_RECIPE NO .
01/ ++
MY CREATIVE RECIPE
selected works by I-Han Huang
_RECIPE NO .
01/ ++
MY CREATIVE RECIPE
selected works by I-Han Huang
PAGE // 06
Copyright © 2013 I-Han Huang. All Rights Reserved. No portion of this publication may be reproduced without express permission form.
I-HAN HUANG _PHONE
_TYPEFACES
202 834 9981
Din, Mecury Text
_EMAIL
_PHOTOGRAPHY
huang.ihan@gmail.com
I-Han Huang
_WEB
_ S O F T WA R E
ihanhuang.com
Adobe Creative Suite 6
_ D E PA RT M E N T C H A I R
_PRINTING & BINDING
Mary Scott
Blurb.com
_COURSE
_ PA P E R T EXT ST O C K
Senior Portfolio
Mohawk Superfine
_INSTRUCTOR
Mary Scott
_SCHOOL
Academy of Art University, School of Graphic Design 79 New Montgomery St. San Francisco, CA 94105
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
For mom, dad, and my sister, I-Ting. And for my best friend, Maurice Chan. You always supported me no matter what I chose to do. Without you I could have never made this. 感謝我親愛的家人和陳先生。因為有你們一路上的 支持，我才能完成今天的一切。
CONCEPT
Selected works by I-Han Huang Sitatum incture ptature nus aut re la experio nsenda culparum natisquodis sitibus nectus molut ut int, sum enissitium ducium quae nonsequam et volorep elique quatemporum que qui officit ratur, consedit, voluptur? Eceptatiae nonsequae eria provid mo offic testrunt perat intio in nones ipsam, ut laboreh enditib eribuscium eos verrum esendae demquam, aturiandi rererrum fugit, si di omnis aut volorecum labore comnist pe doluptur, inctur ad que iur, ad qui rem utem faccus sequidel magnist ruptati isquia aut volor arum harum adi ati res aliquam et qui te coreiusa sitat que vellore rferfer ibeaque inim faceri dolorest, quodi restemp erovitet aut aut volupta tendebiti dolorem remquunt, seque raecae n
I-Han Huang
自序
進入平面設計系，歷經的是一連串的挑戰。從包裝高爾夫球，食品，酒類 到生活用品，每一個項目對我來說都是一個挑戰。我從未接觸高爾夫球， 如何設計吸引人的高爾夫球包裝？我從沒喝過威士忌，怎麼表達威士忌濃 厚的品味？ 我認為挑戰之前必然先做足準備。除了親身嘗試產品之外， 從觀察生活周遭的人事物也能得到靈感，深度的研究，找資料...等都是 接受挑戰前的必然準備，如此我才能大聲地說：我準備好了！
SPRING 2013
PAGE // 06
TABLE OF CONTENTS
PORTFOLIO // CREATIVE RECIPE
PAGE // 07
01/07
MADAM RUTHMARTA'S LOVE POTION Project: Love in the age of science
p. 06-10
02/07
THE SIGNATURE ZEN ROLL Project: Muji Enso clock
p. 06-10
03/07
1, 2, 3 CHICKEN ALFREDO Project: Foursquare Identity
p. 06-10
04/07
JAMES BOND'S FAVORITE ROAST BEEF Project: Aston Martin home appliances
p. 06-10
05/07
THE BOOTLEG SCOTCH Project: Highland Park Scotch Whisky
p. 06-10
06/07
GOOD-FOR-YOU BREAKFASTS Group Project: Good Store
p. 06-10
07/07
SWEET CAKE POPS! Identity collection
p. 06-10
PAGE // 06
_RECIPE NO .
01/07
MADAM RUTHMARTA'S LOVE POTION
_PROJECT
Love in the age of science
the nature and chemistry of romance
_INGREDIENTS
_ 4 sheets of Epson Ultra Premium paper
_ 1 glass petri dish _ 1 teaspoon of glue
_ 2 boxes of Moab Entrada papers
_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 // PAPER PROMOTION
INSTRUCTOR // ARIEL GREY
COURSE // TYPOGRAPHY 3
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 // PAPER PROMOTION
INSTRUCTOR // ARIEL GREY
COURSE // TYPOGRAPHY 3
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 // PAPER PROMOTION
INSTRUCTOR // ARIEL GREY
COURSE // TYPOGRAPHY 3
PAGE // 06
_RECIPE NO .
02/07
THE SIGNATURE ZEN ROLL
_PROJECT
Muji Enso clock
redefine time through the eye of zen
_INGREDIENTS
_ 2 handful of sand
_ 1 piece of cherry wood
_ 2 pieces of corrugated board
_ 3 teaspoon of glue
_ 1 sheet of wood venner
_ 1 clock mechanism
_ 2 pack of AA batteries
_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
PAGE // 07
PROJECT // MUJI ENSO CLOCK
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 3
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // MUJI ENSO CLOCK
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 3
6:00 AM 7:00 AM
PAGE // 06
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
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
2:25AM
7:20PM
PROJECT // MUJI ENSO CLOCK
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 3
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // MUJI ENSO CLOCK
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 3
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // MUJI ENSO CLOCK
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 3
PAGE // 06
_RECIPE NO .
03/07
1, 2, 3 CHICKEN ALFREDO
_PROJECT
Foursquare identity
quick and easy to find what's nearby
_INGREDIENTS
_ 3 boxes of Epson Ultra Premium paper _ 1 iPhone 4
_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
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // FOURSQUARE
INSTRUCTOR // ANDREW CAMBOURIS
COURSE // IDENTITY 2
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // FOURSQUARE
INSTRUCTOR // ANDREW CAMBOURIS
COURSE // IDENTITY 2
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // FOURSQUARE
INSTRUCTOR // ANDREW CAMBOURIS
COURSE // IDENTITY 2
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // FOURSQUARE
INSTRUCTOR // ANDREW CAMBOURIS
COURSE // IDENTITY 2
PAGE // 06
_RECIPE NO .
04/07
JAMES BOND'S FAVORITE ROAST BEEF
_PROJECT
Aston Martin home appliances
living your daily life like James Bond
_INGREDIENTS
_ 5 silver boxes
_ 5 pieces of silver foil
_ 5 pieces of home appliances (electronic razor, trash can, toaster, wine chiller, soap sensor)
_ 20 pieces of magnets
_ 5 sheets of Hahmenuhle papers
_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
PAGE // 07
PROJECT // ASTON MARTIN HOME APPLIANCES
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 3
PAGE // 07
COURSE // PACKAGE DESIGN 3
INSTRUCTOR // THOMAS MCNULTY
PROJECT // ASTON MARTIN HOME
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // ASTON MARTIN HOME APPLIANCES
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 3
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // ASTON MARTIN HOME APPLIANCES
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 3
PAGE // 06
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
PROJECT // ASTON MARTIN HOME APPLIANCES
INSTRUCTOR // THOMAS MCNULTY
COURSE // PACKAGE DESIGN 3
PAGE // 06
_RECIPE NO .
05/07
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
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
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 // 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 .
06/07
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
PAGE // 06
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.
PAGE // 07
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
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
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
PAGE // 06
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
PAGE // 06
_RECIPE NO .
07/07
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
PAGE // 07
PROJECT // IDENTITY COLLECTION
SCHOOL // ACADEMY OF ART UNIVERSITY
COURSE // BFA IN GRAPHIC DESIGN
PAGE // 06
THANK YOU
PORTFOLIO // CREATIVE RECIPE
GRAPHIC DESIGNER // I-HAN HUANG
PAGE // 07
_ FAMILY
_ TEACHERS
_ FRIENDS
father mother I-Ting grandmother uncle Don auntie Jing Lynn Chien Phil Chien
Mary Scott Thomas McNulty Darrell Hayden Christine George Ariel Grey David Hake Roger Swee
Maurice Chan Theresa Yen Emily Massa Rosilyn Lin Jean Yuan Erica Chiang Debby Chang Chi Huang Erica Huang Matt Au Girija Bhomawat Leanne Shepel