit y 2

extreme / _ sports / _ culture / _ ••

f ilm fest. °

¬

moment … …

››

a minute and half .. /

page ° 10 7


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

••

flipping in the

• • page ° 10 8

air

••


° ¬

f lipping in the air ° ¬

project number

° ¬

1

2

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>>

identit y 2

»

brief

°

¬

The intent is to rebrand the existing festival, International

Skateboarding Film Festival. This will bring people from all around the world to compete with skateboard filmmakers’ videos. The final design deliverables include a new identity, posters, applications, and website.

»

approach

° ¬

Using neon yellow will initially help grab attention from people

and make this festival more memorable. The design key words are dynamic, simple, bold, movement, impact, strong, and contemporary. Flipping, which is one of the tricks of skateboarding is the main inspiration of this new identity and the diagonal line reflects its movement.

»

target audience

° ¬

The target audience is people between the ages of 15 - 35.

Also, skateboarders who want to see brilliant skateboard films, skateboard filmmakers, and people who would like to learn and ride skateboard.

page ° 10 9


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

SKATE BOARD

2013

FILM FEST

SKATE BOARD

2013

page ° 110

FILM FEST


project number

° ¬

1

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>>

f lipping in the air ° ¬

FILM FEST

SKATE BOARD FILM FEST

2013

SKATE BOARD

° ¬

2013

identit y 2

page ° 111


stream of consciousness ° ¬

page ° 112

selected projects of sinae kim ° ¬


project number

1

° ¬

2

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>>

f lipping in the air ° ¬

FILM FEST

SERGIO MUNOZ Filmmaker // Photographer

877 449 7090 866 580 4657

2013

SKATE BOARD

° ¬

s.munoz@isff.com

SKATE BOARD

2013

88 Bluxome Street suit 509 San Francisco, CA 94107

FILM FEST

identit y 2

YUJIN OH Skateboarder //

877 449 7090 415 923 8039 yujin.o@isff.com

797 Bush Street unit 103 San Francisco, CA 94108

page ° 113


stream of consciousness ° ¬

page ° 114

selected projects of sinae kim ° ¬


° ¬

f lipping in the air ° ¬

project number

° ¬

1

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>>

identit y 2

page ° 115


stream of consciousness ° ¬

page ° 116

selected projects of sinae kim ° ¬


° ¬

f lipping in the air ° ¬

project number

° ¬

1

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>>

identit y 2

page ° 117


stream of consciousness ° ¬

page ° 118

selected projects of sinae kim ° ¬


° ¬

f lipping in the air ° ¬

project number

° ¬

1

2

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7

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>>

identit y 2

page ° 119


stream of consciousness ° ¬

page ° 12 0

selected projects of sinae kim ° ¬


° ¬

f lipping in the air ° ¬

project number

° ¬

1

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identit y 2

page Page° °121 07


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

San Francisco _

f iref ighters _

represent kindness

&

present your

heart

making

warm heart ••

to _

••

teddy bear

through / by

donation

••

special

someone’s …

make kids happy with

your heart _ //

• • page ° 12 2

.. ...

day

>>

love _


making someone’s day ° ¬

° ¬

project number

° ¬

1

2

3

4

5

6

7

8

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>>

graphic design 2

toys / _ books / _ bicycles / _ ••

where does – ° ¬ goods are … …

››

going ..

page ° 12 3


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

making

••

someone’s

• • page ° 12 4

day

••


° ¬

making someone’s day ° ¬

project number

° ¬

1

2

3

4

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graphic design 2

»

brief

° ¬

This project is a collaboration with the San Francisco Firefighters

for its Toy Program identity system. Since 1949, the program distributes more than 30 0,0 0 0 toys to over 40,0 0 0 children every year in every neighborhood in the City. Team created a new logo and poster, which are newly featured throughout the city on collection barrels in retail windows.

»

approach

°

¬

The main idea behind our design concept is “Present

Your Heart”. and the key words are heart, caring, childlike, communal, encouraging, and life changing. Heart symbolizes the famous installation located in multiple landmarks in San Francisco. The logo contains lots of illustrations that represent San Francisco Fire Department, Toy Program, and Academy of Art University. Use of color palette include red and green appeals that seasonal program.

»

target audience

° ¬

The target audience is men and women of all ages. It

can be anyone in the city who is willing to support the many community organizations, including shelters for abused women and children, innercity schools, neighborhood groups, children’s cancer wards, pediatric AIDS units, and more.

page ° 125


stream of consciousness ° ¬

page ° 12 6

selected projects of sinae kim ° ¬


° ¬

making someone’s day ° ¬

project number

° ¬

1

2

3

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>>

graphic design 2

page ° 12 7


stream of consciousness ° ¬

page ° 12 8

selected projects of sinae kim ° ¬


° ¬

making someone’s day ° ¬

project number

° ¬

1

2

3

4

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7

8

9

>>

graphic design 2

page ° 12 9


stream of consciousness ° ¬

page ° 13 0

selected projects of sinae kim ° ¬


° ¬

making someone’s day ° ¬

project number

° ¬

1

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graphic design 2

page ° 131


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

battle _

f ighting _

super hero who saves

& the city. soldiers who

lights are

••

comes to the

flashing

war

••

iron man is nothing

in the

darkness ••

mode.

the …

be a super hero in this world.

• • page ° 13 4

nerd rage

>>


f lashing in the darkness ° ¬

° ¬

project number

° ¬

1

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package design 3

brave / _ adventure / _ quest / _ ••

°

click click

¬ moves faster … …

››

don’t stop ..

page ° 135


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

flashing

••

in the

• • page ° 13 6

darkness

••


° ¬

f lashing in the darkness ° ¬

project number

° ¬

1

2

3

4

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6

7

8

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>>

package design 3

»

brief

°

This project is a collaboration with the company, Logitech, to

¬

redesign its package system, especially product lines in the game department. Although Logitech is well-known for office electronics, it also wants to excel in game product packaging as well. This project was completed by 6 individuals working together in a group.

»

approach

°

¬

After much market research and interviews with people in

the game industry, our team aimed to create new packages that would be interesting to gamers at first sight. The conceptual design key words are nerd rage, bold, hardcore and impact. Use of technological graphics, typographic details, and colors like black, grey, red and yellow will be more memorable to customers as well as stand out in marketplace.

»

target audience

°

¬

The target audience are hardcore gamers who pay

attention to their equipments and people in the gaming industry who look for something special to improve their environment and performance.

page ° 137


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

G

page ° 13 8

SERIES


° ¬

f lashing in the darkness ° ¬

project number

° ¬

1

2

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package design 3

page ° 13 9


stream of consciousness ° ¬

selected projects of sinae kim ° ¬


° ¬

f lashing in the darkness ° ¬

project number

° ¬

1

2

3

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package design 3

page ° 141


stream of consciousness ° ¬

0123456789

page ° 14 2

selected projects of sinae kim ° ¬


f lashing in the darkness ° ¬

° ¬

project number

° ¬

1

2

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>>

package design 3

/710

G

GAMING KEYBOARD

SERIES

98765 4 3210

GAMING KEYBOARD

G

page ° 14 3


stream of consciousness ° ¬

page ° 14 4

selected projects of sinae kim ° ¬


° ¬

f lashing in the darkness ° ¬

project number

° ¬

1

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package design 3

page ° 145


stream of consciousness ° ¬

page ° 14 6

selected projects of sinae kim ° ¬


° ¬

f lashing in the darkness ° ¬

project number

° ¬

1

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package design 3

page ° 147


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• • •

twenty four _

hours _

just click, relax

&

what are you

hungry order _

••

delivering

for .. ? _

24/7

f lavors / taste

deliciousness

your …

the platfom for

you _ //

• • page ° 14 8

.. ...

happiness

••

enjoying.

eat twenty four

••

every Bites

>>

enjoy _


delivering deliciousness ° ¬

° ¬

project number

° ¬

1

2

3

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identit y 2

various / _ kinds / _ deliciousness / _ ••

tried

°

¬ tasted and … …

››

truth ..

page ° 149


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

delivering

••

deliciousness

• • page ° 15 0

••


° ¬

delivering deliciousness ° ¬

project number

° ¬

1

2

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identit y 2

»

brief

The aim is to create a new brand identity system for web based

° ¬

food and delivery service, Eat 24. Included is a logo, poster, website, applications, and guideline for a new unique approach that others can’t compete with.

»

approach

°

¬

This project contains orange and yellow colors that are

appetite enticing and easy-going in order to evoke a neighborhood friendly service. The key words for the overall design are welcoming, appetizing, convenient, friendly, and warmth. The logo is the combined word eat 24 and a spoon and fork illustration of the number 24. Also spoon and fork are used for the signature background pattern of Eat 24.

»

target audience

° ¬

Working people and students who live by themselves and

have no time to cook are the main focus. Those who don’t want to go out to eat every meal are also targeted. Moreover, party hosts who need catering services can be the secondary target audience.

page ° 151


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page ° 15 2

selected projects of sinae kim ° ¬


delivering deliciousness ° ¬

° ¬

project number

° ¬

1

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>>

identit y 2

eat24 ENJOY 24/7

eat

enjoy

Eat24 enjoy

Eat

enjoy

page ° 15 3


stream of consciousness ° ¬

page ° 15 4

selected projects of sinae kim ° ¬


° ¬

delivering deliciousness ° ¬

project number

° ¬

1

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identit y 2

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stream of consciousness ° ¬

page ° 15 6

selected projects of sinae kim ° ¬


° ¬

delivering deliciousness ° ¬

project number

° ¬

1

2

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page ° 157


stream of consciousness ° ¬

page ° 15 8

selected projects of sinae kim ° ¬


° ¬

delivering deliciousness ° ¬

project number

° ¬

1

2

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>>

identit y 2

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stream of consciousness ° ¬

page ° 16 0

selected projects of sinae kim ° ¬


° ¬

delivering deliciousness ° ¬

project number

° ¬

1

2

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>>

identit y 2

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stream of consciousness ° ¬

page ° 16 2

selected projects of sinae kim ° ¬


° ¬

delivering deliciousness ° ¬

project number

° ¬

1

2

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>>

identit y 2

page ° 16 3


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

••

production notes

• • page ° 16 4

••


production notes

>>

project number

° ¬

course

° ¬

instructor

° ¬

BFA Portfolio

Marr y Scott

designer

photography

° ¬

° ¬

1

2

3

4

semester

5

° ¬

size

printer

paper

printer

° ¬

° ¬

Giant Horse

Finch 10 0 Lb Tex t

HP Indigo 550 0

bindery

stamping

cover stock

° ¬

° ¬

Key Binding

Matt Black

Skivertex White

title

typeface

sof tware

° ¬

9

° ¬

8.5 X 11.5

Stream of Consciousness

8

° ¬

Wan Hur

° ¬

7

2014 Spring

Sinae Kim

° ¬

6

° ¬

Adobe Garamond Pro Helvetica

° ¬

Adobe Creative Cloud PD / AI / ID

page ° 165


stream of consciousness ° ¬

selected projects of sinae kim ° ¬

• •

••

special

• • page ° 16 6

thanks to

••


special thanks to

project number

° ¬

° ¬

1

2

3

4

5

6

7

8

9

I would like to express my deepest gratitude to my family, friends, and instructors for challenging and supporting me in the past four years, here at Academy of Art University.

»

to my family

»

to my f riends

To my loving parents, Mom, Dad, Sister, Grandma, and,

° ¬

Grandpa, who always support and give unconditional love.

° ¬

To Wan Hur, Amy Chamyung Lee, Yujin Oh, Hyein Kim, Miri

Park, Jayce Park, Jessica Lin, Rachel Ryu, Sin Ae An, Hyejin Park, who always listen, inspire, and, help me to overcome my adventures.

»

to my instructors

° ¬

Marry Scott, Roland Young, Thomas McNulty, Ariel Grey,

Christine George, Ezster Clark, Andrew Cambouris, Nicole Flores, Darrell Hayden, David Hake, who have given me challenges and encouragement.

page ° 167



Stream of Consciousness by. Sinae Kim