unoriginal
S E L E C T E D W O R K S O F Harshyla Singh
unoriginal
‘Nothing of me is original. I am the combined effort of everyone I’ve ever known.’
C H U C K P A L A H N I U K / Invisible Monsters
A Concept. An idea. A theme.
‘NOTHING OF ME IS ORIGINAL. I AM THE COMBINED EFFORT OF EVERYONE I HAVE EVER KNOWN.’ I THINK WE ALL CAN AGREE THAT TWO HEADS DEFINITELY WORK BETTER THAN ONE. THE QUOTE MENTIONED ABOVE GOES ALONG THE SAME LINES. DESIGNERS ARE CONSTANTLY STIMULATED AND INSPIRED BY THINGS AND PEOPLE AROUND THEM. I DON’T THINK A DESIGNER CAN EVER COME UP WITH AN IDEA OR SOLUTION BY HIM OR HERSELF. IT IS ALWAYS A COMBINED EFFORT OF A GROUP THAT ARRIVES AT A SOLUTION. BASED ON THIS IDEA, MY WORKS IN THIS BOOK TOO ARE A JOINT EFFORT OF PEOPLE, FRIENDS, FAMILY, AND THINGS THAT I HAVE EXPERIENCED ON MY JOURNEY IN THESE PAST FEW YEARS AND HAVE INFLUENCED MY IDEAS, CONCEPTS AND WORK. IN ORDER TO CREATE SOMETHING ORIGINAL, AN ARTIST DERIVES AND TAKES FROM WHAT IS ALREADY EXISTING. IN THE SAME SENSE, MY WORKS SHOWCASE PRE EXISTING INSPIRATIONS THAT COME TOGETHER TO FORM A COMPLETELY NEW IDEA. THIS BOOK TAKES YOU THROUGH VARIOUS MONTAGES OF RANDOM INSPIRATION THAT WERE FOUND AT THE TIME OF THE SPECIFIC PROJECT BEING WORKED ON AND THAT I DERIVED MY CONCEPTS FROM.
PROJECTS
Table of contents
A bird. An era. Some wine.
PAGE /
08
Music. Typography. Harmony. PAGE /
18
A warning. An idea. A solution.
A bike. A journey. Freedom.
PAGE /
PAGE /
40
52
A trademark. An apothecary. A cowgirl.
A revolution. A rival. A hero.
PAGE /
78
PAGE /
92
A folk song. A festival. A stache
A housewife. A giant store.
PAGE /
PAGE /
122
140
A variety of labels.
A wedding. A dress. A whole lot of food.
PAGE /
106
A warning. An idea. A solution.
PAGE /
198
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C O U R S E _ PA C K A G E D E S I G N 3
PROJECT TITLE _ SMOKING LOON WINE
A bird. An era. A little wine. 01
SENIOR PORTFOLIO
/
Harshyla Singh
INSPIRATION I N S T R U C T O R _ T H O M A S M C N U LT Y
PA G E
# 08
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 3
PROJECT TITLE _ SMOKING LOON WINE
I N S T R U C T O R _ T H O M A S M C N U LT Y
PA G E
# 10
PROJECT
/ 01
PA G E # 11
Objective
TO CREATE A NEW BRAND IDENTITY ‘SMOKING LOON’ AND MAKE THE BRAND MORE UNIQUE, CONTEMPORARY AND HIGH- FASHION IN THE MARKET PLACE. AND TO STRENGTHEN ITS BRAND EQUITY BY CREATING A LINE OF DIFFERENT WINES THAT WOULD BE APT FOR A LOWER-TIER AND HIGH-END LOOK.
Solution
I DO LOVE MY WINE, NOT THAT I KNOW MUCH ABOUT IT. I CAME ACROSS THE SMOKING LOON BOTTLE AT A CONVENIENCE STORE AND WAS INSTANTLY ATTRACTED TO THE ILLUSTRATIVE QUALITY OF THE LABELS. I DECIDED TO DESIGN THE COLORED LABELS, FOR THE LOWER-TIER BOTTLES CONSISTING OF A CHARDONNAY AND CABERNET SAUVIGNON, RANGING FROM $15 TO $20 AND THE HIGHER-END GOLD CABERNET SAUVIGNON BOTTLE FOR ABOUT $120. THE CONCEPTUAL APPROACH TO THIS PROJECT WAS BASED ON THE IDEA OF MAINTAINING THE WHIMSICAL AND MYSTERIOUS STYLE OF THE LABELS, THAT REMAINS WITHIN THE STANDARDS OF THE ACTUAL DESIGNS, YET MAKING THEM LOOK EDGIER. MY INSPIRATION WAS DERIVED FROM THE TRIPPY EARLY 70’S JUXTAPOSED WITH AN ETHNIC AND DETAILED ILLUSTRATIVE STYLE.
Deliverables
LOWER-TIER CABERNET SAUVIGNON LOWER-TIER CHARDONNAY HIGHER-END CABERNET SAUVIGNON WINE CASE
Adjectives
ATTITUDE MYSTERY BOLD ETHNIC ILLUSTRATIVE
PA G E
# 13
Harshyla Singh
SENIOR PORTFOLIO
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C O U R S E _ PA C K A G E D E S I G N 3
PROJECT TITLE _ SMOKING LOON WINE
I N S T R U C T O R _ T H O M A S M C N U LT Y
PA G E
# 14
PROJECT
/ 01
COURSE _ TYPE 4
P R O J E C T T I T L E _ B E A T. K E R N . H A R M O N Y
A little music. A little typography. A lot of harmony.
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02
SENIOR PORTFOLIO
/
Harshyla Singh
INSPIRATION INSTRUCTOR _ ARIEL GREY
PA G E
# 18
PA G E
# 19
Harshyla Singh
SENIOR PORTFOLIO
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COURSE _ TYPE 4
P R O J E C T T I T L E _ B E A T. K E R N . H A R M O N Y
INSTRUCTOR _ ARIEL GREY
PA G E
# 20
PROJECT
/ 02
PA G E # 21
Objective
Solution
TO USE EXPERIMENTAL TYPOGRAPHIC SKILLS TO CREATE A CONFERENCE ON A FORWARD-THINKING IDEA OR PHENOMENON.
EVERYTIME I SIT DOWN TO DESIGN, THE ONE THING I NEED MOST IS MUSIC PLAYING IN THE BACKGROUND. IT DEFINITELY CREATES AN UPBEAT AND GREAT MOOD FOR ONESELF. AND SO SINCE MUSIC PLAYS SUCH A HUGE ROLE IN MY DESIGN TIME, I FIGURED WHAT BETTER WAY TO TACKLE THIS PROJECT! THE ENTIRE CONFERENCE IS BASED ON THE UNIQUE COLLABORATION BETWEEN MUSICIANS AND DESIGNERS WITH A SPECIAL FOCUS ON HOW TYPOGRAPHY IS INFLUENCED BY MUSIC. WE ALL KNOW THAT BOTH THESE ART FORMS GO HAND IN HAND AND CAN IN FACT CREATE BEAUTIFUL HARMONY. EVERY GENRE CAN REPRESENT A DIFFERENT TYPEFACE AND LAYOUT. WHETHER IT’S HIP-HOP, OR JAZZ, POP OR OPERA. THE CONFERENCE WAS PUBLICIZED IN THE FORM OF A PUBLICATION OR BOOK THAT WAS DESIGEND TO SHOWCASE IT. ALONG WITH A SPECIAL FEATURE OF KINETIC TYPOGRAPHY THE CONCEPT REALLY EMPHASIZES THE BEATS, RHYTHMS AND COUNTS THAT ARE SHOWN THROUGH TYPOGRAPHY.
Deliverables
48 PAGE PUBLICATION / BOOK POSTER WITH A FRONT AND BACK MAILER PIECE KINETIC TYPOGRAPHY FRAMES
Adjectives
RHYTHMIC HARMONIOUS POP BRIGHT LOUD
Harshyla Singh
SENIOR PORTFOLIO
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COURSE _ TYPE 4
P R O J E C T T I T L E _ B E A T. K E R N . H A R M O N Y
INSTRUCTOR _ ARIEL GREY
PA G E
# 22
PROJECT
/ 02
PA G E
# 23
Harshyla Singh
SENIOR PORTFOLIO
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COURSE _ TYPE 4
P R O J E C T T I T L E _ B E A T. K E R N . H A R M O N Y
INSTRUCTOR _ ARIEL GREY
PA G E
# 24
PROJECT
/ 02
PA G E
# 25
Harshyla Singh
SENIOR PORTFOLIO
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COURSE _ TYPE 4
P R O J E C T T I T L E _ B E A T. K E R N . H A R M O N Y
INSTRUCTOR _ ARIEL GREY
PA G E
# 26
PROJECT
/ 02
PA G E
# 27
28 # PA G E
PROJECT
/ 02
PA G E
# 29
Harshyla Singh
SENIOR PORTFOLIO
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COURSE _ TYPE 4
P R O J E C T T I T L E _ B E A T. K E R N . H A R M O N Y
INSTRUCTOR _ ARIEL GREY
PA G E
# 31
32 # PA G E
PROJECT
/ 02
PA G E
# 33
34 # PA G E
PROJECT
/ 02
PA G E
# 35
36 # PA G E
PROJECT
/ 02
PA G E
# 37
38 # PA G E
PROJECT
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PA G E
# 39
COURSE _ PRINT 1
P R O J E C T T I T L E _ G L O B A L WA R N I N G
A warning. An idea. A solution.
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03
SENIOR PORTFOLIO
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Harshyla Singh
INSPIRATION INSTRUCTOR _ TROY ALDERS
PA G E
# 40
PA G E
# 41
Harshyla Singh
SENIOR PORTFOLIO
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COURSE _ PRINT 1
P R O J E C T T I T L E _ G L O B A L WA R N I N G
INSTRUCTOR _ TROY ALDERS
PA G E
# 42
PROJECT
/ 03
PA G E # 43
Objective
TO DESIGN A TWO-COLOR INFORMATIVE AND ENVIRONMENTALLY RESPONSIVE NEWSLETTER ON A SUBJECT RELATED TO GLOBAL WARMING THAT FOLDS OUT INTO A POSTER CONCERNED WITH THE RESPECTIVE PROBLEM.
Solution
I HAVE TO ADMIT, BEFORE THIS ASSIGNMENT I HAD LIMITED KNOWLEDGE OF WHAT EXACTLY GLOBAL WARMING WAS AND ITS EFFECTS ON EARTH. WE DO IN FACT LIVE IN A TIME WHERE WE NEED TO BE AS ACTIVE AND RESPONSIBLE AS WE CAN BE. I USED A PLAY ON THE WORDS AND NAMED MY NEWSLETTER ‘GLOBAL WARNING’ THAT INFORMS AND TELLS US ABOUT WHERE OUR WORLD CAN END UP IN THE NEXT FEW YEARS IF WE CONTINUE ON THIS WAY. THE FOCUS WAS ON HOW FACTORY POLLUTION IS SUCH A MASSIVE CONTRIBUTOR TO THE PHENOMENON. I DECIDED TO TAKE ON A VERY UTILITARIAN APPROACH, SINCE THE TARGET AUDIENCE FOR THIS LETTER IS THE GENERAL PUBLIC. SO STYLISTICALLY, EVERYTHING IS BOLD AND STRAIGHT FORWARD. AND THEN TO ENHANCE THE INFORMATIVE QUALITY OF THE NEWSLETTER, A WHOLE LOT INFORGRAPHICS AND STATISTICS HAVE BEEN USED.
Deliverables
Adjectives
FOLDED 2-SPREAD NEWSLETTER POSTER THAT FOLDS OUT.
BOLD INFORMATIVE UTILITARIAN ATTENTION-GRABBING STATISTICAL
Harshyla Singh
SENIOR PORTFOLIO
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COURSE _ PRINT 1
P R O J E C T T I T L E _ G L O B A L WA R N I N G
INSTRUCTOR _ TROY ALDERS
PA G E
# 44
PROJECT
/ 03
PA G E
# 45
Harshyla Singh
SENIOR PORTFOLIO
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COURSE _ PRINT 1
P R O J E C T T I T L E _ G L O B A L WA R N I N G
INSTRUCTOR _ TROY ALDERS
PA G E
# 46
PROJECT
/ 03
PA G E
# 47
48 # PA G E
PROJECT
/ 03
PA G E
# 49
Harshyla Singh
SENIOR PORTFOLIO
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COURSE _ PRINT 1
P R O J E C T T I T L E _ G L O B A L WA R N I N G
INSTRUCTOR _ TROY ALDERS
PA G E
# 50
PROJECT
/ 03
PA G E
# 51
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COURSE _ ID 2
P R O J E C T T I T L E _ H A R L E Y D AV I D S O N
A bike. A journey. A sense of freedom. INSTRUCTOR _ TODD HEDGEPETH
04
SENIOR PORTFOLIO
/
Harshyla Singh
INSPIRATION
PA G E
# 52
PA G E
# 53
Harshyla Singh
SENIOR PORTFOLIO
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COURSE _ ID 2
P R O J E C T T I T L E _ H A R L E Y D AV I D S O N
INSTRUCTOR _ TODD HEDGEPETH
PA G E
# 54
PROJECT
/ 04
PA G E # 55
Objective
TO REBRAND AN EXISTING COMPANY AND REDESIGN ITS ENTIRE SYSTEM TO MAKE IT MORE UNIQUE IN THE MARKETPLACE. AND CREATE A COHESIVE SET OF IDENTITY STANDARDS AND APPLY IT ACROSS NUMBEROUS APPLICATIONS RELATED TO THE COMPANY.
Solution
I HAVE ALWAYS BEEN A LITTLE BIT OF A TOMBOY AND HAVE HAD A GREAT FASCINATION FOR MOTORCYCLES. TO ME NOTHING SAYS MOTORCYCLE LIKE A GOOD OLD HARLEY DAVIDSON. I SAW THIS PROJECT AS A CHALLENGE TO TAKE ON THE WILDERNESS AND EQUITY OF THIS EPIC BRAND AND ALSO TO REALLY GET IN TOUCH WITH MY ANIMUS! BUT TO A VERY LITTLE EXTENT OF COURSE. HA! MY GOAL WAS TO SIMPLY REVAMP THE HARLEY DAVIDSON LOGO AND GIVE IT A FRESHER LOOK AND FEEL. IT IS HARD TO AVOID THE ORANGE AND BLACK SINCE THEY’RE SUCH DOMINANT COLORS IN THE SYSTEM. SO IN ORDER TO MAINTAIN THE INTEGRITY OF THE TWO COLORS, I DECIDED TO ADD A THIRD ONE THAT WOULD BE APT. IN THIS CASE I CHOSE A SEXY ELECTRIC NAVY BLUE. ALONG WITH THIS, MY OTHER OBJECTIVE WAS TO REALLY PUT THE BRAND OUT THERE AND MAKE IT APPROACHABLE TO ALL AUDIENCES, FROM THE MAINSTREAM HARLEY CLUB MEMBERS TO HOUSEWIVES, TO BUSINESS EXECUTIVES AND ELDERS TOO.
Deliverables
STANDARDS MANUAL BUSINESS SYSTEM APPLICATIONS
Adjectives
EDGY BIG METALLIC MECHANIC SOLID
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ ID 2
P R O J E C T T I T L E _ H A R L E Y D AV I D S O N
INSTRUCTOR _ TODD HEDGEPETH
PA G E
# 56
PROJECT
/ 04
PA G E
# 57
Harshyla Singh
SENIOR PORTFOLIO
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COURSE _ ID 2
P R O J E C T T I T L E _ H A R L E Y D AV I D S O N
INSTRUCTOR _ TODD HEDGEPETH
PA G E
# 58
PROJECT
/ 04
PA G E
# 59
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ ID 2
P R O J E C T T I T L E _ H A R L E Y D AV I D S O N
INSTRUCTOR _ TODD HEDGEPETH
PA G E
# 60
PROJECT
/ 04
PA G E
# 61
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ ID 2
P R O J E C T T I T L E _ H A R L E Y D AV I D S O N
INSTRUCTOR _ TODD HEDGEPETH
PA G E
# 62
PROJECT
/ 04
PA G E
# 63
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ ID 2
P R O J E C T T I T L E _ H A R L E Y D AV I D S O N
INSTRUCTOR _ TODD HEDGEPETH
PA G E
# 64
PROJECT
/ 04
PA G E
# 65
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ ID 2
P R O J E C T T I T L E _ H A R L E Y D AV I D S O N
INSTRUCTOR _ TODD HEDGEPETH
PA G E
# 66
PROJECT
/ 04
PA G E
# 67
68 # PA G E
PROJECT
/ 04
PA G E
# 69
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ ID 2
P R O J E C T T I T L E _ H A R L E Y D AV I D S O N
INSTRUCTOR _ TODD HEDGEPETH
PA G E
# 70
PROJECT
/ 04
PA G E
# 71
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ ID 2
P R O J E C T T I T L E _ H A R L E Y D AV I D S O N
INSTRUCTOR _ TODD HEDGEPETH
PA G E
# 72
PROJECT
/ 04
PA G E
# 73
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ ID 2
P R O J E C T T I T L E _ H A R L E Y D AV I D S O N
INSTRUCTOR _ TODD HEDGEPETH
PA G E
# 74
PROJECT
/ 04
PA G E # 75
www.harleydavidson.com
THE ROAD IS YOURS. BEGIN THE JOURNEY >>
Harley Davidson
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ ID 2
P R O J E C T T I T L E _ H A R L E Y D AV I D S O N
INSTRUCTOR _ TODD HEDGEPETH
PA G E
# 76
PROJECT
/ 04
PA G E
# 77
C O U R S E _ PA C K A G E D E S I G N 3
PROJECT TITLE _ URBAN BY LEVI’S
A trademark. An apothecary. A cowgirl.
Unoriginal
05
SENIOR PORTFOLIO
/
Harshyla Singh
INSPIRATION I N S T R U C T O R _ T H O M A S M C N U LT Y
PA G E
# 78
PA G E
# 79
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 3
PROJECT TITLE _ URBAN BY LEVI’S
I N S T R U C T O R _ T H O M A S M C N U LT Y
# 80
/ 05
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline
PA G E # 81
Objective
TO CREATE A NEW BRAND IDENTITY ‘LEVI’S’ AND MAKE THE BRAND MORE UNIQUE, CONTEMPORARY AND HIGH-FASHION IN THE MARKETPLACE. AND TO STRENGTHEN AND EXTEND ITS BRAND EQUITY BY CREATING A LINE OF SKIN CARE PRODUCTS.
Solution
USING A VARIETY OF SKIN CARE PRODUCTS IS AN EVERYDAY RITUAL FOR EVERY GIRL MORE OR LESS. LEVI’S HAS BEEN AROUND FOR AGES NOW AND BEING ONE OF THE BIGGEST DENIM MANUFACTURERS IN THE WORLD, IT HAS MANAGED TO EXTEND ITSELF INTO APPAREL AS WELL. WHY NOT TAKE ITS EQUITY A STEP FURTHER BY CREATING AN ENTIRE LINE OF SKIN CARE? I DECIDED TO CALL THIS LINE ‘URBAN’ BY LEVI’S. MY GOAL FOR THIS PROJECT WAS TO CREATE SOMETHING, KEEPING IN MIND THE EXISTING LOOK AND FEEL OF LEVI’S SINCE THEY ARE SUCH AN ESTABLISHED BRAND ALREADY. I WAS GREATLY INFLUENCED BY THE RUGGEDNESS AND RAWNESS OF THE BRAND AND TO EMPHASIZE THIS, I USED WOOD AND METAL AS MATERIALS FOR THE LINE. THE BAT-WING POCKET BEING THE TRADEMARK HAD TO BE INLCUDED IN THE DESIGN ACCORDING TO ME. AND SO THE DISPLAY WAS MADE IN THE SHAPE OF A WOODEN BATWING AND I USED ETCHED STAINLESS STEEL PLATES FOR THE LABELS ON THE BOTTLES. ANOTHER STRONG INSPIRATION FOR THIS PROJECT WAS VINTAGE COLLECTIBLES AND SO I USED OLD APOTHECARY BOTTLES FOR THE LINE TO GIVE IT A MORE AUTHENTIC LOOK.
Deliverables
SHAMPOO CONDITIONER SHOWER GEL BODY LOTION EYE CREAM LIP BALM
Adjectives
VINTAGE AUTHENTIC RUGGED FLIRTATIOUS CHARMING
R Ingredien ien
Aqua Aqua/water-Guava ava extract- She Shea butterer- Dicaprylyl carbonatebonateGlycerin- Corn starch modifiedCetearyl Alcohol- SorbitolC rbitolSodium- PCA- Clyceryl stearat S stearatePEG-100 stearateate- Chestnut extract- Triticumvulgare vuulgare -Xant vulga vulgare -X Xan Xa Xanth anthann gum- Sunflower ow werrr oiloil Tocophero Toc Toccopherol oph phe
BY LEVI’S I’S
R Ingredien
Aqua/wa /water-Guava extract- Shea butter- Dica Dicaprylyl carbonateGlycerinlycerin- Corn starch sta modifiedCetearyl Alcohol- So SorbitolSodiumodium- PCA- Clycer Clyceryl stearatePEG-100 P G-100 stearate- Ch Chestnut extra xtractact- Triticumvu Triticumvulgare -Xanthan gum-- Sunflowerr S oil- Tocopherol ol
BY LEVI’S
R I Ing Ingredien
Aqua/water-Guava a/water ava eextract- Shea ea butterer- Dica Dicaprylyl yl ca carbonateGlycerincerin- C Corn starch tarc modified-Cetearyl aryl Alc Alcohol-- SorbitolSo Sodiumium- PC PCA- Clyce Clyceryl y stearatePEG-100 G-100 st stearatete C Chestnut extractact- Triticumvulgare Trit -Xanthaan gum- Sunflo gum Sunflowerr nflo oil- Tocopherool
BY
LE
V
I’S
s nt ie ed gr In
R
ea Sh ct- - tra te ed ex ona difi teva rb o ua l ca h m itol- ara r-G ryly tarc rb l ste ut han ate p s So ry stn nt ol /w ica orn ol- ce he Xa er ua - D C oh Cly C e - ph Aq tter rin- l Alc A- ate- lgar oco bu ce ry PC ar vu il- T y Gl etea m- 0 ste icum rr o C diu 10 rit we So EG- ct- T nflo P tra Su ex mgu
Ingredien redie redien en en
Aqu Aqua/water-Guava extract- Shea Sh butteruttttte ut teer Dicaprylyl carbonateGlycerinGly Glyc lyycer Corn starch modifiedCetearyl C tear aryl Alcohol- SorbitolSodiumdium- P PCAA- Clyceryl sstearatePEG-100 G 00 stearateea Chestnut s extract- Triticumvulga cu ulga ulgare g --Xanthan gum- Sunflowerr werr oil ooiloiil- Tocophero Toc Tocopherol co ero cop
R
BY LEVI’S
Ingredien
Aqua/water-Guava extract- Shea Aqua hea butter- Dicaprylyl carbonatebutte eGlycerin- Corn starch modifiedGlyc mod
Ingredien Aqua/water-Guava extract- Shea butter- Dicaprylyl carbonateGlycerin- Corn starch modifiedGlyce Cetearyl Alcohol- SorbitolSodium- P PCA- Clyceryl stearatePEG-100 stearate- Chestnut extract- Triticumvulgare Triticu -Xanthan gum- Sunflowe Sunflowerr oil- Tocopherol
BY LEVI’ VI’S I’S
R
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 3
PROJECT TITLE _ URBAN BY LEVI’S
I N S T R U C T O R _ T H O M A S M C N U LT Y
# 84
/ 05
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline
PA G E
# 85
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 3
PROJECT TITLE _ URBAN BY LEVI’S
I N S T R U C T O R _ T H O M A S M C N U LT Y
# 86
/ 05
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline
PA G E
# 87
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 3
PROJECT TITLE _ URBAN BY LEVI’S
I N S T R U C T O R _ T H O M A S M C N U LT Y
# 88
/ 05
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline
PA G E
# 89
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 3
PROJECT TITLE _ URBAN BY LEVI’S
I N S T R U C T O R _ T H O M A S M C N U LT Y
# 90
/ 05
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline
PA G E
# 91
COURSE _ PRINT 3
P R O J E C T T I T L E _ L A M B R E T TA
A revolution. A rival. A winner.
Unoriginal
INSTRUCTOR _ ESZTER CLARK
06
SENIOR PORTFOLIO
/
Harshyla Singh
INSPIRATION
PA G E
# 92
PA G E
# 93
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ PRINT 3
P R O J E C T T I T L E _ L A M B R E T TA
INSTRUCTOR _ ESZTER CLARK
PA G E
# 94
PROJECT
/ 06
PA G E # 95
Objective
Solution
TO CREATE AN ANNUAL PUBLICATION FOR A COMPANY THAT PROMOTES A SPECIFIC PRODUCT FROM A NEW LINE.
EVERYONE TALKS ABOUT VESPA, BUT WHAT I DISCOVERED IS THAT BEFORE VESPA, IT WAS THE LAMBRETTA THAT REALLY WAS POPULAR. I DECIDED TO WORK WITH THE UNDERDOGS AND GET THEM BACK IN THE GAME. THE ENTIRE CONCEPT FOR THIS PUBLICATION WAS BASED ON A KIND OF RIVALRY BETWEEN TWO BROTHERS. VESPA AND LAMBRETTA BEING THEM. AND AS WE ALL KNOW, THERE IS ALWAYS ONE GOOD BROTHER AND ONE BAD BROTHER. AND IN THIS CASE I SHOW LAMBRETTA AS THE GOOD ONE. THE CONCEPT TAKES A WHOLE NEW TURN WITH A REVOLTUIONARY AND BOLD PROPAGANDA STYLE. THIS BOOK SHOWS A RIVALRY BETWEEN THE TWO BROTHERS, OR BRANDS IN THIS CASE. DADAISM WAS A HUGE INFLUENCE IN MY STYLE. I HAVE ALSO ALWAYS BEEN SO FASCINATED WITH THE NAZI PROPAGANDA POSTERS DESIGNED IN THE 1930’S. I JUST LOVE THE BOLDNESS AND JUXTAPOSITION OF THE STYLE AND WANTED TO INCORPORATE IT IN THIS PROJECT AS WELL.
Deliverables
Adjectives
ANNUAL PUUBLICATION / BROCHURE POSTER SERIES
DADA PROPAGANDA REVOLUTIONARY JUXTAPOSITION PHOTO MONTAGE
96 # PA G E
PROJECT
/ 06
PA G E
# 97
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ PRINT 3
P R O J E C T T I T L E _ L A M B R E T TA
INSTRUCTOR _ ESZTER CLARK
PA G E
# 98
PROJECT
/ 06
PA G E
# 99
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ PRINT 3
P R O J E C T T I T L E _ L A M B R E T TA
INSTRUCTOR _ ESZTER CLARK
PROJECT
/ 06
PA G E
# 101
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ PRINT 3
P R O J E C T T I T L E _ L A M B R E T TA
INSTRUCTOR _ ESZTER CLARK
PA G E
# 102
PROJECT
/ 06
PA G E
# 103
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ PRINT 3
P R O J E C T T I T L E _ L A M B R E T TA
INSTRUCTOR _ ESZTER CLARK
PA G E
# 104
PROJECT
/ 06
PA G E
# 105
COURSE _ TYPE 3
P R O J E C T T I T L E _ A T H O U S A N D L AY E R S
A wedding. A dress. A lot of food.
Unoriginal
07
SENIOR PORTFOLIO
/
Harshyla Singh
INSPIRATION INSTRUCTOR _ ARIEL GREY
PA G E
# 106
PA G E
# 107
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ TYPE 3
P R O J E C T T I T L E _ A T H O U S A N D L AY E R S
INSTRUCTOR _ ARIEL GREY
PA G E
# 108
PROJECT
/ 07
PA G E # 109
Objective
Solution
TO DESIGN A BOOK SHOWCASING THE DIFFERENT STYLES OF PAPER AND TESTS OF A SPECIFIC BRAND OF PAPER AND PROMOTING THEM.
WHO DOESN’T LOVE A WEDDING? ESPECIALLY A BIG, FAT, EXTRAVAGANTLY OBNOXIOUS, OSTENTATIOUS INDIAN WEDDING? FOR THIS PROJECT, I CHOSE PASSPORT BY FRASER PAPER AND MY CONCEPT WAS TO SHOW A JOURNEY THROUGH THE TIMELESS TRADITION OF INDIAN WEDDINGS. THE GOAL WAS TO DESIGN A BOOK THAT SHOWCASES THIS JOURNEY THROUGH A TIMELINE AND TALKS ABOUT THE DIFFERENCES BETWEEN THE SIMPLICITY OF THE PAST AND THE FLAMBOYANCE OF THE PRESENT AS FAR AS THIS TRADITION GOES. THE BOOK IS CALLED ‘A THOUSAND LAYERS’ SUGGESTING THE LAYERS OF LUXURY, INDULGENCE AND RICHNESS THAT ENCOMPASS AN INDIAN WEDDING. THE MOTIVE WAS TO SHOW ALL THIS THROUGH COLORS AND PATTERNS, THAT ONE SEES ANYWHERE AND EVERYWHERE IN THE INDIAN CULTURE. WHETHER IT’S CLOTHES, FOOD OR FESTIVALS, IT’S ALWAYS A CELEBRATION. I WAS GREATLY INFLUENCED BY THIS IDEA AND PUSHED IT FORWARD IN THE EXECUTION OF THIS BOOK.
Deliverables
48 PAGE BOOK 2 POSTERS SET OF SWATCH CARDS
Adjectives
ETHNIC TRADITIONAL COLORFUL FLAMBOYANT EXUBERANT
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ TYPE 3
P R O J E C T T I T L E _ A T H O U S A N D L AY E R S
INSTRUCTOR _ ARIEL GREY
PROJECT
/ 07
PA G E
# 111
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ TYPE 3
P R O J E C T T I T L E _ A T H O U S A N D L AY E R S
INSTRUCTOR _ ARIEL GREY
PA G E
# 112
PROJECT
/ 07
PA G E
# 113
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ TYPE 3
P R O J E C T T I T L E _ A T H O U S A N D L AY E R S
INSTRUCTOR _ ARIEL GREY
PA G E
# 114
PROJECT
/ 07
PA G E
# 115
116 # PA G E
PROJECT
/ 07
PA G E
# 117
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ TYPE 3
P R O J E C T T I T L E _ A T H O U S A N D L AY E R S
INSTRUCTOR _ ARIEL GREY
PA G E
# 118
PROJECT
/ 07
PA G E
# 119
120 # PA G E
PROJECT
/ 07
PA G E
# 121
Unoriginal
COURSE _ GD 3
PROJECT TITLE _ BERKELEY FOLK JAM
A folk song. A festival. A stache.
SENIOR PORTFOLIO
/
Harshyla Singh
INSPIRATION
08 INSTRUCTOR _ NICOLE FLORES
PA G E
# 122
PA G E
# 123
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ GD 3
PROJECT TITLE _ BERKELEY FOLK JAM
INSTRUCTOR _ NICOLE FLORES
PA G E
# 124
PROJECT
/ 08
PA G E # 125
Objective
TO BRAND A CONVENTION OR EVENT AND APPLY THE NEW IDENTITY TO AN ARRAY OF PRINTS, DELIVERABLES AND DIGITAL MEDIA TO CREATE A FULLY INTEGRATED EXPERIENCE.
Solution
BERKELEY IS CONSIDERED A MAJOR HUB FOR FOLK MUSIC AND JAMMING IN CALIFORNIA. THE BERKELEY FOLK MUSIC FESTIVAL TAKES PLACE ANNUALLY AND FEATURES SOME OF THE GREATEST FOLK MUSICIANS IN THE COUNTRY. I DECIDED TO RENAME THE CONVENTION ‘BERKELEY FOLK JAM’ AND MAKE IT MORE HIP AND EXCITING. FOLK MUSIC, AS WE ALL KNOW IS MORE POPULAR AMONGST THE OLDER FOLKS, SO MY GOAL WAS TO REACH OUT TO A YOUNGER CROWD AND HAVE THEM ENGAGE IN THIS EVENT AS WELL. THE IDEA WAS TO CREATE A GOOD BLEND OF OLD AND NEW. HENCE THE LOGO, WHICH IS A MAN WITH A TOP HAT, WEARING WAYFARERS MAKES A GREAT MASCOT FOR THE EVENT. I WAS GREATLY MOTIVATED BY THE HISTORY OF BERKELEY AND ITS HIPPY CULTURE AND INCORPORATED IT THROUGH PAISLEY DESIGNS IN MY PROJECT. THESE DESIGNS WERE SHOWN IN THE FORM OF THREE DIFFERENT MUSTACHES ON THE POSTERS. THE MIX OF 70’S PAISLEY PATTERNS WITH THE OLD MAN IN THE TOP HAT CREATE A NICE BALANCE BETWEEN FOLK MUSIC AND THE HIPPY CULTURE. POPS OF COLORS WERE USED TO MAKE IT ALL LOOK FRESHER AND YOUNGER.
Deliverables
SERIES OF POSTERS BROCHURE TICKETS NAME TAGS GIVE AWAYS ENVIRONMENTAL EXECUTION DIGITAL MEDIA
Adjectives
POP HIPPY FOLK HIP HUMOROUS
126 # PA G E
PROJECT
/ 08
PA G E
# 127
128 # PA G E
PROJECT
/ 08
PA G E
# 129
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ GD 3
PROJECT TITLE _ BERKELEY FOLK JAM
INSTRUCTOR _ NICOLE FLORES
PA G E
# 130
PROJECT
/ 08
PA G E
# 131
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ GD 3
PROJECT TITLE _ BERKELEY FOLK JAM
INSTRUCTOR _ NICOLE FLORES
PA G E
# 132
PROJECT
/ 08
PA G E
# 133
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ GD 3
PROJECT TITLE _ BERKELEY FOLK JAM
INSTRUCTOR _ NICOLE FLORES
PA G E
# 134
PA G E
# 135
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
COURSE _ GD 3
PROJECT TITLE _ BERKELEY FOLK JAM
INSTRUCTOR _ NICOLE FLORES
PA G E
# 136
PROJECT
/ 08
PA G E
# 137
138 # PA G E
PROJECT
/ 08
PA G E
# 139
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
09
SENIOR PORTFOLIO
A house wife. A giant store. A variety of labels. /
Harshyla Singh
INSPIRATION INSTRUCTOR _ MICHAEL OSBORNE
PA G E
# 140
PA G E
# 141
142
/ 09
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PA G E
#
PROJECT
COSTCO IS THE THE STORE CONTAINING BOTH BRANDED HOUSE AND HOUSE OF BRANDS. THE OBJECTIVE WAS TO REDESIGN THE ENTIRE LOOK AND FEEL OF COSTCO INCLUDING THEIR LOGO. WE TRIED TO PUSH THE CONCEPT OF INFINITY THROUGH THE EXECUTION OF OUR LOGO BY SUGGESTING THE SYMBOL AT THE START AND END OF THE LOGO WITH THE ‘C’ AND ‘O’.
Branded House
Kirkland Bath
THIS IS KIRKLAND’S BATH AND BODY LINE. THE SYSTEM CONSISTS OF A VARIETY OF SHAMPOOS, CONDITIONERS, LOTIONS AND TOOTHPASTES. EVERYTHING THAT IS NEEDED DAILY TO TAKE CARE OF YOURSELF AND YOUR BODY CAN BE FOUND IN THIS SECTION OF THE DEPARTMENT.
Kirkland Cleaning
THIS IS KIRKLAND’S CLEANING LINE. THE SYSTEM CONSISTS OF LAUNDRY
PROJECT TITLE _ COSTCO REBRANDING
Costco
INSTRUCTOR _ MICHAEL OSBORNE
Main Brand
DETERGENTS, BLEACH, TOILET BOWL CLEANERS, KITCHEN COUNTER CLEANER
THIS IS KIRKLAND’S PAPER GOODS LINE. EVERYTHING FROM PAPER TOWELS, TOILET PAPER TO PAPER NAPKINS, TISSUES, TO PAPER PLATES AND CUPS CAN BE FOUND IN THIS SECTION.
Kirkland Apparel
THIS IS KIRKLAND’S BASIC APPAREL LINE. PRODUCTS LIKE BASIC TEES, SOCKS AND UNDERWEAR CAN BE FOUND HERE. WE ALL NEED THESE THREE THINGS IN BULK, AND WHAT’S A BETTER PLACE THAN COSTCO FOR ALL THESE ITEMS?
Kirkland Household
THIS IS KIRKLAND’S HOUSEHOLD GOODS LINE, CONSISTING OF GARBAGE BAGS, CLEANING SPONGES, ALUMINIUM FOIL, CLING WRAP. ALL THE EVERYDAY THINGS
Unoriginal
Kirkland Paper
SENIOR PORTFOLIO
THIS IS WHERE YOU COME FIND IT ALL.
C O U R S E _ PA C K A G E D E S I G N 4
AND ALL PURPOSE CLEANER. TO KEEP A CLEAN AND GOOD SMELLING HOME,
YOU NEED TO MAINTAIN YOUR KITCHEN AND HOME WILL BE SITTING IN THIS
Kirkland Food
THIS IS KIRKLAND’S FOOD LINE, CONSISTING OF A COLLECTION OF AUTHENTIC PASTAS, PASTA SAUCES, NUTS, GIGANTIC CEREAL BOXES AND TRAYS OF WATER BOTTLES. THESE THINGS ARE DEFINITELY NEEDED IN BULK IN EVERY HOME.
Harshyla Singh
PART OF THE DEPARTMENT.
PA G E # 143
House of Brands
Ollie’s Baking Co.
OLLIE’S BAKING CO. IS COSTCO’S BAKERY AND CAFE. THE BAKERY WAS ESTABLISHED IN 1945 AND CONSISTS OF AN AUTHENTIC COLLECTION OF ARTISINAL BREADS AND OTHER BAKED GOODS. OLLIE’S TAKES PRIDE IN IT’S QUALITY AND HERITAGE AND CONSIDERS THESE TWO ELEMENTS ITS BUILDING BLOCKS. BESIDES BEING A CAFE, AND PURCHASING FRESHLY BAKED GOODS, ONE CAN ALSO FIND INGREDIENTS USED TO MAKE THEM.
Burley and Knapp
BURLEY AND KNAPP IS A NEW LINE OF POWER TOOLS AND BUILDING EQUIPMENT THAT ARE DESIGNED FOR THE EASE OF USE AND PRACTICALITY. UTILITARIAN, YET EDGY, HANDY, YET SEXY IS WHAT THIS LINE BRINGS OUT IN THE TOOLS. NO LONGER WILL ALL THOSE BUILDING PROJECTS BE SO INTIMIDATING. THESE TOOLS WERE MADE TO MAKE THOSE JOBS EASY BREEZY.
Counter 74
COUNTER 74 IS A PREMIUM LINE OF CHEF QUALITY KITCHEN EQUIPMENT. CRAFTSMANSHIP AND TECHNOLOGY MEET IN PERFECT HARMONY TO BRING THE BEST TO YOUR KITCHEN AND LIFESTYLE. SLEEK, AUTHENTIC AND SEXY IS WHAT WE GO FOR, WHEN WE SAY COUNTER 74. LET YOURSELF INDULGE IN THESE LUXURY APPLIANCES TO BRING OUT THE INNER CHEF IN YOU THAT YOU’VE ALWAYS WANTED TO SECRETLY BE!
Noc Noc
NOC NOC IS A COSTCO ENDORSED KID’S BRAND THAT CONSISTS OF FUN AND EXCITING ECO- FRIENDLY PRODUCTS. THIS LINE WILL DEFINITELY INVOKE A SPARK IN YOUR KID THE MOMENT THEY WALK INTO THIS SECTION. THE LINE OF ECO - FRIENDLY TOYS DOESN’T ONLY SERVE AS A RECREATIONAL ACTIVITY FOR YOUR CHILD, BUT ALSO EDUCATIONAL AND MAKES LEARNING FUN!
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 144
/ 09.1
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E # 145
Objective
Solution
TO REBRAND COSTCO AND IT’S BRAND KIRKLAND AND MAKE IT MORE UNIQUE AND AFFECTIVE IN THE MARKETPLACE.
GOOD THINGS DO COME IN BIG PACKAGES. THIS IS WHAT WE STOOD BY WHILE DESIGNING THE ENTIRE LINE FOR KIRKLAND. THE WHOLE IDEA IS FOR THE CONSUMER TO BE ABLE TO SEE THE PRODUCT THEY ARE PURCHASING. ‘YOU GET WHAT YOU SEE’ IS THE CONCEPT BEHIND THIS LINE OF PRODUCTS, WHERE EVERY LINE EITHER SHOWS THE PRODUCT ON THE INSIDE OR HAS A PHOTOGRAPH OF IT ON THE PACKAGING. WE THEN DIVIDED KIRKLAND INTO SIX LINES. FOOD, HOME, BATH, CLEANING, APPAREL AND PAPER GOODS. TO MAKE THINGS EASIER WE ASSIGNED AN ICON TO EACH DEPARTMENT WITHIN KIRKLAND SO THAT IT IS EASIER FOR CUSTOMERS TO GO BUY EXACTLY WHAT THEY ARE LOOKING FOR. WE MADE KIRKLAND AS SIMPLE AND PRACTICAL AS POSSIBLE SINCE THE AUDIENCE BEING CATERED HERE IS THE GENERAL PUBLIC.
Deliverables
BATH CLEANING PAPER GOODS APPAREL HOME FOOD
Adjectives
COST CONSCIOUS PRACTICAL STRAIGHT-FORWARD TRUSTWORTHY REALISTIC
# 146 02 PA G E page
/ 09.1 PROJECT / 06
PROJECT
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PA G E
# 147
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 148
/ 09.1
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E
# 149
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 150
/ 09.1
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E
# 151
152 # PA G E
PROJECT
/ 09.1
FEATURED ON THE dieline and lovely package
PA G E
# 153
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 154
/ 09.2
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E # 155
Objective
TO CREATE A PRIVATE LABEL FOR COSTCO THAT CATERS BAKED GOODS AND
Solution
WE DECIDED THAT IF THERE IS ONE THING COSTCO NEEDS, IT’S A BAKERY
CAFETERIA QUALITY PRODUCTS.
AND CAFE WITHIN THE STORE. WHAT BETTER WAY TO SHOP THAN TO BROWSE AROUND HOLDING YOUR VERY OWN CUP OF AUTHENTIC COLUMBIAN COFFEE! OLLIE’S BAKING CO. CONSISTS OF ARTISINAL BAKED GOODS FROM BREADS, TO MUFFINS AND CROISSANTS. NOT ONLY DOES THE CAFE SELL BAKED GOODS BUT ALSO THE INGREDIENTS USED TO MAKE THESE ITEMS. QUALITY INGREDIENTS AND PASSION FOR FOOD ARE THE FOUNDATION FOR OLLIE’S. IT ALSO BRINGS TOGETHER THE RICH HERITAGE OF A VARIETY OF COFFEES AND AUTHENTICITY. RUSTIC, YET TRENDY, OLLIE’S CATERS TO AUDIENCES OF ALL AGES. NOT ONLY DOES OLLIE’S BAKE DELICIOUSLY FRESH GOODIES DAILY, THEY ALSO SELL TOP OF THE LINE QUALITY COOKING INGREDIENTS. ALONG WITH THESE ITEMS OLLIE’S SELLS SPECIALTY ITEMS FROM AROUND THE WORLD INCLUDING 10 LB. BURLAP SACS OF COFFEE. PROCEEDS FROM COFFEE SALES GO BACK TO HELPING AN ENDANGERED SPECIES IN THE COUNTRY OF THE COFFEE’S ORIGIN.
Deliverables
OLIVE OIL DRIZZLES EXTRACTS CAKE MIXES WHOLE COFFEE BEANS TAKE OUT ITEMS FRENCH BREAD COOKIES
Adjectives
ARTISINAL HAND CRAFTED AUTHENTIC ETHNIC RUSTIC
156 # PA G E
PROJECT
/ 09.2
FEATURED ON THE dieline and lovely package
PA G E
# 157
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 158
/ 09.2
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E
# 159
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 160
/ 09.2
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E
# 161
162 # PA G E
PROJECT
/ 09.2
FEATURED ON THE dieline and lovely package
PA G E
# 163
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 164
/ 09.2
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E
# 165
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 166
/ 09.2
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E
# 167
168 # PA G E
PROJECT
/ 09.2
FEATURED ON THE dieline and lovely package
PA G E
# 169
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 170
/ 09.3
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E # 171
Objective
Solution
TO CREATE A PRIVATE LINE OF POWER TOOLS AND BUILDING EQUIPMENT THAT ARE DESIGNED FOR PRACTICAL AND HEAVYLIFTING JOBS.
BURLEY AND KNAPP IS A NEW LINE OF POWER TOOLS AND BUILDING EQUIPMENT THAT ARE DESIGNED FOR THE EASE OF USE AND PRACTICALITY. UTILITARIAN, YET EDGY, HANDY, YET SEXY IS WHAT THIS LINE BRINGS OUT IN THE TOOLS. THE INSPIRATION BEHID THE STYLYSTIC DEVELOPMENT OF THIS LINE WAS A BAUHAUS INDUSTRIAL LOOK. ANOTHER MAJOR INFLUENCING ELEMENT WAS BLUE PRINT. IT DEFINITELY SPEAKS TO A PROFESSIONAL CROWD AND DELIVERS THE MESSAGE ACROSS SUCCESSFULLY, INDICATING THAT THESE ARE POWER TOOLS FOR SERIOUS BUSINESS. BUT KEEPING THIS IN MIND, WE BLENDED IT IN WITH A MODERN AND EDGY LOOK WITH THE POP OF ORANGE IN THE LOGO. WE FELT THIS MARK IS WHAT BRINGS THE LINE BACK DOWN TO EARTH, AND MAKES IT MORE APPROACHABLE AND AFFORDABLE. NO LONGER WILL ALL THOSE BUILDING PROJECTS BE SO INTIMIDATING. THESE TOOLS WERE MADE TO MAKE THOSE JOBS EASY BREEZY.
Deliverables
CORDLESS DRILL SANDER SAW SCREWS NAILS
Adjectives
INDUSTRIAL TECHNICAL SEXY BLUE PRINT HEAVY
172 # PA G E
PROJECT
/ 09.3
FEATURED ON THE dieline and lovely package
PA G E
# 173
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 174
/ 09.3
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E
# 175
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 176
/ 09.4
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E # 177
Objective
Solution
TO CREATE A HIGH-END LINE OF KITCHEN APPLIANCES THAT CAN CO-EXIST IN THE MARKET PLACE WITH LOWER-END PRODUCTS.
COUNTER 74 WAS CREATED TO SELL CHEF QUALITY HIGH-END KICTHEN APPLIANCES THAT ARE SOPHISTICATED, YET DOWN TO EARTH. FOR THIS PURPOSE IT IS APPROACHABLE TO THE GENERAL PUBLIC THAT GOES TO COSTCO. THE STYLISTIC APPROACH FOR THIS WAS TO MAKE IT SLEEK, YET AUTHENTIC AND TRUSTWORTHY. SEXY IS WHAT WE GO FOR, WHEN WE SAY COUNTER 74. WHEN SHOPPING FOR KITCHEN APPLIANCES, CONSUMERS WANT THE MOST FOR THEIR MONEY WITHOUT SACRIFICING QUALITY. COUNTER 74 DOES EXACTLY THIS AND VERY SUCCESSFULLY. THIS LINE WAS DESIGNED WITH FAMILY IN MIND. LARGE SILVERWARE AND KNIFE SETS, AND A HIGH YIELDING COFFEE POT AND TOASTER ARE AMONG THE PRODUCTS IN THIS MODERN AND STYLISH LINE. LET YOURSELF INDULGE IN THESE LUXURY APPLIANCES TO BRING OUT THE INNER CHEF IN YOU THAT YOU’VE ALWAYS WANTED TO SECRETLY BE!
Deliverables
BAR SET TOASTER KNIFE SET SILVERWARE SET JUICER COFFEE MAKER
Adjectives
SLEEK SEXY RUSTIC UNDERSTATED ELEGANT
178 # PA G E
PROJECT
/ 09.4
FEATURED ON THE dieline and lovely package
PA G E
# 179
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 180
/ 09.4
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E
# 181
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 182
/ 09.5
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E # 183
Objective
Solution
TO CREATE A COSTCO ENDORSED ECO-FRIENDLY LINE OF KID’S PRODUCTS TO CATER TO A YOUNGER AND MORE FUN AUDIENCE.
NOC NOC WAS CREATED FOR TWO PURPOSES. THOSE BEING EDUCATIONAL AND PLAYFUL. THIS LINE OF ECO-FRIENDLY PRODUCTS WILL MELT YOUR HEART AND INSTILL A SENSE OF KNOWLEDGE INTO YOU KIDS, WHICH MAKES LEARNING ALL THE MORE FUN FOR THEM. WHAT BETTER WAY TO INSTILL A GREEN MENTALITY INTO OUR CHILDREN THAN TO START THEM OFF AT AN EARLY AGE. THIS LINE IS PACKED WITH CUTENESS. ALL PRODUCTS IN THIS LINE ARE MADE FROM RECYCLED OR BIODEGRADABLE MATERIALS. FOR INSTANCE, THE NOC NOC TOY LINE CONSISTS OF A DUMP TRUCK, TEA SET, BUILDING BLOCKS AND BEACH TOYS MADE FROM 100 PERCENT RECYCLED MILK CARTONS. WE WANTED TO MAKE THIS LINE FUN AND QUIRKY AND ILLUSTRATION ORIENTED. KIDS LOVE STORY BOOKS AND SO WE SEE NOC NOC ALMOST IN THAT LIGHT, WHERE EVERY ILLUSTRATION ON THE PACKAGING CREATES A STORY FOR YOUR CHILD. ‘ALL WORK AND ALL PLAY, DOESN’T MAKE JACK A DULL BOY.’ IS WHAT WE AIM FOR!
Deliverables
DUMP TRUCK TEA SET BUILDING BLOCKS BEACH TOYS SHAMPOO CONDITIONER BODY WASH BUBBLE BATH SCHOOL SUPPLIES
Adjectives
QUIRKY ILLUSTRATIVE PLAYFUL COLORFUL WHIMSICAL
184 # PA G E
PROJECT
/ 09.5
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PA G E
# 185
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 186
/ 09.5
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E
# 187
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 188
/ 09.5
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E
# 189
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 190
/ 09.5
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E
# 191
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 192
/ 09.5
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E
# 193
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 194
/ 09.5
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E
# 195
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ PA C K A G E D E S I G N 4
PROJECT TITLE _ COSTCO REBRANDING
INSTRUCTOR _ MICHAEL OSBORNE
# 196
/ 09.5
Harshyla Singh
PA G E
PROJECT
FEATURED ON THE dieline and lovely package
PA G E
# 197
PROJECT TITLE _ IDENTITY
A mark. A symbol. A meaning.
C O U R S E _ VA R I O U S
I N S T R U C T O R _ VA R I O U S
10
Unoriginal
/
SENIOR PORTFOLIO
INSPIRATION
Harshyla Singh
PA G E
# 198
PROJECT
/ 10
PA G E
# 199
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ VA R I O U S
PROJECT TITLE _ IDENTITY
I N S T R U C T O R _ VA R I O U S
PA G E
# 200
PROJECT
/ 10
PA G E
# 201
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ VA R I O U S
PROJECT TITLE _ IDENTITY
I N S T R U C T O R _ VA R I O U S
PA G E
# 202
PROJECT
/ 10
PA G E
# 203
Harshyla Singh
SENIOR PORTFOLIO
Unoriginal
C O U R S E _ VA R I O U S
PROJECT TITLE _ IDENTITY
I N S T R U C T O R _ VA R I O U S
PA G E
# 204
PROJECT
/ 10
PA G E
# 205
206 # PA G E
Thank you !
PA G E # 207
Family
THIS BOOK IS DEDICATED TO MY DAD. THE GREATEST B.A.M.F I EVER KNEW! I MISS YOU LIKE CRAZY. THANK YOU DADIJI. THIS HAS ONLY HAPPENED BECAUSE OF YOU AND YOUR SUPPORT. I MISS YOU SO MUCH AND I’M SURE THAT YOU’RE LOOKING DOWN AND SMILING AWAY! POOPS! YOU ARE GREATLY RESPONSIBLE FOR MAKING ALL MY PROJECTS A SUCCESS. YOU KNOW WHY! I LOVE YOU! AND LAST BUT NOT LEAST, GULLI, FOR BEING THE BEST BROTHER IN THE WORLD!
Faculty and Instructors
A BIG THANK YOU TO MARY SCOTT, AUDREY DONALDSON, MICHAEL OSBORNE, TOM MCNULTY, ARIEL GREY, NICOLE FLORES, TODD HEDGEPETH, AND CHRISTINE GEORGE. I ONLY STAND HERE TODAY AS A DESIGNER BECAUSE OF YOU GUYS. A SPECIAL THANKS TO MICHAEL FOR BEING F*CKING AWESOME AND MAKING ME FALL EVEN MORE IN LOVE WITH PACKAGE DESIGN.
Friends and Family
MY J’S BACK HOME, TA AND POO. LOVE YOU BOTH SO MUCH! KACESI, YOU HAVE BEEN A CONSTANT SOURCE OF STRENGTH AND SUPPORT THROUOUT MY TIME HERE AT THE ACADEMY. LAURA AND ADAM! FOR OPENING MY EYES UP TO LET’S JUST SAY A LOT OF THINGS IN THE PAST YEAR. YOU GUYS ARE AMAZEBALLS! AND LAST BUT NOT LEAST, MY ROOMIE AND FRIEND, PHOEBE! THIS PORTFOLIO WOULD NOT HAVE BEEN COMPLETED WITHOUT YOU. THANKS FOR YELLING AND BEING A TOTAL B*TCH TO ME FOR THE PAST SEVEN WEEKS! LOVE YOU ALL!
Vendors and Services
THE KEY PRINTING AND BINDING, VOLTA PRESS AND PROGRESSIVE PRINTING. YOU GUYS TRULY MADE THIS POSSIBLE. A SPECIAL THANKS TO LAUREEN FROM VOLTA. YOU’RE AN ANGEL!
208 # PA G E
Portfolio
UNORIGINAL
Designer
HARSHYLA SINGH HARSHYLASINGH.COM / HARSHYLA05@GMAIL.COM / 650 283 4594
Instructor
MARY SCOTT ACADEMY OF ART UNIVERSITY, SCHOOL OF GRAPHIC DESIGN 79 NEW MONTGOMERY STREET, SAN FRANCISCO, CA
Binding
THE KEY PRINTING AND BINDING 5849 OCEAN VIEW DR. OAKLAND, CA 94268 / 510 595 3311
Photography Typefaces
PHOEBE MAK AND HARSHYLA SINGH
BAUER BODONI / BLACK ITALIC, INFOOFFICE / REGULAR, BODONI ITALIC
Printer
PROGRESSIVE PRINTING SOLUTIONS 2170 MARTIN AVENUE, SANTA CLARA, CA 95050 / 408 982 1790
Software Paper Stock
ADOBE INDESIGN, ILLUSTRATOR, PHOTOSHOP, BRIDGE CS5
NEENAH ENVIRONMENT TEXT 8O LB