| 1
The way things are. I have always held an interest in the way that things work, or how things are made. My father and brother once chastised me for so often asking, “Why?” Design is a declaration of intention, an outlet for that question, solved in a multitude of ways. The wonderful thing about design is that tackling “Why?” requires both reason and intuition, which combine with surprising harmony to yield authentic and thoughtful work. It may just be an annoying question for some, but for me it is a push to further refine, reconsider, and empathize.
01 SHANGRI-LA AIRLINES 02
A cultural experience wrapped in luxury.
03 04 05 06 07 08 09
DIRECTED BY
Overview Shangri-La is an upscale airline experience for
Min Choi
travelers seeking escape and serenity in Bhutan. To preserve its
Sean Bacon
culture and traditions, the beguiling kingdom of Bhutan limits
CATEGORY Branding Packaging
the number of people that can travel into the country, which is hidden at the Eastern end of the Himalyas. Visitors must spend a minimum of $250 per day in advance, with a licensed tour agency. The target demographic for this airline is aff luent
TYPOGRAPHY
well-cultured travelers, between the ages 50 and 65, seeking
Cinzel
an tranquil cultural experience.
Optima KEYWORDS
Objective The brand should speak to the relaxed yet refined
Airy
nature of the country, and exude an appealing zen with an air
Mystical
of luxury and exclusivity.
Relaxing
Approach Shangri-La will convey quietude through cool teals and greens that reference Bhutan’s lush landscape, juxtaposed with a sunny orange conveying their reputation as the “happy country”. Organic patterns overlay and blend with f lowing watercolor tying in the mysterious magic of Buddhist and Eastern motifs. The mark represents several cultural Bhutanese elements: the raven which sits upon the royal crown, wings that form the shape of the country’s traditional architecture, and clouds which allude to their dragon identity. The logotype builds on the swashes of Cinzel, a decorative and elegant serif font. An included amenities kit features products from Bhutanese artisans and is a way for the brand to showcase traditional patterns.
| 3
DE SIGN JOURNEY A MY THICAL COUNTRY Bhutan lies peacefully sandwiched between several other southeast Asian countries. They have no doubt been influenced by their surrounding neighbors, as they claim a wide variety of symbols and themes.
D ECIPH ERIN G DZO N G K H A Many unique cultural possibilities for naming were explored, but ultimately your audience must be able to pronounce it.
IN SEARCH OF ELEGANCE This project was a great exercise in learning how to use color in effective ways, while keeping a restrained and subtle color palette. Of course, even with the most conservative choices, one must know how to use them in the right way. Earlier explorations for this project had pleasing and elegant forms, but the sophistication was lacking. When it’s back to the drawing board, I always like to rely on my moodboards.
4 | Desiree Robichaux
| 5
6 | Desiree Robichaux
LOGO
AIRLINES
COLOR
T E X T U R E A N D PAT T E R N
S E C O N DA RY PAT T E R N
T Y POGR A PH Y
CINZEL
OPTIMA
A BCDEFGI JKLMNOPQ STUVWXYZ
ABCDEFGI JKLMNOPQ STUVWXYZ
Project - Shangri-la Airlines | 7
8 | Desiree Robichaux
Project - Shangri-la Airlines | 9
10 | Desiree Robichaux
| First Class Amenities Kit: Includes products made by Bhutanese Artisans.
Project - Shangri-la Airlines | 11
12 | Desiree Robichaux
Project - Shangri-la Airlines | 13
01
02 CHIEF EYEWEAR 03
Handcrafted sunglasses for the millennial mindset.
04 05 06 07 08 09
DIRECTED BY
Overview Chief Eyewear is an existing Australian company
Paul Drohan
that creates eco-friendly and fashionable sunglasses. They are
CATEGORY Interactive
a young brand with a growing audience after gaining exposure through Kickstarter, so their visual presence must be taken to the next level. Though the existing website at the time of re-design
TYPOGRAPHY
was basic, it featured beautiful photography that spoke volumes
Marker Felt
about the target demographic: stylish, sporty men and women
Advent Pro
aged 17-35, who buy into a surfer or adventurer lifestyle.
KEYWORDS
Objective The goal of the website redesign is to instill more
Flaunt Free Spirited Lifestyle
of the Chief’s attitude into the site. To take advantage of the tech-savvy millennial demographic, it needs to be stimulating and social media share-worthy. Enthusiasm, friendliness, aspiration,
PHOTOGRAPHY
and exhilaration are the core emotional responses that accent this
chiefeyewear.com.au
effortlessly cool lifestyle.
Approach To expand Chief’s brand elements, inspiration was taken from the style and tone of their photography and logo. Bright colors were chosen to express vibrancy and youthfulness. A brush texture used throughout the site unifies with the existing energetic mark, simulating movement and energy akin to ocean waves. This motif carries over as color splashes, signaling a carefree attitude. Social media is integrated throughout the site to include a custom hashtag, featured images from Chief’s Instagram, and shareable items and purchases. Trendy web fonts were used to further punctuate the funky vibe.
DE SIGN JOURNEY SET THE TONE Chief’s only assets were their logo, products, and fantastic photography. I thought that the best way to understand the brand was to make a moodboard with their photography as a jumping point to find images of a similar outlook.
MILLENIAL MINDSET A great thing that Chief does is actively keep up with social media. They post regular updates on Facebook, and Instagram. This is the key to their audience, and how they will make themselves a memorable brand.
SHOW OFFS What made this project unique is that I had to find ways to integrate and expand on their social media reach, within the format of an e-commerce website.
16 | Desiree Robichaux
| 17
18 | Desiree Robichaux
| Left, middle: home page | Right: product listing
| Bottom row: Interaction showcase
Project - Chief Eyewear | 19
20 | Desiree Robichaux
| Mobile checkout process
Project - Chief Eyewear | 21
22 | Desiree Robichaux
Project - Chief Eyewear | 23
01 02
03 UMBER 04
An equal and opposite flavor reaction.
05 06 07 08 09
DIRECTED BY
Overview Umber is a restaurant that specializes in beer and
Sean Bacon
chocolate flights. It is San Diego craft beer lovers’ answer to
CATEGORY Branding
wine and cheese. This lounge features chocolate and craft beer by local makers, and has cicerones on staff to facilitate tastings. The patrons of this lounge are discerning beer lovers ages 25-40.
TYPOGRAPHY
They enjoy going out on weeknights and like to feel informed and
Abraham Lincoln
knowledgeable about interests.
Sweet Sans Bembo KEYWORDS Trendy Urban Decadent
Objective The branding system must be clean and sophisticated, while also slightly trendy to fit with the urban location and niche product.
Approach Umber is natural brown pigment that was one of the first shades used by man to make art on cave walls. This history is referenced by using slate in various shades, for color and texture that adds depth to the minimal aesthetic. The brand uses brown, gray, and black in a way that is sophisticated, and slightly masculine. Chocolate squares are abstracted into a diamond shape, which is used as a motif. An icon of three overlapping diamonds is used to express the idea of flights, and the blending of flavors. The logo is a type lockup, with Umber set in Abraham Lincoln—stately and tall, with a slight reference to typical beer brands, but with character that sets it apart. It is used on the menu with Sweet Sans, an extended font that has a clean feel.
26 | Desiree Robichaux
LOGO
UMBER
TA S T I N G L O U N G E CRAFT BE E R
& C H O C O L AT E
S E C O N DA RY M A R K
COLOR
T Y POGR A PH Y
ABRAHAM LINCOLN
ABCDEFGI JKLMNOPQ STUVWXYZ SWEET SANS
ABCDEFGI JKLMNOPQ STUVWXYZ BEMBO
A BCDEFGI JKLMNOPQ STUVWXYZ
TEXTURE
TASTING EXPER I ENCE
Project - Umber | 27
28 | Desiree Robichaux
| Chocolate to-go box
Project - Umber | 29
30 | Desiree Robichaux
Project - Umber | 31
32 | Desiree Robichaux
Project - Umber | 33
01 02 03
04 MODULAR 05
A curated collection of configurable containers.
06 07 08 09
DIRECTED BY
Overview This publication covers modular, sustainable and
Sean Bacon
prefabricated homes. It is curated to show design trends and highlight firms in feature articles about these unique living
CATEGORY Editorial
spaces. The magazine also serves to provide information for people who have, or want to build, their own modular home.
TYPOGRAPHY
The environmentally conscious DIY audience has an interest
Alpha Headline Pro
in design and sustainability.
Avenir Sweet Sans KEYWORDS Adaptive Sustainable Modern
Objective To highlight innovative modular homes and designers, and present the constantly improving prefabricated process and materials.
Approach The masthead uses functional Alpha Headline Pro coupled with Sweet Sans to reflect a clean and structured system. Every element lives in its own space, which helps break the copy into digestible chunks and drives home the concept of modularity. Sharp and angular architectural photography is showcased on every issue, baring the beautiful design that is possible to achieve with these dwellings. Each cover also pulls a two color scheme from the featured photograph, which makes it pop and stand out amongst other publications.
| 35
36 | Desiree Robichaux
Project - Modular | 37
38 | Desiree Robichaux
Project - Modular | 39
01 02 03 04
05 MISSION NEBULA 06
Cultivating the minds of future space pioneers.
07 08 09
DIRECTED BY
Overview Mission Nebula is a subscription kit with astronomy
Sean Bacon
and astrophysics related topics. It contains educational activities
CATEGORY Packaging Illustration
that are presented with bright and stimulating graphics. The target audience is kids ages 7 to 12 year old who are interested in science, and their parent who seek extra activities for their inquisitive child. They dream of NASA and Space X,
TYPOGRAPHY
idolize Einstein, and want to be the next Neil DeGrasse Tyson.
Exo Soft
Fascinated by the workings of the universe, they want to
KEYWORDS Stimulating
understand these things at a higher level than their peers.
Quirky
Objective The kit needs to engage kids at a higher level while
Fun
remaining understandable and exciting.
Approach Astronomy and space related icons were created and integrated with glyphs of math symbols to tie together a dynamic illustrated style. Overlapping forms create a rhythm that addsto the active visual language. Neon-like colors were used to convey an electric energy that suggests a bright future, and exciting present. The typeface Exo Soft has a techy science fiction look, but remains slightly casual and young due to its rounded corners. The logo represents atoms and orbits, which coupled with the name, “Mission Nebula,� gives an outerspace take on the concept of a budding brilliant mind.
| 41
| Top sheet turns into a wall calendar (pictured right)
42 | Desiree Robichaux
Project - Mission Nebula | 43
44 | Desiree Robichaux
Project - Mission Nebula | 45
46 | Desiree Robichaux
Project - Mission Nebula | 47
48 | Desiree Robichaux
Project - Mission Nebula | 49
01 02 03 04 05
06 MOBIUS 07
An unparalleled experience around every corner.
08 09
DIRECTED BY
Overview This theatre and cultural center promotes
Amy Levine
education and high-level entertainment. The affluent visitors 40-55 are lovers and supporters of visual and performing arts.
CATEGORY Environmental
Patrons want to expose their intelligent and inquisitive children to a multitude of experiences and interests and appreciate
TYPOGRAPHY
contemporary art and themes. The main theatre has curvaceous
Lorem Ipsum
forms, and the surrounding spaces are designed in a mazelike way that encourages discovery, reflection, and exploration.
KEYWORDS Contemporary Ambitious Inquisitive
Objective Though there are many meditative paths with ample foliage, the buildings are wrapped in a lot of gray concrete and metal, so the environmental graphics must be colorful and eye-catching in contrast, while reflecting the center’s values of rediscovery through the arts.
Approach
The name of the venue ref lects the idea of
rediscovery with the concept of a mobius loop. Instead of using curvaceous letterforms, I wanted to bring in a bold and contemporary looking typeface to convey the personality of the cultural center. The mobius concept is abstracted in the “B” of the logotype. The monument sign has sculptural qualities that reinforce the core concept. It changes form as viewers get closer to it or see it from different angles. It is no taller than 7 feet, so even children are able to interact within it.
| 51
24.61” 15.5”
9.63”
11.89”
34.5”
6.5” 60’
72”
98.63”
35”
72”
71.13”
69.81” 43.5” 11.12” 11.19”
6.5” 26” 6.5”
10.56”
26.66”
| 3/4 View
52 | Desiree Robichaux
22.19”
24.13” 26.61”
21.24”
6.5”
5.5” 13.81”
72”
67.38” 24.63”
30.88”
21.88”
1.13”
29” 11.88”
27.68”
14.56”
26.57”
25.81”
REDISCOVERY THROUGH THE ARTS
36” 21.38”
5.5” 22.38” 33.25”
| Right side
| Right side
Project - Mobius | 53
54 | Desiree Robichaux
Project - Mobius | 55
01 02 03 04 05 06
07 TENZING FIRE 08
A gratifying intermission in a portable pouch.
09 DIRECTED BY
Overview Tenzing Fire is a fortified drink created for
Min Choi
adventurers. Its major selling point is its self-heating function.
Sean Bacon
Ideal for people who like to spend time outdoors and could use
CATEGORY Packaging
a warm fortified drink on breaks to keep them going, but do not want to unpack a lot of gear. This product would be sold at outdoor supply stores like REI or Sports Chalet, so the target
TYPOGRAPHY
audience is active 20 to 35 year olds who have an interest in
Rockwell
hiking, climbing, and camping.
Frutiger KEYWORDS Bold
Objective Energy drinks are available at these retailers but there are currently no self-heating consumables. Tenzing Fire
Adventurous
must stand out as an eye-catching option in the midst of many
Determined
camping oriented food products, while building trust in a new unique kind of drink.
Approach Packaging printed on foil will immediately grab attention. Bright colors designate flavor as well as the energizing warmth and nature of the product, while juxtaposed with cool blue and gray tones to suggest a cold environment. The logo is large and makes a statement, angled in an upward motion to suggest the movement of an uphill climb. Rockwell is used for a hint of strength but also friendliness. An uplifting quote by Sherpa Tenzing Norgay is included on the back to impart trust and inspiration.
| 57
58 | Desiree Robichaux
Project - Tenzing Fire | 59
60 | Desiree Robichaux
Project - Tenzing Fire | 61
62 | Desiree Robichaux
| Point of sale display
Project - Tenzing Fire | 63
01 02 03 04 05 06 07
08 RÊVER 09
Tailor made for the modern dreamer. DIRECTED BY
Overview Rêver is a lingerie brand that seeks to appeal to
Sean Bacon
young women with unique tastes by offering intimates that are more sultry than sexy. The word Rêver is a French verb meaning
CATEGORY Packaging Branding
“to dream.” This brand targets passionate and quietly confident women 18 to 32, who grew up on fantasy, theatre, and dressing up. They want to feel less like a typical bombshell and more like
TYPOGRAPHY
a modern fairytale.
Univers KEYWORDS Lovely Mysterious Sensual
Objective The brand must be minimal and sophisticated, but also convey its uniqueness, attention to detail, and imagination.
Approach The principal color is a feminine but not loud purple lined with black on black UV coating. Fine finishing gives a special touch, and includes velvety paper, rose gold foil stamping, and gold cording. A luxurious satin drawstring bag with ribbon is ideal for packaging intimate items. To express the originality of the brand, I developed a custom font that is based on movement and organic forms to convey the feeling of a fantasy and dreams. Graceful die cut curves are repeated on hang tags, receipt holders and perfume boxes to unify the brand aesthetic.
DE SIGN JOURNEY I T S TA R T S W I T H A G I R L I always like to imagine the kind of person that a brand will cater to. What is her style? Who does she idolize?
A ROSE BY ANY OTHER NAME So many lovely potentials here, but in the end, the name was determined by the right combination of sound, meaning, and form.
PRODUCTION The most challenging and eye opening part of this process was getting a handle on my craftsmanship. One thing that determined the direction of my production was getting the color to print correctly. The nicest, richest color printed on Red River Polar Matte. The problem? Too thick and prone to dirt and smudging. Needless to say, I went through many magenta ink cartridges, and passes through the laminator to get the foil on.
66 | Desiree Robichaux
| 67
68 | Desiree Robichaux
LOGO
COLOR
T Y POGR A PH Y
PAT T E R N
UNIVERS CONDENSED
ABCDEFGI JKLMNOPQ STUVWXYZ TEXTURE
Walbaum Text A BCDEFGI JKLMNOPQ STUVWXYZ
TAG L I N E
“A Dream Come True”
Project - Rêver | 69
| Gift box open
70 | Desiree Robichaux
| Detail inside gift bag
Project - RĂŞver | 71
72 | Desiree Robichaux
Project - Rêver | 73
74 | Desiree Robichaux
Project - Rêver | 75
01 02 03 04 05 06 07 08
09 ECOKIN Nature’s best for your best friend. DIRECTED BY
Overview Ecokin creates products that promote the harmony
Sean Bacon
between humans, animals, and nature. They have created a line
CATEGORY Packaging
of essential oil blends that can be used on pets to relieve various ailments. This product is marketed towards animal lovers and pet owners who are interested in living a sustainable and healthy
TYPOGRAPHY
lifestyle. They shop at Whole Foods, do yoga, and try to buy
Unit Slab Pro
products that have no harsh chemicals, and extend this desire
Century Gothic
to the products they use on their pets.
KEYWORDS
Objective The packaging must look clean and clinical while
Clinical Natural Endearing
remaining friendly attractive. It needs to speak to nature lovers while avoiding the common clichĂŠs of products typically sold in that market.
Approach The oil blends are contained in an amber glass that prevents their degradation by shielding from light. The chosen spray nozzles are sleek but still look utilitarian, which differentiates them from cosmetic products. The labels are colored to quickly identify the type of ailment it is used for, and each features an overlaid cropped image of an endearing animal which will appeal to pet owners. The clinical style is achieved by the use of color blocking, white, and the thin sans-serif Century Gothic which has round friendly letterforms.
| 77
78 | Desiree Robichaux
Project - EcoKin | 79
80 | Desiree Robichaux
Project - EcoKin | 81
AIRLINES
o
n Pet
u
it
C
CRAFT BE E R
& C H O C O L AT E
ou Ch
o
TA S T I N G L O U N G E
h
UMBER
M
REDISCOVERY THROUGH THE ARTS
| Bhutan based airline
| Lingerie Brand
| Veterans’ showcase
| Science Subscription kit
| Natural products brand
| Cultural Center
| Beer and chocolate restaurant
| French Cafe
82 | Desiree Robichaux
&
| Set of theatre productions with the season theme, “Fates Intertwined”
Project - Logos and Marks | 83
Why it is. This book was undoubtedly an exercise in perseverance and self-motivation. Thank you to all the amazing instructors at the City College Graphic Design department for your knowledge and guidance. Jessa, Colleen, and Margaret, thanks for being there for me in the best and worst of it. Thank you Garrett, for loving me and carrying me through this experience. Shout out to Michael and Archie for modeling! Thank you a thousand times over Sean, for getting me to the finish line!
PAPER 60lb. Red River Polar Matte TYPEFACES Farnham Benton Sans PHOTOGRAPHY Garrett Robichaux SPECIAL THANKS Chief Eyewear http://www.chiefeyewear.com.au/ CONTACT desiree.robichaux@gmail.com All stock imagery is shown for inspiration only. Some of the photography is from Dollar Photo Club, Adobe Stock, and Unsplash. Copyright 2016, Desiree Robichaux