P O RT F O L IO Art & Design is a type of communication. it's about the way an object or idea speaks and explains to an audience, and also involves us in long or short conversations. Indra Werdana.
01
ABOUT
it’s all about me
02
BRANDING
all processes from the beg inning
03
LAYOUTING all mixed works
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PHOTOGRAPHY
some fine ar t photograp hy & p rod uct
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SOLACE
my kind of ar t
I n d r a W e r d an a B o r n i n J a k ar ta in 1 9 9 5 B ac h e lo r ’ s d egr ee in 2 0 1 9 Since I was a child, I was used to paying attention to all visuals what i saw, which I found interesting. for the first time I started drawing when I was 5 years old, and at that time I started with whatever picture I liked, I loved, and I was amazed, until I was in senior high school. When I majored in Visual Communication Design, I just realized aesthetic values and proportions, from the beginning of the semester until I graduated there were many things that I got, but I wanted to continue to look for a lot of experience, because from experience i'm learning. When I work as a graphic designer, I like the accompaniment with songs what i like, because music is one of the objects that I often create visually.
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R E SU M E ED UCAT I ON
2010 - 2019
I shortened this education timeline, because the education in that year was the most influential for me, senior high school and college.
SMAN 6 JAKARTA
BINUS UNIVERSITY
I entered senior high school in 2010 and graduated in 2014, I majored in social studies.
Graduated in 2019, I majored in Visual Communication Design (new media).
EX P E R I ENC E This is my experience, when I work as an employee or Internship.
VOYEJ
SAMPOERNA (SOBATKU)
Binus university has a 3 + 1 program, as a mandatory 4-month internship program. 8 months of my internship in Voyej because of an extension to make a product catalog book, that takes a long time. My jobdesk is a designer, photo product and crawling as a marketing associate.
This is the second place I internship at SOBATKU as a Sampoerna subsidiary, daily jobdesk is flyer design about campaigns, promos, and event SOBATKU.
SKIL L BRAINSTORM PHOTOSHOP ILLUSTRATOR PREMIERE AFTER EFFECT
02
B R A N D I NG. The process used to build awareness and increase customer loyalty. About the various ways people have to choose a brand compared to others.
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VISUAL REBRANDING OF HOUSE OF TEA House Of Tea is a tea house with "Feels like Home" for me. It can be said that House Of Tea is a tea house based at home. Every day House Of Tea opens in the afternoon and closes at midnight, rarely places crowded, and the atmosphere is peaceful because it is far from the highway, its place in the depths of the housing. In addition, in this tea house are also decorated with antique and old goods and still look natural with decorated tree trunks, benches made of teak wood, the yard is overgrown with grass and various plants. We can feel peace and calm because the place is far from noise. House Of Tea's vision is to become a global, competitive and sustainable tea education company in Indonesia. The House of
BRANDING HOUSE OF TEA / GUIDEBOOK LOOKS
Tea Mission is produces, develops and markets Indonesian Tea innovations, processed tea products that are globally competitive and sustainable. A visual identity is needed that can reflect the characteristics and concepts that are in accordance with the target market. How to make a visual identity design that is suitable for the target audience so that it can match the House Of Tea character that is calm because of the tea, and comfortable because of the place, using the appropriate visual identity, with supporting natural colors, and attractive supergraphics.
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BRAND IDENTITY 01
NEW & PHILOSOPHY LOGO
Previous Logo
New Logo
+
+
2.1.1 House Of Tea uses a logo consisting of Logogram and Logotype. With the presence of logos, House Of Tea will be more easily seen by consumers, but the logo still does not have a strong meaning. 2.1.2 For teapots that symbolize the logo, house ornaments can come from the word House of Tea, due based on the owner's own house, and for leaves taken from the initial concept of rebranding is natural. Green color is also an option, because the concept is natural to strengthen brand identity.
02
03
CLEAR SPACE X
X
X
X
2.1.3 The spacing used in the logo uses proportions on the grid, which is the window ornament on the logogram so that it doesn't interfere if you want place objects or placed on certain objects.
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GRID 8 x
7x
1/2
6x
2x
CONCEPT LOGO
2 x 1/2
Logogram
16x
x
Logotype
2.1.2 The logo is inspired by the brand itself, which is a combination of "House" and "Tea" with logograms and logotypes combined into gestalt. The house is described as a roof, tea and leaves above to make it look more communicating as tea.The main color in the logo is green because it looks natural where the concept of rebranding is natural.
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2.1.4 For the grid system on the logo, use the window ornament on the logogram to become a benchmark or "X" on each side of the logo, you want it on the logogram or logotype so that the proportion is not distorted. In "X" it looks the same as one box from the grid section, if there is something that is not precise with the grid from the grid then it will be 1/2.
HOUSE OF TEA
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MINIMUM SIZE
Secondary Typeface HELVETICA BOLD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
BASKERVILLESA BOLD 20 mm
2.1.5 The minimum size must still be determined, because it is smaller than the provisions already in given it will be difficult to know. For maximum logos no problem when still in proportion which has been specified.
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
2.1.6 The second typeface used is Helvetica Bold and Baskerville Bold. This type of font is used because it is easier to find on other devices, and also easy to read the main typeface on the brand.
TYPEFACE 07
Primary Typeface
COLOR USAGE
GOTHAM BLACK A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
PERP E TUA B OLD A B C D E F G H I J K L M N O P Q R ST UVW XY Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
2.1.6 The main typeface that can be used in logotype or other purposes are Gotham Black heading and Perpetua Bold for body text. This Gotham font is clearly visible if it is made into the main headline, and for Perpetua it looks relaxed to be played if it is made into body text.
CMYK 71/36/100/25 RGB 79/110/41 HEX #4f6e29
CMYK 15/36/82/4 RGB 216/167/64 HEX #d8a740
2.1.7 For colors that are applied to the logo and others only two so that it is not too crowded and one basic color is white. The colors green and yellow was close to each other, so it didn't change significantly. green color from the concept, that is natural, and there is also one yellow to complete.
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HOUSE OF TEA
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BW & BACKGROUND 2.1.8 The green and yellow backgrounds used are the same as the specified CMYK code.
Warna primer logo dengan background retro.
Dalam logo dilarang untuk melebih warna dari satu atau membuat shadow pada logo. 2.1.9 Do not change, manipulate, or decorate the logo. Use of logos may only be produced from digital master artwork. The logo is changed according to the colors and conditions that have been made in this GSM(Graphic Standard Manual).
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10
UNACCEPTABLE USAGE
ACCEPTABLE USAGE
Change size without a predetermined scale comparison.
Original color logo with white background.
HOUSE
OFTEA
Change position of typeface.
Reflect the original color logo with background
Main logo color with dark background or vice versa The logo on the photo background with the terms of the logo position must remain in clear and contrast.
07
BRAND IDENTITY 2.1.11 Supergraphic Required in Efforts to Support Brand Identification. Brands are not just logos and products, brands must have strong supporters in every media, if they want to support color, there will be something similar to other brands.
Combination of two original color logo with background.
used outline of the logo and background if that’s same the color.
In making Supergraphic on rebranding it uses art lines for applications. Ornaments are taken from the idea of leaf and flower fibers combined with art and become one of the usual forms. Created supergraphic, the shape is not constant, so it will change due to natural concepts. There are several examples consisting of details of supergraphic although the shape is different - but still in unity guidelines. Forms can be developed anything shape, as long as they are in proportion and the appropriate aesthetic value is used layout.
2.1.10 The use of a true and consistent identity will strengthen the brand in general. To maintain overall, readability and impact of the visual logo, that all are examples of permitted uses.
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SUPERGRAPHIC
Pattern 1
Pattern 2
Pattern 3
Pattern 4
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STATIONERY BRAND 01
03
LETTERHEAD
ENVELOPE 198mm
Size
210mm
221mm(W) x 297mm(H)
20mm
25mm
57mm
110mm
20mm
15mm
Paper Type
221mm
Printing Tech Digital Printing
15mm
297mm
Size Font 34mm
11mm
Art Paper 260-310 gsm
13pt
Size Logo 40m(W)
11mm
13mm
Supergraphic Pattern 3
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Size
210mm(W) x 297mm(H) HVS
Printing Tech
Size Logo
Digital Printing
40m(W)
Size Font
Supergraphic
250mm
Pattern 4
45mm
12pt
Paper Type
MAP FOLDER
HVS 70-100 gsm
221mm(W) x 297mm(H) 350mm
02
BUSINESS CARD
Paper Type Art Paper 260-310 gsm
88mm 35mm
Size
Printing Tech
54mm
20mm
Size
90mm(W) x 50mm(H) Art Carton 09
13pt
36mm
Printing Tech Digital Printing
Size Font 8pt
Size Logo 40mm(W)
Size Logo 20m(W)
Supergraphic
Supergraphic Pattern 4
35mm
Paper Type
Size Font
30mm
36mm
55mm
Digital Printing
35mm
Pattern 3
HOUSE OF TEA
Nowday’s corporate stationery design is an impotent focus for design and branding, it is a detail that should not be overlooked. We live in a world where there has been a profound decrease in the physical objects that are produced by and associated with a business such as, letterhead, business cards, envelope, and map folder. In some ways, this has added importance to the property of both the design and the materials used in this traditional media form since it is one of the last tangible, tactile elements of your business’ branding.
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HOUSE OF TEA
01
PAPER CUP
02
COASTER
03
MENU Menu Content Cover
Material
Paper Cup
Size Logo 25mm
Printing Tech
Paper Cup
Supergraphic
Size Logo
Pattern 4
Size item
Printing Tech
Material
Digital Printing
Fabric
Supergraphic
Size Logo
Pattern 3
25mm
Size item
Supergraphic
Pattern 3
Size item
85mm(Diameter)
A4
04
05
06
PAPER BAG
Digital Printing
40mm
8oz
APRON
Printing Tech
Material
Digital Printing
INVOICE & STAMP
INVOICE No Ite m D e s c r i p t i o n
P r i ce
Qty
To ta l
S u b To t a l :
Material
Fabric
Size Logo Adjusted
Size item
Adjusted
Printing Tech
Material
Screen Printing
Art Carton
Supergraphic
Size Logo
Pattern 3
40mm
Location
Contact
Jl. Poncol No. 3B, Pondok Indah Jakarta Selatan
0856-8845-911
Thank You For Ordering, Mr/Mrs :
Printing Tech Digital Printing
Supergraphic
Pattern 4
Size item
A4
Invoice and Stamp just for the purpose of purchasing products at House Of Tea 11
INVENTORY 07
Packaging I Packaging is distinguished by each taste from tea through color. Color according to each taste. if black tea is a black packaging. For the front layout, the back of the product category, and for the left and right layout, namely information and aphorisms to make it look more impressive behind the tea itself. There are four general packaging categories, namely, Green Tea (green), White Tea (faded chino), Oolong (Orange), Black (black) tea.
Material
Art Carton
Size Logo 67mm(W)
Printing Tech Digital Printing
Supergraphic
Pattern 3
Size item
88mm(Cube
08
Packaging II Special edition specifically for customers who buy four flavors of tea which are mainly sold at House Of Tea, namely Black Tea, White Tea, Oolong Tea, Green Tea.
Slid
e In
The reason for this packaging is that you don't need to carry a lot of packaging if you buy a lot of flavor, only one. Material
Art Carton
Size Logo 65mm(W)
Size item
210mm(W)
Printing Tech Digital Printing
Supergraphic
Pattern 3
Slid
eO
ut
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MERCHANDISE 01
PIN
02
STICKER
HOUSE OF TEA
03
TOTEBAG
04
NOTEBOOK
05
T-SHIRT 1 & T-SHIRT 2 Merchandising is everything you do to promote and sell your products once the potential customer is in your store. When we talk about merchandise, we are talking about products available for sale, typically in a retail setting. Since the sales process often starts with the eyes, merchandising typically involves presenting products in a visually favorable light, to try and encourage purchases.
BACK
13
FRONT
SIGNAGE
HOUSE OF TEA
01
MAP DIRECTION Size
Adjusted
Material
Art Paper / Digital
Printing Tech Digital Printing
Size Logo Adjusted
Created this map so that people know the existence / location of House of Tea. This map is made as attractive as possible from the illustration plan and the color applied.
02
NEON BOX Size
Adjusted
Material
Neon Box
Printing Tech Digital Printing
Size Logo Adjusted
Supergraphic Pattern 3
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This logo was made to further deepen the meaning of the brand name. Portafilter logogram in addition to the essence of the brand coffee shop.
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ALLIGMENT
CONTRAS EMPHASIZE UNITY
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PROXIMITY
LAY OUT I NG. The layout pays attention to the laying of text or image elements in a design, such as how the elements are positioned, and how the relation is as a unified design. This will then affect how the content in the design is seen and accepted for the readers, as well as the emotional reactions that come from the design.
LAYOUTING
MINIMAL KOPI
POSTER 1 POSTER 2
POS T E R.
POSTER 3
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LAYOUTING POSTER 1
VOYEJ
POSTER 2
POSTER 3
P OS T ER. 19
SELECTIVE ROASTERY
INFOGRAPHIC
UPSTREAM ROASTERY DOWNSTREAM
SELECTIVE
COFFEE &
COFFEE ROASTERS
BEAN NEEDS
QUALITY
SERVICE
PERFOMANCE
ON TIME
COFFEE
COFFEE
BEAN
ROASTED
HIGH QUALITY
SUPPLY
ROASTERS
DISCOVERY
BEAN ARTISAN
SERVICE
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PH OTO G R
A P HY
Fine Art
Capturing a realistic rendition of the subject, the photographer is aiming to produce a more personal. That fine art photography describes any image taken by a camera where the intention is aesthetic (that is, a photo whose value lies primarily in its beauty - see, Aesthetics), and this concept is also used in product photos.
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PHOTOGRAPHY
MINIMAL KOPI
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PHOTOGRAPHY
23
VOYEJ
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PHOTOGRAPHY
25
VOYEJ
26
PHOTOGRAPHY
27
28
PHOTOGRAPHY
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S OLAC E.
all works are solely to entertain themselves during leisure time, and all works are illustrations that are made as if they were natural.
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SOLACE
look deep into nature
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SOLACE
33
space odyssey
SOLACE
the red circle
イニブカンナガ リング
自然を深く見る
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