portfolio_extract

The Big Dog The Authentic US hot dog in Town!

Client: The Big dog from Duke’s Group Background: The Big Dog, opens in Lan Kwai Fong, offering an authentic American hotdog experience on-the-go.

Perfect for a quick lunch, a Friday night stop to refuel before hitting the dance floor or a satisfying cure for the midnight munchies, the Big Dog serves traditional beef frankfurters made to an exclusive secret recipe by a renowned German sausage meister and then cooked to perfection on an open, flat-top grill. The frankfurter is served in a lightly toasted hotdog bun and piled high with your choice of condiments (ketchup, American mustard and relish) and toppings (sauerkraut and red onions).

Aims and Objectives: - The help client create a clear identity which can transmit the core value of the business - Design the identity application for communications - A complete graphic system to facilitate the restaurant operations - Promotional campaign to create public awareness - Website for online experiences Deliverables: - Mood-board and Logo - Shop-card and Letterheads - Hoarding and packaging - Menu light-box - Uniforms - Poster and Website - Food and interior Photography

Deftone stylus

A B C D E F G HI J KLMNOPQRSTUVWXYZ abcdef ghi jkl mno pqrstuvwxyz 1 234 56 78 9 0 ~! @ #$ %&*( ) _+ `

Pantone 185C Pantone 1495C

Logo Design: From Design brief, The Big Dog is a authetic US restaurant, it is a kind of fast-food business. The target customer should be mass public and love US fast-food. So, the logo should convey a US culture, which is “bold, Playful and Popular” of tone and manner.

In design concept, the logo is using a logo type format to present, it is because this is the best way to introduce the whole new brand to public and keep it easy to remember, the customer can directly recognize the big dog without any uncessary symbolic graphics.

Based on the design conept, the typeface is chosen to present US feeling, finally is chosen “Deftone stylus”, which is an italic typeface with boldness. It is suitable to covey the core value of the restaurant.

In colors, simple and direct color is chosen, Red and Orange, since these two color is a food color which can motivate customers.

Mood Board:

“bold, Playful and Popular”

Logo Process:

Stage 1: Different types of logo is sketching and try which is the appropriate directions

Stage 2: Logo type is confirmed

Stage 3: A hot-dog symbol is added for the feedback and the logotype is confirmed

Stage 4: Color testing

pantone 1495

pantone 3035

pantone 1495

pantone 185c

100k 80k

Hoarding:

Hoarding Design: A hoarding is designed for pre open the restaurant, the aims is to get publics and press attention. Using blue background to make a contrast of the other shop “Nuke’em Wings�

Red. A half tone graphic treatment is used to create US popular art and vintage feeling. Logo is centralised to let customer easy to read what is the new restaurant coming.

Interior Sketch:

The big dog, the interior design is a totally simulate Local US hot dog fast food restaurant, it is simple, raw and not fancy. Customer is easy to get their items. Material is using wood and stainness stell.

Identity Applications

Letter head and Shop Card

Applications: Portion 1C of Unit No. 1A, Ground Floor, Tak Woo House, 17-19 D’Aguilar Street, No. 1-3 Wo On Lane, Hong Kong Tel. 2523 6281 www.thebigdog.hk

The letterhead is designed for daily operations with press and operations.

As a result, it should be convey the US fastfood feeling, no fancy paper is used to create a simple touch. The half tone is used to keep consistency at bottom. The other typeface called SF comic style is used for address and contact no. It is a kind of typeface which is look like US super hero comic diagolue. It is a good assoication with customer to visualise it is a US fastfood restaurant.

Moreover, shopcard is designed for distribute to public to aware the location of our shop. It is designed look like an metal format with totally emboss effect with the text.

All the text is designed to be bigger to create a simple structure, as well as the emboss effect is also good as decorative. At the back, a typical US comic is designed to convery same core value.

Identity Applications

Identity Applications - packaging Packaging is design for the big dog, it is simple and easy, no cover is designed because we really need the public to know what food we are going sell, two colors is designed, blue and orange. For information, website and tel. no. is added for CRM purpose.

Identity Applications - Plastic cup for slushee

As to reduce cost with client, no cup is designed, changed to design a sticker for the ready-made plastic cup.

pantone 1495c

c0, m33, y67, k0

pantone 185c

c0, m91, y76, k0

plastic cup sticker 6 cm diameter (Spot Color)

plastic cup sticker 6 cm diameter (CMYK Color)

Circle dye-cut

Logo-shape dye-cut

Identity Applications - Shop front light box and menu lightbox

Hot Dog

Dr $

s s s

15 28 80 160

Slushe

Your choice of toppings

Hot Dog

Dr $

s s s

Slushe

15 28 80 160

Your choice of toppings

www.thebigdog.hk

Bonaqu Coke Coke Ze Sprite Sprite Lemon Fanta O Heinek Budwe Calsber Corona

This is the first stage of the menu light box for the big dog. As items cannot fill up the all 3 boxes. So, a logo is put in the middle to build up customer royalty.

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ee

rinks

ee

ua 500ml

Zero

Zero n Coke Light Orange ken eiser rg a

regular $ large $

13

15

www.thebigdog.hk

regular $ large $

13 10 8 8 8 8 8 8 20 20 20 20

15

This is the revised one with all drinks need to added on the drink section.

And given the feedback from customer, the centralised logo cannot not let customer know what shop we are. A hot dog photo is then put in the middle to maximize the shop’s image.

The big dog light box

Identity Applications - Shop front light box and menu lightbox

A simple light box is used for the big dog, a big logo is placing in central with half tone background. It makes a good contrast to let customer easy to read it.

Identity Applications - Grand opening poster

Check all

the trimmings!

Identity Applications - Sign and price Tag

Cash and Octopus only.

We apologize for any inconvenience caused.

Payment method sign

Lan KWai Fong

Poster a designed to communicate with customer for opening, a map is added to easy to read.

Slushee types sign

Identity Applications - Staff Uniform

Uniform is designed within a low budget, a simple napkin with a intersting pocket. All the logo is embroidery to create a strong touch as well as hat. A baseball hat and tee is chosen to create a tradition US feeling.

Buying hot dog in baseball stadium watching game.

Staff with uniform

Photography

Duke’s Group

Providing customers innovative concepts and dining experiences Client: Duke’s Group Background: Duke’s Group was established in 2008 to offer Hong Kong and our customers a new type of dining experience.

Aims and Objectives: - The help client create a clear identity which can transmit the core value of the business - Design the identity application for communications - Promotional campaign to create public awareness Deliver ables: - Logo - Name-card and Letterheads - Coupons and Website

Dukes Group Identity Applications

Folder & Namecard For PR event, Duke’s Group (Client) need a folder to put all their promotional material, so a paper folder is designed to give a first impression to different press editor.

In design progress, as short time period and concerning the production days, a simple but very elegant fold is designed, a emboss effect with the text and pantone gold color is used. In paper selection, we decided to find a high quality paper with 2 background colors.

Letter head & envelope For letterhead and envelope, they presenting an simple, wisper but elegant feeling, the gold color is well balance and presented, the text is presenting in 2 level with a simple symbol.

Corporate brochure This is the brochure to press editor to introduce our outlets and brands, each section has its own identity to presenting its own character, however, in paginations, it keeps consistent which they belongs to dukes group.

Duke’s Deli

A taste of real new york to Hong Kong Client:

The Duke’s Deli from Duke’s Group

Background:

For Americans craving a taste of home, their favorite New York deli staples are no longer a transatlantic flight away. Newly opened Duke’s Deli offers an authentic bite of the New York deli experience in Hong Kong that’s the next best thing to being in the Big Apple.

Aims and Objectives:

- The help client create a clear identity which can transmit the core value of the business - Design the identity application for communications - A complete graphic system to facilitate the restaurant operations - Promotional campaign to create public awareness

Deliverables:

- Mood-board and Logo - Shop-card and Letterheads - Hoarding and packaging - Uniforms - Poster - Food and interior Photography

Moodboard

Interior Concept Sketch

The interior is based on the traditional American Deli style, the floor and wall is covered with tiles. Susage are hanging on the entrance window to create an home-town US feeling for customers

Identity

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DG du k e’ s g r o u p

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UK

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DUKE’S BURGER

DUKE’S BURGER

DUKE’S BURGER

DUKE’S DELI

DUKE’S CAFÉ

n.y.c.

DUKE’S DELI n.y.c.

DUKE’S CAFÉ

E’S GROUP

DUKE’S BURGER

DUKE’S DELI n.y.c.

DUKE’S CAFÉ

DUKE’S CLUB

duke’sgroup

duke’s group DUKE’S BURGER

DUKE’S DELI

DUKE’S CAFÉ

Duke’s Club

NEW YORK

DUKE’S DELI

Duke’s group

Duke’s group

Duke’s group

duke’s group duke’sgroup

duke’sgroup

duke’sgroup duke’sgroup

Duke’s Deli

E’S GROUP

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UK

E’S GROUP D

UK

D

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Duke’s group

UK

Duke’s group

Duke’s group

E’S GROUP

DG

D

d uk e ’s g ro up

Dg

d According to the client, dukes deli belongs to dukes group. So A D is good symbol to create customer impression about our D shape, so different D is sketched with compliment graphic.

UK

E’S GROUP

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Final logo is choosen to stand for Duke’s Deli, it combine with a New York Boardway sign style, full of neon, light buld and sharp color

Identity Applications

Shop Card as a tin sign concept with emboss effect

A tile pattern in letterhead to let customer easy to remember our shop

Environment graphics

Different floor pattern was tested with interior space, material is choose an raw tiles, and different graphics is tested, such as radiation, light color.

Finally, a D symbol is slightly rotate to let customer easy to recognise and compliment with the spacing.

Interior

Interior (cont)

The other interior is also based on traditional Deli Style.

Menu

Promotions

Leaflet

Poster

Order-form

All You Can Eat Promotion June 2010

Lucky Draw Card

Poster

Eat and Travel Lucky Draw Joint Promotions June 2010

am730 horizontal print ad.

am730 vertical print ad.

am730 print ad.

August 2010

Hebrew National Hot Dog Poster - Hebrew National is very famous hot dog brand in US, now this is first time imported by Duke’s Deli, with original receipe, so using a hot dog photo with interesting character treatment as a sign for the dogs. A NY City silhouette is using to enhance this is US imported!

Halloween Poster - We try to take away all halloween symbos - pumpkins, bat, with using a psyco-killer American style illustration with heavy facial expression but also in humorious manner, all they are picking our american hot dog! Using simple red color to minimize all the disattractions. Finally, the outcome looks like a movie poster.

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Ghost

Website and ecard design Client: Polytechnic University

Background: This is a flash website to introduce the project explains 3 countries horror movie in Taiwan, Hong Kong and Japan.

Design concepts: The website using different element usually seen in horror movie, such as lift, television for netvigatiion. However, user has to explore the netvigation through those object in order to create the horror film mood for searching.

Target Audiences: 20 or above University student which loves film Love exploring

PC Jungle email campaign Client: PC Jungle

Role of Advertising: PC Jungle is a computer hardware and software retailing store, it combines with a online shop and providing technical service to middle to high income group, as well as company client.

Communication Objectives: Introducing store products and services, keep updating client news and consistence the brand images

Deliverables: Copyrightings, animated email ads

Dinning concepts email campaign Client: Dinning concepts

Role of Advertising: Dinning concepts is a group of business of restaurants, located in central.

In order to expand their client list. Company is willing to use digital media to annouce their restaurant news to different client

Project 1 Client: Mandarin Oriental Hotel Group is the award winning owner and operator of some of the most luxurious hotels, resorts and residences located in prime destinations around the world.

The Group regularly receives international recognition and awards for quality management and legendary service hospitality.

Ojectives: Every year, Mandarin Oriental Hotel Group will provide a year round calenda for clients and business partners in order to maintain the brand loyality and provide useful information for effective communications.

Target Audiences: High income group customers and business partners Deliverables: Calenda Cover Sheet Envelope

References

Typography Testing

Design and Composition Testing

Design and Composition Final Testing

Cover Sheet Design Testing

Final outcome

Job: MOHK calendar cover Artwork: Ronnie Colour: 4C + hotstamping gold Date: 30 July 2012

CMYK Hot Stamping

Project 6 Client: The Hong Kong Institute of Education Ojectives: Since HKIE is focusing on upgrade to university, different faculty are required to revise the direction, as well as provide a higher standard of education and more subjects to students. We are invited by the Faculty of Humanities for revised their identity, as well as the publications.

Target Audiences: Public Deliverables: A faculty identity

Visual Research

Design Testing

Final design

Project 7 Client: Urban Renewal Authority Ojectives: With Facing more projects and staffs, URA is going to propose a training program for their staff about management skills.

It is a widerange programe including videos, games and lectures.

Target Audiences: URA staffs Deliverables: Icon Design Poster Video Graphics Powerpoint Template A Roadmap booklet Website Certificate

Design Development

Management Skill Training Series

Management Skill Training Series

Management Skill Training Series

Design Development

Layout Testing

Logo Testing

Management Skill Training Series

Management Skill Training Series

Management Skill Training Series

Management Skill Training Series Icon Testing

Final Outcomes

Europe Watch Company Thematic Advertising Campaign Client: Europe Watch Company Background: Europe Watch Company is a watch retailer, an authorized dealer for more than 40 international brands, showcasing both classic names and labels from independent watchmakers. From quintessential brands like Rolex, Patek Phillippe, and Cartier to avant-garde names like Richard Mille and MB&F, the selection is a seamless blend of luxury and innovation.

Europe Watch Company is opening a flagship store in TST east, consists of 3 duplex stores along Mody Road. From luxurious and elegant to stylish and energetic, each of the duplex stores has its own character.

Aims and Objectives: Our core marketing objective is to build the brand name of EWC and to promote the flagship store as the landmark of TST east, an all-in-one hub/ one-stop shop for timepiece enthusiast.

Target Audiences: · Tourists from Mainland · High spending timepiece lovers and collectors Delivables: · Advertising Strategy · Main Visual · Print Advertising · Tagline Copywriting · Event Proposing Remarks: · This project works with TURN agency

Concept Development: Since EWC will establish 3 flagship store in TST East, covers all major brand and selected brands for watch collectors, we are trying to make TST East as Watches landmark!

Clock tower can be the object for metaphor, it can represent a location.

Although clock towers are today mostly admired for their aesthetics, they once served an important purpose, presenting time. Before the middle of the twentieth century, most people did not have watches.

Some clocks’ towers are famously known landmarks. Five of the best-known are Elizabeth Tower built in 1859, which houses the Great Bell (generally known as Big Ben) in London, the Rajabai Tower in Mumbai.

clock refresh and illustration style sketch 1

Idea Development:

Execution: After the clock tower agreed, different style have been tried, including handdraw illustation, computer rendering, or suggesting celebraties painter involoving the project for making the biggest noise.

Here comes the main visual.

Adaptions:

Corporate Brochure:

Project: Point De Vue Background: Delivering stylish eyewear and capturing the spirit of modern gentlemen, POINT DE VUE (French of “Point of view”) is the latest concept store introduced by Puyi Optical. Located at “Landmark Men,” the men’s floor of Landmark mall, the shop exudes masculine charm with its gents’ eyewear selection and the shop environment. Harmonious colors and vivid decorations are combined to highlight the shop’s simple yet retro style.

Inspired by the gentlemen’ sophisticated dressing manner and their monocle of the 18th century, the idea of “His Opinion”, “His Taste” and “His Style” are integrally conveyed, so as to reach the notion of “POINT DE VUE”.

Target Audiences: · High spending lovers and collectors

The logo identity

The stationary

The guidelines

The interiors

Project: The Vault Background: Redefining eyewear shopping with a diversified portfolio of eyewear brands, eyewear expert Puyi Optical extends the concept further by opening a new concept store VAULT at Pacific Place in Admiralty this April. Simplicity and elegance in design, the House’s first global boutique resembles a vault complimented with unparalleled products and matchless services to scale new heights of luxury.

Inspired by the traditional vault door, the intriguing window design leads customers into a treasure vault of eyewear. Exquisite and rare styles, as well as prestigious collections from around the world are highlighted by more than 100 decorative safes as the display cabinets to deliver exceptional shopping experience. VAULT features a wide portfolio of international brands from top jewellery houses to budding designer brands which blend modern chic with craftsmanship. Highlights include many exclusive styles or designs made with precious materials like precious metal, jewels and buffalo horn to make a true treasure vault come true.

Target Audiences: · High spending group and glasses collectors.

Reference and identity

Guidelines

邱子傑 Jeffery Yau 行政總裁 CEO

香港九龍尖沙咀東部科學館道1號康宏廣場北座26樓2614-15室 Units 2614-15, 26/F, North Tower, Concordia Plaza 1 Science Museum Road, Tsimshatsui East, Kowloon, Hong Kong T (+852) 2700 8800 F (+852) 2700 8867 E jeffery@puyioptical.com

PANTONE 7U A MEMBER OFBLACK PUYI GROUP

PANTONE HEXACHROME BLACK U

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GOLD FOIL

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PANTONE HEXACHROME BLACK U

www.puyi.com

PANTONE 465 U

香港金鐘道88 號太古廣場344 號鋪 Shop 344, Pacific Place 88 Queensway, Admiralty, Hong Kong T (+852) 2918 9033 www.puyi.com

VAULT – SHOPCARD – BACK

VAULT – SHOPCARD – FRONT GOLD FOIL

PANTONE 465 U

PANTONE HEXACHROME BLACK U

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VAULT – INVOICE

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INVOICE Date 8 March 2013

Bill to Nash Wong

Invoice No. INV-3489344

Qty

Item No.

Description

1

BFN1209

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5,600

2

BFN1209

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7,800

1

BFN1209

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5,600

Thank you for your purchase

Amount $

Total $19,000

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Shop 344, Pacific Place 88 Queensway, Admiralty, Hong Kong T (+852) 2918 9033 www.puyi.com

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VAULT – INVOICE

Stationary

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