Drink the ink.
Drinkables byYi Ching Lai
for seven and dad.
D R I N K THE IN K
4° m fro W SHAN GHA I
YI CHIN G LAI
to
SA N F R A N C I SCO 5° E
D R I N K THE IN K
When you go to the West, you must drink the ink. — Anonymous
“Drink the ink“ comes from an old Chinese proverb “drink the western ink”, which describes a easterner, especially a person from China, who has studied abroad. Although I grew up in a traditional Chinese family, western culture had a big influenced on me. It started with Tom & Jerry, and then movies, like The Sound of Music. My happiest moment was going to my favorite bookstore read kinds of import foreign books. Then had a family dinner next to the store at T.G.I. Friday’s. Sometimes if I got lucky, my hands would be full with books and balloons. It seemed like I was always drinking the Western ink.
6° W
YI CHIN G LAI
7° E
D R I N K THE IN K
Thinking...
8° W
D R I N K THE IN K
Drinkables. fro m
12°
page
Filling the space.
Nikko Hotels, Branding System
28°
Shining like the stars.
Christian Louboutin Skin Care, Packaging
42°
Tasting the music.
Conference on Synesthesia, Typographic Book
66°
Flying with love.
Morinaga, Promotional Book
78°
Indulging in luxury. Whiskey, Packaging
94°
Taking in the joy. Nutri, Packaging
114°
Living the life.
Chartres Restaurant, Branding and Packaging
128°
Seeing a brand. Identities
10° W
YI CHIN G LAI
to
pa g e
27°
41°
65°
77°
93°
113°
127°
133°
11° E
D R I N K THE IN K
12° W
YI CHIN G LAI
Filling the space.
One of the most exciting things about being a graphic designer is having a chance to rebrand well-known companies. The Identity 2 class, with instructor Todd Hedgpeth, was a dream come true. The main task was to rebrand Nikko Hotels International, a worldwide luxury hotel group that you can find in cities throughout the world. For this, I developed a new stationery system, a visual standards guide, a complete set of applications, and a website. It made me feel like Paul Rand for a couple of weeks.
13° E
D R I N K THE IN K
1 6° W
YI CHIN G LAI
p ro j e c t 1°
N I KKO HOTE LS
17 ° E
YI CHIN G LAI
p ro j e c t 1°
N I KKO HOTE LS
19 ° E
D R I N K THE IN K
22° W
YI CHIN G LAI
2 3° E
D R I N K THE IN K
24 ° W
YI CHIN G LAI
p ro j e c t 1°
N I KKO HOTE LS
25° E
D R I N K THE IN K
2 6° W
YI CHIN G LAI
p ro j e c t 1°
N I KKO HOTE LS
27° E
D R I N K THE IN K
2 8° W
YI CHIN G LAI
Shining like the stars.
“Why are her soles red? ” Little Tom asked his mother. “Because it is Christian Louboutin,” mom answered. In Packaging 3, instructor Kathryn Morgan assigned us to choose an existing brand that didn’t have a skin care product line, and to design a set of skin care products and in-store display for them. I chose Christian Louboutin and as the target audience, women who are into fashion, and are openminded, fearless, and enjoy a wild yet classy nightlife. They look gorgeous even if they stay up late.
29° E
D R I N K THE IN K
30° W
YI CHIN G LAI
p ro j e c t 2 °
N I G HTI N G A LE
31° E
D R I N K THE IN K
32° W
YI CHIN G LAI
p ro j e c t 2 °
N I G HTI N G A LE
33° E
D R I N K THE IN K
3 4° W
D R I N K THE IN K
3 8° W
YI CHIN G LAI
p ro j e c t 2 °
N I G HTI N G A LE
39 ° E
D R I N K THE IN K
40° W
D R I N K THE IN K
42° W
YI CHIN G LAI
Tasting the music.
If cello and violin music tastes like vanilla ice cream and blueberries, a symphony must be an unforgettable feast! It sounds like a fantasy, but it could be an everyday experience to a synesthete, a person who perceives the world with mixed senses, such as tasting the sound they may hear. In Typography 4, the instructor Ariel Grey assigned us to create a conference related to the future, and design a 100-page book, a promotional video, a poster, a website, and a mobile phone app. The objective of my conference was to introduce synesthesia to the public, and show technologies inspired this phenomenon.
4 3° E
D R I N K THE IN K
Much of our science and technology relies on the visualization of complex data, and chemical biology, more than most fields, often deals with complex datasets.There are, however, other ways of making information available to our senses beyond the visual. Rare individuals naturally have sensory crossover, whose synesthesia permits them, for example, to see colors or shapes when hearing sounds or to sense a specific taste with a specific word. Many scientists, technologists and inventors, however, make a conscious attempt to convert one type of sensory-like input to a different sensory output.
BER
/> /> />
The Fascinating World of Blended Senses
of Blended Senses
When someone with synesthesia e it with an added bonus.
A Statue Flavored November
E RED
</ This EMBO Conference on Synesthesia Imaging brings together the word-leading experts in the field of brain imaging. The main aim of the conference is an evaluation of the current state of the art in imaging approaches that contribute to brain studies. We aim at providing a platform to discuss and elaborate methods to improve our understanding how neurons function. However, this EMBO Conference focus is not on methodology per se, but on the use of technology as a tool for brain plasticity studies. _
Meyerhofstrasse 1, 69117 Heidelberg, Germany | +49 6221 8891 0 | embo@embo.org
/> 4 4° W
D R I N K THE IN K
4 6° W
YI CHIN G LAI
Co nfe re nc e B ook Ha rdc over d imen s ion 9 ” x 12”
p ro jec t 3 °
SY NE S THE S I A CON F E R E N C E
47° E
D R I N K THE IN K
4 8° W
YI CHIN G LAI
p ro jec t 3 °
SY N E S THE S I A CON F E R E N C E
49° E
D R I N K THE IN K
52° W
YI CHIN G LAI
p ro jec t 3 °
SY NE S THE S I A CON F E R E N C E
5 3° E
D R I N K THE IN K
54° W
YI CHIN G LAI
p ro jec t 3 °
SY N E S THE S I A CON F E R E N C E
◊ ◊ ◊
55 ° E
D R I N K THE IN K
>> _LexicalGustatory * Synesthesia </ Some forms of lexical-gustatory synesthesia are triggered by thinking of the word's meaning, rather than its sound or spelling.
Lexical gustatory synesthesia is a type of synesthesia in which people involuntarily experience food tastes when they hear, read or say a word; words acts as an inducer while taste is the concurrent. Lexical-gustatory synesthesia can be more accurately named as lexical-flavour as gustatory implies that the experience of a synesthetic being limited to sweetness, sourness, bitterness etc. whereas studies show that the triggered concurrent involves a complex array of flavours, much like one would find when eating a meal. >>> Studies regarding lexical-gustatory synesthesia have ranged from the factors, such as the structure of a word, that elicit a specific taste to the brain regions and subsequent mechanisms involved in this particular type of synesthesia. Moreover, it has been greatly reiterated, through various tests, that lexical-gustatory synesthesia is a genuine experience and not a purely psychological one however, concurrents have been shown to be shaped by experience, and food eaten during childhood have a higher likelihood of being concurrents. Furthermore, studies have shown that genes also play a role in this phenomenon, thus synesthesia could be hereditary. >>>
</ The taste is often experienced as a complex mixture of both temperature and texture. For example, in a particular synaesthete, JIW, the word jail would taste of cold, hard bacon. However, studies of lexical-gustatory synesthesia have resurfaced as the neural models of this type of synesthesia can be used to understand integration and separation of diďŹ&#x20AC;erent cortical regions and the rules that apply to the wiring and interaction of these diďŹ&#x20AC;erent regions. >>>
5 6° W
YI CHIN G LAI
p ro jec t 3 °
SY NE S THE S I A CON F E R E N C E
57° E
five_ Senses/ _ smE LL >> Tou/ch
D R I N K THE IN K
He: ar_ing _ vi SI.0N_ / tA [ STE ]_
>_
5 8° W
Hu . man / Br : ain
YI CHIN G LAI
p ro jec t 3 °
SY N E S THE S I A CON F E R E N C E
active_
<<
_areas
/
Syn: E / thesia
Global_
<< < << Confrence
59° E
No / V
0.9_11 }
2020_
D R I N K THE IN K
60 ° W
YI CHIN G LAI
Promoti on Vi d e o QT Movie d imen s ion 128 0 x 7 20 d u rat ion 00: 3 0
p ro jec t 3 °
SY N E S THE S I A CON F E R E N C E
61° E
YI CHIN G LAI
Po ster Ink j et p r i n t i n g dimen s ion 24 ” x 3 6 ”
63° E
D R I N K THE IN K
64° W
YI CHIN G LAI
Ent r y Pa s s Mo b ile ph on e a pp
p ro jec t 3 °
SY N E S THE S I A CON F E R E N C E
65 ° E
D R I N K THE IN K
66° W
YI CHIN G LAI
Flying with love.
Morinagaâ&#x20AC;&#x2122;s Milk Caramel Candy is the taste of my childhood. The unique flavor and its little brown package with the angel logo on the top is a shared memory for those who live in Japan or Taiwan. Under the guidance of the instructor Eszter Clark in Visual Systems 2, I did a promotional book for Morinaga & CO., a western confectionery shop which was founded in Japan in 1899. The reasons why I love this company is not only because it is the first chocolate manufacturer in Japan, but also because the founder, Taichiro Morinaga, believed that his products were manna from heaven.
67 ° E
D R I N K THE IN K
68° W
YI CHIN G LAI
69 ° E
D R I N K THE IN K
70 ° W
YI CHIN G LAI
Mo ri naga Ha rdc over d imen s ion 5” x 7 ”
p ro j e c t 4 °
M OR I N AG A
7 1° E
D R I N K THE IN K
72° W
YI CHIN G LAI
p ro j e c t 4 °
M OR I N AG A
7 3° E
誕 生 日 と な り ま し た 。
ル 色 な て ク い 人 販 キ 箱 気 売 ャ に を し ラ 入 呼 た メ っ び と ル て 、 こ ﹂ い こ ろ の の る 、 輝 森 日 爆 か 発 永 が ﹁ し ミ 黄 的 い
り ク ︶ 入 １ り ０ キ 銭 ャ を ラ ﹁
土 メ 産 ル ︵ 用 ２ ﹂ と ０ し 粒 入
て 博 、 覧 ポ 会 ケ ッ の ト 特 サ 設 イ 売 ズ り の 場 紙 で サ 初 ッ め
上 野 公 園 で 開 催 さ れ た 大 正
や が て 、
１ ９ １ ４ 年 東 京 ・
D R I N K THE IN K
76 ° W
YI CHIN G LAI
77° E
D R I N K THE IN K
Indulging in luxury.
I got an interesting but also very challenging task from Packaging 4. The instructor Thomas McNulty assigned the class to choose an existing spirits brand and redesign the original labels. I chose an old Scotch Whisky brand called Gordon & Macphail because I like the elegant buck logo. The concept was to create an evolutionary design that simplified and unified the labels. Additionally a revolutionary design for the 50 year-old Special Edition was created. For these labels, I wanted to elevate the original ones by using a classic and refined aesthetic inspired by the U.S. dollar bill.
78 ° W
YI CHIN G LAI
79 ° E
D R I N K THE IN K
80 ° W
YI CHIN G LAI
8 1° E
D R I N K THE IN K
82 ° W
YI CHIN G LAI
p ro jec t 5°
G O RD ON & M AC PHA I L W HI S KY
CONNOISSEURS CHOICE
EST. 1895
HIGHL AND
SINGLE MALT S COTC H W H I S KY
12
YEARS OLD
750 ML
G o rd on & Mac p hai l Evo l u t i o n a r y d es i g n dimen s ion 4 ” x 5”
PRODUCT OF SCOTLAND
43% ALC/VOL.
8 3° E
D R I N K THE IN K
84° W
YI CHIN G LAI
85° E
D R I N K THE IN K
88 ° W
YI CHIN G LAI
p ro jec t 5°
G O RD ON & M AC PHA I L W HI S KY
89° E
D R I N K THE IN K
90° W
YI CHIN G LAI
p ro jec t 5°
G O RD ON & M AC PHA I L W HI S KY
OISSEURS CHOICE CONN
GORDON & MACPHAIL E S TA B L I S H E D 1 8 9 5
SINGLE MALT SCOTCH WHISKY AGED
BOTTLE NUMBER CASK NO.
50
YEARS
27 FROM A SINGLE CASK BOTTLING OF ONLY 88 BOTTLES
8892
BOTTLED
2 01 6
DISTILLED
1966
750 ML 46.5% ALC./VOL. SELECTED AND CERTIFIED BY THE BALVENIE MALT MASTER
P R ODUC T OF SC OTLAND
G o rd on & Mac p hai l Re vo lu t io n a r y des ign dimen s ion 3 ” x 4 . 75”
9 1° E
D R I N K THE IN K
Taking in the joy.
As a student who loves to eat fast food, I have always dreamed about opening a deli which has a delicious, fun, and healthy vibe for students. This imagination became reality in a team project in Packaging 4 with the instructor Thomas McNulty. Nutri, is a delicatessen brand that sells organic bread, salad, cookies and drinks for students who donâ&#x20AC;&#x2122;t have time to cook.
94° W
YI CHIN G LAI
95° E
YI CHIN G LAI
Nu tri S to re s ign s a n f ran c is c o
99° E
D R I N K THE IN K
100° W
YI CHIN G LAI
p ro j e c t 6°
N U TR I
101° E
D R I N K THE IN K
102° W
YI CHIN G LAI
p ro j e c t 6°
N U TR I
103° E
D R I N K THE IN K
104° W
YI CHIN G LAI
p ro j e c t 6°
N U TR I
105 ° E
D R I N K THE IN K
106° W
YI CHIN G LAI
p ro j e c t 6°
N U TR I
107 ° E
D R I N K THE IN K
108° W
YI CHIN G LAI
p ro j e c t 6°
N U TR I
109 ° E
D R I N K THE IN K
110° W
YI CHIN G LAI
p ro j e c t 6°
N U TR I
111° E
YI CHIN G LAI
p ro j e c t 6°
N U TR I
113° E
D R I N K THE IN K
114° W
YI CHIN G LAI
Living the life.
It was a beautiful morning in Autumn, an orange leaf fell from an old french sycamore and flew onto a table. The table belongs to Chartres Garden, a French restaurant located in the French Concession in Shanghai. I was lucky enough to have the chance to design the identity for this company. I created three logos and packaging for them.
115 ° E
D R I N K THE IN K
1 1 6° W
YI CHIN G LAI
p ro jec t 7 °
CHA RTR E S R E S TAU R A N TS
117 ° E
D R I N K THE IN K
1 1 8° W
YI CHIN G LAI
La Dame Chartres Bakery
p ro jec t 7 °
CHA RTR E S R E S TAU R A N TS
119 ° E
YI CHIN G LAI
p ro jec t 7 °
CHA RTR E S R E S TAU R A N TS
12 1° E
D R I N K THE IN K
122° W
YI CHIN G LAI
Chartres French restaurant
p ro jec t 7 °
CHA RTR E S R E S TAU R A N TS
12 3° E
D R I N K THE IN K
1 24° W
YI CHIN G LAI
Chartres Garden French restaurant
p ro jec t 7 °
CHA RTR E S R E S TAU R A N TS
12 5 ° E
D R I N K THE IN K
1 2 8° W
YI CHIN G LAI
Seeing the brand.
The fastest way to identify a brand is to see its logo.
12 9 ° E
D R I N K THE IN K
L 130° W
p ro j e c t 8 °
YI CHIN G LAI
I D E N TI TY
L 131° E
D R I N K THE IN K
132° W
YI CHIN G LAI
p ro j e c t 8 °
I D E N TI TY
133° E
D R I N K THE IN K
Thanks from me, to
in s t r u c t or s
Mary Scott, thank you very much for answering all my silly questions, your patience and guidance had pushed me to reach a much better result. Thanks for the little ink bottle drawing and all the extra hours. Thomas McNulty, David Hake, Ariel Grey, Beau Monroe, Darrell Hayden, Todd Hedgpeth, Scot Crisp, Eszter Clark, thanks for sharing your experiences and knowledge with me. The design processes that I went through with you were priceless treasures.
ioves
Seven, Dad, Rebecca, Joseph, Tiffany, Jacky, Sam, thanks for always supporting me no matter what I decide to do. Thanks for always being understanding and encouraging me even if make the wrong decisions. I can do nothing without your care, love and accompany. Thank you, my dearest grand mother, for just being my grandmother. I miss you and your homemade Zongzi. Thank our Lord Jesus for creating this beautiful world for me to get inspirations and steal ideas from.
1 3 4° W
YI CHIN G LAI
to you. fro m me
135 ° E
D R I N K THE IN K
Colophon. fro m t h e f ir s t page
s c h ool
Academy of Art Univeristy School of Graphic Design
course
Senior Portfolio
in s t r u c t or
Mary Scott
bo o k bin der y & diemaker
The Key Printing & Binding 1934 Park Blvd. Oakland, CA 94606
print in g
Graphic Imagery 396 Forbes Blvd. San Francisco, CA 94080
ph o t ograph y
Yi-Ching, Lai, Lee Xin, Joseph Lai Nikon DX, Hassleblad H5D
title of book
Drink the Ink
c over s t oc k
White leather book cloth
fo il s t ampin g
Matte Black
fo n t s
Verlag Jonathan Hoefler and Tobias Frere-Jones, 2006
s o ft ware
Adobe Creative Cloud Indesign, PhotoShop, Illustrator
Š 2 016 A ll r igh t s res er ved. No part of thi s publ i cati on can be re produced w 1 3ithou 6° Wt ex pres s w r it t en permi ssi on from Yi Chi ng Lai .
YI CHIN G LAI
t o t h e l a s t pa g e
137 ° E
D R I N K THE IN K
Yi Ching Lai h e llo, i’ m
phone
415.988.5290
e m ail
yc.jing.lai@gmail.com
w e b s it e
yichinglai.com
a ddres s
1st Saint Francis Pl. #1508, San Francisco, CA 94107
1 3 8° fro m W3 7 °4 7 ’ N 122°25‘ W
YI CHIN G LAI
a g raph ic des ign er
to
31° 13’N 12 139 1° 2 °8 ’E E
D R I N K THE IN K
1 4 0° W
YI CHIN G LAI
14 1° E