2 mise en place
introduction Mise en place is a French term I learned in culinary school. It means “to put in place.” As a chef, preparation is the most important factor in your daily routine. You make a plan of attack, first going through the recipe and making sure you have all of the necessary tools and ingredients, then thinking how to execute each step with efficacy and imagination. The concept of mise en place translates seamlessly to design. Each time you begin a new project, you must also implement a course of action, considering many different factors such as budget, color palette and time constraints. Whether you’re in the kitchen or the design studio, ingenuity and advanced planning are key to streamlining your work. I’m addicted to organization, so applying mise en place to all of my pursuits has been an invaluable way to structure my daily work habits. During my years working in biotech, forethought was critical. Although I’ve chosen a decidedly different path, that same practice applies.
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“If thou tastest a crust of bread, thou tastest all the stars and all the heavens.”
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01 category Editorial
project magazine course Page Layout instructor Sean Bacon typefaces baskerville univers lust script quote robert browning
Crumb Crumb is a new quarterly magazine for artisan bakers and bread enthusiasts. The magazine hopes to attract a loyal following of carb-loving foodies, both men and women, aged 25–45. Crumb differentiates itself from other baking magazines with its clean design. The overall aesthetic is hip and trendy, yet still accessible. Straightforward layouts, restrained use of color and appealing photography showcase the magazine’s central subject: bread.
Magazine covers display hero shots of enticing breads readers will learn how to make themselves. Feature articles focus on profiles of craft bakers working in small bakeries. Each feature article is accompanied by delicious recipes and useful tips for amateur home bakers. The magazine content varies to highlight seasonal bread recipes, innovative techniques and new bakeries of note. Crumb also features quick reads about specialty tools and ingredients related to bread baking. mackenzie moore 5
makeover story
Bread has gotten a bad rap lately with carb counting and all things gluten-free. I have long been an ardent proponent of bread and its myriad forms. After completing a certificate in baking and pastry arts, I was hooked on baking my own bread—and eating it, too.
of culinary themed magazines, there remains a serious dearth of worthwhile periodicals related to artisan breads. Thus, Crumb was born.
For bread lovers like myself, there are plenty of great books available about bread baking. However, despite the ever-growing number
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PANTONE® 485C
PANTONE® Black C
ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789
all about that baseline
For my first foray into multipage documents, I decided to implement a baseline grid to create visual harmony. I further organized the layout with a 12-column grid to afford sufficient flexibility.
first impressions
The symbol I developed for Crumb is inspired by the distinctive pattern imprinted on bread from bannetons (proofing baskets) used for certain types of breads.
what’s black & white & red all over?
I opted for a bold, yet limited color palette to give the magazine a crisp, modern look. Pops of red punctuate ample white space.
three’s company
Baskerville is a classic typeface that prevents the magazine from appearing overly trendy. Univers, with its large type family, provides versatility without sacrificing design unity. Indulgent and alluring, Lust Script is utilized for the masthead and display headlines.
finishing touches
Because the essence of Crumb is making bread from scratch, I needed to infuse the magazine with a unique, handmade touch. I combined my love of bread baking with design. Using flour and a stencil, I gave my pumpernickel boule a signature look.
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10 mise en place
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right page: specialty flour sampler
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magazine covers, table of contents, subscription cards and customized bread boule
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“To have another language is to possess a second soul.”
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02 category typography packaging project typeface course portfolio building instructor sean bacon typefaces comfortaa custom type quote charlemagne
Curiositty Curiositty is a children’s educational toy company that produces wooden alphabet blocks. What differentiates Curiositty from similar brands are the bilingual language block sets. Each block features a single letter of the alphabet with corresponding illustrated words. For the English-Spanish block set, I designed a custom typeface—Festiva. I found my inspiration in papel picado, Mexican folk decorations, and traditional sugar skulls. Festiva is chunky and cheerful, perfect for children.
The Curiositty logo is based on the letterforms of Comfortaa, a rounded sans-serif that is open and legible for new readers. An inquisitive cat icon merges with the y, inviting children to engage with the brand. Appealing to eco-conscious parents, I sewed an organic cotton drawstring storage bag that is reusable and makes tidying up a cinch. The outer packaging is made from recyclable cardboard. Flat illustrations in intense, active colors aid in building vocabulary in both languages. mackenzie moore 17
18 mise en place
Custom typeface—Festiva
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from left: packaging (front) with die cut; drawstring closure
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SELECT LA N G U A G E US
EN G L I S H -F R E NC H
CURIOSITTY • BLOCKS • ENGLISH-SPANISH
ENGLISH-SPANISH Even if Spanish isn’t your native tongue, your child is growing up in a multicultural environment. Teach them this useful language while they’re still learning
BLOCKS
EN GL I S H -GE R M AN
ACCESSORIES
EN GL I S H -I TAL I AN
English with our 26 block English-Spanish language set, featuring letters and illustrations. It is made from sustainable basswood, with child-friendly soy based inks and water based non-toxic laquer.
CONTACT
EN GLI S H -PO R TU GE S E
EN GL I S H -R U S S I AN
EN G L I S H -S PANI S H
EN GL I S H -S WE DI S H
A D D TO CA RT
from left: tablet e-commerce site; Curiositty t-shirt
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24 mise en place
English-Spanish block set
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“culture is the widening of the mind and of the spirit.”
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03 category branding packaging
project promotional materials course travel by design instructors candice lÓpez Sean Bacon quote jawaharlal nehru
Zandunga Located just 20 minutes outside of San Miguel de Allende, Mexico, this ranch is part music venue, part farmer’s market. Zandunga hosts one-of-a-kind concerts where different musicians perform for a small audience of cultured tourists, aged 45-60. The stone building is modest but composed with impeccable taste and attention to detail. Attendees sample fresh produce—honey, olive oil, cheese, lavender and wine—and may purchase these products grown on the ranch or at neighboring farms.
To boost the struggling local economy, an identity system was devised to help promote Zandunga and its agricultural wares. Branding applications included product and gift packaging, staff aprons, reusable bags and journals. Targeting their cosmopolitan patrons, I explored various music and art genres. I mixed in a touch of the hand to connect with the setting. Funky icons were applied to individual items as well as incorporated into patterns for universal usage.
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the making of an icon (or seven)
Creating a system of icons was the first element I addressed for this project. I had plenty of items from which to choose— musical instruments, plants and animals— the challenge was injecting these unrelated objects with the same DNA.
with is a quirky cross between Cliff Roberts, Roy Lichtenstein and Pablo Picasso.
I looked for inspiration in Cubist paintings, pop art, jazz books and mid-century modern design, taking notes on how to abstract simple objects. What I ended up
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bring in the wonk
It was fun creating a logo to complement Zandunga’s signature aesthetic of rustic meets refined Mexico.
it’s a wrap
My goal was to make reusable packaging that fit Zandunga’s artistic vibe. Furoshiki (Japanese cloth wrapping) is both elegant and sustainable. I picked out lightweight, natural fabrics in neutral colors to be in harmony with the rural surroundings.
block by block
Zandunga’s simple yet stylish setting lends itself to a hands-on design approach, so I carved linoleum blocks with the logo and each icon. Block printing is inexpensive and results in interesting organic textures.
in stitches
Having recently learned to sew, I was eager to test my new skills. I sketched out patterns for an apron and a canvas tote bag. I printed patterns on the fabric before sewing.
pattern play
With my system of icons in place, I devised various patterns—a mixture of square, halfdrop, and 6-spot repeats—to be used in any number of applications. Although I printed the fabric by hand, the patterns could easily be screen printed for cost-effective means of production.
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from left: lavender soap; apron
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Zandunga merchandise
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“i need the sea because it teaches me.”
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04 category packaging
project book covers course process & production instructors candice lÓpez sean bacon typefaces hoefler text brisa quote pablo neruda
Pablo Neruda Prolific poet and Nobel Laureate, Pablo Neruda was a literary hero in his native Chile. I have long admired his poetry and wanted to redesign covers for three of his compiled works. To unify the book covers I searched for common themes in Neruda’s writing. He wrote copiously about the sea, having spent many years living by it. When I read about his vast collection of maritime objects—ships in a bottle, maps and ship figureheads—I knew that was the connection.
To illustrate the covers I chose imagery that related to the overall motif as well as to the theme of each book. I layered hand-cut paper shapes with custom textures to impart an organic quality. I chose muted colors in a calm marine palette to reinforce the nautical theme. I gave the books a classic literary feel by setting the titles in Hoefler Text. To add a romantic touch, I used the brush-like script Brisa to emulate Pablo Neruda’s scrawling signature.
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book cover series
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“it is better to travel well than to arrive.”
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05 category branding collateral project airline course logo & packaging instructor min choi typefaces neutraface slab halis grotesque quote buddha
Luxus Luxus Air Cruises is a unique category of scenic tour by airship based in Austria. A fusion of airplane and hotel, airships allow passengers the ability to cruise in laid-back luxury with the convenience of air travel. Luxus positions itself as an “only” in the aviation industry with its fleet of airships and its focus on slow, meaningful travel. I devised a branding system to attract wealthy, educated consumers, between the ages of 45-65, seeking a breathtaking voyage superior to anything else being offered.
To promote Luxus as a premium brand, I selected an understated color palette with restrained use of metallics. For the logo, I combined modified letterforms of Aviano Sans with a stylized edelweiss symbol that is suggestive of fine jewelry. I extended the Luxus brand by creating an inflight magazine promoting Austria’s arts and culture scene. Further collateral encompassed tickets, mobile boarding pass, stationery, advertising, amenity kit and vehicle graphics.
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a class of their own
As I originated an airline concept, I was drawn to the vanished notion that the journey itself is something to celebrate. Airships, classified as lighter-than-air aircraft, gracefully sail across the sky, affording a leisurely pace, optimal for sightseeing. Although they may seem like relics from a bygone era, there is significant research going into the development of a new generation of passenger airships.
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speaking my language
There were two main considerations when I decided on the brand name. 1) It should be a word(s) that is easy to pronounce for various language speakers. 2) The name must communicate the upscale tenor of the brand. Luxus meets both criteria. The German word lüxus literally means luxury. I eliminated the umlauts over the u to give the name a more universal quality.
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noble white
The edelweiss is a delicate, yet hardy white flower only found high in the Alps. It is the national symbol of Austria much beloved for its rugged purity. Mindful of being cliché, I felt the edelweiss to be an appropriate representation of the brand. Like the edelweiss, Luxus is clean, white and found high in the Alps.
flying colors
To represent Luxus, I selected deep, rich hues to project the essence of luxury. Dark gray is the brand’s primary color, which strengthens the “Platinum Age” tagline. The secondary colors, burgundy and cream, are a refined spin on the traditional red and white of Austria’s national flag. I added metallic foil accents to the airline’s stationery and tickets to give a subtle touch of opulence.
clean lines
Halis Grotesque is a geometric sans serif whose name literally means “pure, clean.” Minimalist Neutraface Slab complements nicely with its easy readability.
turn of phrase
The art of dressing for travel is one we’ve largely forgotten. I wanted to bring back vintage glamour with modern sensibility. Welcome to the Platinum Age of Travel.
PANTONE® 7540C
PANTONE® 4975C
PANTONE® 663C
ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789 mackenzie moore 41
from left: livery; morning coffee service
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clockwise from bottom left: cabin keycard; dining room; advertisement
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from left: reading lounge; inflight magazine
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airline stationery, boarding passes and amenity kit
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“it’s a great art, is rowing. it’s the finest art there is.”
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06 category interactive
project e-commerce website course web page design instructor paul drohan typefaces din next pro house slant quote george pocock
Two Minus Two Minus is a micro apparel brand that specializes in screen-printed shirts and accessories for the rowing community. They do not have a storefront, but rather sell merchandise at regattas. In order to generate continuous revenue, Two Minus needs an online shop to enable fans of the brand to purchase goods at any time. The site also provides buyers with updated information about which rowing events Two Minus attends.
To attract a young female demographic, ages 12–27 years, I laid out a responsive site that is fresh and fun. I chose bright colors—hot pink and mint green—with bold typography to enliven the interface and give a retro beachy vibe. I repeated the triangular logo shapes throughout the site to reinforce the brand. Engaging tech savvy users, I incorporated social media and animated features to keep them on the page.
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from left: home page (desktop); navigation menu, about and shop pages (mobile)
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from left: screen-printing t-shirt; teen rower wearing Two Minus tank top
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56 mise en place
assorted shirt designs
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“That which is not good for the beehive cannot be good for the bees.”
58 mise en place
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07 category packaging
project environmental kit course logo & packaging instructor min choi typefaces rockwell burbank quote marcus aurelius
Bee Kind Bees and other pollinators need our help and we can do our part by planting pollinator-friendly gardens. The Bee Kind Bee Friendly Garden Kit is a native habitat kit for home gardens. Even a small backyard garden can contribute significantly to the maintenance of wildlife habitats. Bee Kind wants you to take an active role in protecting the environment. The Bee Friendly Garden Kit is intended to connect us to nature and help us better understand and value our natural systems.
Bee Kind targets DIY hipsters, aged 30–45, who are interested in gardening and the environment. I produced trendy, sustainable packaging to set Bee Kind apart from other pollinator kits currently on the market. I created a cheery visual vocabulary that’s carried across all items. The kit includes seed packets, garden stakes, sugar shack, hydration station and honey sampler. I packaged the contents in an engraved wood planter box enclosed with a cardboard sleeve that unfolds to reveal a poster. mackenzie moore 59
down-to-earth
Making a difference through conservation is essential to Bee Kind’s brand identity. Sustainability is the brand’s core value. In order to uphold this value, I developed packaging that is completely recyclable and/or reusable. This was my fundamental design consideration because of Bee Kind’s mission to protect the environment and its delicate ecosystems.
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bee informed
Bee Kind isn’t just a name. It’s also a statement. To further convey Bee Kind’s message about conservation, I designed an infographic poster on the reverse side of the outer packaging sleeve. I divided the poster into three main sections: why bees are important, what is happening to them and what you can do. I provided digestible amounts of facts and figures to keep the reader informed but not bored.
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PANTONE® BLACK 6U
PANTONE® 5777C
PANTONE® 2007C
PANTONE® 2026C
PANTONE® 7464C
mid mod rules
The packaging design of Bee Kind should be inviting and friendly in order to promote a positive image of bees. To attract urbane customers, it was important to appeal to their keen sense of style. I wanted to evoke a whimsical nostalgia by taking cues from mid-century modern packaging and wildlife artwork by Charley Harper. I used blocks of color, simple illustrations and minimal type to give Bee Kind a retro flair.
PANTONE® 7541C
progressive naturals
For all of the packaging components I used warm, organic colors that are fun but not too kitschy. I looked for hues found in nature then added a slight twist to maintain the mid-century modern aesthetic.
animated characters
Rockwell is a familiar geometric slab serif that never gets old. It is easy to read in small blocks of copy. Burbank is a hand drawn typeface that is spontaneous and playful.
ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789
ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789
reduce reuse redraw
I sketched out many different sustainable packaging options before arriving at my final design. I constructed a wood planter box to be utilized as product packaging, as well as a reusable planter for the included seeds. I designed the box with 4 levels of overlapping rectangles to parallel the color blocks on the outer sleeve. Made of sturdy red oak, the planter box can be (re)used for years to come.
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clockwise from bottom left: honey sampler; wood planter box; seed envelopes
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reusable planter box, hydration station and sugar shack
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“One person’s craziness is another person’s reality.”
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08 category collateral environmental project artist book course book arts instructor andrea singer typefaces coop; whitney; ed script goudy old style quote tim burton
The World of Tim Burton Tim Burton is a film director, producer, artist, writer, animator and pop culture enthusiast who is mostly known for his offbeat fantasy films. A dynamic new exhibition in BrÜhl, Germany showcases Burton’s private collection of drawings, paintings, notes, props and short films. It’s an intimate look at his wide range of expressive styles and talent in multiple mediums. Deliverables for the exclusive opening night Patron’s Gala comprise an artist book, poster, tickets, silent auction app and exterior graphics.
The special edition artist book is an homage to Tim Burton’s early work and influences. Burton, who never felt like he belonged in the suburbs of Southern California, retreated to the sanctuary of his invented world of lovable freaks, monsters and other peculiar creatures. For the spindly handcrafted structure, I stitched five accordion folded signatures of ascending height. I employed paper cutting techniques with a sparse color palette to echo Burton’s own work. I tied this into each piece to achieve unity. mackenzie moore 69
Max Ernst Museum presents
the world of
Patron’s Gala
16 august 2015 | 7.00–10.00pm
cocktail reception dinner silent auction entertainment
tickets: 100¤
www.maxernstmuseum.lvr.de
clockwise from left: Patron’s Gala poster; tickets; exterior museum graphic
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10
it one 0¤ adm
comess
TABLE 2
.0 7.00–tr1a0sse 42, 50321
la Patron’s Ga 2015 t s u g u 16 a 0pm
the world of
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clockwise from left: artist book detail; mobile auction bidding; artist book detail
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silent auction item: artist book with box
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“Beer, it’s the best damn drink in the world.”
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09 category branding collateral
project beer packaging course logo & packaging instructor min choi typefaces girard slab gotham quote jack nicholson
Sunshine Tax San Diego based Sunshine Tax Brewing Co. is a microbrewery that specializes in tasty ales that can be enjoyed as part of an active lifestyle. Whether it’s watching the sunrise at your favorite surf break or hitting the trails after work, there’s a beer to match your pursuits. Ales in the lineup include Sunrise Session Daytime Ale, Weekend Warrior Imperial IPA and Twilight Trail Double Stout. Sunshine Tax’s market is younger adults, aged 25–40, who are energetic, adventurous and make the most of their free time.
While researching craft beers, I noted several discernible styles of beer labels: minimalist, illustrative, typographic and the “more is more” variety. To separate Sunshine Tax from the rest, I focused on outdoor interests rather than the urban hipster scene. I painted a vibrant watercolor background for each beer, illustrating San Diego’s magnificent panoramas at different times of day. The logo symbol I designed depicts a sun on the horizon, representing the spectacular California sunshine. mackenzie moore 77
let’s get digital
The craft beer industry is booming and shows no signs of slowing down. With more than 100 breweries in San Diego alone, it was critical to set Sunshine Tax apart from the pack. New digital printing technologies make it possible to print directly onto the can, allowing for photorealistic images and unlimited CMYK process colors. No longer restricted to expensive shrink sleeves, the sky’s the limit for Sunshine Tax.
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Digitally printed cans also provide a much larger printable area than labels, presenting brewers with the chance to exploit their personality and story. It’s a cost-effective way to brew in small batches, retaining the integrity and independent spirit of the craft beer market. The color gradients I painted for Sunshine Tax are appropriate candidates for this new technology.
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California dreaming
riding the crest
Sunshine Tax is an ironic term that is used to describe the high cost of living in places with warm climates. While San Diego is one of the most expensive cities in which to live, it’s also one of the most delightful. With enviable weather and endless outdoor activities, San Diego’s high quality of living outweighs the soaring prices. Having fun outside is the soul of Sunshine Tax.
Surf and skate culture were the original influences for the logo. I ended up taking a typographic approach, modifying the Cubano letterforms, including creating a lowercase e and shifting the baseline.
the long and short of it
After trying out several bottle label options, I ultimately decided on 16-ounce pint cans because they look great and yield more real estate for graphics.
strong, silent type
Girard Slab is a practical serif that is both graceful and masculine. Gotham is a popular sans serif that, with its multiple condensed styles, is well-suited for printing lots of copy in a small area.
pigments of my imagination
Attempting to replicate the polychromatic skies over San Diego, I painted with highly pigmented watercolors in broad strokes. This is one beer that’s not watered down.
Brewing Company
Brewing Company Brewing Co.
SUNSHINE TAX Brewing Company
Brewing Company
SUNSHINE TAX Brewing Company
ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789
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clockwise from bottom left: frisbee; koozies; promotional cooler
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beer packaging
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“cheese, wine and friends are better with age.”
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10 category branding collateral project menu course page layout instructor Sean Bacon typefaces avenir sign painter quote unknown
Cultured Cultured is a cheese shop that offers a diverse selection of artisan cheeses that can be enjoyed in their bistro or purchased to go. The branding strategy for Cultured was to design a visual language that could be translated into a menu and a variety of other branded items, including cheese paper, labels, cutting boards and bags. Cultured patrons include men and women ages 30–50 with an interest in gourmet food. They enjoy dining in a casual, relaxed atmosphere that’s unpretentious.
The menu was designed to be flexible and affordable to accommodate the frequently changing listings. It’s printed front and back on inexpensive card stock. The branded green-blue used for Cultured is pleasing and reminiscent of the veining in blue cheese. Avenir is the primary typeface used across all applications. It’s versatile with a clean and contemporary look. Sign Painter is the secondary typeface used in the logo and menu headers that promotes Cultured’s gregarious personality. mackenzie moore 85
clockwise from bottom left: cheese paper and labels; exterior sign; menu
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Cultured Club mobile sign up
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Cultured collateral
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of
top row from left: San Diego Brewery; Retail Cheese Shop; Literary Theater Production; middle row from left: Literary Theater Production; Educational Toy Company; Rowing T-Shirt Brand; bottom row from left: Austrian Airline; Pollinator Garden Kit; Mexican Music Venue
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colophon printer canon pixma pro-100 paper red river 50lb polar matte bindery mackenzie moore typefaces sentinel ideal sans photography mackenzie moore Moodboard imagery is for inspiration only. Some of the photography and icons are from Adobe Stock, Dollar Photo, Pexels and the Noun Project. Additional photography by Michelle Iverson and Keith Foreman. Tim Burton Air Dancers image Photo by Rowanne Henry, Museum Stories (2011) Luxus Manned Cloud images STUDIO MASSAUD with his scientific partner ONERA copyright Š 2016 Mackenzie Moore All rights reserved. No portion of this book may be used or reproduced in any manner without the written permission of Mackenzie Moore. contact mackenzie.lewis.moore@gmail.com
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thanks To Woody for your unflagging love, support and patience. You are my rock. I couldn’t have done this without you. I can’t wait to see what comes next. To Sean for being an extraordinary teacher, mentor and fount of knowledge. I greatly admire and appreciate your incredible dedication to us. To Andrea for lighting up the room every single day. And also for teaching me how to make beautiful books. To Candice for a bevy of great ideas. To City College students past and present for sharing your knowledge and friendship. And final thanks to my family for putting up with me all of these years.
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