Ashley Kai by Ashley Kai

INTRODUCTION Ever since I can remember, Iâ&#x20AC;&#x2122;ve always collected things. From pencils to empty candy tins, I would stash them away in a box for the future. I was fascinated with how things were made: from the colors that were chosen to the texture of materials used. The one thing that these items all had in common was how they made me feel. There was always a spark of joy when I held the object and every time I took inventory of my collection, I would re-evaluate each item to see if it still made me feel happy. As I grew older, I found myself continuing to add to my curated collection, still not really sure of what purpose this collection served. It was when I discovered design that everything clicked. The things that I connected with captured my attention not just through how it looked, but also the story that it told through its design. While there are many conceptual platforms for a brand to express itself, packaging is one of the most intimate forms of designâ&#x20AC;&#x201D;a physical thing you can hold in your hands.

CATEGORY BRANDING + PACKAGING

ASHLEY KAI

01 Life is short. Eat dessert first.

Jacques Torres

PROJECT AZUKI MOCHI

AZUKI MOCHI Art Director Min Choi Category Branding Packaging Typefaces Caecilia Din

OVERVIEW Azuki Mochi is a new confectionary shop located in North Park specializing in mochi, a Japanese rice cake dessert. Mochi was traditionally made as offerings for the lunar new year and eaten for good luck and fortune. Today, it is a popular dessert with many varieties for different occasions. While mochi is not rare to find in San Diego, Azuki aims to stand out by incorporating the Japanese tradition of thoughtful and elaborate gift giving. APPROACH To craft a friendly and inviting mood, the brand uses soft colors derived from popular mochi ingredients such as red bean and matcha green tea. To convey the sophisticated modernism of the brand, a condensed style of Din was used, coupled with the slab serif Caecilia. These typefaces were foiled with rose gold on the packaging labels to enhance the warmth of the muted colors while also serving as an additional layer of opulence. The drawer style gift boxes connects the recipient with the brand and product through an enjoyable experience of unboxing.

ASHLEY KAI

CATEGORY BRANDING + PACKAGING

PROJECT AZUKI MOCHI

CREATIVE BRIEF OVERVIEW

As the first premium mochi store to open in San Diego, Azuki Mochi aims to provide deluxe packaging to match the quality craftsmanship of the delicacies. SALES MODEL

Customers are able customize their gift boxes with different varieties and flavors of mochi. The app and website allow users to order online to be picked up or delivered to the recipient with the fun option of choosing surprise flavors. Customers can also drop in to the store to buy individual mochis. TARGET AUDIENCE

Azuki Mochi caters to a middle to high income audience ages 22-36, interested in Japanese food and culture. Despite the soft pastel colors, the luxurious packaging and tasty delicacies appeal to both men and women. DIFFERENTIATION

The key differences that set Azuki Mochi apart from other Asian confectionaries are the online ordering as well as the high end packaging. Neither of these functions for mochi are established in San Diego yet. PACKAGING NEEDS

To fully convey the Japanese culture of gift giving, the aesthetics of the packaging had to be charming and attractive. There also had to be a balance between cute and upscale, which was achieved through the soft color palette combined with the rose gold foiling. The pattern of dots and waves also represented the core ingredients of mochi: rice flour and water. The simple pattern also served as a way to represent the modernity of the brand while preserving the traditional methods of mochi making.

ASHLEY KAI

CATEGORY BRANDING + PACKAGING

PROJECT AZUKI MOCHI

CATEGORY BRANDING + PACKAGING

ASHLEY KAI

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STRAWBERR Y Modern Flavor

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This special edition strawberry mochi was handcrafted with traditional mochi decorations, each handcrafted upon order.

STRAWBERR Y

SETTING S

This special edition strawberry mochi was handcrafted with traditional mochi ACCOUN T decorations, each handcrafted upon order.

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PROJECT AZUKI MOCHI

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ASHLEY KAI

CATEGORY BRANDING + PACKAGING

PROJECT AZUKI MOCHI

CATEGORY BRANDING + PACKAGING

ASHLEY KAI

02 Looking good isn’t self-importance; it’s self-respect.

Charles Hix

PROJECT GRAVITA

GRAVITA Art Director Sean Bacon Category Branding Packaging Typefaces Din Next Condensed Sweet Sans

OVERVIEW Gravita is an all-natural menâ&#x20AC;&#x2122;s skincare product line made locally in San Diego. The brand targets mid-high income men, ages 26-38, who have a passion for the ritual of shaving. There is a growing movement of men who are turning away from modern razors with disposable heads in favor of old fashioned safety razors and adopting the multistep process of beard and skin care. The brand also has a line for hair and body care that needs a cohesive style. APPROACH To give the brand a unique look, a custom typeface was created for the logo. The modernized take on blackletter evokes refinement and style which establishes an overall clean and masculine feel. The use of olive green reflects the high quality of the natural and botanical ingredients in their products. Traditional amber bottles were chosen for their reusability and light blocking ability, creating an aesthetic balance of old and new as well as emphasizing the authenticity of craftsmanship.

ASHLEY KAI

CATEGORY BRANDING + PACKAGING

PROJECT GRAVITA

ASHLEY KAI

CATEGORY BRANDING + PACKAGING

PROJECT GRAVITA

CATEGORY PACKAGING + PUBLICATION

ASHLEY KAI

03 Everybody thinks they have the best dog. And none of them are wrong.

W. R. Purche

PROJECT WESTMINSTER DOG SHOW

WESTMINSTER DOG SHOW Art Director Sean Bacon Category Packaging Publication Typefaces Brandon Grotesque Caslon 540

OVERVIEW Since its formation in 1887, the Westminster Kennel Club Dog Show has become one of Americaâ&#x20AC;&#x2122;s oldest traditions, with an average of over 3.7 million viewers each year. Currently, the majority of the viewer demographic is middle-aged dog owners, skewing female. The WKC would like to start drawing in younger viewers, ages 26â&#x20AC;&#x201C;41, with a redesigned look that feels fresh, but also retains the classic sophistication of the brand. Facing a growing stigma of owning purebred dogs, the WKC also wants to build a better public reputation for breeders and show dogs. APPROACH As this brand is all about the televised event, it was important that high quality photographs were carefully selected for the event booklet to exhibit the poise of the show dogs. Brandon Grotesque was chosen as the main typeface for its clean, soft-spoken tone, allowing the colors and photos to speak to the audience. A variety of dog related items were also branded to be available for purchase at the event.

ASHLEY KAI

CATEGORY PACKAGING + PUBLICATION

PROJECT WESTMINSTER DOG SHOW

ASHLEY KAI

CATEGORY PACKAGING + PUBLICATION

PROJECT WESTMINSTER DOG SHOW

CATEGORY BRANDING + PACKAGING

ASHLEY KAI

04 What nicer thing can you do for somebody than make them breakfast?

Anthony Bourdain

PROJECT OOLOGY

OOLOGY Art Director Sean Bacon Category Branding Packaging Typefaces Cyclone Archer

OVERVIEW Oology is an egg-centric restaurant located along the coast of La Jolla, just overlooking the cove. The restaurant was started by a husband and wife team, inspired by their love of the humble yet versatile egg. With the restaurantâ&#x20AC;&#x2122;s growing popularity, they wanted to develop a cohesive, cost effective, and environmentally friendly branding system for their menu and take-out packaging that reflects the laid back feel of this waterfront brunch spot. APPROACH The color scheme of bright yellow and pastel blue were selected to create a sense of refreshment and to give brunchers a taste of coastal living. The bold headers of each section of the main menu help draw the eyes from section to section in this unusual menu layout. Biodegradable carry-out packaging made from recycled paper in a kraft brown color added a natural and organic touch to the clean linework and vibrancy of the menu. Branded sleeves of the same material for hot and cold beverage cups were chosen over the pricier option of branded cups. Custom stickers were also created to be used to seal and date the various sizes of boxes as well as the carry-out bags.

ASHLEY KAI

CATEGORY BRANDING + PACKAGING

PROJECT OOLOGY

NAMING This small beachside breakfast spot needed a unique name that could express its fun and cheerful vibe. It had to be a visually interesting word to stand out among other brunch restaurants as well as have a relevant meaning to the egg theme of the restaurant. Oology was a great candidate as a brand name for the restaurant as it has not been a commonly used word since its spike in usage in the early 1840’s as well as the 1940’s. The word is interesting enough to appeal to a wide audience: from word recognition for older demographics to the charm of it’s pronunciation for younger demographics. COMPETING BRANDS

Crack Shack The Broken Yolk Cafe Breakfast Republic The Cottage Shorehouse Kitchen Brockton Villa COMPONENTS OF A GOOD BRAND NAME

Meaningful Oology’s definition is the study of bird eggs, which clearly conveys the restaurants spotlight on eggs. Distinctive Oology differentiates itself from other brunch restaurant names through being an easy and descriptive single word. Future-oriented The flexibility of the brand name gives the restaurant the ability to allow room to grow. Different forms of the word (such as “oologist”) could allow the company to branch into expand into different areas. Modular Should the restaurant decide to expand into different sectors (such as dinner, baked goods, drinks), Oology is still applicable. Protectable Oology is free to be owned and trademarked, the domain is also available. Positive There are currently no negative connotations of “oology” in the food industry. Visual The letters that make up Oology work well with the brand visually: the many o’s in the word are reminiscent of the roundness of eggs.

ASHLEY KAI

CATEGORY BRANDING + PACKAGING

PROJECT OOLOGY

ASHLEY KAI

CATEGORY BRANDING + PACKAGING

PROJECT OOLOGY

CATEGORY PUBLICATION

ASHLEY KAI

05 And so for a time it looked as if all the adventures were coming to an end; but that was not to be.

C.S. Lewis

PROJECT BOOK COVER SERIES

BOOK COVER SERIES Art Director Sean Bacon Category Publication Typefaces Papercute

OVERVIEW A common problem many readers have is finding a book similar to one that they’ve enjoyed in the past. In an effort to get children reading more, Barnes and Nobles is developing a line of book series by different authors that have similar themes to appeal to children that like a certain genre of books. Their first book series set, which includes Alice’s Adventures in Wonderland, The Lion, the Witch, and the Wardrobe, and The Phantom Tollbooth, all fall under a similar plot of the protagonist going to a fantasy world with animals that help guide the way. The covers needed a fun and unique design to engage with the target demographic of children ages 8–13. APPROACH Since the books are written by different authors, the design of the covers had to be cohesive and convey the magic and adventure the stories entail. Simple illustrations that represented key symbols in each novel were used to give the reader a small teaser of the plot. This combined with vibrant colors against clean backgrounds gave off a minimal and modern look. To craft a playful and lighthearted vibe, the typeface chosen for the titles mimicked papercut letters, to match the overall look and texture of the illustrations.

ASHLEY KAI

CATEGORY PUBLICATION

PROJECT BOOK COVER SERIES

CATEGORY BRANDING + PACKAGING

ASHLEY KAI

06 We believe in taking risks, because thatâ&#x20AC;&#x2122;s how you move things along.

Melinda Gates

PROJECT OVAL

OVAL Art Director Sean Bacon Category Branding Packaging Typefaces Bryant Museo Slab

OVERVIEW Oval is new non-profit organization, funded by Melinda Gates and the Family Planning 2020 foundation, that provides birth control for low income women across America through monthly boxes. The target demographics of the brand are women, ages 17â&#x20AC;&#x201C;36, who fit in the low to middle income family bracket. With the uncertainty of the current state of birth control coverage in America, Oval aims to provide a confidential and dependable source of birth control options for women with limited funds and access to resources. APPROACH To tackle confidentiality issues with young women and contraceptives, the packaging was kept small and designed to be discrete. The foldable mailer box, chosen for its low cost and easy disposability, is kept completely blank on the exterior. Once opened, the brand is presented to the recipient through a small pamphlet and card welcoming them and describing the products inside. The mobile app was designed for user-friendliness to make signing up as easy as possible. Ovalâ&#x20AC;&#x2122;s logo was created with the typeface Bryant, whose round edges convey friendliness and warmth. Museo Slab provided much contrast as the secondary typeface. The geometric pattern, made from a deconstructed female symbol, is paired with vibrant gradients to give the brand a fresh and modern look.

ASHLEY KAI

CATEGORY BRANDING + PACKAGING

PROJECT OVAL

BIG IDEA An organization’s big idea helps consumers understand the company culture as well as differentiate between similar brands. A brand is stronger when its purpose is defined clearly and simply. In the process of developing Oval’s big idea, all the brand attributes must be unified in order to deliver the company’s promises. VALUES

Oval’s core values were established to be the following: empowerment, compassion, community, confidentiality, and transparency MISSION

Oval’s mission is to provide a confidential service of distributing free birth control to young women, ages 17-36, in the U.S. that lack funds or access to public clinics that provide these services. P OSITIONING

In 2014, 20 million women were estimated to be in need of publicly funded birth control services and supplies due to low income or age related (younger than 20). Oval’s positioning strategy was to be the first organization to ensure that lifechanging contraceptives and birth control reach this demographic. The brand aims to educate women on different types of contraception and sexual health, as well as serving as a network of support. BRAND VOICE

The brand voice of Oval is friendly, accepting, and empowering. Communication is personal and conversational, with limited scripted dialogue. OVAL’S BIG IDEA

Providing universal family planning.

CATEGORY BRANDING + PACKAGING

ASHLEY KAI

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Oval Healthy Forums Search

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PROJECT OVAL

ASHLEY KAI

CATEGORY BRANDING + PACKAGING

PROJECT OVAL

ASHLEY KAI

CATEGORY BRANDING + PACKAGING

PROJECT OVAL

ASHLEY KAI

CATEGORY BRANDING + PACKAGING

PROJECT OVAL

CATEGORY INTERACTIVE

ASHLEY KAI

07 Let food be thy medicine and medicine be thy food.

Hippocrates

PROJECT HEALTHY COOK

COLLABORATOR OLIVIA MARTINEZ

HEALTHY COOK Art Director Sean Bacon Category Interactive Typefaces Festivo Letters Brandon Grotesque

OVERVIEW Feeding San Diego, a non-profit organization that aids in local hunger relief, has started a program called Healthy Cook that teaches low-income families how to make nutritious and cost effective meals. This program consists of volunteer nutritionists that teach weekly classes in cooking and nutrition at their new location in National City. Feeding San Diego wanted a brand that would help the program become more widely known to instill the importance of eating healthy to families who may be working multiple jobs and part of the Calfresh program. APPROACH The bright orange from the Feeding San Diego brand was used to establish a connection between the two organizations and a vibrant teal was introduced to keep an upbeat and exciting mood. The natural and organic feeling from the typeface Festivo Letters was used to create a friendly and inviting environment on the mobile app and to appeal to a wide audience that may be interested in trying out the features on the app. One of these features includes a pay option and a receipt tracker for participants of Calfresh, which combined with the healthy recipes and grocery bargain lists, can help low income families eat better on a budget.

ASHLEY KAI

CATEGORY INTERACTIVE

PROJECT HEALTHY COOK

COLLABORATOR OLIVIA MARTINEZ

ASHLEY KAI

CATEGORY INTERACTIVE

PROJECT HEALTHY COOK

COLLABORATOR OLIVIA MARTINEZ

CATEGORY PUBLICATION

ASHLEY KAI

08 The secret of happiness, you see, is not found in seeking more, but in developing the capacity to enjoy less.

Socrates

PROJECT JOIE

JOIE ART DIRECTOR Sean Bacon CATEGORY Publication TYPEFACES Ideal Sans Latin Modern Mono

OVERVIEW Joie is a lifestyle magazine focusing on the art of living simply. The publication targets professional middle-income women, aged 25-40, trying to achieve a minimal lifestyle. Feature articles illuminate this growing movement of living a mindful and more intentional simple life. Joie caters to this growing minimalist niche by focusing on quality over quantity and showing that less is more. APPROACH The clean aesthetics of the magazine play a fundamental role in establishing an upbeat and minimal feel. Bright and airy photography, as well as the generous use of white space, differentiate Joie from information heavy covers making it stand out on the crowded magazine rack. Joieâ&#x20AC;&#x2122;s masthead features Latin Modern Mono, a monospaced typeface reminiscent of strike-on typewriters. Ideal Sans is used as the body copy for its clean, functional, geometric look to further complement the simple yet sophisticated character of the publication. Organization is an essential component of each spread as articles speak to green living, new uses for old things and curating your home. Emphasis is placed on natural materials, clean lines and uncluttered layouts.

ASHLEY KAI

CATEGORY PUBLICATION

PROJECT JOIE

ASHLEY KAI

CATEGORY PUBLICATION

PROJECT JOIE

ASHLEY KAI

CATEGORY PUBLICATION

PROJECT JOIE

CATEGORY BRANDING + PACKAGING

ASHLEY KAI

09 Every man should be allowed to love two cities, his own and San Francisco.

Gene Fowler

PROJECT MYSTIC FOG

MYSTIC FOG BREWERY Art Director Min Choi Category Branding Packaging Typefaces Clarendon Trade Gothic

OVERVIEW Mystic Fog is a unique craft brewery located in the heart of San Francisco, inspired by intimate gatherings with friends around the campfire and the rich history of the city. The target demographics of the brand are young professionals that work in the Bay Area, ages 24-34, with a love for craft brews and a good story. Mystic Fog needed a bottle design that would connect to the target audience and differentiate the product from competitors. APPROACH To give the labels a unique look, a line-style illustration was crafted to fit into a signature five-sided geometric shape that stands out among other competitors. The label incorporates film and grain textures to create an eerie look and give the label depth. Each style of beer, which is named after an urban legend or haunted spot around San Francisco, is represented by an icon displayed at the top of the label. The colors that represent the beer styles are inspired by of the colorful neighborhoods in the city.

ASHLEY KAI

CATEGORY BRANDING + PACKAGING

PROJECT MYSTIC FOG

DIFFERENTIATION San Francisco has quickly become the home for many new and unusual craft breweries as the trend for regional brews spiked in popularity over the recent years. With so many choices of breweries in the compact city (as well as other easily accessible cities over the Bay Area), Mystic Fog needed to tell an intriguing narrative, visually and conceptually, to distinguish the brand from local competitors. Stories connect the listener to the teller, which in turn links listeners to each other, creating a bond that unites even strangers. By weaving local folklore with exceptional brewing, Mystic Fog connects with the customer through building a community of shared experiences.

LOCAL CRAFT BREWERIES

ASHLEY KAI

CATEGORY BRANDING + PACKAGING

PROJECT MYSTIC FOG

ASHLEY KAI

CATEGORY BRANDING + PACKAGING

PROJECT MYSTIC FOG

ASHLEY KAI

CATEGORY BRANDING + PACKAGING

PROJECT MYSTIC FOG

CATEGORY BRANDING

ASHLEY KAI

Japanese Confectionary Store

Menâ&#x20AC;&#x2122;s Skincare Brand

San Francisco Craft Brewery

San Diego Playhouse

Theater Play

Educational Booklet Series

Egg Specialty Restaurant

Birth Control Monthly Box

Flower Shop

PROJECT LOGOSPREAD

COLOPHON Designer Ashley Kai

Printer Sign King

Contact akai117@gmail.com

Binder International Coil Bindery

Typefaces Neutraface Slab Text Neutraface 2 Text

Photography Bradford Prairie Ashley Kai

Copyright 2017, Ashley Kai. All rights reserved. All images shown are for inspiration only. No portion of this book may be used or reproduced in any manner without the written permission of the author.

LOVE + THANKS To Sean and Bradford, thank you for being the best teachers/mentors I’ve ever had. You both have made my time at City College so challenging and rewarding. Without either of you, I couldn’t have made it through. Thank you for your countless hours of encouragement, advice, and laughter to the very end. To Olivia, I’m so grateful to have made a friend like you. Thank you for your selflessness, pep talks, and coffees through all those late nights. I’m glad we got to go through this road together. To my husband Sammy, thank you for believing in me and for your endless love, patience, and support. You never fail to motivate me to keep pressing on, even when times are tough. To my parents, thank you for understanding and supporting my career change. I’m forever grateful for every sacrifice you both have made so that I can follow my dreams. To my amazing classmates at City College, thank you for all the undeserved help and advice you’ve given me. I’m excited for each of our journeys ahead!