Lindsay Calhoun
Table of Contents
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Top Paw 14
24 28
The Nook
Jillian’s Edible Rice Baking Cups
Absolute Comedy 36 44
Poison Pepper Company
The Women’s Press 50 Maid of the Mist
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Wine Spectator
66 ASPCA - Factory Farming 70
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Top Paw Branding
Branding solution for PetSmartÂŽ house brand dog shampoo, Top Paw.
In PetSmart’s mission statement, they wisely acknowledge that in every transaction they make there are two customers who deserve superior service: the pet and the pet owner. While their house brand line of dog shampoo, Top Paw, was widely reviewed online as a high performing and effective product line, their brand identity and packaging failed to reflect the product quality. The design felt dated and had almost a clinical feel, and the bottles were poorly designed for a person with wet hands trying to control a dog. The design solution gives a superior product to both the dog and the owner: the dog has a great and effective shampoo and the owner has a functional product that looks like a boutique
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product for the house brand price. Simplifying and modernizing the brand gives the product a cleaner, more fun identity. Adding a pump dispenser and a handle allows dog owners to hold both their dog and the bottle. Each product in the line was also assigned a unique color identity for easy differentiation for multiple dog owners with multiple different shampoo needs. Finally, the redesign reflects the dog owner’s desire to pamper their dog, even if they are shopping on a budget. This rebrand solution will enable Top Paw to compete with the more expensive luxury dog care products and, by doing so, further their desire to bring superior service to both the pet and the owner.
Top View of Pump Bottle
Top Paw
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Logo
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Top Paw
Front Bottle Label
Top Paw
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Back Bottle Label
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Top Paw
Front of Bottle
Top Paw
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Front of Bottles
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Top Paw
Back of Bottles
Top Paw
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Top of Bottles
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Top Paw
Top Paw Dog Washing Kit
Top Paw
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The Nook Restaurant Branding
Branding solution for The Nook restaurant including menu, website, and miscellaneous restaurant items.
The Nook restaurant is a small, “hole-in-the-wall” restaurant that features a unique combination of a professionally trained chef with a “comfort food” menu and atmosphere. However, their current branding did not reflect this blend of elevated food quality and preparation without being overly fussy. For inspiration on solving this design problem, it was important to consider the definition of a nook, which is “a corner or recess that provides seclusion and security”. The solution takes advantage of the
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The Nook
cozy feel implied by the name “The Nook” with a clean and bright overall color tone with pops of purple and green, and gives The Nook a unique shape that both gives the name its own “nook” shape to sit in for the logo and provides a modern custom pattern to be used throughout the restaurant branding. The simple, unfussy yet elevated brand identity is carried through from the menu to the website with clever menu section headers, simple layouts and consistent application of branding elements.
The Nook
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Logo
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The Nook
LET’S GET STARTED
A LITTLE CHEESE WITH THAT WINE 3.50
PARMESAN FRENCH FRIES
Reds: Pinot Noir, Cabernet Sauvignon, Shiraz, Merlot Whites: Chardonnay, Pinot Grigio, Moscato, Prosecco
4.50
BEER-BATTERED ONION RINGS Vidalia onions cut thick and lightly battered in Sam Adams Boston Lager
BOTTLED BEER
6.00
SPINACH AND ARTICHOKE DIP
Domestic: Sam Adams, Budweiser, Bud Light, Miller Light, Yuengling, Shocktop Imported: Corona, Corona Light, Stella Artois, Guiness, Heineken, Heineken Light
Our secret recipe coupled with house-made pita chips
5.50
JALAPENO POPPERS
3.50 Domestic 5.00 Imported 20.00
CHEESE PLATE AND WINE
Jalapeños and cream cheese deep-fried and served with a creamy ranch dipping sauce
Your choice of wine bottle and a selection of cheeses, preserves and breads
6.50
CHICKEN FINGERS
5.00 Glass 10.00 1/2 Liter 15 Bottle
HOUSE WINES
Fresh Idaho potatoes hand-cut and baked in Parmesan cheese, mild Cajun seasoning and olive oil
COFFEE AND A SELECTION OF PASTERIES
White meat chicken served with barbecue, creamy ranch, honey mustard, and chipotle mayo dipping sauces
10.00
A coffee carafe served with a daily selection of cookies, brownies, truffles and other pasteries
1.50
OTHER BEVERAGES
RABBIT FOOD
Sparkling Water, Coke Products, Milk, Coffee, Iced Tea, Hot Tea (Black)
3.50
HOUSE SALAD Iceberg lettuce, cheddar cheese, cherry tomatoes, cucumbers and the dressing of your choice
4.50
WEDGE SALAD
Wedge of iceberg lettuce served with fresh tomatoes, crumbled bacon, chopped egg and blue cheese dressing
CHOPPED CHICKEN CEASAR SALAD
7.50
Grilled chicken on romaine lettuce with house-made croûtons, parmesan cheese and ceaser dressing
SOUTHWEST BARBEQUE CHICKEN SALAD
8.50
WHO WE ARE
Grilled chicken tossed with corn, tortilla strips, onions, bell peppers, tomatoes and barbecue ranch dressing
nook: (n) a hidden or secluded retreat, esp. one offerine security and peace
3.50
SOUP OF THE DAY Our soups change daily, so be sure to ask your server!
At The Nook, we strive to embody the definition of a nook: a treasured spot to relax and get away from the stresses of life. Our casual comfort food menu was designed to be simple yet satisfying, with a healthy twist. We are family owned and operated, and hope to make you feel like a part of our tradition. If there is anything we can do to improve your experience, please let us know.
THIRD COURSE IS THE CHARM 8.50
TBLA SANDWICH Turkey, bacon, lettuce and avocado on toasted rye bread with dill mayo, french fries and a sweet pickle
9.50
PHILLY CHEESESTEAK The traditional Philadelphia style cheesesteak served with french fries
CHIPOTLE CHICKEN PASTA
11.50
Penne pasta with chipotle-seasoned chicken strips, tomatoes, peas and a creamy parmesan sauce
HERB ROASTED CHICKEN
12.50
Half chicken roasted in our herb rub with seasonal steamed veggies and whipped potatoes
PEACH-GLAZED PORK CHOPS
12.50
Pork chops grilled in a sweet peach glaze served with seasonal steamed veggies and whipped potatoes
©The Nook 2013 31 Center Street Jupiter, FL 561.747.9243
©The Nook 2013 31 Center Street Jupiter, FL 561.747.9243
Menu
The Nook
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Website Homepage
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The Nook
Website Menu
The Nook
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Website About Us
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The Nook
Placemat
The Nook
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Mug
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The Nook
Takeout Bag
The Nook
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Jillian’s Edible Rice Baking Cups Branding
Branding and packaging for Jillian’s Edible Rice Baking Cups, a young startup company.
Jillian’s Edible Rice Baking Cups is a brand new start up company that makes baking cups out of rice paper. For the time being, their focus is to take advantage of the recent cupcake trend and market their product to doit-yourself mothers of young children who are looking for a fun, create, less messy way to serve cupcakes at parties or events. However, it was important that the brand not entirely pigeon hole itself into a “cupcake only” product to provide the brand longevity even after the cupcake trend begins to fade. As a solution, the logo is type based with small details that are reminiscent of a cake decoration without being too literal and it features the baking
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Jillian’s Edible Rice Baking Cups
cups themselves integrated into the typeface. It was important to retain the word rice for product differentiation; there is a similar product emerging in the market but it is not glutenfree like Jillian’s Edible Rice Baking Cups. While the name is rather long, providing text hierarchy with the focus on the name “Jillian” breaks up the leng th. Research showed that there are several “muffin tin recipe” cookbooks already on the market, so integrating an unexpected recipe that can be made using the baking cups into a removable card on the bottom of the container will give customers new reasons to continue buying Jillian’s Edible Rice Baking Cups.
Jillian’s Edible Rice Baking Cups
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Logo
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Jillian’s Edible Rice Baking Cups
3 cup(s) chopped broccoli florets 1/2 cup(s) diced broccoli stems, tough outer skin peeled off 2 cup(s) sliced mushrooms of choice 1 shallot, chopped 2 clove(s) garlic, minced 4 large whole eggs 3 egg whites 1 cup(s) grated Gruyère , or other mild Swiss-style hard cheese Juice of 1/2 lemon 1 tablespoon(s) fresh thyme, or 1 teaspoon dried thyme 2 teaspoon(s) grainy or Dijon mustard 1/4 teaspoon(s) red chili pepper flakes 1/4 teaspoon(s) salt
Preheat oven to 375 degrees F. Heat 1 tablespoon oil in a large skillet over medium heat. Add broccoli florets, broccoli stems, mushrooms, shallot, and garlic; cook 5 minutes. In a large bowl, beat together eggs, egg whites, cheese, lemon juice, thyme, mustard, chili flakes, salt, and pepper. Stir in broccoli mixture. Divide mixture among 10 medium-sized greased or paper lined muffin cups and bake for 20 minutes, or until eggs have set. Let cool several minutes before unmolding.
Packaging Recipe
Jillian’s Edible Rice Baking Cups
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Absolute Comedy Branding
Branding for Absolute Comedy, a comedy club with locations in Ottawa and Toronto.
L oca l c om edy c lubs ha ve a reputation of being da rk, som ewhat c heesy div es; Absolute Com edy m a na ges to be a ll of these things a nd turn it into a good thing. Absolute Com edy is a kind of institution in the O tta wa a nd Toronto a rea , espec ia lly for the c ollege a ge kids looking for a n a lternativ e to the tra ditiona l m ovie or ba r sc ene. Resea rc h into the ta rget a udienc e rev ea led that m a ny of the 20 som ethings that f requent Absolute Com edy like to attend shows a s a wa y to sta rt of f a night out. It wa s
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im po r tan t that the bran d i n g s o l u ti o n repres en t al l o f thes e thi n g s . The l og o i ts el f takes ad v an ta g e o f the a bs o l u te v al u e s ym bo l s to ad d a bi t o f hu m o r. The c o l o r s are bo l d an d s o m ew hat o ffbeat, l i ke the s tan d u p co m ed i an s A bs o l u te Co m ed y i s fam o u s fo r, an d the pl ac em ats br i n g tog ether s o pho m o r i c d r i n k i n g hu m o r an d a great ti m e k i l l er w hi l e w ai ti n g fo r a s ho w to s tar t. A s a to tal i d en ti ty, the b ran d i n g br i n g s a fres h an d yo u n g feel t o the ex per i en c e that m atc hes the a u d i en c e o f A bs o l u te Co m ed y.
Welcome to Why don’t you take this moment to pre-apologize to all the people you’re going to drunk text later.
Absolute Comedy
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Logo
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Absolute Comedy
Coaster
Absolute Comedy
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Absolute Comedy
Calendar
Here’s a game of tic-tac-toe to keep you occupied for the next 5 seconds
Welcome to Why don’t you take this moment to pre-apologize to all the people you’re going to drunk text later.
Placemat
Absolute Comedy
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Beer Glass
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Absolute Comedy
Tee Shirt
Absolute Comedy
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Poison Pepper Company Branding
Branding and packaging for Poison Pepper Company, an online-only hot sauce company.
Poison Pepper Company is a small, online order only hot sauce company that has won awards at hot sauce conventions across the country. Their current logo and branding is workable for a small company, but needs an upgrade as they begin growing into a legitimate company and distributing their product on a larger sale. The company name provides a great
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jumping off point, and packaging the hot sauce like a poison rather than a traditional hot sauce emphasizes the uniqueness of the product and implies that “the hot sauce is so hot it’s like poison”. The hot sauce/poison analog y continues throughout the brand and to the logo, for an overall grung y and poisonous effect that appeals to the “hotter is better” clientele.
Poison Pepper Company
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Logo
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Poison Pepper Company
Poison Pepper Garlic Habanero This Lethal Combination of Garlic and Habanero Pepper is made for those who prefer death by slow burn. Add to Salsa, Marinades or hot wings - if you dare.
Pure Poison
Toxic Waste
The original poison that got us started. This toxic blend of habanero, garlic, orange juice and capsaicin is guaranted to become your favorite poison.
Our most deadly poison. Beware: the combination of habanero, pepper extract, and orange juice concentrate is only for the masochisitic poison lover.
Bottle Labels
Poison Pepper Company
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Bottle Front
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Poison Pepper Company
Bottle Front
Poison Pepper Company
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Bottle Back
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Poison Pepper Company
Bottle Back
Poison Pepper Company
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The Women’s Press Branding
Branding and stationary for The Women’s Press, a feminist publishing company based in the UK.
The Women’s Press was established in 1978 and dedicates themselves to publishing incisive feminist fiction and non-fiction by women writers. They also like to focus on works that address contemporary, issuedriven works of fiction and non-fiction for young women. They are based in the UK, so it seemed relevant to draw inspiration from the time period of the mid to late 1800s, when women first began running printing presses (at least more openly). The symbol is of Celtic origins and represents the aspects
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of the triple goddess: Maiden, Mother and Crone. Metaphorically speaking, these spirals represent the three phases of a woman’s life and strength, which seemed fitting for a feminist printing press interested not only in printing the work of older women but also educating and supporting younger generations. Ultimately, the older feel of the branding serves as a contrast to the modern aims of the company as a whole, and as an important reminder of the history of women’s rights and specifically women in printing.
The Women’s Press
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Logo
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The Women’s Press
Jane Doe (p) 212.555.5555 (e) janedoe@twp.com (w) thewomenspress.com
Business Card
The Women’s Press
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The Women’s Press
234 Smith Ave Brooklyn, NY
(w) thewomenspress.com (e) thewomenspress@twp.com
Stationary
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The Women’s Press
Fountain Pen
The Women’s Press
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Maid of the Mist Infographic/Rack Card
An infographic and rack card for the Maid of the Mist, with information about the flow of water over Niagara Falls.
The purpose of this part rack card part infographic is both educational and keepsake for the passengers of the Maid of the Mist. One of the most memorable and exciting parts of the Maid of the Mist voyage is the copious amounts of water that rain down on guests, so it serves to reason that a waterproof rack card be provided both to pass the time while passengers wait to board and to pique the interest of children and field trips. Information is provided on the
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amount of water, its many uses, and interesting information on the power of water in such a way that it can be kept as a souvenir. By making the paper waterproof, guests can even read the infographic while experiencing the very facts provided, which is a truly unique experience. Because of this, it was important to give the infographic itself a wet feel, so it can truly travel with guests during their Maid of the Mist ride and beyond.
Maid of the Mist
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Maid of the Mist
Front
Back
Maid of the Mist
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Wine Spectator Editorial Design
A redesign of a high-end magazine for wine enthusiasts.
The subscribers of Wine Spectator truly embody the cultured upper class; their median household income is $177,039, 97% have taken a recent trip, 55% have a wine cellar, and 80% feel comfort and service are worth paying for when traveling. The more investigation that is done into the preferences and lifestyle of a Wine Spectator reader the more it becomes apparent that they are
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interested in not only a magazine but also a visual and cultural experience that serves the dual purpose of educational and decorative. Therefore the magazine is a large 9 x 12 so it feels as though one is reading and displaying the latest trendy coffee table book rather than a monthly magazine. The layouts, text and photos chosen were inspired by this goal as well as the specific content.
Wine Spectator
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Wine Spectator
Cover
Table of Contents
Wine Spectator
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Wine Spectator
Wine Spectator
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Wine Spectator
Wine Spectator
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Wine Spectator
Wine Spectator
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Wine Spectator
Wine Spectator
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Factory Farming Advertising Design
An advertising campaign for ASPCA to spread factory farming awareness.
This anti-factory farming campaign was (hypothetically) sponsored by the ASPCA and intended not so much to deter the viewer from eating meat as to make them aware of the mistreatment of animals in factory farms. Ultimately, the goal was to show pictures of animals that have come from a factory farm and force the audience to connect the food they put into their mouth with those animals by visually juxtaposing them.
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Factory Farming
While some meat eaters may not respond to a simple plea for animal treatment, they often do respond to the idea that they are putting something “gross” or “dirty” into their mouths. The call to action is clearly to encourage meat eaters to look into organic and crueltyfree farming practices, but on a more subconscious level it is to create a mental association between “factory farming” and “disgusting”.
no matter how you look at it, eating factory farmed chicken is disgusting.
Your chicken doesn’t have to come from a factory farm. To learn how to buy factory farm free, visit www.aspca.org/factoryfarming
Factory Farming
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Factory Farming
Factory Farming
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Typeface Design
Typeface design of a delicate, organic and functional font.
L ithe is a n a djec tive that m ea ns thin, supple a nd gra c ef ul. W hile this term norm a lly referenc es the hum a n body, it still is a ppropriate a s a word to desc ribe the intended feel of this ty pefa c e. The goa l when beginning the design wa s to c reate a ty pefa c e
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that w as d el i cate, o rgan i c an d c o u l d be u s ed i n a v ar i ety o f appl i cati o n s . A bo l d v er s i o n w as ad d ed l ater, tho u g h i t w as i m po r tan t to m ai n tai n the o r i g i n al d el i cate an d g rac efu l q u al i ti es o f the o r i g i n al i terati o n o f the typefac e.
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As a graphic designer, I use my passion for design to fuel my desire to find the best possible solution to any challenge, and to push myself to be a better designer every time I sit down to work.
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