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>> Table of COntents 01

// Bam Automotive

02 // Caia Caecilia 03

// LunaSolar

04

// City FOod Pantry

05 // At See Level 06 // Roald Dahl Stationery 07 // 4SHO 08 // Kiku


My Laotian parents have taught me many things and in particular they have taught me the value of quality versus quantity. Where I should invest in not only buying well made items but to also take good care of them so they would last for years rather than months. They taught me to appreciate the things I have and to not worry about what I don’t. While teaching in Sapporo, Japan as an assistant language teacher we talked about the term “mottainai”, meaning the waste or misuse of something. During one of my classes, a student had related it to work and how he would be perfectly happy making just enough to satisfy his current needs rather than coveting a raise and wishing for more money. At that moment, I realized he had something very remarkable and it was very wise beyond his seventeen years. What he had said then was so profound that it has left a lasting impact on me. This concept of “mottainai” is the aesthetic sense visible in my work. I’ve learned that it’s important to choose elements carefully and show restraint. Influenced by Japanese artists I’m interested in simple forms, bold color choices and strong black lines to make simple yet elegant compositions. These elements combined create something aesthetically pleasing that fully expresses the intent of the design in a non-wasteful way.


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// Bam Automotive


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Photography // Ferdie Morales Client // Austin Lutz

Project Direction // Sean Bacon Creative Direction // Candice Lopez

The owner of this green automotive repair shop is heavily inspired by comic books and the idea of heroes. BAM is officially a new company despite the fact that the owner, Austin Lutz has been in the automotive business for 14 years. His shop will specialize in providing services like brakes, suspension, engine repair and maintenance for women ages twenty five to forty. I wanted to create a design that communicates the idea that mechanics save you when you need it most. When you find one that saves you time and money but also cares about the environment then you’ve got a hero. Inspired by comic books and the work of Roy Lichtenstein I created a dynamic logo with overlapping letterforms in a bright red crest shape. A pattern of ben day dots is used to brand a variety of items including a stationery package, and business forms. These were printed on Neenah recycled paper using post consumer recycled fiber. The custom key holders are re-usable and an air freshener does double duty reminding customers to return for service at BAM Automotive.

// Bam Automotive

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A hero who will save you in your greatest hour of need.


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// Bam Automotive


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1. 2. 3. 4. 5.

Logo Business stationery Forms Website Small Paraphernalia

>> Key Points • • • • • •

Reliability & Trusty Hip & Cool Fun & exciting No Hassle Intimate, Mom & Pop Shop They are the HEROES

>> Logo Pantone // 1795C

BLACK 90%

BLACK 100%

>> type faces regular bold extended

light regular semi-bold bold black

Eurostile a b c d e f gh i j kl mn o pqrs tuvwzy z a b cd e f gh i j k l m n o pqrstu v wzy z 0123456789

Source Sans Pro a b cd e fg h i jkl mn o p q rs tu v wzyz a b cd e fg h i j kl m n o p q rstuv wzyz 0123456789

>> Pattern & SHapes

CMYK // 0, 90, 93, 2

// Bam Automotive

>> Design Needs


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// Bam Automotive


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// Bam Automotive


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// Bam Automotive


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// Bam Automotive


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// Bam Automotive


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// Bam Automotive


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Photography // Ferdie Morales

Creative Direction // Candice Lopez Project Direction // Sean Bacon

// Caia Caecilia

02

Glamour makes a man ask for your number and a woman ask for the name of your dressmaker. As a brand, Caia Caecilia aims to embody and impart the traits and virtues of the Goddess Caia Caecila, the Roman goddess of fire, hearth, healing and women. Caia Caecilia is a high-end hat boutique, which creates one of a kind fashionable hats in New York. They pay careful attention to their craftsmanship and deliver excellent service to their clientele. Their mission is to fashion hats that become an essential accessory and target upscale women ages thirty-five to fifty. Despite their status, these unique hats are versatile and eco-friendly for the modern goddess. Using designer surplus fabrics in luxurious textures and colors these glamorous hats make a statement. I designed a custom logo and lively patterns coupled with an earthy palette that pulls hues from nature and the hearth. Branded applications include hatboxes with artful embroidery and receipt wallets.


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// Caia Caecilia


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// Caia Caecilia


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// Caia Caecilia


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// Caia Caecilia


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>> Key Points

Branding for the hat boutique: 1. Logo, business stationery 2. Hat Box 3. Brand Scarf

• • • •

Traits of Caia Caecilia the goddess Target market is women ages 35-50 within the higher income bracket Victorian tradition and modern edginess GLAMOROUS

Advertising for Hat Show: 1. Advertising Concept and application.

>> Logo & Colors

>> type faces light regular book bold

light regular medium bold

Eames Centry Modern ab cdefgh ijk l m nop qr s tuv wzyz a b c d e f gh ij k l m no p q r s t u v wz y z 0 123456789

Sweet Sans abcdefghijklmnopqrstuvwzyz abcdefghijklmnopqrstuvwzyz 0123456789

>> Patterns

// Caia Caecilia

>> Design Needs


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// Caia Caecilia


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// Caia Caecilia


24 // Caia Caecilia

>> flaunt To convey the exotic spirit of the brand in print and promotional advertising, I tapped into the power of animal mysticism for fashion week. The concept for “Flaunt� was inspired in part by animals such as the owl along with its shamanistic spiritual ideology. The rough sketch coupled with the allure and imagery of high fashion accurately targets the fashion forward clientele of Caia Caecilia.


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// Caia Caecilia


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// Caia Caecilia


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// Caia Caecilia


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// LunaSolar


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Art Direction // Sean Bacon

Project Direction // Candice Lopez

// LunaSolar

03

Increasing the economy of a developing country in a sustainable way. When a country rapidly develops and boosts it’s economy, the environment is the first to suffer. The dilemma is how to help developing countries improve their quality if life without sacrificing more of the Earth’s limited natural resources. One such solution is to utilize green technology in inventive ways that will be sustainable and profitable at the same time. In Laos, a country that has many internationally protected UNESCO sites, an opportunity exists to improve their economy in a sustainable way. By using solar fibers woven with sustainable recycled fabrics, the people of Laos can market solar harvesting curtains that are decorative and functional light sources. This is exclusive export will boost their economy and also be sustainable. When chemical cells are combined, they act as solar energy absorbers. These cells are then wrapped in very thin silicone resulting in thin hair like strands. Using this technology combined with the sustainable practice of recycling old fabrics such as cotton and polyester, the people of Laos can imprint their own ethnic flair onto decorative curtains to be exported and sold around the world. Simple brown recycled cardboard paper packaging is accented by bright colored belly bands with ethnic patterning.


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// LunaSolar


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// LunaSolar


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Photography // Ferdie Morales

Project Direction // Candice Lopez

// City Foo Pantry

04

Being a student is tough and when you’re hungry, it’s even tougher. City Food Pantry is a non-profit organization located at San Diego City College. The group is dedicated to helping students succeed in their education by making sure there is food available so they can properly focus on their studies. Creating an environment of growth and encouragement, the pantry also builds a healthier lifestyle through community partnering and connects it’s services to the student run urban garden. To further their goals, I decided to craft an identity that would resonate not only with students but attract local small business benefactors. Once the identity was established, it was vital to inform students about this food service should they find themselves in a sticky situation. The logo puts the familiar in an unfamiliar setting by morphing a heart shape into a piece of fruit. I coupled this icon with the slab serif, largely geometric font Rockwell. For the information campaign I developed a slogan “fuel edu” that was used on posters, advertisements and environmental graphics throughout the campus. Reusable water bottles, collection baskets, and an insightful website bring their message and nutrition home to students in need.


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// City Foo Pantry


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// City Foo Pantry


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// City Foo Pantry


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// City Foo Pantry


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>> Key Points

1. Logo & Branding 2. Promotional Items 3. Social Awareness Campaign

• • • •

For students of San Diego City College Be approachable NOT a soup kitchen Available for students in emergencies: Forgot wallet, lacking money, etc...

>> Logo

city

food

emergency lunches for students

>> type faces regular bold

Rockwell a b c d efg hi jklm nop q rst uv wz yz ab c d e f g h i j k l m n o pqr st uvwzyz 0 12 34 56 78 9

>> Social Elements

Pantone 370c C=45 M=0 Y=100 K=27 R=94 G=151 B=50 Pantone 262c C=45 M=100 Y=0 K=55 R=86 G=0 B=78 Pantone 130c C=0 M=30 Y=100 K=0 R=253 G=185 B=19

// City Foo Pantry

>> Design Needs


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// City Foo Pantry


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// City Foo Pantry

v


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// City Foo Pantry


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// City Foo Pantry


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// City Foo Pantry


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// City Foo Pantry


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// At See Level


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Photography // Ferdie Morales

Art Direction // MaeLin Levine Project Direction // Candice Lopez

Aquariums are great tools for connecting the public with marine life and inspire people of all ages to take care of the ocean and its species. Jellyfish are often judged on their appearance, as ethereal entities that seemingly float along the currents of the vast ocean. In truth, there are hundreds of species and all are unique. For example, one species has twenty-four eyes and according to an ancient folktale in Japan, long ago the jellyfish had bones. At See Level is a unique exhibit put on by the Scripps Birch Aquarium that showcases these extraordinary creatures in a unique light. Aquarium visitors will learn scientific facts and folklore about jellyfish on display while immersing themselves in this exhibition. Fascinating concepts will illuminate patrons beyond the jellyfish’s alluring exterior appearance and create a deeper well of understanding. I created a series of typographic jellyfish that could be used to brand products sold in the gift shop benefiting aquarium conservation efforts. These included towels, beach pails for children and solar powered jellyfish lighting. Exhibition graphics and promotional billboards use this brand language to attract guests and encourage them to pay a visit.

// At See Level

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The world can be a deep, dark place occupied by jellyfish and other amazing creatures unseen.


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// At See Level


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>> Key Points

1. Event Branding 2. Branded Products 3. Event Advertising

• •

For the Scripps Birch Aquarium Enrapture the audience with the mystery of jellyfish – then educate with truths Fun and entertaining – Wonder

>> LOGO & Colors

VE AT S E E L E MARCH 1

3, 2013

>> type face light regular book bold

Geogrotesque abcdefghijklmnopqrstuvwzyz abcdefghijklmnopqrstuvwzyz 0123456789

>> Typographic Jellyfish

L

// At See Level

>> Design Needs


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// At See Level


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// At See Level


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// At See Level


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// At See Level


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// At See Level


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// At See Level


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Art Direction // Rafael Lopez

Artwork // Vina Rathakoune

Project Direction // Candice Lopez

Photography // Ferdie Morales

// Roald Dahl Stationery

06

Eco-friendly stationery inspired by Roald Dahl will inspire children to practice writing. It’s a Kid’s World, is a small company that creates artful tools for children’s learning. They take a hands-on approach to education and this perspective is evident in their products that engage both child and parent. The goal of a product I developed was to encourage children to practice their penmanship. By using the inventive author Roald Dahl as inspiration, I created a stationery set targeting children ages six to nine. The delightful prose of the author fueled the original illustrations resulting in stationery that becomes a fun activity inviting kids to add their own words. Once done, with the help of their parents, they can fold the letter into an origami envelope and give it to a friend or family member to read and enjoy. Nontoxic brightly colored pencils inspire creativity and have long-lasting tips perfect for blending. These tools are environmentally sensitive and made from recycled paper. The stationery set uses Bagasse paper made from discarded sugar cane fibers and the stationery package is printed with soy ink. The lined paper is perfect for skill building and is sure to inspire budding writers.


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// Roald Dahl Stationery


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// Roald Dahl Stationery


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// Roald Dahl Stationery


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// Roald Dahl Stationery


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// Roald Dahl Stationery


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// 4SHO


61 // 4SHO

Type Direction // Sean Bacon

Artwork // Vina Rathakoune

Project Direction // Candice Lopez

Photography // Ferdie Morales

07

American 70s [+] Japanese Pop Culture [=] 4SHO! 4SHO was the product of a group of lively Japanese teens spiraling into a Japanese idol franchise. The name has a double meaning. In American slang, “Fo’ Sho” means “For Sure” and playing on that word, the four members of the band ironically have names beginning with “Sho-”, Shoki, Shotaro, Shota, Shoji. How awesome is that? For the upcoming summer of 2013, 4SHO needed event branding and something unique for their limited edition, available only at the concert venue, CD single. Using their love of the 70s and Japanese pop culture as inspiration I blended these influences together for this project. To communicate the spirit of this band I developed a custom font called Astra Display with rounded corners and youthful personality. Using vibrant colors from the seventies I crafted comic book portraits of the band. Branded items include back stage passes, tickets and hand fans that could be used by adoring concert fans. The compact disc packaging is simple but fun for fans because when it’s torn open on one side, it releases the folds of the cover and the packaging turns into a poster for fans to hang on their walls.


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// 4SHO


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1. Branding for Event 2. Collateral Pieces 3. Event CD Single

>> Key Points • • • •

Fun, fun, FUN! Eccentric and heavily into 70s and Japanese Pop Culture Fans are predominately female In Japan

// 4SHO

>> Design Needs

>> Logo & Colors

>> Illustrations

ORIGINAL SET

>> type faces regular bold

Rockwell a b c d efg hi jklm nop q rst uv wz yz ab c d e f g h i j k l m n o pqr st uvwzyz 0 12 34 56 78 9

>> Patterns


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// 4SHO


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// 4SHO


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// 4SHO


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// 4SHO


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// 4SHO


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// 4SHO


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// Kiku


71 // Kiku

Artwork // Yoshitoshi Mori Photography // Ferdie Morales

Creative Direction // MaeLin Levine

Project Direction // Candice Lopez

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A Japanese inspired spa hotel nurtures the environment along the central California coast. Kiku was developed with the notion of fusing a traditional Japanese hot spring inn with American sensibilities. This Eco-retreat targets upper income travelers ages thirty to forty looking for a place to relax along the central coast in Cardiff, California. Providing guests with a rejuvenating resort experience this green hotel has LEED Gold Certification and is committed to the environment. The building features photo voltaic cells that generate some of the hotel’s electricity, and roofs feature green Eco-roofing. Daily practices ensure the surrounding beauty of the land is preserved for future generations. Food comes largely come from local growers and if guests travel to the resort in a hybrid vehicle, a special parking spot is reserved for them. Featuring spectacular views, winding footpaths and relaxing spa treatments with natural, organic products guests are encouraged to reuse room towels. I developed a simple logo and flower motif to convey the brand aesthetic. A palette of yellow, orange and blue is repeated in custom patterns then applied to a handcrafted tea set, guest cards and in room reusable tea tins. The identity manual provides guidelines to maintain consistency and communicate the spirit of the brand in it’s various remote locations.


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// Kiku


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1. Branding 2. Hotel Amenities 3. Advertising to bring in customers to Kiku’s somewhat remote location.

>> Key Points • •

Inspired by traditional Japanese hot spring hotels The target market is Americans who want a place to relax, disconnect, rejuvenate

>> Logo Pantone // 137 CP CMYK // 0, 41, 100, 0 Pantone // 7598 CP CMYK // 0, 85, 100, 0 Pantone // 7473 CP CMYK // 75, 5, 48, 3

>> type faces light book meduim semi-bold bold light book demi bold

Archer ab cd e fg h ij k l mno p q r s t u vwzyz a b cde fg hi j k lm n op q rstuvwzyz 0 1 23 456789

Neutra Face a b cd efg h i j k l m n op q rst u v wz yz a b c d e fghi jk l m n o p qr stuvwz yz 012 3 4 56789

>> Pattern & Art Style

// Kiku

>> Design Needs


74 // Kiku 6

A TRADITIONAL JAPANESE HOT SPRING WITH AMERICAN SENSIBILITIES.

In Japan, a hot spring (onsen) is a place where people can rejuvenate their mind, body, and soul. It is typically a tranquil place where hot water will help you unwind and release the stress built up from everyday life. At Kiku, we believe in the healing properties of a proper hot soak and we offer services ranging from therapeutic messages to hot spring baths located within our facilities. We aspire to create a rejuvenating atmosphere for our clients whether they decide to come alone, with friends, or with family. By connecting with oneself and mingling with nature and it’s offerings, Kiku will help you rejuvenate your not only your body but heal your mind as well.

and roofs feature green ecoroofing. Daily practices ensure the surrounding beauty of the land is preserved for future generations. Food comes largely come from local growers and if guests travel to the resort in a hybrid vehicle, a special parking spot is reserved for them. Featuring spectacular views, winding footpaths and relaxing spa treatments with natural, organic products guests are encouraged rejuvenate themselves with all that Kiku has to offer.

Kiku is proud to be LEED Gold Certified and is committed to the environment. The building features photo voltaic cells that generate some of the hotel’s electricity,

STATIONERY

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As a whole, the stationery system is meant to convey Kiku’s promises of simple relaxation through Kiku’s thorough attention to detail in every aspect of their services. Kiku is a brand whose influences are traditional Japanese infused with a but of edgy and clean modernism in order to appeal to a western market. TYPE SEPCIFICATIONS: 24

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Overall Archer 8pt/ 14pt Space between address and phone # 8pt/ 21pt If name is very long, name can flow to the second line PAPER SPECIFICATION: Neenah Crest Cover Avon Brilliant White 120 lb COLOR COMBINATION:

STATIONERY

Pantone // 137 CP CMYK // 0, 41, 100, 0

OPACITY: 75% 10

Pantone // 137 CP CMYK // 0, 41, 100, 0 Pantone // 7598 CP CMYK // 0, 85, 100, 0 CMYK: 0, 0, 0, 85

Pantone // 7473 CP CMYK // 75, 5, 48, 3

Pantone // 7 CMYK // 75


75 // Kiku

7

4

5

BRAND PROMISE

LETTERHEAD

142 Chesterfield Drive

Cardiff by the Sea, CA 92007

Tel. 706-234-1235

vrathakoune@kikuhotel.com

BUSINESS CARDS

Vina Rathakoune

Creative Director

142 Chesterfield Drive

Cardiff by the Sea, CA 92007

Tel. 706-234-1235

vrathakoune@kikuhotel.com

7473 CP 5, 5, 48, 3

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The Kiku logo is simple and at the same time not. It is a logo that expresses Kiku as a brand that is simple in its gestures but complex in its workings. The connected serifs and overlaying mark convey the belief of connectedness, being one with oneself, and being tune with nature The Kiku logo consists of the type modified logo plus the graphic chrysanthemum mark. The mark’s opacity should always be set at 75% in order to show the overlaying texture between the mark and the type logo. The only exception is when the logo is reversed out or when the mark is being used by itself to alternate branding.

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LOGO MECHANICS


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// Kiku


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// Kiku


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// Kiku


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// Kiku


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// Kiku


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// Kiku


82 // Logos

city

food

emergency lunches for students

Educational kid’s products Hat boutique Japanese band Blog Zine

Upscale jeweler Adventure company Non-profit food pantry Solar curtainsw


83 // Logos

Theater season and plays.


84 // Colophon

Vina Rathakoune May 11, 2013 vinarae@gmail.com Photography Ferdie Morales Programs Adobe Creative Suite 6 Printer Diego and Sons 2104 National Ave San Diego, CA 92113 (619) 233-5373 Paper & Cover Neenah Classic Crest Avon Brilliant White 100 lb. Chipboard Typefaces Girard Slab Blender


85 // My Thank yous

Many thanks to... All of my instructors, Charles Glaubitz, Julie Willis, MaeLin Levine, Andrea Singer, Amy Beacraft, Candice Lopez, Lisa Starace, Sean Bacon, Amy Levine, and Dave Eichinger. All of my friends who listened to my project ideas and helped me keep on track. You guys are the best! My family who let me have peace when I needed it and especially my mother and father who have always supported me in all of my impulsive endeavors.


Thank you for reading!

Profile for Vina Rathakoune

Vina Rathakoune  

May 2013, portfolio

Vina Rathakoune  

May 2013, portfolio

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