Culinarius

nine recipes

culīnārius (kuhl-uh-ner-ee-us) adjective: 1. of, relating to, or used in cooking or the kitchen. 1630-40; Latin meaning of the kitchen equivalent to culīn (a) kitchen, food + -ārius culinary.

(Lissette Cruz Trabanino) noun: 2. her selected works that combine her culinary experience at Switzerland’s Culinary Arts Academy and her BFA in Graphic Design at Academy of Art University in San Francisco to create the brand new term — designer chef.

nine recipes

culīnārius (kuhl-uh-ner-ee-us) adjective: 1. of, relating to, or used in cooking or the kitchen. 1630-40; Latin meaning of the kitchen equivalent to culīn (a) kitchen, food + -ārius culinary.

(Lissette Cruz Trabanino) noun: 2. her selected works that combine her culinary experience at Switzerland’s Culinary Arts Academy and her BFA in Graphic Design at Academy of Art University in San Francisco to create the brand new term — designer chef.

to mom and dad All I can say is thank you for your unconditional support and for never giving up on my dreams. I love you.

cop yright Š2015 Lissette Cruz All rights reserved. No part of this publication can be reproduced or transmitted in any form or by any means, electronic or mechanical without prior permission.

Written and designed by Lissette Cruz.

table of contents

recipe 01 : trimurti Coffee table book 008-009

recipe 02 :

bhakti

recipe 03 : intersect

Wine bottles

Conference book

024-025

032-033

recipe 04 :

gaiam

recipe 05 : caroline

Poster series

Water bottles

054-055

068-069

recipe 06 : twinings

recipe 07 : ben’s coffee

Brand redesign

Capabilities brochure

076-077

098-099

recipe 08 : aero

recipe 09 : gate 7

Brand construction

Private brand

108-109

158-159

culīnārius

(Selected works of Lissette Cruz)

t y p o g r a p h y 3 : trimurti

01 02 03 04 05 06 07 08 09

I N S T R U C T O R : Ariel Grey

P R O J E C T : Trimurti

recip e 0 1 :

trimurti

C O U R S E : Typography 3

SERVES :

Many

S T E P O N E : I D E N T I F Y TA R G E T A U D I E N C E

A C T I V E T I M E : 14 Weeks

Travelers, theologists, architects, photographers and those who find an

T O TA L T I M E : 15 Weeks

appreciation in other cultures and enjoy the beauty in details.

METHOD :

Printing STEP TWO : MEET THE OBJECTIVE To create a book that is both beautiful and informational about the Prambanan temple compound in Indonesia, dedicated to Shiva, Vishnu, and Brahma, the Holy Trinity of Hinduism: Trimurti.

S T E P T H R E E : F I N D T H E A P P R OAC H The book explores the temple’s historical background through the use of traditional Sanskrit that provides a sense of authenticity and complexity to the project. This approach emphasizes the architecture as well as the cultural influence in the buildings themselves.

I N G R E D I E N T S : Adobe Garamond Pro, Adobe Jenson Pro Italic.

Y I E L D : Coffee Table Book, paper stock by Moab Entrada and soft cover binding by Imprint.

008-009

culīnārius

(Selected works of Lissette Cruz)

t y p o g r a p h y 3 : trimurti

01 02 03 04 05 06 07 08 09

012-013

culīnārius

(Selected works of Lissette Cruz)

t y p o g r a p h y 3 : trimurti

01 02 03 04 05 06 07 08 09

014-015

culīnārius

(Selected works of Lissette Cruz)

t y p o g r a p h y 3 : trimurti

01 02 03 04 05 06 07 08 09

016-017

culīnārius

(Selected works of Lissette Cruz)

t y p o g r a p h y 3 : trimurti

01 02 03 04 05 06 07 08 09

018-019

culīnārius

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t y p o g r a p h y 3 : trimurti

01 02 03 04 05 06 07 08 09

020-021

culīnārius

(Selected works of Lissette Cruz)

t y p o g r a p h y 3 : trimurti

01 02 03 04 05 06 07 08 09

022-023

culīnārius

(Selected works of Lissette Cruz)

recipe 0 2 :

bhakti wine

C O U R S E : Packaging 3

SERVES :

Yogis

I N S T R U C T O R : Christine George

P R O J E C T : Bhakti

S T E P O N E : I D E N T I F Y TA R G E T A U D I E N C E

A C T I V E T I M E : 14 Weeks

Yogis that are wine lovers but want to ensure the wine they drink is

T O TA L T I M E : 15 Weeks

organic, affordable and good for the planet.

METHOD :

Packaging STEP TWO : MEET THE OBJECTIVE To create a brand for wine that is approachable and attracts yogis from around the world who are not afraid to break the rules.

S T E P T H R E E : F I N D T H E A P P R OAC H An important aspect of a yogi’s life is love and devotion. This is why the Sanskrit word for love “Bahkti” was chosen for the name of the brand.

The use of Mehndi designs in the background as well as warm colors inspired by spices traditionally used in Indian cuisine provide a sense of authenticity to the design.

I N G R E D I E N T S : Brandon Grotesque.

Y I E L D : Wine bottles, label paper stock by Epson.

p a c k a g i n g 3 : bhakti

01 02 03 04 05 06 07 08 09

024-025

culīnārius

(Selected works of Lissette Cruz)

p a c k a g i n g 3 : bhakti

01 02 03 04 05 06 07 08 09

026-027

culīnārius

(Selected works of Lissette Cruz)

p a c k a g i n g 3 : bhakti

01 02 03 04 05 06 07 08 09

028-029

culīnārius

(Selected works of Lissette Cruz)

p a c k a g i n g 3 : bhakti

01 02 03 04 05 06 07 08 09

030-031

culīnārius

(Selected works of Lissette Cruz)

t y p o g r a p h y 4 : intersect

01 02 03 04 05 06 07 08 09

recip e 0 3 :

the intersect project

C O U R S E : Typography 4

SERVES :

Many

I N S T R U C T O R : Ariel Grey

P R O J E C T : Intersect

S T E P O N E : I D E N T I F Y TA R G E T A U D I E N C E

A C T I V E T I M E : 14 Weeks

Medics, artificial intelligence experts, technology experts, scientists

T O TA L T I M E : 15 Weeks

and those interested in learning more about the new human.

METHOD :

Printing STEP TWO : MEET THE OBJECTIVE To create a book for a futuristic conference based on the idea of humans and artificial intelligence merging into one. Through this process a new evolutionary being would be created.

S T E P T H R E E : F I N D T H E A P P R OAC H The book goes through a day in the life of the next evolutionary step of the human race, in which humans and artificial intelligence become one. By doing so, the book explores the different ways every-day tasks will be performed in our near future.

I N G R E D I E N T S : Din Pro, Kettler.

Y I E L D : Conference Book, paper stock by Epson, binding by Imprint.

Entrance phone App, and Poster, size 22in x 36in.

032-033

culīnārius

(Selected works of Lissette Cruz)

t y p o g r a p h y 4 : intersect

01 02 03 04 05 06 07 08 09

034-035

culīnārius

(Selected works of Lissette Cruz)

t y p o g r a p h y 4 : intersect

01 02 03 04 05 06 07 08 09

036-037

culīnārius

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t y p o g r a p h y 4 : intersect

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038-039

culīnārius

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t y p o g r a p h y 4 : intersect

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040-041

culīnārius

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t y p o g r a p h y 4 : intersect

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042-043

culīnārius

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t y p o g r a p h y 4 : intersect

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046-047

culīnārius

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t y p o g r a p h y 4 : intersect

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048-049

culīnārius

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t y p o g r a p h y 4 : intersect

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050-051

culīnārius

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t y p o g r a p h y 4 : intersect

01 02 03 04 05 06 07 08 09

052-053

culīnārius

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recipe 0 4 :

gaiam

C O U R S E : Visual Systems 1

SERVES :

Yogis

I N S T R U C T O R : Christoph Oppermann

P R O J E C T : Gaiam

S T E P O N E : I D E N T I F Y TA R G E T A U D I E N C E

A C T I V E T I M E : 14 Weeks

Yogis who live a busy lifestyle and, overall, people who are interested

T O TA L T I M E : 15 Weeks

in finding peace among the chaos of city life.

METHOD :

Printing Web

STEP TWO : MEET THE OBJECTIVE To create a poster series reflecting the possibility to find peace and calm even within the crazy world of business and big cities.

S T E P T H R E E : F I N D T H E A P P R OAC H The brand’s name is a fusion of the words “Gaia”, meaning mother earth, and “I am”. The brand looks to unite the planet we live in with our inner beings. The concept was based on the idea of finding zen in the chaos of life and work by photographing people in busy environments.

I N G R E D I E N T S : Brandon Grotesque.

Y I E L D : Poster series, Microsite, and Vehicle Graphics.

v i s u a l s y s t e m s 1 : gaiam

01 02 03 04 05 06 07 08 09

054-055

culīnārius

(Selected works of Lissette Cruz)

v i s u a l s y s t e m s 1 : gaiam

01 02 03 04 05 06 07 08 09

culīnārius

(Selected works of Lissette Cruz)

v i s u a l s y s t e m s 1 : gaiam

01 02 03 04 05 06 07 08 09

060-061

culīnārius

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v i s u a l s y s t e m s 1 : gaiam

01 02 03 04 05 06 07 08 09

062-063

v i s u a l s y s t e m s 1 : gaiam

01 02 03 04 05 06 07 08 09

064-065

culīnārius

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v i s u a l s y s t e m s 1 : gaiam

01 02 03 04 05 06 07 08 09

066-067

culīnārius

(Selected works of Lissette Cruz)

p a c k a g i n g 2 : caroline

01 02 03 04 05 06 07 08 09

reci p e 0 5 :

caroline water

C O U R S E : Packaging 2

SERVES :

Many

I N S T R U C T O R : Christine George

P R O J E C T : Caroline

S T E P O N E : I D E N T I F Y TA R G E T A U D I E N C E

A C T I V E T I M E : 14 Weeks

People who look for quality water to serve at either business

T O TA L T I M E : 15 Weeks

meetings or fancy dinner parties.

METHOD :

Packaging STEP TWO : MEET THE OBJECTIVE To create an expensive French brand for water that is both refreshing and beautiful in its packaging.

S T E P T H R E E : F I N D T H E A P P R OAC H Caroline Water is a fictitious French brand that was inspired by the quality and luxury of the country and its culture. With this in mind, ornamentations were chosen to enclose the delicate typeface on an acetate and vellum combination.

I N G R E D I E N T S : Mrs Eaves and Fohlighten.

Y I E L D : Water bottles, acetate on vellum.

068-069

(Selected works of Lissette Cruz)

CAROLINE

Caroline

culīnārius

p a c k a g i n g 2 : caroline

01 02 03 04 05 06 07 08 09

070-071

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p a c k a g i n g 2 : caroline

01 02 03 04 05 06 07 08 09

072-073

culīnārius

(Selected works of Lissette Cruz)

p a c k a g i n g 2 : caroline

01 02 03 04 05 06 07 08 09

074-075

culÄŤnÄ rius

(Selected works of Lissette Cruz)

recip e 0 6 :

twinings tea

C O U R S E : Identity 2

SERVES :

Tea lovers

I N S T R U C T O R : Todd Hedgpeth

P R O J E C T : Twinings

S T E P O N E : I D E N T I F Y TA R G E T A U D I E N C E

A C T I V E T I M E : 14 Weeks

Tea drinkers from all over the world who like to maintain tradition

T O TA L T I M E : 15 Weeks

but look forward to changes ahead.

METHOD :

Branding STEP TWO : MEET THE OBJECTIVE To create a new identity for the brand and apply it to a variety of scenarios including advertising, packaging and store fronts.

S T E P T H R E E : F I N D T H E A P P R OAC H Twinings has become an important aspect of British culture. Therefore, the design direction focused on the culture as well as the warmth of the tea and tea leaves. The design combines the old with the new to show the ability of the brand to adapt to changes and evolve while continuing to maintain its roots.

I N G R E D I E N T S : Cicle.

Y I E L D : Identity Guidelines book, paper stock by Epson, custom handwritten logo, and series of applications.

i d e n t i t y 2 : twinings

01 02 03 04 05 06 07 08 09

076-077

culīnārius

(Selected works of Lissette Cruz)

i d e n t i t y 2 : twinings

01 02 03 04 05 06 07 08 09

078-079

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(Selected works of Lissette Cruz)

i d e n t i t y 2 : twinings

01 02 03 04 05 06 07 08 09

080-081

i d e n t i t y 2 : twinings

01 02 03 04 05 06 07 08 09

082-083

culīnārius

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i d e n t i t y 2 : twinings

01 02 03 04 05 06 07 08 09

084-085

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i d e n t i t y 2 : twinings

01 02 03 04 05 06 07 08 09

086-087

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i d e n t i t y 2 : twinings

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088-089

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i d e n t i t y 2 : twinings

01 02 03 04 05 06 07 08 09

090-091

culīnārius

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i d e n t i t y 2 : twinings

01 02 03 04 05 06 07 08 09

culīnārius

(Selected works of Lissette Cruz)

i d e n t i t y 2 : twinings

01 02 03 04 05 06 07 08 09

094-095

culīnārius

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i d e n t i t y 2 : twinings

01 02 03 04 05 06 07 08 09

096-097

culīnārius

(Selected works of Lissette Cruz)

v i s u a l s y s t e m s 1 : ben’s coffee

01 02 03 04 05 06 07 08 09

reci p e 0 7 :

ben’s coffee

C O U R S E : Visual Systems 1

SERVES :

Coffee lovers

I N S T R U C T O R : Christoph Oppermann

P R O J E C T : Ben’s Coffee

S T E P O N E : I D E N T I F Y TA R G E T A U D I E N C E

A C T I V E T I M E : 14 Weeks

Business owners who would like to carry a new brand of coffee in

T O TA L T I M E : 15 Weeks

their stores or to create a partnership with the brand.

METHOD :

Printing STEP TWO : MEET THE OBJECTIVE To create a capabilities brochure that would entice and attract potential buyers and business owners to create a partnership with the brand.

S T E P T H R E E : F I N D T H E A P P R OAC H Ben’s Coffee is a Salvadoran brand that produces and sells coffee from plantation to packaging. The concept is to portray the close relationship between the brand and its employees, proving that it gives back to the country as it does with the rest of the world. A variety of textures and human presence take part in the creation of the project.

I N G R E D I E N T S : Avenir and Brandon Grotesque.

Y I E L D : Capabilities brochure with folder, paper stock by Epson, infographics, and e-mail advertising.

098-099

culīnārius

(Selected works of Lissette Cruz)

v i s u a l s y s t e m s 1 : ben’s coffee

01 02 03 04 05 06 07 08 09

100-101

culīnārius

(Selected works of Lissette Cruz)

v i s u a l s y s t e m s 1 : ben’s coffee

01 02 03 04 05 06 07 08 09

102-103

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v i s u a l s y s t e m s 1 : ben’s coffee

01 02 03 04 05 06 07 08 09

104-105

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v i s u a l s y s t e m s 1 : ben’s coffee

01 02 03 04 05 06 07 08 09

106-107

culīnārius

(Selected works of Lissette Cruz)

recipe 0 8 :

aero brand

C O U R S E : Packaging 4

SERVES :

Everyone

I N S T R U C T O R : Michael Osborne

P R O J E C T : Aero

S T E P O N E : I D E N T I F Y TA R G E T A U D I E N C E

A C T I V E T I M E : 14 Weeks

Those starting new families who want an easy way to get everything

T O TA L T I M E : 15 Weeks

they need for their new homes.

METHOD :

Packaging STEP TWO : MEET THE OBJECTIVE

C O L L A B O R AT I O N :

To create a store brand under Target that is up to the level of Williams

Tran Tu Nguyen

Sonoma and Crate and Barrel.

Aisya Zalika Putri Henni Waiman Tso

S T E P T H R E E : F I N D T H E A P P R OAC H A simple logo that reverses out of a different color depending on one of the five categories in the store: pet, baby, kitchen, food and fitness.

The store brand itself also carries four private brands. These being: Gate 7, Supèr, Quirx and Pet Society.

I N G R E D I E N T S : Din Pro. Y I E L D : Store brand packaging, five categories; and four private brands.

p a c k a g i n g 4 : aero

01 02 03 04 05 06 07 08 09

108-109

culīnārius

(Selected works of Lissette Cruz)

p a c k a g i n g 4 : aero

01 02 03 04 05 06 07 08 09

110-111

culīnārius

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BRAND MATRIX:

the stores within the store

STORE BRANDS

AERO BABY TARGET AUDIENCE: 25-35 year old, new families.

KEYWORDS: Cute, reliable and clean.

USP: Quality products for kids, toddlers, and babies.

AERO PET TARGET AUDIENCE: 25-35 year old, pet owners.

KEYWORDS: Fun, happy and straightforward.

USP: Quality products for all kinds of pets.

AERO FOOD TARGET AUDIENCE: 25-35 year old, male and female.

KEYWORDS: Trustworthy, appetizing and reliable.

USP: Variety of quality foods for the home.

AERO KITCHEN TARGET AUDIENCE: 25-35 year old, male and female.

KEYWORDS: Active, simple and elegant.

USP: The best appliances to stock up any kitchen.

AERO FITNESS TARGET AUDIENCE: 25-35 year old, male and female.

KEYWORDS: Energetic, attractive and tempting.

USP: Products that encourage and facilitate fitness.

p a c k a g i n g 4 : aero

01 02 03 04 05 06 07 08 09

PRIVATE BRANDS GATE 7 TARGET AUDIENCE: 30-40 year old, travelers.

KEYWORDS: Sophisticated, functional and luxurious.

USP: Keeping travel easy and classy.

QUIRX TARGET AUDIENCE: 25-35 years old, male and female.

KEYWORDS: Quirky, fun and smart.

USP: Toys that are beautiful and stimulate the brain.

PET SOCIETY TARGET AUDIENCE: 25-35 years old, pet owners.

KEYWORDS: Luxurious, fancy and exclusive.

USP: Sophisticated food for sophisticated pets.

SUPER TARGET AUDIENCE: 25-35 years old, male and female.

KEYWORDS: Organic, healthy and energetic.

USP: Superfoods that are good for the body and the soul.

112-113

culīnārius

(Selected works of Lissette Cruz)

FOOD

p a c k a g i n g 4 : aero

01 02 03 04 05 06 07 08 09

114-115

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p a c k a g i n g 4 : aero

01 02 03 04 05 06 07 08 09

116-117

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p a c k a g i n g 4 : aero

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118-119

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p a c k a g i n g 4 : aero

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120-121

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p a c k a g i n g 4 : aero

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122-123

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KITCHEN

p a c k a g i n g 4 : aero

01 02 03 04 05 06 07 08 09

124-125

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p a c k a g i n g 4 : aero

01 02 03 04 05 06 07 08 09

culīnārius

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p a c k a g i n g 4 : aero

01 02 03 04 05 06 07 08 09

128-129

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PET

p a c k a g i n g 4 : aero

01 02 03 04 05 06 07 08 09

130-131

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p a c k a g i n g 4 : aero

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p a c k a g i n g 4 : aero

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136-137

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BABY

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01 02 03 04 05 06 07 08 09

138-139

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p a c k a g i n g 4 : aero

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p a c k a g i n g 4 : aero

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148-149

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FITNESS

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150-151

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p a c k a g i n g 4 : aero

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152-153

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p a c k a g i n g 4 : aero

01 02 03 04 05 06 07 08 09

154-155

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culīnārius

(Selected works of Lissette Cruz)

p a c k a g i n g 4 : gate 7

01 02 03 04 05 06 07 08 09

recipe 0 9 :

gate 7

C O U R S E : Packaging 4

SERVES :

Everyone

I N S T R U C T O R : Michael Osborne

P R O J E C T : Gate 7

S T E P O N E : I D E N T I F Y TA R G E T A U D I E N C E

A C T I V E T I M E : 14 Weeks

Business travelers that like to facilitate their trips with comfort

T O TA L T I M E : 15 Weeks

while still maintaining their class and style.

METHOD :

Packaging STEP TWO : MEET THE OBJECTIVE

C O L L A B O R AT O R S :

To create a brand that covers all necessities during flights and other

Tran Tu Nguyen

kinds of transportation in an easy and comfortable way.

Aisya Zalika Putri Henni Waiman Tso

S T E P T H R E E : F I N D T H E A P P R OAC H Traveling in style should not be a hassle or hard to accomplish. Gate 7 provides comfort and elegance to those who need it. Black and white or silver color palette with simple type and elegant photography provide the sense of class that represents the brand.

I N G R E D I E N T S : Swiss.

Y I E L D : Traveling supplies and kits.

158-159

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p a c k a g i n g 4 : gate 7

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and fi na l ly ,

thank yous A M I S PA D R E S , PAT R I C I A A N D C A R L O S C R U Z Por ser los mejores padres del mundo, por su cuidado y su amor sin importar las circunstancias. Espero algún dia poder devolver todo lo que ustedes han hecho por mi. Mi meta en la vida es hacerlos sentir orgullosos de mi. Los amo con todo mi corazón.

A EU Thank you for being my rock even from a distance, for putting up with my ups and downs for all these years. “To say you are my best friend is the understatement of the century. You are the sister I never had, and the mother I often need.” Te quiero con todo mi corazón.

T O M Y C A L I F O R N I A FA M I LY Thank you for taking me in and making me feel like I grew up with the rest of you the moment I walked out of the airport. You became my second set of parents and siblings in an instant. I couldn’t have done it without your presence.

TO SARAH AND PETE Thank you for everything you have done and continue to do for me.

I am lucky to have met you both.

TO ICHA, TINA, AND HENNI Thank you for teaching me that working in a group isn’t something that came out of a scary movie. Thank you for being my teammates, my coworkers, and most importantly, my friends. Our time together has a special spot in my heart. Always.

TO MY TEACHERS To Christine George, Darrel Hayden, Michael Osborne, Eszter Clark, and Christoph Oppermann: Thank you for your valuable support and guidance in this five-year adventure.

T O M A RY S C O T T Thank you for helping me reach my full potential and for your encouragement in embracing my culinary experience alongside my graphic design career.

T O E V E RYO N E W H O B E L I E V E D I N M E W H E N I D I D N ’ T I will be forever thankful. May you be happy. May you be healthy. May you live with serenity and peace. Namaste.

SCHOOL :

Academy of Art University

COURSE :

Senior Portfolio

INSTRUCTOR :

Mary Scott

STUDENT :

Carmen Lissette Cruz Trabanino

PHONE :

415 . 816 . 3450

ADDRESS :

1122 40th Street, #303, Emeryville, CA 94608

E-MAIL :

liz.ct90@gmail.com

WEBSITE :

www.lizct.com

B I N D E RY :

Key Printing & Binding

PRINTING :

Giant Horse Printing

PHOTOGRAPHY:

Lissette Cruz and Gary Kaplan

BOOK TITLE:

Culinarius

C OV E R STO C K :

Arrestox B Strawberry BL-61500

F O I L S TA M P I N G :

Clear glossy

TEXT STOCK :

100# Finch Fine ID

FONTS :

Din and Mrs Eaves

S O F T WA R E :

Adobe Creative Cloud

Š 2014 All rights reserved. No part of this publication can be reproduced without express permission from Lissette Cruz.