formula_te
savant-type calculation skills
1
5'
“see” the image
f
focal point
4 1' — 2
1' 1 1' — 2
Eidetic memory
ONE ONE
03.08 sailing on A golden cruise
formulate
To help Star Cruises deepen their customer's impression of the company's service and experience, I redesigned the identity system, series of applications, and increased the perceived value of the company with a more modern and sophisticated look. The identity design used clean lines and iconic elements to modernize the look, while the design vocabulary represented a luxurious and exciting experience to the customer. formula
For a design solution, I used dynamic shapes and fresh colors to represent the image of the company. The identity is composed of the dynamic water shape and a golden star. The typeface that I choose is simple and modern. The blue colors are related to the experience on board, and they represent the professionalism of the company.
course_ Identity 3
instructor_ Jessica peltz client_ Star cruises
category_ identity
S ta r
Cruises
S ta r C r u i s e s
Design by Hsiang-Chi Hung Printed in San Francisco, CA
Design by Hsiang-Chi Hung Printed in San Francisco, CA
looking for your potential
looking for your potential
0 1 Series of Posters
0 5 Medallion Stickers
0 2 Brochure
0 6 Frequent Cards
0 3 Seasonal T-shirts
0 7 Website
0 4 Food Wrapper
“
YOU SUPPORT...
LOCAL FARMER PROVIDES ...
NATURA LLY RAISE D ME AT OR GANI CALLY GR OWN VE GE TABLES
WE
SERVE BETT ER FOOD.
stage 01_simple and organic
HOW WE SEE IT :
At Chipotle we think there’s a better way to do things. It’s called old-fashioned animal husbandry, which means farmers rely on care, not chemicals to tend their animals and their land .
providing naturally raised meat & organically grown vegetables
BE GOOD
TO YOURSELF better choice, better tast e
www.chipotle.com/begood
outside from cover
• Vegetarian feed with no animal by-products.
• Never be given antibiotics. • Have more room to move about than in conventional chicken operations . • Be vegetarian fed, never given animal by-products.
NATURALLY-RAISED BEEF • No added growth hormones, ever . • No antibiotics, ever . • Vegetarian feed with no animal by-products.
inside back cover
Brochure
The goal for the brochure is simply to give the customer an easily readable and digestible reference of how Chipotle’s food is actively doing good, by the way of responsibly grown ingredients and company transparency.
portfolio_
project_
H s i a n g - Chi H U n g
C H I P O TLE C a m p a i g n
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• Letting pigs exhibit their natural behaviors in open pasture or deeply-bedded pens .
NATURALLY-RAISED CHICKEN
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• No antibiotics, ever.
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NATURALLY-RAISED PORK
ORGANICALLY GROWN BEAN S • Every year we increase the amount of organically grown beans we buy for our restaurants. • We’d love it if all of our bean s could be organic tomorrow.
12 12
TACOS TACOS
12 12
Take down 11 of our tacos and number 12 on us.11 of our Takeis down tacos and number 12 is on us.
12 12
SALADS SALADS
Take down 11 of our salads and number 12 is down on us.11 of our Take salads and number 12 is on us.
FRONT A
FRONT B
FRONT C
FRONT A
FRONT B
FRONT C
BE G OOD
TO YOURSELF BE G OOD
TO YOURSELF
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9 BE GOOD
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TO YOURSELF
BE G OOD
BURRITOS BURRITOS Take down 11 of our burritos and number 12 is on us. Take down 11 of our burritos and number 12 is on us.
1
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1
11
TO YOURSELF
BE GOOD
BE G OOD
TO YOURSELF
BACK A
BACK B
BACKTO C
BACK A
BACK B
BACK C
YOURSELF
frequent cards
We really appreciate the customers and their loyalty to Chipotle. In an effort to reward return customers, we have initiated a Frequent Card system that rewards free items to our most loyal patrons. Frequent cards are bought in with a customer and can be stamped by the employee to validate that each item has been purchased. There is no expiration date.
title_ 01 02 03 04 05 06 07 08 09_ 10 11 12 13 14
B E G O O D T O Y O URSEL F
144 | 145
BE GOOD
BE GOOD
TO YOURSELF
TO YOURSELF
“I think I’m going to go vegan. Or at least try to.”
“I will walk to school everyday to cut down on gas .”
CAMRON, BOULDER COA
DAPHNE, SAN JOSE CA
Share your ideas at www.chipotle.com/begood
BE GOOD
Share your ideas at www.chipotle.com/begood
BE GOOD
TO YOURSELF
TO YOURSELF
“Be better about staying in touch with friends.”
“I will start reusing all those plastic bags I’ve been using. ”
ULI, BOSTON MA
Share your ideas at www.chipotle.com/begood
CYNTHIA, CARMEL CA
Share your ideas at www.chipotle.com/begood