Felicia Widjaja Portfolio by Felicia Widjaja

PORTFOLIO

SELECTED PROJECTS issue 01

PROJECTS: desserts by T formaggio shave, leggoâ&#x20AC;&#x2122;s the fish market sweet addiction about sushi the royal botanical garden

itâ&#x20AC;&#x2122;s me in a bubble.

hello. I am Felicia Widjaja, a visual communicator! I am interested in communicating through design. I am keen and always excited on learning new things, meeting with new people and gaining experiences to broaden my design skills. I love to experiment with colours and shapes throughout my design I enjoy all areas of communication design such as packaging, branding, UI | UX design and design thinking in general. This book represents the selected projects that I am proud of and the work that I did throughout my bachelor degree in communication design.

Letâ&#x20AC;&#x2122;s get on to it!

ushi

CONTENTS

a Japa nese c old dish gar, c o oked rice topped or d with assorted ing redients .

y Desserts by T, Branding and Packaging

04 Sweet addiction, UI | UX Design

nated months.

hrown

After years past, they reduce the ti me of preservi ng fish and th

formaggio shave, Branding and Packaging

05 about sushi, Infographic

These beca me so pop

when small fo od st

pula r in Japa n, talls bega n to

03 the fish market, Re-branding and Collateral Design

06 the royal botanical garden, Wayfinding

SELECTED PROJECTS | 8

DESSERTS BY T PACKAGING AND BRANDING

and branding for a new product, a vegan

consuming the product there is a call to action

cheesecake (Desserts by T) with 3 different

to try the other two variants in the range.

flavours. The primary target market for the product is females who are interested in

This packaging was created in order to ease the

maintaining a healthy lifestyle and anyone

customers in accessing the product itself as

following a vegan diet.

well as to create a kind of high-end feel when opening the packaging. The consumers first

The logo itself was created to mimic the brand

are going to lift up the lid and they will receive

images which are delicate, handmade and close

a thank you card, the sides of the compartment

to nature. the 3 circles reflect the shape of the

will open to reveal the cake. Finally when they

cake which is round and the first 3 flavours that

finish the cake, there will be a call to action

were launched.

which has the information of the other products that Dessert by T sells and further information

The packaging was created with maximising the user experience in mind. The opening mechanism makes access to the product easy and the consumer sees a â&#x20AC;&#x2DC;thank you for purchasingâ&#x20AC;&#x2122; card. The sides of the carton unfold

regarding the brand.

9 |

to reveal the whole cheesecake. Finally, after

ISSUE 01

The brief of this project was to create packaging

“an easily accessible packaging solution that connects with consumers throughout the experience”

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DESSERTS

by t

Desserts by T

Vegan Cheesecake

serts by des

gan

cheeseca

DESSERTS by T ke

SELECTED PROJECTS | 12

Side Design

Back of Pack

formaggio PACKAGING AND BRANDING

Leggoâ&#x20AC;&#x2122;s. This sub-brand offers an authentic

featuring the actual product and the infusion to

parmesan that is infused with complimentary

describe to the customers that we offer a real

ingredients such as thyme and chili to complete

authentic and natural product.

Italian dishes. Formaggio Shave offers 2 variants that have a very different colour range

The side of the packaging has a window where

from each other, red and green.

the consumer can easily see the amount of the product left.

The idea behind this packaging is to create a customer experience, this packaging provides

As for the back of the packaging, recipe

a shaver that can be used to apply the product

and usage directions are provided. Each

directly onto their dishes.

variant provides a different recipe so that the consumers will feel inspired in creating something new.

15 |

Both of these variants have the same style by

ISSUE 01

Formaggio Shave is a brand extension for

Twist and shave for the perfect dish

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â&#x20AC;&#x153;a convenient packaging that offers the consumer an additional experience by shaving the cheese onto their dish by themselvesâ&#x20AC;?

ISSUE 01

SELECTED PROJECTS | 18

ISSUE 01

SELECTED PROJECTS |

the fish market BRANDING AND COLLATERAL DESIGN

project was to re-brand and create a new look

to represent the meaning behind the branding;

and feel for Sydney Fish Market. Our idea was to

the orange and blue colours were chosen

create a more playful feel but still maintaining

because the orange shows the idea of being

the corporate essence behind the branding.

cheerful and the blue was selected to create the sense of trust thus still maintaining the corporate

The hero image on the left represents a sample

feel and brand recognition from the current

of the brand look-book for the new branding of

branding.

Sydney Fish Market. The design of the collaterals used a strong blue colour to strengthen the colour of the sea as well the meaning behind it.

21 |

The theory behind both of the colours chosen is

ISSUE 01

This project was done in a group, the aim of the

SELECTED PROJECTS |

The

market

ISSUE 01

â&#x20AC;&#x153;Sydney Fish Market re-brand that still maintains the corporate feel but in a fun and playful mannerâ&#x20AC;?

SELECTED PROJECTS |

Sweet addiction The idea behind the re-design is to ease the

I re-created that was further coded using

users in navigating through the website.

Botanical Garden, Sydney. The usage of the red

The call to action in this website was created

colour was to re-call the colour of the flower

very boldly so that it attracts the users and

that was advertised through the branding of

persuades them to purchase tickets for this

the event and to ease the users in navigating

event.

This is a mock-up of the website that

ISSUE 01

WEBSITE REDESIGN AND CODING

dreamweaver. This event was held by the Royal

through different sections of the website. Different coding and commands were involved in creating this web page through HTML and PHP in order to activate the effects that were intended to make this website work.

“the idea behind this web page is to create an easy access and navigation for the users as well as to beautify the page itself”

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CHOCOLATE GARDEN KIDS EVENT

Take the kids on a super-fun adventure through the Sweet Addiction chocolate exhibition inside The Calyx.They will learn about chocolate’s journey from the tree to their taste-buds, and even make their own delicious chocolate treat! This special event takes place every Saturday. Recommended for children 6 - 12 years old.

BUY NOW

MAINTAINING THE GREEN WALL

FUN FACT

Around 4.8 million metric tons of cocoa are produced annually worldwide As much as 30 entire Sydney Opera Houses!

The ABC talks to our team of horticulturalists as they prune, primp and play doctor to the 18,000 plants on our giant green wall inside Sweet Addiction exhibition.

WATCH NOW

OPENING HOUR

The Calyx: open daily 10.00am – 4.00pm

GALLERY

Sushi Sushi is a Japanese cold dish of vinegar, cooked rice topped or wrapped with assorted ingredients.

History

China

Fermented rice was originated used to preserve fish in months. This fermented rice was thrown after the fish is ready to be eaten

After years past, they reduce the time of preserving fish and they ate both of the fish and rice

These became so popular in Japan, when small food stalls began to sell “Nigiri Sushi” (fishes on top of small pad of rice)

Types of Sushi

= Seaweed Nigiri

Maki

= Japanese rice

Gunkan

= Crabstick =

Assorted Seafood

= Vegetables Assorted

Roll

Temaki

Sashimi

Fish Roe

Condiments = booster

Appetite

Bacteria Killer

Soy Sauce

Wasabi

Rice Vinegar

Pickled Ginger

Green Tea

Bamboo Leaves

= Cleanser Palate

Neutralise Odour

SELECTED PROJECTS |

30 Utensils Used to cool down the rice, and prevents it from becoming sticky

Paper Fan

Used to cook rice

Rice Cooker Essentials for making attractive and neat Maki Sushi

Placement of cooked rice in preparation for adding vinegar, and cooling

Bamboo Rolling Mat

Wooden Container

Preventing the rice from sticking

Slicing Raw Fish

Sharp Knives

Wooden Rice Scoop

How to eat Sushi Nigiri

Invert your hand so that the topping faces down

Hold your sushi with either chopsticks or hand

Simply dip the topping in the soy sauce, enjoy!

Gunkan Dip a piece of pickled ginger in soy sauce

Brush it over the topping to season, enjoy!

Sushi Preparation Techniques Scalding

Searing Searing and rinsing the whole fish with cold water

Pouring boiling water over cleaned fish, then rinsing it in cold water Washing

Marinating in Vinegar

Thinly sliced fish is washed in cold water

After removing the bones, fish are then rinsed and marinated in vinegar

Statistics

Based on a sample taken from Japanese Residences.

Men and their favourite Sushi Anago / Eel Maguro / Tuna

Uni / Sea Urchin Sake / Salmon Amaebi / Shrimp Ikura / Roe Toro / Tuna’s Belly

Japan

Sources

Women and their favourite Sushi

http://www.japan-guide.com/topic/0106.html http://recipes.eat-japan.com/sushi-perfect/ http://www.sushifaq.com/sushi-sashimi-info/ http://www.dummies.com/how-to/content/six-top-fish-for-sushi.htmledge/condiments-and-accompaniments

about sushi INFOGRAPHIC

interested in discovering the history and

eating method, and etc. Lots of illustrations

background of sushi.

were created for this infographic, from types to function of the condiments served together

Sushi is known to be originally from Japan, but

when eating sushi.

in fact Sushi has lots of interesting history of where itâ&#x20AC;&#x2122;s found and it is a fun way to know how

Different information, colours and illustrations

sushi was created back in time.

were put together to create an eye-catching graphics as well as to educate people on the origin of Sushi.

31 |

This infographic covers the history, types,

ISSUE 01

This infographic was created because I am

Types of Sushi

= Seaweed Nigiri

Maki

= Japanese rice

Gunkan

= Crabstick =

Assorted Seafood

= Vegetables Assorted

Roll

Temaki

Sashimi

Fish Roe

Condiments = booster

Appetite

Bacteria Killer

Sushi

= Cleanser

Sushi is a Japanese cold dish of vinegar, cooked rice topped or wrapped with assorted ingredients.

Soy Sauce

Wasabi

Rice Vinegar

Pickled Ginger

Green Tea

Bamboo Leaves

Palate

Neutralise Odour

History

Utensils Used to cool down the rice, and prevents it from becoming sticky

China Paper Fan

Fermented rice was originated used to preserve fish in months. This fermented rice was thrown after the fish is ready to be eaten

After years past, they reduce the time of preserving fish and they ate both of the fish and rice

These became so popular in Japan, when small food stalls began to sell â&#x20AC;&#x153;Nigiri Sushiâ&#x20AC;? (fishes on top of small pad of rice)

Used to cook rice

Rice Cooker

= Seaweed = Japanese rice

Gunkan

= Crabstick =

Assorted

Temaki

Sashimi

Wooden Rice Scoop

How to eat Sushi Nigiri

Assorted Seafood

= Vegetables Roll

Fish Roe

Hold your sushi with either chopsticks or hand

Invert your hand so that the topping faces down

Gunkan Dip a piece of pickled ginger in soy sauce

Scalding Pouring boiling water over cleaned fish, then rinsing it in cold water

= booster

Appetite

Bacteria Killer

Simply dip the topping in the soy sauce, enjoy!

Brush it over the topping to season, enjoy!

Sushi Preparation Techniques

Condiments

Preventing the rice from sticking

Slicing Raw Fish

Sharp Knives

Nigiri

attractive and neat Maki Sushi

Bamboo Rolling Mat

Wooden Container

Types of Sushi

Maki

Essentials for making

Placement of cooked rice in preparation for adding vinegar, and cooling

Washing

Soy Sauce

Wasabi

Rice Vinegar

Pickled Ginger

Green Tea

Bamboo Leaves

= Cleanser Palate

Thinly sliced fish is washed in cold water

Neutralise Odour

Statistics

Based on a sample taken from Japanese Residences.

Men and their favourite Sushi

Searing Searing and rinsing the whole fish with cold water

Marinating in Vinegar After removing the bones, fish are then rinsed and marinated in vinegar

rice, and prevents it from becoming sticky

Paper Fan

Rice Cooker Essentials for making

Placement of cooked rice in preparation for

attractive and neat Maki Sushi

adding vinegar, and cooling

Bamboo Rolling Mat

Wooden Container

Preventing the rice from sticking

Slicing Raw Fish

Sharp Knives

Wooden Rice Scoop

How to eat Sushi

“each element of this infographic was illustrated to educate the viewers about sushi” Nigiri

Invert your hand so that the topping faces down

Hold your sushi with either chopsticks or hand

Simply dip the topping in the soy sauce, enjoy!

Gunkan Dip a piece of pickled ginger in soy sauce

Brush it over the topping to season, enjoy!

Sushi Preparation Techniques Scalding

Searing Searing and rinsing the whole fish with cold water

Pouring boiling water over cleaned fish, then rinsing it in cold water Washing

Marinating in Vinegar

Thinly sliced fish is washed in cold water

After removing the bones, fish are then rinsed and marinated in vinegar

33 ISSUE 01

Statistics

Based on a sample taken from Japanese Residences.

Men and their favourite Sushi Anago / Eel Maguro / Tuna

Uni / Sea Urchin Sake / Salmon Amaebi / Shrimp Ikura / Roe Toro / Tuna’s Belly

Japan

Sources

Women and their favourite Sushi

royal botanical garden WAYFINDING AND COLLATERAL DESIGN

to ease the users use of the Royal Botanical

are to match out the colour of the stone and

Garden of Sydney.

greenery. This wayfinding is used to show the directions inside the Royal Botanical Garden.

There are 2 types of wayfinding created for the Royal Botanical Garden Sydney. The first

As for the second wayfinding, the grey and red

one is a directional panel and the second is an

colours are to match out the stone and the

indicator panel where the name of the plants

colour of the flower inside the garden.

from each and every garden is listed. The application of the design of the collateral The shape of the wayfinding represents the

was intended to emphasize the look and feel of

shape of the leaf and the sharp edge acts as a

the Royal Botanical Garden while keeping the

pointer that attracts the visitors when they are

logo prominant in all instances.

looking for directions.

35 |

The colours chosen for the first wayfinding

ISSUE 01

This wayfinding system was created in order

250 mm

800 mm

SELECTED PROJECTS |

oint aries1P0 mins | E-13

acqu Mrs. M s et Step

| H-12 6 mins

awn

| J-9 1 min

Fle

Band L

g Gate

uron EXIT Y

8 mins

ouseins | B-4

era H ney Op

Syd

10 m

use ent Hmoins | L-4

ernm IT Gov

| O-12

Mrs. Macquaries Point

10 mins | E-13

Fleet Steps Band Lawn EXIT Yurong Gate

7 mins | H-13

1 min | M-9

6 min | J-12

Sydney Opera House

10 mins | B-4

EXIT Government House

8 mins | L-4

2200 mm

600 mm

In this garden you will find The Rose Geranium Wood Roses The Rose of Sharon The Christmas Rose Sturtâ&#x20AC;&#x2122;s Desert Rose Rose Boronia

2000 mm

Oriental Garden

â&#x20AC;&#x153;wayfinding was created in order to ease the visitors experience in navigating the Royal Botanical Garden Sydney. It also helps to inform the visitors of the fauna and flora that they are going to see along the wayâ&#x20AC;?

ISSUE 01

donâ&#x20AC;&#x2122;t be a stranger Letâ&#x20AC;&#x2122;s work together! contact me through;

feliciawidjaja@rocketmail.com

+61 450 201 094

/feliciawidjaja94

feliwidjaja Donâ&#x20AC;&#x2122;t hesitate to contact me!

Thank You for your time

SELECTED PROJECTS |