COPY R IGHT Š 2015 Huy A. Tran All right reserved. No portion of this book may be used or reproduced in any manner without a written consent of Huy A. Tran. All respective work shown has been appropriately identified and credited. Any omissions found will be noted and corrected in subsequent editions.
FOREWORD I’ve always been fascinated in finding out what lies beneath the surface, the explanation and origin that makes up the beauty of designs we admire and cherish with our senses. I believe there is a story behind each and every design we encounter, whether it’s within the inspirations, the final outcome, or the design process itself. Through aesthetic and functionality, designers tell stories to deliver messages to the beholders. To me, design has always been about capturing the essence of things. This is what makes each design unique, for no story is ever the same. Everything designed serves a purpose and stands for something. And because of this, I often find myself collecting inspirations from different histories and various aspirations in each project I come across.
TABLE OF CONTENTS
01 The Vintage Rogue pg. 2 6 –45
03 Fruity Collaborations pg. 56 –81
05 Effortless Fleet pg. 102–1 21
07 Popular Shades of Latex pg. 14 0 –153
09 The Warehouse Experience pg. 166 –2 03
11
The Dance of Flavor pg. 10–25
02 A Harmonic Mélange pg. 4 6 –55
04 The Nostalgic Monarchy pg. 82–101
06 Golden Age Smoke pg. 1 2 2–139
08 Divine Choice of Weather pg. 15 4–165
10 The Refined Palate pg. 2 04–211
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THE DA NCE OF FL AVOR folie à deux , created by t wo wine–loving psych iatrists, ha s been around the industr y for decades. As fine wine often carries a seductive power that allows wine lovers to go a little crazy, inspiration was drawn from the French name itself, meaning “a passion shared by t wo.” The origina l logo, inspired by psycholog y ’s Rorschach test, sug gests t wo da ncing figures; thus, the new treatment touches on the beaut y a nd elega nce of a t heat r ic a l st a ge, a nd expresses t he melod ic , joyou s experience that comes with wine tasting. The objective of the project is to reestablish the brand image while maintaining the iconic heritage of the wine. This meant designing the packaging in a more sophisticated, meticulous, and luxurious way that captures the essence of the name.
DESIGNED BY
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FOL IE À DEU X W IN E C ou rse – PACK AGE DESIGN 3 Ter m – FA L L 2 01 4 In st r uctor – T HOM A S MCN U LT Y
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THE VINTA
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AGE ROGUE
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THE V INTAGE ROGUE x
allsaints spitalfields, the U.K.–originated brand, is known for its blend of significant sharp edge style with premium tailored clothing. The British clothing brand ref lects a muted color palette that expresses individuality and attitude. On the cusp of becoming a wildly successful international clothing brand, AllSaints formally celebrates their anniversary after two decades of establishing their voice as a potent formula of desirable and edgy clothing. The promotional pieces for the event relate to the brand’s unmistakable style — rough on the outside but carefully tailored underneath.
DESIGNED BY
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A L L SA IN TS SPITA L FIEL DS C ou rse – V ISUA L S YS T EMS 2 Ter m – SPR ING 2 015 In st r uctor – EZS T ER CL A R K
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A HARMONIO
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OUS MÉLANGE
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A H A R MONIOUS MÉL A NGE gumbeaux is a jazz concert to inspire social change with art, education and technology. The event takes its name from the word “Gumbo” – a dish originated in Louisiana, home of American Jazz. Like a f lavorful dish, the genre and concert itself consists of various instruments and talents that bring different harmonies and emotions to the audience. The whimsical design of Gumbeaux’s visual system brings passion to jazz lovers that promises a memorable night of performances from people’s most beloved artists.
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GU M BE AU X JA ZZ C ONCERT C ou rse – V ISUA L S YS T EMS 1 Ter m – SPR ING 2 01 4 In st r uctor – T ROY A L DER S
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FRUITY COLL
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ABOR ATIONS
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FRUIT Y COLL A BOR ATIONS d
millennials today are immersed in a modern lifestyle of fast-paced living a nd extreme convenience. Nevertheless, the sophisticated k nowledge and experience of winemaking is no longer seemed as intimidating. This col laboration project wit h Trinchero Fa mi ly Estates explores a new packaging system for single serving wines (wine in a can) that serves the purpose of enjoyable convenience, evoke a sense of f lavor and modern lifest yle. Young , fresh, hip design that meets the aesthetic eyes of the millennial drinkers while moderately maintain the brand ’s heritage, quality, and considerate in sustainability & environmental issues.
DESIGNED BY
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SINGL E SERV ING W IN ES C ou rse – PACK AGE DESIGN 3 Ter m – FA L L 2 01 4 In st r uctor – T HOM A S MCN U LT Y I l lu st rat ion by L IN H NGU Y EN
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THE NOSTALGI
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IC MONARCHY
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THE NOSTA LGIC MONA RCHY w château de versailles was a place where dreams weighed nothing, but the heavy world crumbled upon pieces of magnificence. Towards the end of Louis XVI’s reign and the beginning of the French Revolution, the royal family's lavish spending was blamed for the nation’s financial crisis. People’s shameful lives inside the splendid Palace of Versailles was all the public talked about. Using patterns from antiquity, Baroque ornaments, and classical typefaces, this architecture book is designed to feel like a manuscript memoir of the 18 th century. As an art piece, it intends to expose the tragic lives of royalty behind closed doors. This book carries the raw and emotional feelings from the melancholic, troubled queen’s personality. Thus, the design captures the image of Marie Antoinette’s private writings being exposed publicly.
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V ER SA IL L ES R E V E A L ED C ou rse – T Y PO GR A PH Y 3 Ter m – SPR ING 2 01 4 In st r uctor – A R IEL GR EY
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“I die innocent of all the crimes laid to my charge; I Pardon those who have occasioned my death, and I pray to God that the blood you are going to shed may never be visited on France.” – Louis XVI
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EFFORTLE
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ESS FLEET
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EFFORTLESS FLEET y frontier airlines, as a low fare transportation service, takes pride in their concern towards sustainability and protecting the environment. The company works hard for their excellent reputation as an active member of the community, at the same time delivering an affordable yet comfortable f lying experience. This fresh rebrand considers the company’s relation to natural elements, while still maintaining professionalism. By combining these aspects with the relaxing concept of inner peace, every f light can feel effortless, calm, tranquil, or even meditative for travelers during their excursion.
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F RON T IER A IR L IN ES C ou rse – BR A N D IDEN T I T Y 2 Ter m – FA L L 2 01 4 In st r uctor – T HOM A S MCN U LT Y
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GOLDEN AG
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GE SMOKE
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G OLDEN AGE SMOK E s the roaring twenties, a golden era when life was better and parties were bigger. Because of the economic boom following World War I, elites around the world showered their lives in abundance. It’s the time in history that brought us many cultural trends with Jazz and Art Deco. This cigarette brand is hand letterpressed and meticulously designed to capture the significance of a 1920s grand way of life. The concept of “Old and New Money,” inspired by F. Scott Fitzgerald ’s famous novel The Great Gatsby, differentiates people who newly made their wealth and those who are part of long–established, upper–class families. The two variations express visual contrast, yet equally stylish in details.
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OL D & N E W MON EY CIG A R ET T ES C ou rse – L ET T ER PR ES S Ter m – SPR ING 2 015 In st r uctor – DEN N IS PET ER S ON
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POPULAR SHA
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DES OF LATEX
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POPUL A R SH A DES OF L ATEX s pop by andy warhol is a line of exterior and interior paints inspired by the American artist Andy Warhol. Targeting designers, artists, and art lovers, the product line offers a range of vibrant, colorful paints. In style of Warhol’s most recognizable work–Marilyn Diptych, the packaging is designed to contain patterns of repetitive images that take viewers to an inspirational era of the Pop Art movement in the late 1950s.
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POP BY A N DY WA R HOL C ou rse – PACK AGE DESIGN 2 Ter m – SU M M ER 2 01 4 In st r uctor – T HOM A S MCN U LT Y
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DIVINE CHOICE
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foodagen t
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E OF WEATHER
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DIV INE CHOICE OF W EATHER r is an application for iPhone users that suggest foods and beverages based on the users’ current location, weather, and time of day. It’s been said that weather has a big impact on our appetite. In a fast–paced world where everybody’s always on–the–go and technology dominates, it’s hard to keep track of making the right choice to get the best out of our little free time. This multi–functional mobile app includes a weather podcast, restaurant recommendations, reservation, ratings, map, direction, and navigation. On top of everything, it allows users to connect and spend valuable time together. foodagent
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FOODAGEN T MOBIL E A PP C ou rse – GR A PHIC DESIGN 3 Ter m – FA L L 2 013 In st r uctor – A MIR B A H A D OR I
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Conceπt S∏etches
Wireframes
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THE WAREHOUS
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SE EXPERIENCE
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THE WA R EHOUSE EX PER IENCE / costco, a multi–billion–dollar global warehouse club, is thirsty for more diverse consumers, especia lly today ’s younger crowd. In studying the generation of millennials’ habits and behaviors, their in house brand Kirkland Signature was redesigned with an efficient, modern and clean look to focus on environmental awareness, and to make it up–to–date with the latest trends of healthy products and lifestyle. As most of the millennials today live an active lifestyle with super foods and daily products that contain no artificial colors or f lavors, our goal was to highlight these special and unique categories to win over their trust with strong package design, and a promise that our products are all natural and organic. Furthermore, additional stand–alone brands were created to effectively grab this newly targeted audience’s attention, while at the same time, keeping the company’s current customers.
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C OSTC O PACK AGE DESIGN C ou rse – PACK AGE DESIGN 3 Ter m – SPR ING 2 015 In st r uctor – MICH A EL OSB OR N E D esig n Tea m HOIM EI L IN , Y EJO O K WON , F R IDA T HOMSEN , M EG A N K E A R N EY, & HUY A. TR AN
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house br a n d
kirkland aims to bridge the gap between Costco’s primary consumers and the younger generation. Against the company’s nature, most urban millennials today do not own a car nor have enough storage to shop in bulk. To update K irkland ’s image, the word “organic” was added to the brand ’s values, along with smaller sized products, natural ingredients, and a cleaner look. Efficiently, the newly designed packages keeps it fresh for the older crowd. k labels: the colored K Labels placed on top of selected products indicate that the products are specialized, made from all–natural ingredients, with no artificial f lavors or colors.
department: Costco House Brand audience: 30% Baby Boomers, 70% Millennials
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categories: Superfoods, Delicatessen, Chocolates, Beverages, Vitamins/Pharmacy, Kitchen, and Productivity
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sta n d –a lon e br a n ds
Shaving brand for Men, consists of products that essentially benefits the gentlemen lifestyle. Highly exclusive kit for every best man to use. department: Skin Care / Grooming audience: Mature Men, 40-60
YuanYang, a special tea–coffee recipe, where the f lavors of both are combined into one delightful beverage; a hip and modern trend. department: Coffee & Tea audience: Millennials, 20-40
pg. 171
A line of non–alcoholic artisan cocktail mixer, perfect for special occasions, entertainments, or individual drinks, enjoyments. department: Cocktail Mixer audience: Millennials, 20-40
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SUPER FOODS
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DELIC ATESSEN
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CHOCOL ATES
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BEV ER AGES
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BEV ER AGES
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BEV ER AGES
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
PH A R M ACY & V ITA MINS
Project:
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chapter: 10
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
K ITCHEN
Project:
c o s t c o pac k ag e de sig n
chapter: 10
pg. 187
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
PRODUCTIV IT Y
Project:
c o s t c o pac k ag e de sig n
chapter: 10
pg. 189
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
Project:
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chapter: 10
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
THE REFIN
pg. 204
Project:
il fior ello
chapter: 11
NED PALATE
pg. 205
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
Project:
chapter
11
il fior ello
chapter: 11
of eleven
THE R EFINED PA L ATE il fiorello means “little f lower” in Italian, and symbolizes the small white blossoms on the olive trees; which, in time, turn into delicious olives that produce exquisite tasting and cooking oils. The family–owned company takes pride in growing healthy trees by dedication to good stewardship of the soil that supports them and their business. Coming from the same land, all of Il Fiorello’s olive oil bottles are designed to carry a signature fresh and pure color, gradiating from earthy green to white. While the simplicity ref lects on the brand ’s healthy and premium quality, the package design maintains a traditional look in profound respect for the owner’s family farm and Italian agriculture methods.
DESIGNED BY
PROJECT
IL FIOR EL LO OL I V E OIL C ou rse – PACK AGE DESIGN 2 Ter m – SU M M ER 2 01 4 In st r uctor – T HOM A S MCN U LT Y
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
Project:
il fior ello
chapter: 11
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
Project:
il fior ello
chapter: 11
pg. 211
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
BR AND S
pg. 212
Section:
br and stor ies
logo collection
STORIES
pg. 213
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
Section:
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logo collection
pg. 215
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
Section:
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logo collection
pg. 217
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
Section:
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logo collection
pg. 219
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
Section:
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logo collection
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
Section:
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logo collection
pg. 223
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
Section:
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logo collection
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
TH A NK YOU . many thanks to my family and friends, who have always stayed by my side, and believed in everything I do. You are my inspiration, motivation, and have been my biggest supporters throughout these long hard years of pursuing my dream. Special thanks to Thomas McNulty, Ariel Grey, and Mary Scott, for allowing me to push myself beyond my limits, and for their unending guidance to get me started on my path of becoming a strong and confident designer.
S I N C E R E LY,
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T h e S e l e c t e d Wo r k s o f Hu y A . Tra n
CR EDI TS DE SIGN ER Huy A . Tra n huy @huy t ra n .desig n 62 6 . 75 7 . 0 613 w w w. huy t ra n .desig n
AC A DE M Y OF A RT U NI V ER SI T Y school of gr a phic design 79 Ne w Montgomer y, Sa n Fra ncisco, C A 9 4 10 5
A RT DIR EC TOR Ma r y S cot t
BI N DI NG t he k e y pr in ting a nd binding Oa k la nd , C A
T Y PEFACE S R equ iem Bra ndon G rotesque
PHOTO GR A PH Y Huy A . Tra n K hoi Ly
PR I N T I NG gi a n t hor se pr in ting S out h Sa n Fra ncisco, C A
PA PER cov er stock Si l ktouch Nuba by Sk iver tex t ® – 9 0 65 –
t e x t stock Fi nch Fi ne i D – 6 0 lb.
SOF T WA R E Adobe Creat ive C loud