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TO:
This diary is dedicated to everyone who took this six year journey with me. Through all the late nights, canceled plans, and road blocks, thank you for always supporting me.
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FOREWORD
One of my favorite parts of designing is that moment when the design clicks in your head. It's a feeling that all designers can relate to – when everything starts coming together. This moment defines your project; without it, you can't move forward. But what happens before this moment of clarity? Endless bad ideas, scrapped sketches, brainstorms, and sometimes entire moleskins. When celebrating the completion of a project, we often forget all those sacrificial moments that cumulate in that one perfect big idea. As a young designer, it's easy to lament all the time it takes to get there. It's hard not to feel like it was all just wasted time, and to keep pushing in pursuit of that revelatory moment. It was while I was making this diary that I was reminded by someone special that all those tough critiques aren't for nothing . That person reminded me that every late night spent in pursuit of a great idea is part of a journey that helps achieve your great idea. As designers and consumers we often forget this tedious process as soon as we're looking at a finished product. With this book I pay tribute to all those thoughts, late nights, and mental roadblocks. Although they're banished to the back of my mind after the completion of a project, I welcome them back to the forefront of my mind with the beginning of each new project. Getting an idea is only half the journey, and these thoughts add up to something unique and special. As Milton Glaser once said, "first you've got to get the right idea, then you've got to get it right."
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CONTENTS
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ENTRY 1 OF 8
FAUNA HOME & KITCHEN
One of my first group projects at the Academy was to
create a store brand that could compete with big name retailers like Pottery Barn and Crate and Barrel.
Together with three classmates, I spent several weeks researching a specific target demographic, and how
best we could design for their needs and expectations. We then took our research and created a flagship
store that would contain several sub-brands within it. The result is Fauna, a home and wellness store that contains Flora Cafe & Garden, and Eve Beauty.
COURSE
PACKAGE DESIGN 4
INSTRUCTOR
MICHAEL OSBORNE
GROUP MATES
AMANDA WANGERSHEIM SUSANNA PALM CATHERINE SANTOSO
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FAUNA HOME & KITCHEN
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STORE BRAND
SUB-BRAND
SUB-BRAND
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FAUNA HOME & KITCHEN
FAUNA MISSION STATEMENT
Fauna was founded on the values of quality, personal
expression, and holistic wellbeing. In-house designers work to bring our clients high quality home goods to
suit any occasion. Fauna exists to foster meaningful relationships inside and outside the home. FAUNA OBJECTIVE
Fauna refers to animal life at any particular place
or time, which is often used in conjunction with flora, meaning plant life. We created the Fauna store brand
to contain everything you need for your home environment; our goal was for our customers to come to Fauna and
find everything they needed to build a beautiful home. The logotype is a modified serif, and we created an
additional emblem that contains an illustrated buck's head to represent the idea of animal life. Together
they form a brand that captures the warm essence of a happy home, yet feels sophisticated and modern.
SUB-BRANDS
EVE BEAUTY FLORA CAFE & GARDEN
TARGET AUDIENCE
WOMEN, 25-50 YEARS WHO TAKE PRIDE IN THEIR HOMES
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FAUNA HOME & KITCHEN
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FAUNA HOME & KITCHEN
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ENTRY 2 OF 8
FLORA CAFE & GARDEN
Flora Cafe & Garden is a sub-brand of Fauna, and
lives within the store. From our research my group determined that shoppers want an all-inclusive
experience, preferring to do their shopping at as few stores as possible. This is why we created Flora,
a section of the Fauna store where customers can find gardening supplies and outdoor decorations. Flora
also includes a Cafe, where shoppers can unwind from shopping with a cup of coffee, or pick up a quick snack to take with them on their way.
COURSE
PACKAGE DESIGN 4
INSTRUCTOR
MICHAEL OSBORNE
GROUP MATES
AMANDA WANGERSHEIM SUSANNA PALM CATHERINE SANTOSO
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FLORA CAFE & GARDEN
FLORA CAFE & GARDEN OBJECTIVE
Flora is the natural counterpart to Fauna, and as such it was important that Flora Cafe & Garden have
a similar look and feel to Fauna, while also conveying something new and different. Flora products are also 100% sustainable, and use recycled materials only.
The Flora branding system is visually similar to Fauna's, but has it's own personality. The main emblem ties into
Fauna's own emblem, but in the case of Flora Cafe & Garden it also serves as the brand's logo. The organic vine-like
illustrations outlined within the emblem lends the brand a natural essence, while clean typography and layout keeps Flora Cafe & Garden feeling fresh and modern.
TARGET AUDIENCE
WOMEN, 25-50 YEARS WHO ENJOY GARDENING AND SHOPPING
BRAND VALUES
SUSTAINABLE HONEST NATURAL
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FLORA CAFE & GARDEN
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Tree P
Pla
od
e l b a t n
APPLE
Bu
r y, W
bury, water & grow! directions inside box
o r r, G
w
incl. seeds, grow material & plant food
ate
Tree P
Pla
od
le b a nt
AVOCADO
Bu
r y, W
o r a t e r, G
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w
incl. seeds, grow material & plant food
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bury, water & grow! directions inside box
FLORA CAFE & GARDEN
Flow Pod er
le tab
Pla n
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bury, water & grow! directions inside box
incl. seeds, grow material & plant food
r y, W
LILY
Bu
r y, W
le tab
incl. seeds, grow material & plant food
Bu
ate
bury, water & grow! directions inside box
w o r r, G
Flow Pod er
Pla n
Flow
at ble
incl. seeds, grow material & plant food
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w o r a t e r, G
Pod er
Pla n
Bu
TULIP r y, W
bury, water & grow! directions inside box
w o r a t e r, G
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sun ’10’ • full annual er to fall • 6 summ blooms
& sun ’10’ ann er to fall • 6 summ blooms ll ual • fu
sun 10” • full annual er to fall • 3’ summ blooms
sun ’10’ • full annual er to fall • 6 summ blooms
sun ’10” • full annual er to fall • 6 summ blooms
44 n l • full su ’5” biennia r to fall • 2
A TOM
TO
ade part sh sun to f spring frost • full annual last chance o er sow aft
sun ’10’ • full annual er to fall • 6 summ blooms
sun ’10’ • full annual er to fall • 6 summ blooms
5 days mmer son • 6 su cool sea ring or late early sp sow in
L
BASI
ade part sh sun to f spring frost • full annual last chance o er sow aft
5 days mmer son • 6 su cool sea ring or late early sp in w so
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ENTRY 3 OF 8
EVE BEAUTY
Eve is a beauty line that lives in the Fauna Store,
satisfying the customer's desire for an inclusive shopping experience. We created Eve to compete in a saturated
makeup market, giving it a distinctive and timeless design while keeping in line with Fauna's core brand values
of elegance and sophistication. Eve beauty products were created in partnership with an expert dermatologist or
make-up artist, and the packaging reflects this with their individual signatures. This helps Eve feel trustworthy
and personalized, making it stand out among it's competitors and cementing it into the customer's beauty regimen.
COURSE
PACKAGE DESIGN 4
INSTRUCTOR
MICHAEL OSBORNE
GROUP MATES
AMANDA WANGERSHEIM SUSANNA PALM CATHERINE SANTOSO
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EVE BEAUTY
EVE OBJECTIVE
Eve is Fauna's luxury beauty line, and is designed to
span a wide range of demographics. As with all brands in the Fauna store, sustainability is a cornerstone of
the Eve brand. Eve's glass vessels made from premium recycled materials feel both durable and elegant in
your hand, lending Eve a high-end feel while satisfying your desire to be environmentally friendly.
Eve's black and gold design is simple and sophisticated, and is meant to stand out on Fauna's shelves. The Eve
logo was customized to convey ease and elegance; the counters of the "e" were rounded and curved into the
body of the letter, giving it a sense of femininity.
TARGET AUDIENCE
WOMEN, 25-50 YEARS
BRAND VALUES
CHIC SOPHISTICATED LUXURIOUS
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ENTRY 4 OF 8
POZ PHARMACEUTICALS
In the LGBTQ community, the term "poz" is often used
to label someone who has tested positive for HIV or the AIDs virus. Made ubiquitous by dating apps, this
terminology has gained a negative connotation that those who are infected struggle to free themselves from.
Poz Pharmaceuticals aims to make the experience of treating HIV as positive as possible, while also
erasing the stigma around the terminology associated with the virus. Poz is bold and straight forward, colorful and positive. It is important to recognize the weight of an HIV or AIDs diagnosis and subsequent treatments, which is why poz doesn't try to be playful or cheery. Rather, poz focuses on what people want most: quick, and straightforward treatment that lets them get back to their lives. COURSE
PACKAGE DESIGN 3
INSTRUCTOR
THOMAS MCNULTY
BRAND VALUES
BOLD CONFIDENT POSITIVE
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Post-Exposure Truvada Tablets
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NDC 61958-0703-1
Each tablet contains 100mg of emtricitab and 150mg of tenofovir disoproxil fumarate.
101407
PEP-Truvada
Store at 25°C (77°F) (see insert).
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Exp:
Emtricitab and Tenofovir Disoproxil Fumarate
28 Capsules / Oral Use
Lot:
28 425mg Caps
Keep container tightly closed. Dispense only in original container.
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Pre-Exposure Truvada Tablets
POZ PHARMACEUTICALS
NDC 61958-0703-2
Each tablet contains 100mg of emtricitab and 150mg of tenofovir disoproxil fumarate.
101407
PrEP-Truvada
Store at 25°C (77°F) (see insert).
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Exp:
Emtricitab and Tenofovir Disoproxil Fumarate
28 Capsules / Oral Use
Lot:
28 400mg Caps
Keep container tightly closed. Dispense only in original container.
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ENTRY 5 OF 8
PLINY THE ELDER
One of the first documentations of soap can be found in Pliny the Elder’s Naturalis Historiae. Pliny’s
text served as a guide for encyclopedias to come, and documented strange and exotic creatures, ancient
remedies and practices, and was the first of its kind to document the process of making soap.
This was my first packaging project, and is one
I remember most fondly. It was during this project that I discovered my love for telling a story
through design, so when I came across the story of Pliny the Elder, I knew I had found a match.
COURSE
PACKAGE DESIGN 1
INSTRUCTOR
BEAU MONROE
DELIVERABLES
1 GALLON BATH SOAK 6 SMALL/MEDIUM SOAKS BATH BOX GIFT SET
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PLINY THE ELDER
PLINY THE ELDER OBJECTIVE
Pliny the Elder's Naturalis Historiae Collection is a
line of natural and sustainable spa products comprised of bath soaks and scent diffusers that are made from
100% natural ingredients, many of which you would find in Pliny's original encyclopedic texts.
The graphic system was designed to reflect the storied
history of the ingredients and soaps, and clear glass bottles were used to convey a sense of transparency and
purity. The three figures are interpretations of different mythical creatures Pliny documented in his encyclopedia,
and the typographic system is derivative of ancient Roman figures. Recycled paper was waterproofed and used as the
bottle labels. The gift box is handmade and stained to enhance the brand story.
BRAND VALUES
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Myrtle
Lavender Soaking aid for minor sprains, cuts and bruises
( .
/Myrtus communis et casia;
)
th e
Frankencense
Myrrh Soaking aid for minor sprains, cuts and bruises
( .
/Turis et myrrha;
)
th e
Olive
Fig Soaking aid for minor sprains, cuts and bruises
( .
)
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ENTRY 6 OF 8
REALPOLITIKS TYPOGRAPHY
Realpolitiks are a system of politics or principles that are based on practical rather than moral or ideological
consideration. This project is an examination of typography through the lens of Realpolitiks and it's inherent
pragmatism. If we strip typography to it's core, does it still hold power?
At it's core, typography is means of disseminating ideas and thoughts, and in many cases the more distilled a
message is, the better it can be communicated. This typography conference is a blank slate upon which designers and
activists can examine how we can use practicality and typography together to successfully send a message.
COURSE
TYPOGRAPHY 4
INSTRUCTOR
ARIEL GREY
DELIVERABLES
CONFERENCE BOOK INFORMATIONAL NEWSPAPER CONFERENCE POSTER
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REALPOLITIKS TYPOGRAPHY
THE CONFERENCE
Realpolitiks Typography is a conference that explores
the power of typography through open discussions with design professionals, politicians, and civilians. The four day conference includes type exhibitions,
demonstrations, and videos that force us to reflect on what we know about typography and the power it holds. Supplementary conference materials reflect the concept of
realpolitiks: there is a loose leaf informational booklet that each attendee receives which includes information
explaining the conference, definitions of terminology, and speaker list. It is printed on newspaper to ensure it is
cost-effective and accessible. There is also a brochure in the form of a newspaper that has conference information
including location and a schedule of events. The newspaper brochure also includes a fold out poster.
TARGET AUDIENCE
DESIGNERS STUDENTS ACTIVISTS
KEY WORDS
BOLD CONTROVERSIAL EDUCATIONAL
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FAUST WINE
The story of Doctor Faust is one of greed, temptation,
and forgiveness. It all began when Faust made a bargain with the Devil's messenger, Mephistopheles, for eternal
youth and all worldly knowledge. His passion for the sciences outweighed his passion for theology, and his
constant greed for more led him down a dark path. After falling in love, Doctor Faust wanted to leave his bargain and follow his beloved to the grave.
Faust Wine was created by the founder of Quintessa
Winery to capture his passion for the making of Cabernet. I chose to redesign the labels of three wines to work
as a set, memorializing the three stages of Doctor Faust's pact with the Devil: the Lure, Faust, and the Pact.
COURSE
PACKAGE DESIGN 3
INSTRUCTOR
THOMAS MCNULTY
DELIVERABLES
MID-RANGE CHARDONNAY MID-RANGE CABERNET SAUVIGNON PREMIUM CABERNET SAUVIGNON
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FAUST WINE
FAUST WINE OBJECTIVE
The tale of Doctor Faust plays heavily into the story of Faust Wines, and is the reason I chose to do this
redesign. I was drawn to the dark and flawed character of Doctor Faust and how his story represented the passion
Faust Wine makers feel for their craft. When designing these three labels, I wanted to create a narrative that captured this essence and spirit.
Each label chronicles a different part of Doctor Faust's story; the Lure, Faust, and the Pact. The tangled
illustrations on each label draws inspiration from the grapevines of a vineyard. They draw sultry and dark
shapes while pulling the eye to the center of the label. The typography on the label is a modified black letter
font that pays tribute to the original story of Doctor Faust from the early 16th century. Gold and silver foil
indicate the premium nature of the wine, and sealing wax completes each bottle.
TARGET AUDIENCE
WINE LOVERS WITH A PASSION FOR STORY
BRAND VALUES
RICH PASSIONATE STORIED
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ENTRY 8 OF 8
RAINBOW GROCERY & CAFE
Rainbow Grocery is a neighborhood cooperative store located in the Mission District of San Francisco.
Founded in 1975, Rainbow Grocery has become a San Francisco institution that prides itself on providing
affordable vegetarian food, supporting local suppliers, promoting environmental consciousness, and creating
a diverse and non-discriminatory environment for it's employees and customers.
Rainbow Grocery has a loyal and expectant customer
base, which made it important to retain some of their existing identity. Instead of doing a brand overhaul,
I opted to refresh Rainbow's existing system. I also created an additional identity for an on-site cafĂŠ to
help attract San Francisco's changing demographic.
COURSE
BRANDING STRATEGIES
INSTRUCTOR
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RAINBOW GROCERY & CAFE
RAINBOW GROCERY & CAFE
Rainbow's staff and customers are put off by the massive gentrification of their city, and by national brands
like Whole Foods and Raley's that claim to support local suppliers. As one of San Francisco's oldest grocery
stores, it was important to keep Rainbow Grocery's identity and values intact.
This is why I kept Rainbow's DNA in place, retaining the stylized "o" and serif typeface. I refreshed the brand
by adding budding sprouts and a rainbow shape above the wordmark. My goal was to keep the existing Rainbow base
happy, while also attracting a younger generation, whose future business Rainbow will depend on. I also decided to
create Rainbow Cafe, where shoppers can pick up coffee or small meals, and act as a neighborhood hub.
TARGET AUDIENCE
EXISTING CUSTOMERS YOUNG TECH IMPLANTS
BRAND VALUES
LOCAL ACCESSIBLE ORGANIC
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COVER PROCESS
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LOGO STUDIES
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THANK YOU
Special thanks go out to everyone in my life who helped me make this happen. To my mom and dad, who showed the utmost support when I called them out of the blue six years ago and told them I wanted to go to art school, and whose support hasn't wavered. To my sister Jessica for being my best friend and role model. To my friends who always understood if I was running late or needed to cancel plans. To Amanda Wangersheim, who's been right next to me since the very beginning. Thanks for always being a shoulder, a confidant, and a supportive friend. To Zahra Ilyas, who at first I was competitive with, and then very admiring of, thank you for always pushing me to do my best, and for challenging me with your honest critiques. To my boyfriend Jack, who encouraged me to keep going even when I wanted to give up, and for always keeping me inspired with new ideas, mediums, and literature. To all of my instructors at the Academy; to Scott Rankin, my Principles of Graphic Design instructor, who got me excited about being a designer; to Ariel Grey for always pushing me to explore the details in typography. To Beau Monroe, who helped me realize my love for package design. To Thomas McNulty, the man who taught me all the rules of package design, and to Michael Osborne, the man who taught me how to break them. And lastly, thank you Mary Scott, who throughout my six years at the Academy was an omni-present force. It wasn't until this semester that I came to fully appreciate your brilliance and wisdom. Thank you for your guidance and support.
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PRODUCTION
CONTACT
Cory Hall coryallenhall.com +1 (650) 269 9134
PRINTING
Giant Horse Printing 1336 San Mateo Avenue South San Francisco, CA 94080
BINDING
The Key Printing & Binding 1943 Park Boulevard Oakland, CA 94606
PAPER
100# Finch Fine ID Text Stock
TYPEFACE
Courier New
COVER PHOTO
Amanda Wangersheim
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