Lorena Garcia Process Book by Michael Bell

lorena garcia: the process

C. Michael Bell: Packaging II . GR 322 Instructor:Allen Gaoiran sp â&#x20AC;&#x2DC;10

Project Two objective:

TO DESIGN a line of packaged food products created / endorsed by a well known chef. Target audience is 25-35 middle to high income and consumers that have a sophisticated palette. It is for those who are adventurous and want to try new and inventive dishes.

05.17.2010

Potential Chef Choices

Lorena Garcia One of the country’s leading Latina chefs, Lorena Garcia was born and raised in Venezuela, and credits her many gatherings spent entertaining family and friends as her career inspiration. “Bringing loved ones together to enjoy wonderful food is something that has always fulfilled me.” Lorena completed her law studies in Santa Maria University in Caracas and moved to the United States to complete her Associate Degree in Paralegal Studies. Making her dream to become a chef a reality, Lorena traded her law papers for a cutting board and chef’s knife to study culinary arts at Johnson & Wales University.

Masaharu Morimoto orn in Hiroshima, Japan, Iron Chef Japanese Masaharu Morimoto trained in a sushi restaurant before moving to the U.S. in 1985 at the age of 30. After working in several restaurants, he joined the highly acclaimed Nobu restaurant in New York City. Morimoto polished his craft in New York’s melting pot and became a state-of-the-art world chef. His cutting-edge cuisine attracted the attention of Iron Chef producers, who invited him to become a Japanese Iron Chef. His skill, which outshines the trademark diamond stud in his left ear, has been recognized all around the world. While his cooking has Japanese roots, it’s actually “global cooking” for the 21st century.

M a r t i n Ya n One of the country’s leading Latina chefs, Lorena Garcia was born and raised in Venezuela, and credits her many gatherings spent entertaining family and friends as her career inspiration. “Bringing loved ones together to enjoy wonderful food is something that has always fulfilled me.” Lorena completed her law studies in Santa Maria University in Caracas and moved to the United States to complete her Associate Degree in Paralegal Studies. Making her dream to become a chef a reality, Lorena traded her law papers for a cutting board and chef’s knife to study culinary arts at Johnson & Wales University.

Emeril Lagasse Chef Emeril Lagasse received his first culinary experience from his mother, Hilda, when he was a boy growing up in the small town of Fall River, Massachusetts. As a teenager, he worked at a Portuguese bakery where he mastered the art of bread and pastry baking. Upon high school graduation, Lagasse was offered a full scholarship to the New England Conservatory of Music, but decided to pursue a career as a professional chef. He earned a degree from the respected culinary fortress, Johnson and Wales University, and later received an honorary Doctorate degree from the university.

Gerry Garvin Acclaimed chef, cookbook author and host Gerry Garvin (a.k.a. G. Garvin) is most widely known for his television series, Turn Up the Heat with G. Garvin, now in its fifth season on TV One. The show’s increasing popularity earned the talented artist a second series on the same network entitled G. Garvin: The Road Tour, which premiered in 2007 and is currently in its second season. Garvin has mastered offering a “one-size-fits-all” approach to cooking- sophisticated simplicity- proving that even the most basic cooking palate can create the most flavorful of dishes.

M i n g Ts a i Ming was raised in Dayton, Ohio, where he spent hours cooking alongside his mother and father at their family-owned restaurant, Mandarin Kitchen. His love of cooking (and eating!) great food was forged in these early years, while also gaining valuable experience in front and back of the house. Ming headed east to attend school at Phillips Academy Andover. From there, Ming continued to Yale University, earning his degree in Mechanical Engineering. During this time, Ming spent his junior summer at Le Cordon Bleu cooking school in Paris.

One of the country’s leading Latina chefs, Lorena Garcia was born and raised in Lorena’s

Venezuela, and credits her many gatherings spent entertaining family and friends as her career inspiration. “Bringing loved ones together to enjoy wonderful food is something that has always fulfilled me.” Lorena completed her law studies in Santa Maria

University in Caracas and moved to the United States to complete her Associate Degree

dynamic

global

spokesperson,

brands.

appeal

Moving

Lorena

into

appears

has

also

her

third

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been

year

as con

recognized a

Nestlé Nestlé,

a weekly segment on the Univision morning show, Despierta America, where

popular and traditional dishes from Latin America. Every year Lorena showcases her culinary talents on she prepares

in Paralegal Studies. Making her dream to become a chef a reality, Lorena traded her behalf of Nestlé brands during a multi-city North American tour of Latin street law papers for a cutting board and chef’s knife to study culinary arts at Johnson & Wales festivals and fairs. Lorena is also in collaboration with Splenda® No Calorie University.

Sweetener to develop new recipes with the product, and represents Splenda®

Inspired by her education and burgeoning creativity, Lorena set out on a world tour of

on national media appearances.

France, Lorena has taken on the challenge of combating childhood Italy, Japan, Korea, Thailand, and China and worked obesity using her culinary knowledge. She developed “Big Chef, countries known for great cuisine. She worked as an apprentice chef in

in famed restaurants alongside world-renowned chefs such as Pascal Audin. Her next Little Chef” as a comprehensive program to help kids and their families take step was to establish Food Café, and later Elements Tierra, two successful restaurants control of their eating habits and ultimately, their lives. More than simply in Miami’s Design District that featured menus defined by an eclectic blend of

and Asian-inspired dishes

Latin promoting healthy eating,

it is a lifestyle modification

that were recently sold in 2008. plan that educates children of all ages and their families about the benefits of

Scheduled to open in June 2010 is the Lorena Garcia Cocina Restaurant located at the nutrition and of living a healthy, happy, and positive life. Miami International Airport-where Lorena teams up with HMS Host Marriot Services to provide travelers a

healthier alternative to Latin cuisine.

charismatic personality and contagious enthusiasm have helped her secure numerous roles as host on nationally Lorena’s

In 2007 Lorena developed a signature line of products with Belk Department stores, the largest privately owned department store company in the United States. In the heart of the Miami Design district the Lorena Garcia studio is

syndicated shows including Vida Gourmet on the Gems network; Co/cine Mun2, Mun2 scheduled to open in late 2010. It will feature a 5000 sq ft space, which will network; El Arte del Buen Gusto, MGM Casa Club TV; Sazón, Univision Radio; and allow for studio production, brand development, educational workshops and all currently Sazón con Lorena Garcia on Utilisima. In 2009, Lorena was featured in CNN’s media relations. The Lorena Garcia Empire continues to grow. “Latinos In America”, broadcast globally to millions of viewers.

structural container explorations

ENERGETIC enthusiasm

CONTEMPORARY simplicity

LATIN heritage

ARTISTICALLY bold

photo style explorations

direct & indirect competition

Project Inspiration:

Here are some of the packaging design that I found from other sources which were inspirational to some part of the process.

raw logo sketches

computer logo sketches

lorenagarcia

lorenagarcia lorena g a r c i a

lg

futura

lorena

lorena g a r c i a

lorena

caslon antique

lorena

LORENA

GARCIA

lorena

garcia

     

L G

lorena

avante garde

birmingham elongated

lorena garcia

arcia

loren garci

contemporary simplicity

futura

lorena garcia

artistically bold

orena

avante garde

vladamir

l o r e na garcia

lorena

lorena garcia

contemporary simplicity contemporary simplicity

contemporary simplicity

lorena garc

a garcia

lorena garcia



lorena garcia

lore

Lorena Garcia

lorena garcia



LorenaGarcia

lorena garcia

lorena garcia latina hertiage

lorena garcia

LorenaGarcia

lorena garcia

lorena garcia lorena garcia

LorenaG arcia lorena garcia

lorena garcia energetic enthusiasm

energetic enthusiasm

LorenaGarcia

lorena garcia

latina hertiage

energetic enthusiasm

refined computer logo comps

lorena garcia

lorena garcia contemporary simplicity

lorena garcia

futura

lorena garcia

lorena garcia lorena garcia

chosen logo lorena garcia

energetic enthusiasm

latina hertiage 20

suggested feedback

color palette and pattern exploration

concept 1

concept2

concept 3

project refined

final project

the

garcia

process