RECIPE #5
I-HAN’S CREATIVE RECIPE
THE SELECTIVE WORK OF I-HAN HUANG
Š 2012 I-Han Huang All rights reserved
ASSOCIATION Academy of Art University. School of Graphic Design
CONTACT I-Han Huang 202 834 9981 huang.ihan@gmail.com ihanyellow.com
MY CREATIVE RECIPE
concept
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TABLE OF CONTENTS
PORTFOLIO // CREATIVE RECIPE
PAGE // 07
01/08
MADAM RUTHMARTA'S LOVE POTION Project: Love in the age of science
p. 06-10
02/08
THE SIGNATURE ZEN ROLL Project: Muji Enso clock
p. 06-10
03/08
1, 2, 3 CHICKEN ALFERDO Project: Foursquare Identity
p. 06-10
04/08
JAMES BOND'S FAVORITE ROAST BEEF Project: Aston Martin home appliances
p. 06-10
05/08
THE BOOTLEG SCOTCH Project: Highland Park Scotch Whisky
p. 06-10
06/08
COWGIRL'S GRILLED CHEESE Project: Cowgirl Creamery
p. 06-10
07/08
GOOD-FOR-YOU BREAKFASTS Group Project: Good Store
p. 06-10
08/08
SWEET CAKE POPS! Identity collection
p. 06-10
PAGE // 06
_RECIPE NO .
01/08
MADAM RUTHMARTA'S LOVE POTION
_PROJECT
Love in the age of science
the nature and chemistry of romance
_INGREDIENTS
_ 2, 12 inch tall whisky bottles
_ 2 pieces of gold foil
_ 3 sheets of Epson Ultra Premium paper
_ 1 black cherry wood wine bottle box
_ 2 sheets of Moab Entrada papers
_ 1 teaspoon of Googone oil
_ 1 piece of silver foil
_BRIEF
Develop an evolutionary and a revolutionary design for spirits. The evolutionary design will include maintaining the current bottle shape, front and back labels and neck design. _DIRECTIONS
The brand that I chose was Highland Park Scotch Single Malt Whisky. For the evolutionary design, I wanted to retain its signature qualities—the black label and color coding for different years, but also edit elements to create a balanced design that better communicates the whisky’s premium quality and its brand heritage. For the revolutionary design, I wanted to focus on a 45-55 year-old whisky drinkers and to reach a higher price point. The design incorporated the illustration of the Highland Park Distillery where the best spirit in the world was produced to celebrate its rich brand heritage and craft.
PORTFOLIO // CREATIVE RECIPE
_PREP TIME
_KEY WORDS
_DELIVERABLES
15 weeks
informative scientific poetic
book poster swatch cards
GRAPHIC DESIGNER // I-HAN HUANG
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PROJECT // PAPER PROMOTION
INSTRUCTOR // ARIEL GREY
COURSE // TYPOGRAPHY 3
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PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
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PROJECT // PAPER PROMOTION
INSTRUCTOR // ARIEL GREY
COURSE // TYPOGRAPHY 3
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PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
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PROJECT // PAPER PROMOTION
INSTRUCTOR // ARIEL GREY
COURSE // TYPOGRAPHY 3
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PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // PAPER PROMOTION
INSTRUCTOR // ARIEL GREY
COURSE // TYPOGRAPHY 3
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PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
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PROJECT // PAPER PROMOTION
INSTRUCTOR // ARIEL GREY
COURSE // TYPOGRAPHY 3
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_RECIPE NO .
02/08
THE SIGNATURE ZEN ROLL
_PROJECT
Muji Enso clock
redefine time through the eye of zen
_INGREDIENTS
_ 2, 12 inch tall whisky bottles
_ 2 pieces of gold foil
_ 3 sheets of Epson Ultra Premium paper
_ 1 black cherry wood wine bottle box
_ 2 sheets of Moab Entrada papers
_ 1 teaspoon of Googone oil
_ 1 piece of silver foil
_BRIEF
You are responsible for designing a clock and put the design into fabrication. Based on your design, search for an existing brand that matches the concept, and design an appropriate package that will encase the clock. _DIRECTIONS
The design of the clock was inspired by the zen garden, which stresses asymmetry, nature, profundity and tranquility. All these traits are considered and I attempted to achieve these in the clock design. Enso in Japanese means circle, which is a concept strongly associated with zen. The enso clock strives for simplisticity that will redefine how we think of time while retrieving the lost aesthetic in today’s digitized world. By placing it in one’s personal space, it takes on the context which its being placed in. It should integrated seamlessly in various types of interior spaces, regardless of the material surrounding it in both office and home.
PORTFOLIO // CREATIVE RECIPE
_PREP TIME
_KEY WORDS
_DELIVERABLES
4 weeks
Japanese minimal neat
clock package
GRAPHIC DESIGNER // I-HAN HUANG
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PROJECT // MUJI ENSO CLOCK
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 3
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PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
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PROJECT // MUJI ENSO CLOCK
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 3
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6:00 AM
7:00 AM
8:00 AM
10:00 AM 11:00 AM
12:00 PM
2:00 PM 2:10 PM
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // MUJI ENSO CLOCK
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 3
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PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
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2:25AM
7:20PM
PROJECT // MUJI ENSO CLOCK
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 3
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PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
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PROJECT // MUJI ENSO CLOCK
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 3
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_RECIPE NO .
03/08
1, 2, 3 CHICKEN ALFERDO
_PROJECT
Foursquare identity
quick and easy to find what's nearby
_INGREDIENTS
_ 2, 12 inch tall whisky bottles
_ 2 pieces of gold foil
_ 3 sheets of Epson Ultra Premium paper
_ 1 black cherry wood wine bottle box
_ 2 sheets of Moab Entrada papers
_ 1 teaspoon of Googone oil
_ 1 piece of silver foil
_BRIEF
Develop an evolutionary and a revolutionary design for spirits. The evolutionary design will include maintaining the current bottle shape, front and back labels and neck design. _DIRECTIONS
The brand that I chose was Highland Park Scotch Single Malt Whisky. For the evolutionary design, I wanted to retain its signature qualities—the black label and color coding for different years, but also edit elements to create a balanced design that better communicates the whisky’s premium quality and its brand heritage. For the revolutionary design, I wanted to focus on a 45-55 year-old whisky drinkers and to reach a higher price point. The design incorporated the illustration of the Highland Park Distillery where the best spirit in the world was produced to celebrate its rich brand heritage and craft.
PORTFOLIO // CREATIVE RECIPE
_PREP TIME
_KEY WORDS
_DELIVERABLES
7 weeks
social sharing fun customized
standard guide applications
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // FOURSQUARE IDENTITY
INSTRUCTOR // ANDREW CAMBOURIS
COURSE // IDENTITY 2
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CHAPTER // 05
GRAPHIC DESIGNER // I-HAN HUANG
PORTFOLIO // CREATIVE RECIPE
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COURSE // IDENTITY 2
INSTRUCTOR // ANDREW CAMBOURIS
PROJECT // FOURSQUARE
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COURSE // IDENTITY 2
INSTRUCTOR // ANDREW CAMBOURIS
PROJECT // FOURSQUARE
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COURSE // IDENTITY 2
INSTRUCTOR // ANDREW CAMBOURIS
PROJECT // FOURSQUARE
PAGE // 07
COURSE // IDENTITY 2
INSTRUCTOR // ANDREW CAMBOURIS
PROJECT // FOURSQUARE
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_RECIPE NO .
04/08
JAMES BOND'S FAVORITE ROAST BEEF
_PROJECT
Aston Martin home appliances
living your daily life like James Bond
_INGREDIENTS
_ 2, 12 inch tall whisky bottles
_ 2 pieces of gold foil
_ 3 sheets of Epson Ultra Premium paper
_ 1 black cherry wood wine bottle box
_ 2 sheets of Moab Entrada papers
_ 1 teaspoon of Googone oil
_ 1 piece of silver foil
_BRIEF
Create a new brand image and packaging system for five households appliances from a brand that currently does not produce household appliances, but may possibly do so. _DIRECTIONS
Aston Martin is well-known as James Bond’s gadget in the movie 007. A distinguished heritage, coupled with exceptional design, craftsmanship and quality, has made Aston Martin a globally recognised name with a reputation for understated style and elegance. With these unique qualities in mind, I wanted to create a home collection for the brand. These exclusive items have been carefully selected across a range of products from contemporary trash can to technologically advanced razor, toaster to stunning silverware. Each product would be shown with a sharp photography corresponding to the photography used in a Aston Martin model guide.
PORTFOLIO // CREATIVE RECIPE
_PREP TIME
_KEY WORDS
_DELIVERABLES
4 weeks
potent elegant luxurious
packaging
GRAPHIC DESIGNER // I-HAN HUANG
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PROJECT // ASTON MARTIN HOME APPLIANCES
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 3
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COURSE // PACKAGE DESIGN 3
INSTRUCTOR // THOMAS MCNULTY
PROJECT // ASTON MARTIN HOME
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PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // PAPER PROMOTION
INSTRUCTOR // ARIEL GREY
COURSE // TYPOGRAPHY 3
COURSE // PACKAGE DESIGN 3
INSTRUCTOR // THOMAS MCNULTY
PROJECT // ASTON MARTIN HOME
PAGE // 06
_RECIPE NO .
05/08
THE BOOTLEG SCOTCH
_PROJECT
Highland Park scotch whisky
the best spirit in the world
_INGREDIENTS
_ 2, 12 inch tall whisky bottles
_ 2 pieces of gold foil
_ 3 sheets of Epson Ultra Premium paper
_ 1 black cherry wood wine bottle box
_ 2 sheets of Moab Entrada papers
_ 1 teaspoon of Googone oil
_ 1 piece of silver foil
_ 2 oz of black spray paint
_BRIEF
Develop an evolutionary and a revolutionary design for spirits. The evolutionary design will include maintaining the current bottle shape, front and back labels and neck design. _DIRECTIONS
The brand that I chose was Highland Park Scotch Single Malt Whisky. For the evolutionary design, I wanted to retain its signature qualities—the black label and color coding for different years, but also edit elements to create a balanced design that better communicates the whisky’s premium quality and its brand heritage. For the revolutionary design, I wanted to focus on a 45-55 year-old whisky drinkers and to reach a higher price point. The design incorporated the illustration of the Highland Park Distillery where the best spirit in the world was produced to celebrate its rich brand heritage and craft.
PORTFOLIO // CREATIVE RECIPE
_PREP TIME
_KEY WORDS
_DELIVERABLES
5 weeks
sophisticated delicate smoky
labels gift box
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // HIGHLAND PARK SCOTCH WHISKY
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 4
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PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // HIGHLAND PARK SCOTCH WHISKY
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 4
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PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // HIGHLAND PARK SCOTCH WHISKY
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 4
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PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // HIGHLAND PARK SCOTCH WHISKY
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 4
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // PAPER PROMOTION
INSTRUCTOR // ARIEL GREY
COURSE // TYPOGRAPHY 3
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // HIGHLAND PARK SCOTCH WHISKY
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 4
PAGE // 06
_RECIPE NO .
06/08
COWGIRL'S GRILLED CHEESE
_PROJECT
Love in the age of science
the nature and chemistry of romance
_INGREDIENTS
_ 2, 12 inch tall whisky bottles
_ 2 pieces of gold foil
_ 3 sheets of Epson Ultra Premium paper
_ 1 black cherry wood wine bottle box
_ 2 sheets of Moab Entrada papers
_ 1 teaspoon of Googone oil
_ 1 piece of silver foil
_BRIEF
Develop an evolutionary and a revolutionary design for spirits. The evolutionary design will include maintaining the current bottle shape, front and back labels and neck design. _DIRECTIONS
The brand that I chose was Highland Park Scotch Single Malt Whisky. For the evolutionary design, I wanted to retain its signature qualities—the black label and color coding for different years, but also edit elements to create a balanced design that better communicates the whisky’s premium quality and its brand heritage. For the revolutionary design, I wanted to focus on a 45-55 year-old whisky drinkers and to reach a higher price point. The design incorporated the illustration of the Highland Park Distillery where the best spirit in the world was produced to celebrate its rich brand heritage and craft.
PORTFOLIO // CREATIVE RECIPE
_PREP TIME
_KEY WORDS
_DELIVERABLES
15 weeks
informative scientific poetic
book poster swatch cards
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // COWGIRL CREAMERY
INSTRUCTOR // CHRISTINE GEORGE
COURSE // PACKAGE DESIGN 2
GI
COURSE // PACKAGE DESIGN 2
INSTRUCTOR // CHRISTINE GEORGE
IS
SE
AR
T
R L CR E AM
Y ER
CO W
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AN CHE
E
PROJECT // COWGIRL CREAMERY
R I G
L CR E A
M Y ER
CO W
PAGE // 07
R
COURSE // PACKAGE DESIGN 2
IS
S
A
T
E
AN C
E E H
INSTRUCTOR // CHRISTINE GEORGE
PROJECT // COWGIRL CREAMERY
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_RECIPE NO .
07/08
GOOD-FOR-YOU BREAKFASTS
_PROJECT
Good store
working for a smarter and better world
_MEMBERS
_INGREDIENTS
I-Han Huang
_ 2, 12 inch tall whisky bottles
_ 2 pieces of gold foil
Fred Carriedo Jessica Giboin
_ 3 sheets of Epson Ultra Premium paper
_ 1 black cherry wood wine bottle box
Lydia Mulyadi
_ 2 sheets of Moab Entrada papers
_ 1 teaspoon of Googone oil
Victoria Herrera
_ 1 piece of silver foil
_BRIEF
Work as a group, creating a retail store brand, along with house brand and supporting private brand product lines. The store and its product should revolve around a central concept with a specific target market. _DIRECTIONS
We all have things that we like, and those are lifestyle enriching objects that can be for good. Good Store is geared toward the new geek generation. In a world where things too often don’t work, Good Store seeks a path that does. We are the alternative model. No dogma. No party lines. No borders. We care about what works—what is sustainable, prosperous, productive, creative, and just for all of us and each of us. The house brands aim to support that lifestyle with everyday living essentials while our private brand caters to; toddlers, families and people who want to enhance their sexual lives
PORTFOLIO // CREATIVE RECIPE
_PREP TIME
_KEY WORDS
_DELIVERABLES
10 weeks
good informative sustainable
packaging
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // GOOD STORE
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 4
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STORE BRANDS
NAME // Good Home
NAME // Good Kitchen
CATEGORY // Home supplies
CATEGORY // Kitchen Supplies
TARGET AUDIENCE // 25-50 Families
TARGET AUDIENCE // 25-50 Families
USP // Conscious everyday products at an affordable price for the traditional but modern families.
NAME // Good Health
NAME // Good Outdoor
CATEGORY // Pharmacy & Nutrition
CATEGORY // Outdoor entainment
TARGET AUDIENCE // 25-50 Families
TARGET AUDIENCE // 25-45 Families
USP // Conscious everyday products at an affordable price for the traditional but modern families.
NAME // Good Pet CATEGORY // Pet supplies TARGET AUDIENCE // Dog & cats owners USP // Conscious everyday products at an affordable price for the traditional but modern families.
PORTFOLIO // CREATIVE RECIPE
USP // Conscious everyday products at an affordable price for the traditional but modern families.
GRAPHIC DESIGNER // I-HAN HUANG
USP // Conscious everyday products at an affordable price for the traditional but modern families.
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PRIVATE BRANDS
RASCALS
NUMBERS NAME // Rascals
NAME // Numbers
CATEGORY // Toys & books
CATEGORY // Pantry food
TARGET AUDIENCE // 3-10 Children
TARGET AUDIENCE // 25–50 Families
USP // Safe and educational products that will help toddlers to inspire learning and imagination.
USP // Bring in diverse and traditional pantry foods in a healthier and organic approach.
INTIMATE NAME // Intimate CATEGORY // Sexual TARGET AUDIENCE // 25–50 Families USP // Bring in diverse and traditional pantry foods in a healthier and organic approach.
PROJECT // GOOD STORE
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 4
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PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
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PROJECT // GOOD STORE
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 4
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PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
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PROJECT // GOOD STORE
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 4
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PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // GOOD STORE
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 4
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // GOOD STORE
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 4
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // GOOD STORE
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 4
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // GOOD STORE
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 4
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01 04 -
-
SPICES
BAKING
02 05 -
-
SPREADS
SNACKS
03 06 PORTFOLIO // CREATIVE RECIPE
-
-
SOUPS
OILS
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // GOOD STORE
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 4
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_RECIPE NO .
08/08
SWEET CAKE POPS
_PROJECT
Identity collection
PORTFOLIO // CREATIVE RECIPE
a collection of logos
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // IDENTITY COLLECTION
SCHOOL // ACADEMY OF ART UNIVERSITY
COURSE // BFA IN GRAPHIC DESIGN
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // IDENTITY COLLECTION
SCHOOL // ACADEMY OF ART UNIVERSITY
COURSE // BFA IN GRAPHIC DESIGN
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
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PROJECT // IDENTITY COLLECTION
SCHOOL // ACADEMY OF ART UNIVERSITY
COURSE // BFA IN GRAPHIC DESIGN