Portfolio BY CASSIA THE
For my family.
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 9
Concept. I was born to a semi-traditional Chinese family in Jakarta, Indonesia. Anyone who is born Chinese knows that there are always rules and boundaries, especially for girls. Growing up, I learned to work around those rules, or constraints in order to do what I really wanted. I believe that constraints make the design. The constraints that I had as a student were my teachers, design colleagues, budget, knowledge, and most importantly myself. This portfolio tells the story of how I work with the constraints each individual project presents and my growth as a person and designer. Enjoy and thank you for your time.
CHARLES EAMES
Design depends largely on constraints.
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
CO P Y R I G H T Š 2 013 A L L R I G H T S R ESE R V E D
PROJECT INFO
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means without the express permission of Cassia The.
Book Title. The Portfolio of Cassia The Design. Cassia The Course. Senior Portfolio Instructor. Mary Scott Cover. Davey Board Text. Printer. Graphic Imagery Bindery. The Key Printing and Bindery Typefaces. Swiss 721, Lekton Photography. Cassia The Dimensions. 8.25 W x 11.25 H Camera. Canon Rebel T2i Special Thanks. Nadia Izazi, Cecilia Hedin
Academy of Art University, School of Graphic Design, 79 New Montgomery, San Francisco, CA Cassia The Phone. 4153094468 Email. the.p.cassia@gmail.com Website. thecassia.com
P. 11
Table of Contents.
PG. 8
PG. 30
PG. 46
Terra Incognita
Millenial Wines
Made in the Dark
PG. 56
PG. 66
PG. 86
Mugen
Up & Down
Gotan Project
PG. 96
P G . 112
PG. 160
Contain Yourself
Walgreens
Various Logos
PROJECT
N O.
1
2
3
4
5
6
7
8
9
TERRA
INCO GNITA P R I N T,
WEB
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 1 3
CONSTR AINT #1
Promote a typeface. TASK
T YPEFACE
To pick a typeface and promote it by means of a set of cohesive collateral. The chosen typeface is Hoefler Text & Titling.
Hoefler Text Hoefler Titling Kievit
APPROACH
It is said that the breadth of the Hoefler Text character set makes it possible to achieve a range of sensibilities without leaving the confines of one type family. I thought about how as a human being we can be capable of much greater things if we are able to utilize both our logical and emotional side. The world we are living in right now emphasizes the logical side. This book is a guide on how to access that other part of your mind and integrate it to achieve balance.
FOCUS
KEYWORDS
Branding
Packaging
Web
Experimental Dream-Like Introspective
COURSE
SOCIAL LIFE
Typography 4
HE ALTH
INSTRUCTOR
Ariel Grey
LEVEL OF TOUGHNESS
SEMESTER
COMPING SKILLS
Fall 2012
ADOBE CRE ATIVE SUITES SKILLS
DUR ATION
15 weeks LEAST
BEST
PROJECT
N O.
1
2
3
4
5
6
7
8
9
TERRA
INCO GNITA P R I N T,
WEB
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 1 5
PROJECT
N O.
1
2
3
4
5
6
7
8
9
TERRA
INCO GNITA P R I N T,
WEB
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 1 7
PROJECT
N O.
1
2
3
4
5
6
7
8
9
TERRA
INCO GNITA P R I N T,
WEB
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 1 9
PROJECT
N O.
1
2
3
4
5
6
7
8
9
TERRA
INCO GNITA P R I N T,
WEB
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 2 1
PROJECT
N O.
1
2
3
4
5
6
7
8
9
TERRA
INCO GNITA P R I N T,
WEB
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 2 3
PROJECT
N O.
1
2
3
4
5
6
7
8
9
TERRA
INCO GNITA P R I N T,
WEB
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 2 5
PROJECT
N O.
1
2
3
4
5
6
7
8
9
TERRA
INCO GNITA P R I N T,
WEB
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 2 7
PROJECT
N O.
1
2
3
4
5
6
7
8
9
TERRA
INCO GNITA P R I N T,
WEB
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 2 9
PROJECT
N O.
1
2
3
4
5
6
7
8
9
TERRA
INCO GNITA P R I N T,
WEB
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 3 1
PROJECT
N O.
1
2
3
4
5
6
7
8
9
TERRA
INCO GNITA P R I N T,
WEB
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 3 3
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MILLENIAL
WINES PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 3 5
CONSTRAINT #2
Millenials are the new breed of wine drinkers. TASK
T YPEFACE
Work with a company called Sutter Home Winery to create labels for new wines that will attract and speak to the millenials.
Own Design Gotham Samantha
APPROACH
The Millenial Generation, a group of people aged 21–29 years old, have their own habits when it comes to purchasing wine. They do not care about where their wines are made or what year it was bottled, they are price-conscious, and they love cool labels. I created two different personas. The first persona is a woman who is modern, strong, and fun-loving; the other one is a woman who is feminine, loves romantic movies, and sweet.
FOCUS
KEYWORDS
Branding
Packaging
Web
Young Connection Party
COURSE
SOCIAL LIFE
Packaging 3
HE ALTH
INSTRUCTOR
Thomas McNulty
LEVEL OF TOUGHNESS
SEMESTER
COMPING SKILLS
Spring 2012
ADOBE CRE ATIVE SUITES SKILLS
DUR ATION
10 weeks LEAST
BEST
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MILLENIAL
WINES PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 3 7
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MILLENIAL
WINES PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 3 9
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MILLENIAL
WINES PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 4 3
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MILLENIAL
WINES PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 4 5
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MILLENIAL
WINES PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 4 7
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MILLENIAL
WINES PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 4 9
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MADE
IN
THE
DARK PACKAGING,
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 5 1
CONSTR AINT #3
Made in the dark. TASK
T YPEFACE
Pick and redesign a band and its album. Hot Chip is a British electronica band, and the album is called Made in The Dark.
Code
APPROACH
Important moments take place in the dark. As human beings, we are all made in the dark to some extent. That is what the vocalist, Alexis Taylor said when asks about the cover title: Made in the Dark. It makes me think of movement, creation, and mystery, which leads me to experiment with various geometric shapes, compositions with movement, and monochromatic colors.
FOCUS
KEYWORDS
Branding
Packaging
Web
Introspective Abstract Geometric
COURSE
SOCIAL LIFE
Graphic Design 2
HE ALTH
INSTRUCTOR
Andrew Johnson
LEVEL OF TOUGHNESS
SEMESTER
COMPING SKILLS
Spring 2011
ADOBE CRE ATIVE SUITES SKILLS
DUR ATION
6 weeks LEAST
BEST
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MADE
IN
THE
DARK PACKAGING,
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 5 3
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MADE
IN
THE
DARK PACKAGING,
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 5 5
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MADE
IN
THE
DARK PACKAGING,
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 5 9
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MUGEN
PACKAGING
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 6 1
CONSTRAINT #4
What are you doing with the time given to you? TASK
T YPEFACE
Pick a company and design a clock and its packaging to fit the company's brand equity.
Brandon Grotesque Eidetic
APPROACH
What if S F M O M A invites artists and asks them to define and/or show time? Mugen means infinity in Japanese. You are not born with an unlimited amount of time, but with an unlimited amount of potential. The yarns from Mugen clock invite you to make something out of your time; to find what you really want to do and start making your mark with the time given to you. `
FOCUS
KEYWORDS
Branding
Packaging
Web
Calm Feminine Clean
COURSE
SOCIAL LIFE
Packaging 3
HE ALTH
INSTRUCTOR
Thomas McNulty
LEVEL OF TOUGHNESS
SEMESTER
COMPING SKILLS
Spring 2012
ADOBE CRE ATIVE SUITES SKILLS
DUR ATION
5 weeks LEAST
BEST
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MUGEN
PACKAGING
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 6 3
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MUGEN
PACKAGING
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 6 5
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MUGEN
PACKAGING
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 6 7
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MUGEN
PACKAGING
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 6 9
PROJECT
N O.
1
2
3
4
5
6
7
8
9
UP
&
DOWN
P R I N T,
WEB
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 7 1
CONSTRAINT #5
What lies underneath a woman's emotions. TASK
T YPEFACE
To promote a paperline by LakePaper called Emotion by means of word association.
Perpetua Swiss 721 Lekton
APPROACH
The word emotion is closely associated with women, yet not all of us understands emotions. I was curious about the nature of it, especially womens' emotions. In my research, I found that the study of the female brain and how it affects women are relatively new. It started around 1970s. The goal of this book is to provide information so that women can hopely understand themselves better and so too, can the people in their lives.
FOCUS
KEYWORDS
Branding
Packaging
Web
Soft Experimental Structured
COURSE
SOCIAL LIFE
Typography 3
HE ALTH
INSTRUCTOR
Ariel Grey
LEVEL OF TOUGHNESS
SEMESTER
COMPING SKILLS
Fall 2011
ADOBE CRE ATIVE SUITES SKILLS
DUR ATION
15 weeks LEAST
BEST
PROJECT
N O.
1
2
3
4
5
6
7
8
9
UP
&
DOWN
P R I N T,
WEB
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 7 3
PROJECT
N O.
1
2
3
4
5
6
7
8
9
UP
&
DOWN
P R I N T,
WEB
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 7 5
PROJECT
N O.
1
2
3
4
5
6
7
8
9
UP
&
DOWN
P R I N T,
WEB
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 7 7
PROJECT
N O.
1
2
3
4
5
6
7
8
9
UP
&
DOWN
P R I N T,
WEB
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 7 9
PROJECT
N O.
1
2
3
4
5
6
7
8
9
UP
&
DOWN
P R I N T,
WEB
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 8 1
PROJECT
N O.
1
2
3
4
5
6
7
8
9
UP
&
DOWN
P R I N T,
WEB
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 8 3
PROJECT
N O.
1
2
3
4
5
6
7
8
9
UP
&
DOWN
P R I N T,
WEB
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 8 5
PROJECT
N O.
1
2
3
4
5
6
7
8
9
UP
&
DOWN
P R I N T,
WEB
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 8 7
PROJECT
N O.
1
2
3
4
5
6
7
8
9
UP
&
DOWN
P R I N T,
WEB
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 8 9
PROJECT
N O.
1
2
3
4
5
6
7
8
9
GOTA N
PROJECT
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 9 1
CONSTRAINT #6
An Argentinian, a French, and a Swiss who make music. TASK
T YPEFACE
Design a music tour book for a band based in Paris called Gotan Project.
Avant Garde
APPROACH
Gotan Project is an artistic collaboration between three multi-talented gentlemen who love tango. They share the same passion to modernize tango and bring it back into the dance floor. I was lucky to see them play in San Francisco. From that experience, I built from their visual vocabulary and expanded it by adding my own take on what modern and experimental tango music might look like.
FOCUS
KEYWORDS
Branding
Packaging
Web
Dramatic Modern Movement
COURSE
SOCIAL LIFE
Print 1
HE ALTH
INSTRUCTOR
Troy Alders
LEVEL OF TOUGHNESS
SEMESTER
COMPING SKILLS
Fall 2011
ADOBE CRE ATIVE SUITES SKILLS
DUR ATION
6 weeks LEAST
BEST
PROJECT
N O.
1
2
3
4
5
6
7
8
9
GOTA N
PROJECT
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 9 3
PROJECT
N O.
1
2
3
4
5
6
7
8
9
GOTA N
PROJECT
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 9 5
PROJECT
N O.
1
2
3
4
5
6
7
8
9
GOTA N
PROJECT
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 9 7
PROJECT
N O.
1
2
3
4
5
6
7
8
9
GOTA N
PROJECT
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 9 9
PROJECT
N O.
1
2
3
4
5
6
7
8
9
CO NTAIN
YOURSELF BRANDING,
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 1 0 1
CONSTR AINT #7
Contain yourself. TASK
T YPEFACE
Pick a Fortune 500 company and re-visualize what their identity and system could be.
Gotham Narrow Gotham Sentinel
APPROACH
Being a fan of order, I picked The Container Store. In my research, I found out that they actually invented the retail category for organization. They started by selling odd things like milk crates for organizing. My strategy is to infuse a bit of attitude and a lot of fun to add life into the company that put order in our often hectic lives.
FOCUS
KEYWORDS
Branding
Packaging
Web
Fun Colorful Attitude
COURSE
SOCIAL LIFE
Identity 2
HE ALTH
INSTRUCTOR
Todd Hedgpeth
LEVEL OF TOUGHNESS
SEMESTER
COMPING SKILLS
Spring 2012
ADOBE CRE ATIVE SUITES SKILLS
DUR ATION
15 weeks LEAST
BEST
PROJECT
N O.
1
2
3
4
5
6
7
8
9
CO NTAIN
YOURSELF BRANDING,
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 1 0 3
PROJECT
N O.
1
2
3
4
5
6
7
8
9
CO NTAIN
YOURSELF BRANDING,
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 1 0 5
PROJECT
N O.
1
2
3
4
5
6
7
8
9
CO NTAIN
YOURSELF BRANDING,
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 1 0 7
PROJECT
N O.
1
2
3
4
5
6
7
8
9
CO NTAIN
YOURSELF BRANDING,
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 1 0 9
PROJECT
N O.
1
2
3
4
5
6
7
8
9
CO NTAIN
YOURSELF BRANDING,
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 111
PROJECT
N O.
1
2
3
4
5
6
7
8
9
CO NTAIN
YOURSELF BRANDING,
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 11 3
PROJECT
N O.
1
2
3
4
5
6
7
8
9
CO NTAIN
YOURSELF BRANDING,
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 11 5
PROJECT
N O.
1
2
3
4
5
6
7
8
9
WALGREENS BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 11 7
CONSTRAINT #8
Reimagine Walgreens. TASK
T YPEFACE
To develop a store brand, endorsed brand and private label brands for the new Walgreens.
Various
APPROACH
Walgreens has been around for almost 100 years, and not a lot of companies can say that. In this group project, we were asked this question: What if Walgreens wants to compete with Target? Our answer is to make Walgreens appealing to a younger, modern crowd and also bring their heritage back into this new brand.
FOCUS
KEYWORDS
Branding
Packaging
Web
Various
TEAM MEMBERS
Nadia Izazi, Cecilia Hedin, Madeline Roguschka, Stjepan Ilich
COURSE
SOCIAL LIFE
Packaging 4
HE ALTH
INSTRUCTOR
Michael Osborne
LEVEL OF TOUGHNESS
SEMESTER
COMPING SKILLS
Fall 2012
ADOBE CRE ATIVE SUITES SKILLS
DUR ATION
15 weeks LEAST
BEST
PROJECT
N O.
1
2
3
4
5
6
7
8
9
WALGREENS BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
P. 11 9
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � M A I N
STREET BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
Food
Kids
Productivity
Hardware
MAIN STREET
P. 1 2 1
STORE BRAND
For the modern family. TASK
T YPEFACE
To develop a store brand that spans across different categories.
Rockwell Knockout
APPROACH
We decided on the name Main Street based on the fact that Walgreens is located on the main streets of most cities. We are targeting the modern kind of family: college students and their friends, cool moms, and hip parents. Each category in our store brand will have its own look and feel. What will tie them together is the strong branding across all categories.
CATEGORY
COURSE
Packaging 4 INSTRUCTOR
Michael Osborne SEMESTER
Fall 2012 DUR ATION
15 weeks
KEYWORDS
Food
Kids
Hardware
Productivity
Modern Artisan Colorful
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � M A I N
STREET BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
MAIN STREET
CATEGORY: KIDS
P. 1 2 3
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � M A I N
STREET BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
MAIN STREET
CATEGORY: KIDS
P. 1 2 5
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � M A I N
STREET BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
MAIN STREET
CATEGORY: FOOD
P. 1 2 7
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � M A I N
STREET BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
MAIN STREET
CATEGORY: FOOD
P. 1 2 9
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � M A I N
STREET BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
MAIN STREET
CATEGORY: FOOD
P. 1 3 3
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � M A I N
STREET BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
MAIN STREET
CATEGORY: FOOD
P. 1 3 5
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � M A I N
STREET BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
MAIN STREET
CATEGORY: PRODUCTIVIT Y
P. 1 3 7
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � M A I N
STREET BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
MAIN STREET
CATEGORY: PRODUCTIVIT Y
P. 1 3 9
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � P O P
COULSON BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
POP COULSON
CATEGORY: INDULGENCES
P. 1 4 1
PRIVATE L ABEL BR AND
A sweet taste of history. TASK
T YPEFACE
To build a private label line which will bring the heritage back into Walgreens.
Neutra Gelato Script Brothers
APPROACH
In our research, we found out that a man named Ivar "Pop" Coulson, who worked in Walgreens, invented the original malt milkshakes. We saw this as a very unique selling point and developed it into one of our private label brands. Pop Coulson is for the young and old. It brings back nostalgic treats that brings everyone together, no matter how old they are.
CATEGORY
Indulgences
COURSE
Packaging 4 INSTRUCTOR
Michael Osborne SEMESTER
Fall 2012 DUR ATION
15 weeks
KEYWORDS
Beverage
Fun Heritage Retro
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � P O P
COULSON BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
POP COULSON
CATEGORY: INDULGENCES
P. 1 4 3
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � P O P
COULSON BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
POP COULSON
CATEGORY: INDULGENCES
P. 1 4 5
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � P O P
COULSON BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
POP COULSON
CATEGORY: INDULGENCES
P. 1 4 7
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � P O P
COULSON BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
POP COULSON
CATEGORY: INDULGENCES
P. 1 4 9
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � P O P
COULSON BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
POP COULSON
CATEGORY: INDULGENCES
P. 1 5 1
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � B E
BETTER BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
BE BETTER
CATEGORY: OVER-THE- COUNTER MEDICINES
ENDORSED BRAND
Get healthy, naturally. TASK
T YPEFACE
To create a brand endorsed by Walgreens.
Gotham Courier
APPROACH
Walgreens is known as one of the biggest and most trusted American pharmacies. It made sense to us to pick an over-thecounter medicine category as the endorsed brand. Our ambition is to reimagine the structures and presentation so that it can make the experience of buying and consuming medicine better.
CATEGORY
Over-the-Counter medicines
COURSE
Packaging 4 INSTRUCTOR
Michael Osborne SEMESTER
Fall 2012 DUR ATION
15 weeks
KEYWORDS
Modern Natural Systematic
P. 1 5 3
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � B E
BETTER BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
BE BETTER
CATEGORY: OVER-THE- COUNTER MEDICINES
P. 1 5 5
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � B E
BETTER BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
BE BETTER
CATEGORY: OVER-THE- COUNTER MEDICINES
P. 1 5 7
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � B E
BETTER BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
BE BETTER
CATEGORY: OVER-THE- COUNTER MEDICINES
P. 1 5 9
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � B E
BETTER BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
BE BETTER
CATEGORY: OVER-THE- COUNTER MEDICINES
P. 1 6 1
PROJECT
N O.
1
2
3
4
5
6
7
8
9
W A L G R E E N S � B E
BETTER BRANDING,
PACKAGING
THE PORTFOLIO SELECTED WORKS OF CASSIA THE
BE BETTER
CATEGORY: OVER-THE- COUNTER MEDICINES
P. 1 6 3
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MARKS
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 1 6 5
CONSTRAINT #9
Marks. TASK
T YPEFACE
To develop a cohesive visual identity for a brand in order for them to convey their story and connect with their audience.
Various
FOCUS
KEYWORDS
Branding
Packaging
Web
Various
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MARKS
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 1 6 7
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MARKS
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 1 6 9
PROJECT
N O.
1
2
3
4
5
6
7
8
9
MARKS
THE PORTFOLIO
SELECTED WORKS OF CASSIA THE
P. 1 7 1
Terima Kasih!
Thank you!
FA MILY
FRIENDS
My Mom & Dad, who never truly gets what I do but still supports me nonetheless. My brother, Cavin, who stayed up with me and listened to my problems. My sister, Carissa, who never fails to cheer me up and make me laugh whenever I feel down and stressed out. My cats Murr and Ginger, who were always there and ready to be my cuddle buddy.
I will not be here without all of you. You guys were there even when my social life is reduced to zero. Nadia Izazi, Cecilia Hedin, Nadine Curry, Victoria Herrera, Emily Guan, Yihsuan Lu, Charbel Marquez, Rika Putri, Sean Bunjamin, Madeline Roguschka, Kurt Texter, Jon Saquing, and Megawati Tjhin. Thank you so much.
TEACHERS
OTHERS
Mary Scott, Ariel Grey, Michael Osborne, Thomas McNulty, Todd Hedgpeth, Bob Slote, Troy Alders, Coco Qiu, Andrew Johnson, & Andrew Cambouris.
Gemmiti Model Design, California Model, The Key Printing and Bindery, Graphic Imagery, my iMac, my printer, my body, my car, coffee, and delivery food.
thecassia.com