The Intersection

00. the intersection, where things meet —when two lines are non-parallel, they will cross one another at some point, like all things do

00. the intersection, where things meet —when two lines are non-parallel, they will cross one another at some point, like all things do

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s e lec t e d wo r k s

dedication

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—- to my dear family, friends, and those that I have crossed paths with.

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01. where lines meet letters 02. when analog meets digital 03. equilibrium of past and present 04. bringing origins to flavors 05. memories and the taste of home 022 | 043

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06. but in time, memory fades 07. what music brings to life 08. competing for the roses 09. the art of getting lucky 10. an artist's cup of coffee 116 | 13 7

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01. where lines meet letters —the simplest building blocks of all designs, when combined can unfold endless possibilities for visual stimuli and perceptions

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01. where lines meet letters —the simplest building blocks of all designs, when combined can unfold endless possibilities for visual stimuli and perceptions project

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instructor

background

—- Perceptive Book —- Typography 2 —- David Hake

—- Perceptive is a conceptual typographic book, acting as an introduction to letters, type-settings, and visual hierarchy. It is also an exploration of typography in combination with lines to create visuals that play on the concept of optical illusions, finding the connection between principles of design and our human perception.

approach

—- A line is one of the most basic elements for any artistic creations. It is used to create shapes, illustrations, and even letters. For this project, lines and many other elements are intertwined to create multi-dimensional compositions. Using contrasting colors also further enhances the idea that intersecting diverse things can often create something impactful.

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Print Book Design Typography

Keywords/ Contrast Illusional

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022 | 023

02. when analog meets digital —as the world dives into an era of technology, sentimental values of the analog remain valuable in bridging the gap of the young and the old generations

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pro j ec t — pa rchee s i boa rd ga me 01 02 | 03 04 05 06 07 08 09 10

2 0 1 5 -2 0 1 8

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02 4 | 02 5

02. when analog meets digital —as the world dives into an era of technology, sentimental values of the analog remain valuable in bridging the gap of the young and the old generations project

class

instructor

background

—- Parcheesi Board Game —- Packaging 3 —- Christine George

—- Parcheesi has a long history and ancestry from India under the name Pachisi. Historians believed that the game originated in the 4th century A.D. Parcheesi first appeared in America between 1867 and 1870, introduced by Parker Brothers. The game underwent many revisions and took many different names, but the aesthetic of it being a simple game remains. The challenge is to bring back this classic board game amidst the growing popularity of the digital world.

approach

—- Revive the nostalgic values of playing board games by reinforcing the interaction between the game pieces, the board and the players. Take into consideration the design factors that make the digital gaming world so attractive. The final design is a special edition of Parcheesi, implementing a storyline inspired by medieval alchemy symbols, in combination with line graphics that simulate the aesthetics of the digital age.

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Category/ Packaging Identity Illustration

Keywords /

Interactive Experience Futuristic Entertaining 01 02 | 03 04 05 06 07 08 09 10

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I J O P Q RS TU VW X Y Z ab cd e f g h ij k l m n op q rst u vwx y z 1 2 34 5 6 7 89

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03. equilibrium of past and present —the cross between old and new, classic and contemporary calls for a dynamic interaction of things that defy the passing of time

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pro j ec t — whi te rock w ine 01 02 03 | 04 05 06 07 08 09 10

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03. equilibrium of past and present —the cross between old and new, classic and contemporary calls for a dynamic interaction of things that defy the passing of time project

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background

—- White Rock Wine —- Packaging 3 —- Christine George

—- White Rock Vineyards was first built in 1871.

Through many generations, its name remained true to its nature, as caves were dug through a chalky white volcanic rock to makethe cellars.

White Rock vineyards are all managed organically since the owners care more about the quality rather than the quantity produced. The recent wildfire in Napa caused a significant damage to the vineyards, allowing an opportunity to revive White Rock as a brand.

approach

—- White Rock is known to be very conservative for its long history as one of Napa wineries. The goal is to implement a more contemporary design while retaining the classic flavors from the old label. Rather than using colors, the new label emphasizes on shapes, textures, and materials to communicate the complex process being put into each bottle. This approach keeps the brand true to its name while still retains the aesthetic of this classic brand.

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Category/ Packaging Identity

Keywords /

Classic Contemporary Simplicity

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VINE YARDS

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white rock 2015

Reserved

CHARDONNAY

NAPA VALLE Y

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CALIFO RNIA

W INES OF T HE E A RT H

Originally stablished in 1870, the legacy of White Rock was continued by the Vandendriessche family since 1977. Volcanic ash soil of Napa & the hand-crafting process make these wines complex with mineral character expressing the earth itself.

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white rock GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS. ALC

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14.2 % BY VOL 750 ML

2013

Laureate

CABERNET SAUVIGNON

NAPA VALLE Y

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CALIFO RNIA

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W INES OF T

Originally st of White Ro Vandendries ash soil of N process make mineral char

!w.whitero

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04. bringing origins to flavors —food and flavor are always reflective of culture, people, and place, making every creations uniquely distinctive but also a joy to be shared

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pro j ec t — ch uao chocol at ier 01 02 03 04 | 05 06 07 08 09 10

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04. bringing origins to flavors —food and flavor are always reflective of culture, people, and place, making every creations uniquely distinctive but also a joy to be shared project

class

instructor

background

—- Chuao Chocolate —- Packaging 1 —- Jacques Rossouw

—- Chuao Chocolatier is one of the first Venezuelan chocolatiers to be based in the United States.

The company was founded in 2002 by Master Chef Michael Antonorsi and his brother Richard.

The chocolatier features creative combinations, crafted with care and delicacy. Named after the famous cocoa planting village in Venezuela, Chuao Chocolatier is on a mission to create high quality and engaging chocolate experiences that are reflective of its roots and heritage.

approach

—- The new packaging of Chuao chocolate, not only focuses on the quality of the products but also the creative flavors. Three of the most distinctive flavors of Chuao were selected, using patterns to express the ingredients in each combination. The color palette is also saturated and colorful, portraying Venezuela's vibrant culture. This sets Chuao Chocolatier apart from other competitors, taking consumers on a journey through each gourmet chocolate bar.

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pro j ec t — ch uao chocol at ier

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Experimental Flavorful Premium

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Ingredients: Premium Dark Chocolate (60% Cacao, Cacao Butter, Sugar, Cocoa Butter, Soy Lecithin (as an emulsifier), Natural Vanilla), Mango, Lime, Seasalt, Pasilla Chile Contains: Milk, Soy

OUR STO RY

072 | 07 3

Being the first Venezuelan Chocolatier to base in United States, Master Chef Michael Anatorsi and his brother made a commitment to upkeep the quality and Venezuelan family heritage through each Chuao chocolate bar. Creative flavor combinations are at the heart of Chuao Chocolatier’s decadent chocolate experience.

Nutrition Facts

Serving Size: 1.4 oz (40 g) Servings per container: 2 Amount per Serving

Calories 190 Calories from Fat 110 % Daily Value*

Total Fat 12g

Saturated Fat 7g Trans Fat 0g

Cholesterol 0mg

Sodium 90mg

DISTRIBUTED

BY CHUAO CHOCOLATIER SAN DIEGO, CA

Total Carbohydrate 24g Dietary Fiber 3g Sugars 17g

1 8%

3 5% 0% 4%

8%

1 2%

Protein 2g Vitamin A 2% • Vitamin C 0% Calcium 2%

• Iron 15%

*Daily value percentages are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs.

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OUR STO RY Ingredients: Premium Dark Chocolate (60% Cacao, Cacao Butter, Sugar, Cocoa Butter, Soy Lecithin (as an emulsifier), Natural Vanilla), Ground Cinnamon, Pasilla Chile, Cayenne Contains: Milk, Soy

Tangy Mango M A N G O / L I M E / PA S I L L A C H I L E S E A S A LT / D A R K C H O C O L AT E

DISTRIBUTED

BY CHUAO CHOCOLATIER SAN DIEGO, CA

2.8 oz / 80g

Being the first Venezuelan Chocolatier to base in United States, Master Chef Michael Anatorsi and his brother made a commitment to upkeep the quality and Venezuelan family heritage through each Chuao chocolate bar. Creative flavor combinations are at the heart of Chuao Chocolatier’s decadent chocolate experience.

Nutrition Facts

01

Serving Size: 1.4 oz (40 g) Servings per container: 2

02 03 04

Amount per Serving

Calories 200 Calories from Fat 130 % Daily Value*

Total Fat 15g

Saturated Fat 9g Trans Fat 0g

Cholesterol 0mg Total Carbohydrate 22g Dietary Fiber 3g Sugars 15g

2 3%

06 07

1%

7%

14%

Protein 2g Vitamin A 2% • Vitamin C 0% Calcium 2%

• Iron 20%

*Daily value percentages are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs.

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44% 0%

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05. memories and the taste of home —there are times when a simple dish will be more than a nostalgic memory, for it is a reminder of childhood, home, and people who were there

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05. memories and the taste of home —there are times when a simple dish will be more than a nostalgic memory, for it is a reminder of childhood, life, and people who were there project

class

instructor

background

—- The Blue Table —- Typography 3 —- Ariel Grey

—- Food and its ingredients are often more than what is on the table. Food can bind people and places together. The Blue Table is a conceptual cookbook featuring Vietnamese Street Food The book is like a journal of a traveler who's observing the life of these decades-old vendors, listening to their stories about living amidst the fast-paced life of Vietnam's street.

approach

—- The goal was to capture the stories of these vendors. Vietnam's street food culture has been around for as long as people can remember, playing a significant role in making the country's economy. A rustic look is carried throughout the book, mimicking Vietnam's dilapidated streets. The images are people-centric, allow readers to see into the lives of each vendor.

Patterns and colors used also largely contribute in portraying the characteristics of Vietnam culture and enhancing the storytelling aspect.

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Typography Conceptual Book Print

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Reminiscence Childhood Rustic Cultural 01 02 03 04 05 | 06 07 08 09 10

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06. but in time, memory fades —the measure of time is as vague as what it does to people, letting them grow in one moment, learn, and experience the next, then in the end slowly takes all those things away

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pro j ec t — to remember 01 02 03 04 05 06 | 07 08 09 10

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06. but in time, memory fades —the measure of time is as vague as what it does to people, letting them grow in one moment, learn, and experience the next, then in the end slowly takes all those things away project

class

instructor

background

—- To Remember —- Visual System 1 —- Phil Hamlett

—- Research has indicated that one out of nine Americans over age 45 experiences some kind of memory decline. Memory loss is part of the aging process, though it may affect everyone, every brain, differently. To Remember is a conference to educate and inform families and caregivers about old age memory loss, as well as its treatments and preventions. The conference includes guest speakers, activities, and takeaways that may help to prolong and improve and nurture the memory.

approach

—- Memory is created every second, like overlapping layers of recordings in time. The graphics for the event were created based on that layering effect of the memory. Since a conference about the memory also has to be memorable, colors play an important part in making effective memory cues. The strong use of graphic and bright colors will allow To Remember to leave a powerful impact on people's minds and lives.

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I J O P Q RSTU V W X Y Z a bc d e fg h i j k l m no pqrs tuvwxyz 123456789 Secondary Typefaces

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A B C D E F G H I J K L M N O PQRSTUVWXYZ a b c d e f g h i j k l m n o pqrstuvwxyz 123456789

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ABCDEFGHIJKLMNOPQRSTUVW X Y Z abcdefghijklmnopqrstuvw x y z 123456789

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to remember.

H O ME

P RO G RA M

RE G ISTER

SP ONSOR S

A CONFERENCE ON MEMORY & AGING

T E CH M U S E U M O F IN N OV S A N J O S E , CA

MAY 26, 20

R EGISTER NOW

Memory is an important part of our lives, as it enable us to act, response, and perform our everyday task. While physical health is important, braint health is as equally important to ensure better quality of living. To Remember conference hope to raise awareness and educate on the topic of memory aging. The program includes guest speakers

on methods to slow down

this process and help you better retain your memory.

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AB OU T 01 02 03 04 05

VATION

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07. what music brings to life —if life is an unpainted drawing, music will turn it into a colorful painting, for every song becomes colorful strokes painted directly to the soul

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07. what music brings to life —if life is an unpainted drawing, music will turn it into a colorful painting, for every song becomes colorful strokes painted directly to the soul project

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background

—- Noise Pop —- Graphic Design 2 —- Thomas McNulty

—- Noise Pop is an annual music festival, taking place in different parts of the San Francisco Bay Area over the span of seven days. The festival gives exposure to many emerging new artists, with a variety of music flavors, ranging from indie rock, to hip-hop and electronic. The visuals for Noise Pop change from year to year, but still carry the existing retro and quirky feel. The challenge is to bring those characteristics into the new upcoming festival.

approach

—- The flavour, personality, and lifestyle of Noise Pop need to be communicated through the design.

As many of the applications happen in the San Francisco's streets, the brand has to be loud and be able to grab attention. The fitting strategy is to create brand characters as visual contents since they are unique and easy to recognize.

Using a pop-art inspired color palette will also help in deliver that retro look while keeping the brand fun and youthful.

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Identity Branding Visual System Print

Keywords / Hipster Retro Loud Vibrant

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CALENDAR

LINEUP

SHOP

CONTACT

SAN FRANCISCO FEB 16–25

GET TICKETS

THE NOISE POP FESTIVAL IS SAN FRANCISCO’S FAVORITE INDIE MUSIC, ARTS AND FILM FESTIVAL. NOISE POP HAS BROUGHT EARLY EXPOSURE TO MANY EMERGING ARTISTS IN THE BAY AREA AND BEYOND, MANY OF WHOM HAVE GONE ON TO WIDESPREAD ACCLAIM. THE FESTIVAL HAS ALSO FEATURED MUSICAL LEGENDS SUCH AS YOKO ONO AND THE PLASTIC ONO BAND, BOB MOULD, YO LA TENGO, X, FRANK BLACK (OF THE PIXIES), SLEATER-KINNEY AND TELEVISION. IN ADDITION, THE FESTIVAL BOASTS A FILM SERIES THAT EXPLORES THE INTERSECTION OF MUSIC AND ART; NPHQ; ART GALLERY SHOWS; HAPPY HOURS AND MUCH MORE.

DAY 1 FEB 16 h a i tr ieu le

PREMIERE OF HIRED GUN Film Series Director: Fran Strine

6:30 PM

90 min

—

ROXIE

s elec ted work s

LINEUP

SHOP

pro j ec t — noi s e p op

CALENDAR

CONTACT

SAN FRANCISCO FEB 16–25

GET TICKETS

01 02

THE NOISE POP FESTIVAL IS SAN FRANCISCO’S FAVORITE INDIE MUSIC, ARTS AND FILM FESTIVAL. NOISE POP HAS BROUGHT EARLY EXPOSURE TO MANY EMERGING ARTISTS IN THE BAY AREA AND BEYOND, MANY OF WHOM HAVE GONE ON TO WIDESPREAD ACCLAIM. THE FESTIVAL HAS ALSO FEATURED MUSICAL LEGENDS SUCH AS YOKO ONO AND THE PLASTIC ONO BAND, BOB MOULD, YO LA TENGO, X, FRANK BLACK (OF THE PIXIES), SLEATER-KINNEY AND TELEVISION. IN ADDITION, THE FESTIVAL BOASTS A FILM SERIES THAT EXPLORES THE INTERSECTION OF MUSIC AND ART; NPHQ; ART GALLERY SHOWS; HAPPY HOURS AND MUCH MORE.

03 04 05 06 07

CALENDAR

DAY 1 FEB 16

LINEUP

SHOP

CONTACT

| 08

PREMIERE OF HIRED GUN SAN FRANCISCO Film Series FEB 16–25 Director: Fran Strine

6:30 PM

90 min

L7:PRETEND WE’RE DEAD Film Series Director: Sarah Price

8:30 PM

93 min

MY BUDDHA IS PUNK Film Series Director: Andreas Hartmann

09 10

ROXIE THEATRE

NOISE POP GET TICKETS FILM SERIES & KQED ARTS PRESENT

10:30 PM

THE NOISE POP FESTIVAL IS SAN FRANCISCO’S FAVORITE INDIE MUSIC, ARTS AND FILM FESTIVAL. 68 min NOISE POP HAS BROUGHT EARLY EXPOSURE TO MANY EMERGING ARTISTS IN THE BAY AREA AND BEYOND, MANY OF WHOM HAVE GONE ON TO WIDESPREAD ACCLAIM. THE FESTIVAL HAS ALSO FEATURED MUSICAL LEGENDS SUCH AS YOKO ONO AND THE PLASTIC ONO BAND, BOB MOULD, YO LA TENGO, X, FRANK BLACK (OF THE PIXIES), SLEATER-KINNEY AND TELEVISION. IN ADDITION, THE FESTIVAL BOASTS A FILM SERIES THAT EXPLORES THE INTERSECTION OF MUSIC AND ART; NPHQ; ART GALLERY SHOWS; HAPPY HOURS AND MUCH MORE.

DAY 2 FEB 17

THE INDEPENDAY 1 FEB 16 DENT 6:30 PM

PREMIERE OF HIRED GUN Film Series Director: Fran Strine

2015 –2018

AGES 21+ 90 min TICKETS $20-$22

—

NEVER YOUNG Described as “Sonic Youth, At The Drive In, and My Bloody Valentine having a ménage à trois”,

8:00 PM ROXIE

t h e i n t e r s ec t io n

CLOUD NOTHINGS Founded in a Cleveland base-

13 8 | 13 9

08. competing for the roses —there are times when a delicate rose is not only a symbol of romanticism, but is also a victorious trophy for some of the most iconic games of history

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08. competing for the roses —there are times when a delicate rose is not only a symbol of romanticism, but is also a victorious trophy for some of the most iconic games of history project

class

instructor

background

—- Rose Bowl Stadium —- Branding 2 —- Thomas McNulty

—- The Rose Bowl is an American stadium located in Pasadena, California—also known as the City of Roses. Built since the 1920s, the Rose Bowl is recognized as a National Historical Landmark and an iconic stadium that hosted many major events such as the Olympics in 1984. The recent expansion of the Rose Bowl allows up to 100,000 seats, making it the 15th-largest stadium in the world. With an impressive and iconic history, the Rose Bowl needs a rebrand to represent its standard of being America's ultimate stadium.

approach

—- Since the Rose Bowl is famous for its bowl shape and scale, the strategy is to take those factors as advantages. Instead of trying to change the architecture of the stadium, it is more appropriate to bring out its unique features, promote the Rose Bowl as an iconic stadium, and enhance the overall experience for sports fans. The new identity aims to retain some of the previous brand equity by keeping the symbolic shape of the rose, while still trying to display the Rose Bowl's bold nature as a sports stadium.

h a i tr ieu le

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SEL ECT ED WOR K S

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s elec ted work s

pro j ec t — ros e bowl s tadiu m

Category/ Identity Branding Print

Keywords / Memorable Athletic Iconic

01 02 03 04 05 06 07 08 | 09 10

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A B C D EFG H IJK LMN O PQ RST UV a b c d e fg h ijk lm n o p q r st u v wxyz 123456789

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Harmonia Sans Pro Cyrillic Bold

AB C D E F GHIJ KL M NO P Q RST U V W X Y Z a b c d e fg hi j kl mnop q rstuv wx y z 123456789

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Harmonia Sans Pro Cyrillic Regular

A BC DE F G HIJK LM N O P Q RSTUVWXYZ abcdefghi j kl mn o pqrstuv wxy z 123456789

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09. the art of getting lucky —good luck and bad luck are parts of the superstitious world that can affect every decision and judgement, with the final goal of achieving a desired future

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09. the art of getting lucky —good luck and bad luck are parts of the superstitious world that can affect every decision and judgement, with the final goal of achieving a desired future project

class

instructor

background

—- Enigmatic Magazine —- Visual System 2 —- Megumi Kiyama

—- Superstition is defined as a widely held belief that certain consequences are caused by some supernatural forces. People do superstitious things almost on a day to day basis without realizing it. Enigmatic is a magazine that discusses the topics of superstition, providing explanations for these taboos and exploring the mysteries behind every superstitions. Bad luck might really just be bad coincidences. Knock on wood!

approach

—- The goal is to make the topic approachable and friendly to readers. The magazine does not necessarily debunk the mysteries but rather leave the topic open ended and free for discussion. Just like the weird topic itself, the graphics are witty, quirky, and meant to be a fun read.

The magazine then extends to other products and media to promote Enigmatic as a brand that specializes in topics different of superstitions.

This allows readers to digest superstition, this so-called taboo topic, with a lighter heart.

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pro j ec t — enigmat ic maga z ine

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Branding Visual System Print

Keywords / Sarcastic Witty Quirky

01 02 03 04 05 06 07 08 09 | 10

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Clarra regular

ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuvwxyz 123456789 Secondary Typefaces

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Berthold Akzikenz Grotesk Bold

A B C D E F G H I J K LM N O P Q R ST U V W XYZ a b c d e f g h i jk l m n o p q rst u vw xyz 1 2 3 4 5 678 9

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Enigmatic

|

I S S U E 13 December 2018

O P // H O R O S C O P E //

BAD L U C K

S U B S C R I PTI O N //

Explore the mysteries behind our superstitions—that bad lucks are just bad coicindences.

K MORE

OUT Enigmatic is a print and digital m are happening around us. It’s not lim

bout mysterious world of superstition that ends, myths, magic, and darkness, but also how

superstitions has transformed and took up a large part in society today.

LEARN MORE

SUBMISSIONS @enigmaticmag @enigmaticmag @enigmaticmag

h a i tr ieu le

WO R K W IT H U S

We are accepting articles about

Interested in joining the team at

investigations as well as requests

Enigmatic? View job openings.

on any topic regarding superstition. Learn more.

—

s elec ted work s

pro j ec t — enigmat ic maga z ine

Enigmatic

|

I S S U E 13 December 2018

01 02 03 O P //

04

H O R O S C O P E //

06

05

BAD L U C K

S U B S C R I PTI O N //

Explore the mysteries behind our superstitions—that bad lucks are just bad coicindences.

K MORE

OUT Enigmatic is a print and digital m are happening around us. It’s not lim

bout mysterious world of superstition that ends, myths, magic, and darkness, but also how

superstitions has transformed and took up a large part in society today.

LEARN MORE

SUBMISSIONS @enigmaticmag @enigmaticmag @enigmaticmag

2015 –2018

WO R K W IT H U S

We are accepting articles about

Interested in joining the team at

investigations as well as requests

Enigmatic? View job openings.

on any topic regarding superstition. Learn more.

—

t h e i n t e r s ec t io n

07 08 09 | 10

176 | 17 7

10. an artists’ cup of coffee —for artists and many others, a cup coffee may serve more than its purpose, for it can be a source of inspiration, an empowering living ritual, a lifestyle

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10. an artists’ cup of coffee —for artists and many others, a cup coffee may serve more than its purpose, for it can be a source of inspiration, an empowering living ritual, a lifestyle. project

class

instructor

background

—- Plus±Minus Retail Store —- Packaging 4 —- Thomas McNulty

—- Plus±Minus Retail is a place for the community to enjoy a modern café experience inside a gallery environment. It's a place that encourages and promotes the sentimental interactive values between people and products. The rising popularity of the coffee culture in America, along with the importance of consumer experience, call for a communal space that can provide both.

Plus±Minus is a three in one stop—a boutique retail, a café and an artist workshop, taking consumers from one space to another, experiencing each product before purchase.

approach

—- All products from Plus±Minus subbrands are closely related to one another, and similar in such that they are premium products that are crafted with care. Hence, the packaging has to also reflect the artisanal and craftsmanship of every product. A range of graphics are being used, from texture, to images, to line art, emphasizing the importance of materials and functionality.

This allows for all products of the brand to be tied together while still leaving room for expression of personalities for each subbrands.

h a i tr ieu le

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Category/

Branding System Packaging Collaborative

Keywords /

Community Artisan Craftmanship

Team Members/

01

Melissa Ho Hyemin Lee John Nelson Maggie Leung

02 03 04 05 06 07 08 09 10 |

2015 –2018

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t h e i n t e r s ec t io n

18 0 | 18 1

retail store

tagline

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taste. live. share. brand statement

—Providing a communal space that connects people with the sentimental values of craftsmanship, interaction, and shared knowledge.

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sub brand

—Category Home Goods Key Adjectives craftmanship, unique, artisan, premium

Product lines handmade kitchenwares, tableware, coffee cups, coffee pour-over, tapestry, windchime, candles, etc. sub brand

01

—-

02 03

Category Coffee House

04 05

Key Adjectives hipster, cozy, artisan, premium Product lines coffee and deli, coffee beans, cold brew, pastries, desserts, preserves, tea, etc. sub brand

—Category Art Workshop Key Adjectives abstract, functional, artisan, premium Product lines art tools, throwing tools, apron, paint brush, clay, clay dyes, hammer, etc.

2015 –2018

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ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e fg hi j k l m no p q rs tuvw x yz 123456789

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A B C D E F GH I JK L MNO PQ RSTUVW X YZ a b c d efg h i j k l m n o p q rstuvwxy z 12 3 4 56789

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Brother 1816 Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ ab cde fghijklmno pqrst uvw x y z 123456789

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A B CDEFGHI J K LM N OPQRST U VW XYZ a b c d efghi jkl m nop qrstu vwxyz 1 2 34 56789

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Adelle Regular

AB CD E FGH I JK L M NO PQ R ST U VWXYZ abcde fg h i j k l mnop q rs tuv w xy z 1234567 89

AB C DEFG HIJ KL MNO PQ R ST UV WXYZ abcd e fg h i j k l m n o p qrs tuv w xy z 1 234567 89

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Source Serif Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e fg h ij kl m n o p q r st uvw xy z 1 2 3 4 56 7 89

ABCDEFGHIJKLMNOP QRSTUV W X Y Z ab cdef ghi jkl mn op qrstuv wxy z 123456789

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Apercu Mono Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnop q r s t u v w x y z 123456789

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ABCDEFGHIJKLMNOPQRSTUVW X YZ ab cdef gh ijklm nopq rstuv w x yz 123456789

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h a i tr ieu le

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s elec ted work s 7oz / 198gra ms ME DI UM DE SCRI PT I ON formula’s take on the world’s oldest recorded coffee blend, with a sweet fruity note and rich flavor.

FL AVOR N OT E S rich citrus / wine cocoa / spice

M OCH A-JAVA COF F EE H A ND ROA S TED

S

W

E

B

EA N

HOL

..................

M a rch

ROAST MAST E R

HA RVE ST

MOCHA J AVA A combination of fruity flavors from African coffee and bittersweet beans from Indonesian coffee to make one of America’s most beloved blends.

4 2 00-5200

ORI GI N E t hiopia J a va ELE VAT I ON

.........

.........

BATCH N O.

ROAST DAT E

TA S TE . LIVE . SHARE Residing inside Plus±Minus, Formula Cafe is a communal space to enjoy a cup of coffee in a gallery environment.

All coffee products are roasted and prepared in-house at our roastery in San Diego to ensure most quality coffee delivered to consumers and wholesale partners.

2867 University Ave, San Diego, CA 92104

20 8 | 20 9

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t h e i n t e r s ec t io n LI GHT FL AVOR N OT E S chocolate / maple caramel / brownie

PRO C ES S washed

PROCE SS washed

PL AC E San Diego / California

PL ACE San Diego / California

HOUSE BLEND H A ND ROA S TED

CO F F E E

COF F EE S

S

B

B W

W

E

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2015 –2018

7oz / 198gra ms

7oz / 198gra ms DA RK FL AVO R N OT E S chocolate / smoky oak / burnt almonds

BLACK MOON HAND R OA S T E D

EA N

EA N

HOL

HOL

| 10 09 08 07 06 05 04 03 02

ORI GI N E t hiopia ELE VAT I ON 2 0 00-2400 HA RVE ST M a rch

ORIGIN

HOUSE BLE N D Approachable and balanced with maple syrup sweetness and hints of chocolate and caramel, creating a complex and subtly distinctive house blend.

Kenya E L E VAT I O N 2000 HARVEST

ROAST MAST E R

February

..................

BL AC K M O O N Rich and smoky, with a bold chocolaty body and a spiciness that sticks around. It goes to the brink of bold without sacrificing flavor R OA S T M A S T E R ..................

R OA S T DAT E

BATC H N O.

TA S TE . LIVE . SHARE

TA S TE . LIVE . SHARE

.........

.........

.........

BATCH N O.

ROAST DAT E

.... . . . . .

Residing inside Plus±Minus, Formula Cafe is a communal space to enjoy a cup of coffee in a gallery environment.

All coffee products are roasted and prepared in-house at our roastery in San Diego to ensure most quality coffee delivered to consumers and wholesale partners.

Residing inside Plus±Minus, Formula Cafe is a communal space to enjoy a cup of coffee in a gallery environment.

All coffee products are roasted and prepared in-house at our roastery in San Diego to ensure most quality coffee delivered to consumers and wholesale partners.

2867 University Ave, San Diego, CA 92104

2867 University Ave, San Diego, CA 92104

pro j ec t —

form u l a c afe

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Primary Typeface

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Aa

Gotham Bold

Aa

engraver's gothic regular

AB C DE F GH I J K L MNO PQ RST U VWXYZ a b cd e fg h i j k l mn o p qrstu vwxyz 1 2 3 4 5 6789 Secondary Typefaces

h a i tr ieu le

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Aa

Gotham Rounded Bold

AB CDE FG H IJKLMNO PQ RST UVWXYZ a b cd efg hijk lmn op q rstuvwxyz 12 3456789

A BC D E FGHI J K L M N O P QR S T UV WX YZ a b c d e f g h i j k l m n o pqr st uv wxyz 1 23 45 67 89

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t h e i n t e r s ec t io n

thank you,

my family

—- Ba, Me & Phuc This book is especially dedicated to my mom, dad, and beloved sister. For your unconditional love, patience, and support throughout my whole life. For believing in me, my decisions, and life choices. I hope this made you proud.

my worse half

—- Dat Le Everyone know I am the better half, but what's a half without the other half. Thank you for always being there when I needed you, for constantly reminding me to stay healthy, and for pushing me to become my better self.

my friends

—- Trang Tran, Tang Nguyen, Trang Nguyen To my bestest friends, who never stopped encouraging me from day one. I am thankful that you guys are always being a strong mental support and a shoulder to cry on. Please know that I am who I am because of you guys. Now let's get rich together my bitches!

my designer friends

—- Van Le, Jordin Riley, Tien Pham,

Briana Van Koll, Ashley Frohlking To my sister from another mother, Van, who is always willing to pull an all-nighter when I'm in need. This book wouldn't be possible without your tremendous help. Thank you, my portfolio crew—Jordin, Tien, Bri, Ashley, you guys are the best of the best designers that I personally know. I'm inspired by you all everyday, to challenge myself to be a better designer and person.

I wouldn't have made it this far without your wisdoms. Remember, tequilas are always on me!

my instructors

—- Mary Scott, Thomas McNulty, Christine

George, Megumi Kigaya, Jacques Rossouw,

David Hake, Ariel Grey, Phil Hamlett Many thanks to the instructors at the academy, for your knowledge, skills, and guidance that helped me in achieving my best works.

colophon

Cover Text

—- White Skivertex —- Mohawk Everyday Digital 100# Uncoated Text

Fonts

—- Proto Grotesk (Production Type)

Questa Sans (The Questa Project) Helmut (Production Type)

Print

—- Graphic Imagery

396 Forbes Blvd South San Francisco, CA 94080

Bind

—- Key Printing & Binding 1934 Park Blvd Oakland, CA 94606

Photography

—- Hai Trieu Le Van Le Unsplash

Softwares

—- Indesign

Illustrator Photoshop Lightroom

Contact

—- Hai Trieu Le

trieule008@gmail.com 408. 881. 2426 hitrulydesign.com

© All Rights Reserved. No part of this publication can be reproduced without express permission from Hai Trieu Le

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