About Me Yu-Ting Cheng 鄭宇婷 ｜ 雨停 Product Designer | Storyteller
be a good storyteller & make stories come true
/////////////////////////////////// Š 2015 by Cheng, Yu-Ting 695 E. Villa St. #9, Pasadena, CA, 91101 817 881 6168 / ytflute@gmail.com Instructed by Art Center College of Design 1700 Lida Street, Pasadena, CA 91103 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means electronic or mechanical. Including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Book Designed and produced by Cheng, Yu-Ting Image sources by Cheng, Yu-Ting Typeface used Material used Color Photo Paper
Bebrand Strategy : Coca-Cola
Iconography : Hunting Sketches Final Design
Logo Design : Wooden Border Introduction of Wooden Border Sketches Final Design Logo Application
Materials Rendering Practice Wood Metal Leather & Fur
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History Introduction of Coca-Cola Competitor & Product Identities Trend : Milk Final Design : Milk Packaging
Tap Handle Design : Mr. BOBA Introduction of Mr. BOBA Final 3 Tap Handle Design
Retail Store Design : BarElevator Introduction of BarElevator Final Design
Film Review by Product Design Introduction for the project Sakuran & Matsuko’s Stories Sakuran & Cigarette poster Matsuko & Mirror poster
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upside down icon
HUNTING iconography
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upside down icon
HUNTING
key words
gun bullet hunter hunting dog tracing birds pride collection show off
bow & arrow hunger game love hunter primitive man cave meat feast
predator prey hunting house ghost fire wood bush hide
HUNTING
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upside down icon
HUNTING This is the iconography project for “Hunting.“ Inspired by the hunting images, I decide to design 6 stories for hunting: hunter’s pride, fear from prey, hunting dog, predator hide in the bush, point the way from hunting dog & love hunter.
HUNTING
Prey VS Predator / Hunter
Hunting Dog / Pointing / Tacks
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upside down icon
HUNTING Aming / Prey
Sketches
Hunter
Love Hunter
Equipment
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HUNTING Sketches Hunter Pride
Awareness Hunting
Dog smelling Footprints
Bush Hidden Predator
Love hunter Lover
Pointing Dog Preys
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HUNTING The design feature for hunting icons is that these icons can be seen in 2 directions. “Upside down“ style icons tell stories from their shadows.
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upside down icon
HUNTING
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2150
TIME MACHINE BIG DISCORVEY
WOODEN BORDER open the door open the world
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Wooden Border is a fictional company’s name. It is a time travel company. The time machine is inspired by Japanese animation, Doreamon, their wooden desk, time machine.
Story
In 2150, TACABOO found Doreamon’s time machine. With this advanced technology, he established the time travel company, Wooden Border, the biggest times travel Inc. in the earth.
Wooden: The memorial of Doraemon’s wooden desk. Border: Crossing through the border of time & space.
Concept 1: Go through Doors / Drawers / Frames
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Concept 2: Wormhole
Concept 3: 3D Dimension / Go through Doors / Doreamon’s Nose
Doreamon’s nose + Space
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Concept 4: Characters / Open door
Refinement & Polish
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Refinement & Polish
Final Logo / Full Color
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Final Logo / Black & White
The concept is crossing between two worlds. The gray frames are represented as doors or drawers, different time zones. The blue line is the tunnel between 2 worlds, like wormhole. The red dot is Doraemon’s nose to remember the maker of time machine.
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Wooden Border Inc. Uniform | Logo application In order to remember the first time machine, Doreamon’s wooden desk, uniform design is the identities from Doraemon, red collar.
Rendering Practice
Materials exploration
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Rendering Practice
Materials Wood
Metal
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Rendering Practice
Materials Leather/Fur
Rebrand Strategy
Milk
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Rebrand Strategy
The design feature for hunting icons is that these icons can be seen in 2 direction. “Upside down“ style icons tells stories from their shadows.
Coca-cola is a big beverage company in worldwide. There are more than 500 brands under Coca-cola.
1.9 billion/day
3500 + products world wide
128 years
500 + Brands
200 + countries
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Rebrand Strategy
forever changed what Santa looked like
Coca-Cola became the first soft drink in space.
1985
Big sposor for sport
OK “Coca-Cola” is the second most understood term in the world, behind the word “okay.”
Sustainable Product Innovation
Contribute in society changes in the third contries. Marketing innovation 12 Vending Machine
Coca-cola is more than hundreds years. There are many interesting stories for Coca-cola. Fro example, it is the first drink in space & is the second most understood term in the world.
Competitor
1898
1940 Pepsei Cola + Frito-Lay
Performance with PurposeI
1965 1984
1886 nspire Creativity, Passion, Optimism & Fun
Target Users
Fashion x New choice x Music To be the world's premier consumer products company focused on convenient foods and beverages.
Vision
Share x Happiness x Sport To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.
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Rebrand Strategy
Product Identities
The vision of Coca-cola: Share x Happiness
color
RED x WHITE
STREAMLINE shape
Round shape Smooth
SIMPLICITY
Only logo Not too many informations
texture
HIGH LIGHT
Metal / Aluminum Transparency / Glass, Plastic Coated Plastic / PlantBottle PET
To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.
healthful invigorating life-sustaining
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Rebrand RebrandStrategy Strategy
The biggest issue for Coca-Cola is about Health. Coca-Cola wants to get rid of the image of fat, unhealthy coke brand. They refocus their impression on healthful, invigorating, life-sustaining (such as zero, light & life) Additionally, due to the growth of health awareness, recently, Coca-Cola start to make partnership with fairlife, milk brand. Fairlife makes low-fat, low-sugar, high-protein & lactose free milk.
body
Cereal
Milk Gallen
Milk Can
x nice body
Drinks what she’s wearing!
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Rebrand Strategy
DRINK WHAT SHE’S WEARING.
The concept is inspired by fairlife’s slogan, “Drink what she’s wearing.’’ The outline of packaging is the shape of lady’s nice body & the container will be her dress. While you are drinking ”dress”, the pattern will be shown up little by little. After finishing drinking, the packaging will be flat & you can recycle it easily.
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Rebrand Strategy
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Rebrand Strategy
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Rebrand Strategy
Tap Handle Design
MR.BOBA
陳三鼎 Boba’s Handle
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Tap Handle Design
MR.BOBA
陳三鼎 The design feature for hunting icons is that these icons can be seen in 2 direction. “Upside down“ style icons tells stories from their shadows.
MR. BOBA = 陳三鼎 陳三鼎 is a local beverage brand in Taipei, Taiwan. 陳三鼎 is the name of the founder. Established in 1990s, the store has been here almost 25 years and known by Taiwanese people.
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Tap Handle Design
MR.BOBA
陳三鼎 What special for Mr. BoBA? He creates a new recipe for his special BOBA, brown sugar + milk + BOBA, and names it “青蛙撞奶” which means “Frog bumps into milk & lay eggs.”
MR.BOBA
陳三鼎
陳三鼎
What if we drink beer with BOBA? I am going to introduce the Taiwan’s special BOBA to the LA’s bar. New beverage for beer! Enjoy beer with extra BOBA!
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Tap Handle Design
MR.BOBA
陳三鼎 Tap Handle 3 direction Keywords: Frog, BOBA, Brown Sugar, Hair, Glasses, Dropping, Beer, Drunken, Lay Eggs, Tasty, Chewing, etc.
A
FROG x BOBA
B
BOBA x DROPPING
C
BOBA x MR. BOBA
DRUNKEN FROG x BOBA / 青蛙撞酒 Reconnected with the traditional image of frog’s egg, combining the image with beer is to give customer a hint, “BOBA can be add into your beer!”
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Tap Handle Design
MR.BOBA
陳三鼎 Dropping BOBA
3 Tap Handle Design
It is emphasized on “BOBA” itself. The shape shows the moment when BOBA dropping into your beer.
1.Drunken Frog 2.Dropping BOBA 3.Mr. BOBA
Mr. BOBA The simplicity of showing “Mr. BOBA’s logo” makes customers easier to know what it is.
Retail Store Design
BAR
R
ELEVATOR my fictional brand
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Retail Store Design
BAR
R
ELEVATOR What is BarElevator? We create a comfortable & relaxing bar in the in the office building’s elevator.
+
=
BAR
R
ELEVATOR
Why Choose Elevator? In your daily work, there are tons of department in different levels. You work really hard and it is hard for you to get chance to know other people in this building.
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Retail Store Design
BAR
R
ELEVATOR BarElevator helps you seize the chance! In the elevator, most people are quiet & feel awkward. “BarElevator� creates a relaxing place for you not being stressful anymore & encourage you to seize the chance: to know more people & well prepare your elevator pitch.
hello! ....
BAR
R
ELEVATOR
BarElevator 2200x2400mm / 1500kg / 20 people You can enjoy your beer & view, temporarily get rid of the stress from the work.
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Retail Store Design
BAR
R
ELEVATOR WorldWide “Elevator” The next step for BarElevator is to broaden its brand. Depending on different needs, it could be “convenient store”, “Sake,”etc.
BAR
R
store
R
ELEVATOR BAR
R
ELEVATO
ELEVATOR store
SAKE
ELEVATOR
R
ELEVATO
R
SA
BAR
R
ELEVATO
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Retail Store Design
BAR
R
ELEVATOR
Product Design
FilmReview exploration
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Product Design
FilmReview
I was inspired by two movies, Sakuran & Memories of Mastuko, and I was so touched by their color & stories that I want to make a film reviews. As a product designer, I design two products to describe who they are and how I feel about them. Using product design becomes my language tools to write down my comments for them.
What is Freedom & True Love?
Sakuran She is a queen of geishas. She doesn’t believe true love. She is rebellious, but mans always crazy about her.
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Product Design
FilmReview
What are their values in life?
Matsuko She can do whatever men want. She is eager to be loved. She is obedient, but she is always abandoned by the man she loved.
Two stories are all about a women and different relationship with men. However, two women are totally different, they still face a same question in both life, “What is my value in life?“
Why goldfish is goldfish? The life in the bowl.
For Sakuran, Geishas’ life is like goldfish lived in the bowl. They are all beautiful, but they are not free, if they leave the bowl they will probably died. At the end of the movie, Sakuran realize that no one can control her heart, she find a way to leave the bowl & be free.
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Product Design
FilmReview Two women, Two stories, Two ways to pursue their value.
men
love
realtiy
Don’t expect what you can get from others, but to think what you can give to others.
funeral
For Matsuko, she thought love is everything. After several times of heartbreaking ending, she finally realize the value in life is to think what you can give to others instead of expecting something from others. However, when she is ready to restart her life, she suddenly died in a ridiculous way.
For me, Sakuran is Cigarette. You can hold the cigarette & enjoy it, like you can enjoy her body, but her heart is the smoke, you can’t control where should she go.
goldfish
hands
smoke
Electronic Cigarette body
man
heart/soul
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For me, Product Design Matsuko is Chocolate Mirror. Pieces of mirror reflect her relationship with men. When no one look at her/mirror, she will be empty & feel lonely. What connect each piece is chocolate, love. While ants come to eat chocolate, she/mirror will start to fall apart and dying.
FilmReview
reflective pieces
empty pieces
chocolate
ants
borken pieces
Chocolate Mirror her x men
her x lonely
love
realtiy
dead
Sakuran
Color smoke electronic cigarette
You breathe her You enjoy her, but you still can’t own her.
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Product Design
FilmReview Sakuran is Color Smoke Electronic Cigarette. Goldfish in the bowl is the symbol of her body, her life. The changeable smoke is her soul, her rebelliousheart & freedom.
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Product Design
Matsuko
FilmReview
Chocolate Mirror Matsuko is Chocolate Mirror. This is the mirror to commemorate the women who sacrifices herself to give us a lesson. When mirror is falling apart, it will revel the word underneath to remember Matsuko’s life.
To commemorate the Women who sacrifices herself to give us a life lesson.
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Product Design
FilmReview
Yu-Ting Cheng 鄭宇婷 ytflute@gmail.com Product Designer | Storyteller