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Veylupek.
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Contents. 9
Coffee & Tea Collective Packaging Design
49 Blind Tyger
Packaging Design
17 410 Hartford Ave.
55 OB Beans Coffee Roasters
Interior Design
Brand Development
25 Port Coffee
65 Bradley Mountain
Logo Design
Commercial Photography
35 The Ring Road
77 Simple Cooking
Photo Essay
Cookbook Excerpt
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W
hen I was six years old, I built a house. Seriously! My dad gave me a hammer, I hit a hole into an old wall, and thus began the next 14 years of
my life. From that point on, I spent every weekend with dad. Together we learned the art of hard work and craftsmanship. Much of the work we did was boring and
tireless, we had to do the dirty work no one else wanted to do before we could really start to create. I learned everything from framing walls and installing pipes to laying brick and setting tile.
Through those years, I began to appreciate art as something tangible, not just
something to be viewed in a museum. I began to see everything I did as a form
of artistic expression. My passions changed from architecture, to animation, photography, videography, graphic design, and even to coffee. Today my passions
are constantly changing. I’m still trying to figure out what I want to do when I grow up...maybe a little bit of everything. Those passions are displayed in this book.
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COFFEE & TEA COLLECTIVE Coffee and Tea Collective is a small, minimalist café in North Park, CA. The coffee shop was one of the first third wave cafés to open in San Diego. The brand prides itself on simple recipes and high attention to quality. PACKAGING DESIGN, CONTENT CREATION
COFFEE & TEA COLLECTIVE
B
eing one of the first specialty
The challenge was to create a revitalized
Coffee & Tea Collective held a unique
style elements, but showed that the
coffee shops in San Diego,
position in the market. It was and
is highly respected by coffee lovers, industry professionals, and community
members a like. The first cafe location quickly gained a name for itself due to
its strict minimalism and attention to detail. These attributes were translated
in everything from the design of the cafe and design of the coffee bags, to how the coffee itself was made.
Now four years later, Coffee & Tea Collective was looking for a fresh update that better represented the
way the café and the company had
changed. In 2012, C&T was the new kid on the block. They were fresh and
brand image that kept the signature
company was still on the cutting edge of coffee in San Diego. This meant a
complete overhaul of packaging design, web design, product photography, and
social media. For the purpose of this book, I will highlight packaging design and social media content creation.
For the most part, coffee has been
served and packaged in the same mundane way for decades. Simply filling foiled-lined bags with coffee and
balancing them on a merchandise shelf wasn’t enough to represent the quality of the product. Instead, we decided to go for small tin cans.
edgy, they were breaking down people’s
The cans could be easily filled with
reflected it. That’s the past though.
protective, they stood out among other
perception of coffee, and their brand
C&T still maintains its devotion to quality and minimalism, but now its more refined, more mature. Customers are used to the unusual style of the
coffee shop and simple, high quality coffee has become a norm to them.
fresh coffee, they were durable and competitors, and they helped solidify
the progressive image of C&T. On the
cans, we kept the simplistic original logo and wave emblems, but made it more linear and gave it room to
breath. We then emphasized the iconic ampersand and used a small amount of color to draw attention to the origin of the coffee.
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410 HARTFORD AVE. ARCHITECTURE, INTERIOR DESIGN
410 Hartford Avenue represents the height of the arts & crafts movement in
California. The surrounding houses have changed, the culture has evolved, the
weather of 100 years gone by has done its toll; but, with a little love and care, this house has been revived. This is my home.
In 2001 my family and I moved into a new home, a home that was our own. The only thing was, it wasn’t new, It wasn’t even close to new. The house was built in
1914 and its age was showing. Over the years, various owners had tried to update
and remodel it, but they simply covered over the history and failed to maintain the
true essence of the structure. While neither of us had true construction experience, my father and I saw the house as a good project, an opportunity to restore a lost treasure. Thus began the next fourteen years of construction...I was 6 at the time.
I’ll admit, because of this house, my childhood wasn’t like most others, but I wouldn’t
exchange it for anything. As the years past, I began to learn more and more about construction, architectures, and design history. Understanding the intricacies of
craftsman design became second nature to me. I could spot a 1930s Roseville vase, a Batchelder tiled fireplace, or a Greene & Greene home almost instinctively.
The restoration process allowed me to learn my fair share of skills, but it also allowed me the unique opportunity to implement design in a physical way. By
using references from historic architectural records and by finding actual relics of
the movement, I was able to design the exterior and interior of 410 Hartford Ave. to give it the look it once had. I often used my own creative liberties, but always
respected the history of the home. I was able to design and build almost everything, including: a new front porch, a brick facade and chimney, an additional room with a shingle exterior, a fireplace mantle, custom cabinetry, and custom doors.
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PORT COFFEE Port Coffee exists as a specialty coffee company in San Diego, CA. The brand operates mainly as a mobile coffee cart, but is best known for its take on coffee cocktails and by-the-cup pour overs. LOGO DESIGN, PACKAGING DESIGN
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PORT COFFEE
P
ort Coffee is an experimental
of San Diego. San Diego has always
quality coffee to San Diego. Acting as a
for its ocean front skyline. At the same
project created to bring top
pop-up coffee cart, Port is able to brew
coffee anywhere, bringing specialty coffee straight to the community.
Serving the best possible cup of coffee
every time is the driving force behind Port. They are intentionally aware of
everything from the fair trade of their green coffee, to the consistent quality of roasting, and the freshness of their seasonal ingredients. Every little detail
helps to make a cup of coffee that will surpass expectations.
Port Coffee aims to change the way
people drink coffee and create a new specialty market in the process. To do this, Port Coffee has spent the last year
perfecting a variety of recipes for a style
of drink known as a coffee mocktail. The final product of the company’s
extensive recipe development is Port Coffee’s xPORT, the first bottled
coffee of their kind. xPORT mocktails
redefine that way that consumers think about and taste coffee.
The creation of the names Port Coffee
and its product, xPORT, came from an effort to serve and represent the city
been a culturally diverse city known time there was a desire to showcase coffee as a complex, imported item
rather than a simple commodity. With those concepts in mind, we
decided on the word Port. Port was
the perfect representation of both the
landscape and culture of San Diego, as well as the origin story of coffee. From there xPORT was born out of a collaborative effort to mix coffee
with unexpected ingredients to create something entirely new.
For the look of the brand identity and
the bottled drink, I wanted to create
something that was simple and iconic. To construct the logotype, I gathered inspiration from hand-painted ship
and harbor signs of the mid 1900s. I made the new typeface bold and
black, then juxtaposed it with thin
line drawings and rich red accents.
Although not a part of the main logo, a cartoon skeleton-sailor was created
as part of the extended brand universe. The skeleton has quickly become a
recognizable symbol of Port Coffee in San Diego.
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PREPARE
GRIND
Gather all your V60 components together. Make sure
Measure out 20 grams of coffee (assuming a 1:15
your water is already hot, rinse the filter (the hot water
your Baratza Encore, #13 for a Virtuoso. Load the
the brewer itself and the server or mug are clean. If
will do the cleaning for you). It’s common practice to
rinse the rinse the filter to rid the filter of paper flavor, and heat the server.
ratio). Grind it medium. We recommend a #14 on coffee and make sure your water is at least 205Ëš to bloom.
POUR
SERVE
Pour 30 grams of water into the bed of coffee,
Discard filter and coffee grounds. Allow coffee to cool
seconds of expansion. Pour in concentric circles to
mug. Coffee is best enjoyed in the company of good
saturating the entirety. Bloom time. Allow for 30 evenly agitate all the coffee and control water direction
under the surface of the slurry. Pour water in doses of 70-100g every 30 seconds. End at 300g.
by swirling coffee in carafe. Pour into a clean, warm
people. If you liked your coffee concoction, consider doubling the ratio and share with a friend
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THE RING ROAD In March 2017, myself and seven other friends set out to explore the unknown and push our understanding of the world a little bit more. We found solace and adventure in Iceland. This photo set is a small glimpse into the different landscapes that make up this arctic island. PHOTO ESSAY
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I
celand was one of those places that seemed untouchable, it was distant and cold, it was a foreign frontier. My
only understanding of this arctic island came from the images I saw from magazines like National Geographic.
I dreamt of summiting mountains and trekking through untouched snow. But the thing that people don’t know is, people live there. Seriously! A lot of people actually live there. Theres a fully functioning cultures and economy.
The thing is, when the US economy crashed in 2005, the Icelandic economy crashed even harder. In an attempt to
bring income back to the island, in the last few years there has been a huge push for tourism. Thats where I come in. My visit is a direct result of Iceland’s efforts to promote tourism. Thank God for tourism.
My first encounter in Iceland was with the Icelandic customs officer. She asked what the purpose of my visit was. “To drive the Ring Road and explore the north,” I said. “In the winter?!” She laughed and stamped my passport. It
didn’t matter what other people thought, I had made it there and I was going to embrace every challenge and every opportunity. I was traveling with seven other guys, some of my closest friends, and nothing could stop us. After our fair share of complications, we were on the road.
Iceland is built kind of like an adult Disneyland, everything can be accessed in a central location by buses, and
instead of roller-coasters, there are waterfalls. We didn’t come for Disneyland though. As we drove further and
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further north we got away from the tourism, we saw fewer cars, then
even less cars, then none at all. This is where the real adventure began. Somewhere along the eastern coast, it really started to set in. We had actually made it half-way across the world to an icy country we had
only dreamed of visiting. I think the biggest turning point was three
or four days in. I had been driving all day, trying to get as far north as possible. The sun had set, the weather was shifting, and we still hadn’t found a place to stop for the night. As the fog rolled in and the light
rain turned into a snow storm I had lost almost all visibility. Normally we communicated from van to van over walkie-talkie, but no one said
a word. Everyone was on the edge of their seat. Finally, we came across
a side road where another car had stopped for the same reason as us. We pulled off, parked to the side, and went to sleep with hearts still beating fast.
When we woke up, we couldn’t believe where we had happened to
spend the night. Our vans were parked directly in front of a glacier, right next to a place called Diamond Beach. It was surreal. I was
terrified the night before, surrounded by nothing but darkness. Now we were surrounded by some of the brightest blue waters and clearest ice I had ever seen. Chunks of broken off glacier floated into the
ocean and washed back onto the beach. They sat on the black sand like monuments, guarding the island shores.
As we continued along the Ring Road, we were astonished by the
dramatic change of landscape. Often times, in the course of an hour, the scenery could change from snow covered mountains rising into
the clouds, to rolling moss-covered hills, to seemingly endless black sand plains. Every site we saw quickly became the most beautiful place
we had ever seen. I won’t claim to be the first person to have these experiences and I won’t claim to be the most adventurous Icelandic
traveler. There are some experiences, however, that can’t be replicated. I could write an entire book about our time in Iceland, but words don’t
do enough justice to describe the landscape or the people that made the trip what is was. Somethings are better experienced in person.
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“Keep close to Nature's heart... and break clear away, once in awhile, and climb a mountain or spend a week in the woods. Wash your spirit clean.” - John Muir
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BLIND TYGER Cocktail culture is has been a staple of luxury and innovation since the 1800s, even today bartenders and mixologists are constantly innovating. The problem is, alcohol acts as a limiting factor for creativity and complexity. This is where Blind Tyger comes in. BRAND DEVELOPMENT, PACKAGING DESIGN
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BLIND TYGER
T
he name Blind Tyger came
investor. Working in the beverage
exclusive patrons would use to gain
thought I would do, but God has
from
a
code
word
that
entry to illegal speakeasies during the Prohibition. I wanted our drinks to be seen as something exclusive
and high-end. I wanted them to
industry was never something I
provided incredible opportunities and countlessly opened unexpected doors.
evoke a curiosity and a sense of
The end result of this unexpected
someone
product known as Blind Tyger.
excitement that only exists when experiences
that few people have.
something
Blind Tyger was one of those companies that came about by accident or at least not in the way that I expected. Prior to the
creation of Blind Tyger, I had been working on developing Port Coffee
for about two years. When I started to get requests for a type of drink
known as coffee mocktails, Port
opportunity is a bottled cocktail
While people often enjoy the taste
and complexity of a classic cocktail, alcohol can often act as a limiting
ingredient. At Blind Tyger, we've
chosen to replace the alcohol in
cocktails with coffee. The end result is a delicious assortment of bottled
beverages that can be paired with great food and enjoyed with friends any time.
Coffee evolved into xPORT. On
Blind Tyger is currently served
friend that we should try to bottle
Mule, Black & Tonic, and Old
a whim, I jokingly suggested to a our "mocktails."
To my disbelief, my idea actually started to catch on. Who ever I mentioned the idea to immediately
loved it and wanted me to pursue it. Fast forward six months and I found myself and my business partner
sitting in front of a potential
in
three
main
flavors: Amber
Fashion. Additional flavors will be
added depending on the season. Currently, Blind Tyger mocktails
are handcrafted and individually bottled of
with
increasing
the
intention
production
packaging in aluminum cans.
and
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OB BEANS COFFEE ROASTERS OB Beans is a local micro-roaster in Ocean Beach, California. They work directly with small lot coffee farmers around the world to select high quality beans, small batch roast them in OB, and donate back to non-profit partners. BRAND DEVELOPMENT, LOGO DESIGN, PACKAGING DESIGN
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OB BEANS COFFEE ROASTERS
O
ctober of 2016, I got the unique opportunity to start working as a
consultant for OB Beans Coffee Roasters. Rather than fulfill one
request for a logo design, I was able to take complete control of all aspects
of the brand development. The team at OB Beans had plans to not only
further develop their brand, but they intended to open a cafe and retail space in downtown Ocean Beach.
My job as a consultant gave me the opportunity to create a brand and a physical space that was seamlessly cohesive, best representing the ideas
of the original team. I was given the authority to create new logos and icons, develop new packaging design, create the cafe layout, and develop the overall coffee program.
In order to best determine the needs of the company and the needs of the
local customers, I utilized an approach known as human centered design. I asked the entire team and several regular customers a series of questions that would help me understand what kind of company OB Beans was and who they wanted to be. I asked questions such as, "What are your strengths," "What do you hope to achieve," "Who is your target audience," and even questions like, "What's your favorite color?"
While the cafe build-out is still in progress, we were able to make a lot of progress in creating an updated brand image. For the type, I chose a
simple sans-serif typeface that acted as a fresh update to the original stencil
design. For the logo icon, I drew inspiration from the local culture of Ocean
Beach. A simple seagull became the obvious choice to represent this beach community and the beach inspired coffee shop.
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BRADLEY MOUNTAIN Bradley Mountain is an independently owned maker of hand-crafted bags and accessories. All products are designed and assembled by a small team in San Diego, CA. With their durable, canvas and leather bags, Bradley Mountain has quickly become USA Today’s Top Maker. COMMERCIAL PHOTOGRAPHY
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SIMPLE COOKING COOKBOOK EXCERPT
Food requires no translation. It is transcendent. When it’s good, it can defy explanation. It can be beautiful and it can be messy, complex yet simple. I believe that good food is a direct pathway to a fuller lifestyle.
There are moments in my own life, memories and emotions that I can attribute to a specific thing I ate. The best conversations I’ve had in my life have been surrounded by people I love and the food I love.
I wrote this cookbook to create these moments, over and over again. I want
these recipes to be shared amongst friends and through generations. Parts of my personality and identity are strewn throughout these dishes. These recipes have
helped me realize the things I love about cooking. I hope they can do the same for you. Enjoy.
By Andrew Nguyen
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AVOCADO TOAST Bread loaf of choice 1 half avocado 1/4 Cup Micro greens Ricotta cheese Butter 3-4 Strawberries 2 Rainbow radish Salt and pepper to taste
I have a particular affinity for toast. It is the ideal vehicle for testing new flavors and textures. This is the perfect combination of elegance and complexity to start your day off on the right foot. Cut slice of bread about ½ in thick. Toast for 1 minute in toaster.
In a small bowl, whip together butter and ricotta cheese until fluffy and full incorporated.
Prep avocado, strawberries and radishes. Remove
pit from avocado, slice vertically and remove from skin using a spoon. Slice strawberries vertically
in small slivers. Slice radishes very thinly using a mandolin or sharp knife.
Assembly. Spread ricotta-butter whip on toast. Place avocado then strawberries and radish respectively. Garnish with micro greens. Salt and pepper to taste.
Enjoy with a fine brewed cup of coffee.
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Special Thanks God
Mom & Dad
Allison Anderson Courtney Mayer
Fellow Design students The Hill House
COLOPHON Design, Photography Keet Veylupek
Additional Photography Briana Nolan
Todd Pinckney
Ryan Shoemaker Printer
Reprographics,
Point Loma Nazarene University Paper
McCoy Husky
Typefaces
Adobe Caslon Pro Tofino
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