Suchita Menon

S U C H I TA M E N O N _

Graphic Designer

...............................................

NOTHING HAPPENS FOR A REASON.

S U C H I TA M E N O N {DESIGN PORTFOLIO}

NOTHING HAPPENS FOR A REASON.

S U C H I TA M E N O N {DESIGN PORTFOLIO}

Thank you for being you.

To my parents, without whom this whole experience would not have been possible. To my sister for keeping my crazy streak alive the entire time. To everyone who ever touched my soul in the city of San Francisco, these were the best years of my life so far. A special thanks goes to the Academy that was once only a dream.

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S U C H I TA M E N O N _ d e s i g n p o r t f o l i o

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Flowers in the wind.

Nothing happens for a reason... it is a weighty thing to accept that this life we each live really has no grand meaning. We are not pawns on a cosmic chessboard, and we are not here to discover meaning.

We are the script writers of our own existence, and we are solely responsible for the life we create, the meanings we attribute to our lives, and the ways we interpret our existence. It is not at all a hopeless thing to surrender to meaninglessness; it can be one of the most empowering ways of being. When I accept that I am fully responsible for the creation of my life’s meaning, I can choose how to lead my life.

I can see tragedy as the sum total of who I am, or I can see it as a stroke on the canvas of my life. I can choose to see the trash on the freeway or the flowers dancing softly in the wind.

This in essence is a philosophy on which I have based the last five years of my journey of creativity at the Academy of Art University. I have let myself be, so my creations flow naturally. At times, they may seem weird but there is no particular reason to it. I am of the firm belief that everything has to come from nothingness. And from it will flow original thoughts that transforms a product or service into something that is new.

With this, I set the tone for my future....

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Projects along the way.

04_

01_

GL E NF IDDICH

06 - 17

07_

FLUBB ER ESC A PE

02_

05_

AP P E T YP E 18 - 33

B R A IN MA NUA L

03_

AMOE BA MUSIC

MATTEL

FOGGY BEER

84 - 93

08_

06_

34 - 45

46 - 57

58 - 69

KIND R ED GR OUP

94 - 123

09_

70 - 83

LOGOS

124 - 131

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P R O J E C T _ GLENFIDDI C H

It began in a library in Scotland.

PROJECT 01_ GLENFIDDICH

Glenfiddich’s story began in a distillery library in Scotland where William Grant first thought of starting his own distillery. The design for

COURSE_

the Revolutionary design for Glenfiddich is inspired by the library

PA C K A G E D E S I G N 4

where it all began. The bottle and its design are influenced by the old

I nstructor _ T H O M A S M C N U LT Y

K e y A djecti v es _

style books found in the these libraries. The box is a cardboard box reversed etched on a laser etching machine with gold sprayed across the board.

UPSCALE V I N TA G E WOODEN BOOK

To maintain brand loyalty, the original logo was lightly touched and worked upon without loosing its old form. The vital change that was brought upon the product was of giving a modern look to the

DELIVERABLES_ ORIGINAL BOTTLE LABEL R E V O LT I O N A R Y B O T T L E G I F T B O X F O R R E V O LT I O N A R Y

bottom half of the bottle. In many ways the addition made has been married into the form that it has always existed in to account for the changing mindset of its consumers.

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P R O J E C T _ GLENFIDDI C H

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N othing H appens for a R eason

P R O J E C T _ GLENFIDDI C H

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P R O J E C T _ GLENFIDDI C H

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P R O J E C T _ GLENFIDDI C H

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Feeling food with the soul.

PROJECT 02_ APPETYPE

COURSE_

a 9 course meal to the competitors. The designers will taste the food with their sense of design and interpret the feeling using their

I nstructor _

K e y A djecti v es _

design tools. A panel of judges will host the convention. Every meal comes with a sheet that judges how well the food is interpreted.

E X P E R I M E N TA L

Each dish represents a feeling. The designer’s goal was to present

COMPETITIVE

the best form of the dish in a visual form without having to use food to

APPEALING

create the typography. Never before have top chefs from around

DELIVERABLES_

the world come together with typographers and top designers to create

BROCHURE

a blend of food and typography. Located in the heart of San Francisco,

CONVENTION BOOK POSTER VIDEO

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three day convention is designed. Over the three days, chefs present

TYPOGRAPHY 4

ARIEL GREY

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Using the concept of chefs meet typographers and designers, a

this convention is to be held at the Moscone center. A three day event that brings the best chefs and designers together.

P R O J E C T _ A PPET Y PE

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P R O J E C T _ A PPET Y PE

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P R O J E C T _ A PPET Y PE

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P R O J E C T _ A M OE B A

Sharing makes for its own music.

PROJECT 03_ AMOEBA

A long unconventional style catalog was created to catch the attention of all its users. Amoeba needed something that was characteristic of its

COURSE_

very being. The attempt has been to bring about the core of Amoeba’s

VISUAL SOLUTIONS

existence which includes a sense of oneness, sharing budget and its end

I nstructor _ ESZTER CLARK

K e y A djecti v es _

objective when creating this catalog. Newsprint paper was used in printing to make production inexpensive.

INDEPENDENT

The intent was to show the background of San Francisco where

LOCAL

store took root. Many Indie artists started their careers at Amoeba. An

COMMUNE

illustration set in San francisco was chosen as the backdrop to relive

DELIVERABLES_

the famous songs of some artists that got their first break at Amoeba.

C ATA L O G

Therefore ensuring the purpose of retaining the catalog, a value that

CD COVER WEBSITE

is engrained in the genes of the store Amoeba.

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P R O J E C T _ A M OE B A

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P R O J E C T _ A M OE B A

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N othing H appens for a R eason

S U C H I TA M E N O N _ d e s i g n p o r t f o l i o

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www.amoebamusic.com

P R O J E C T _ A M OE B A

www.amoebamusic.com

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Nothing Happens for a Reason

Moulding a childhood fantasy.

PROJECT 04_ FLUBBER

Growing up with a fantasy that came from viewing Flubber over and over again and creating a board game from its very essence is the thought

COURSE_

behind Flubber Escape. The central element Flubber is likened to the

PA C K A G E D E S I G N 3

particles that jump around and create chaos as well as wonder. The goal

I nstructor _

of the game is to collect this incredible substance.

CHRISTINE GEORGE

K e y A djecti v es _

Flubber has escaped its canister and is out in the laboratory. The job

FUN

of the players is to throw the dice and move forward on the board in order

COLORFUL

to collect as many pieces of Flubber as possible. Using a polymer-based

BOUNCY GOOEY

glow-in-the-dark material which is 100% safe, a batch of Flubber particles were created. These particles are loaded in the rotating spin tray in

DELIVERABLES_ BOARD GAME BOARD BOX

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DICE & PIECES

the middle of the board. Upon landing on blocks marked to collect, spin or miss a turn, the players get to test their luck by collecting as many pieces of Flubber as possible. The player with the most Flubber wins.

P R O J E C T _ FL U B B ER ES C A PE

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P R O J E C T _ FL U B B ER ES C A PE

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P R O J E C T _ FL U B B ER ES C A PE

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P R O J E C T _ FL U B B ER ES C A PE

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P R O J E C T _ FL U B B ER ES C A PE

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P R O J E C T _ B R A IN M A N U A L

Changing the thought process.

PROJECT 05_ BRAIN MANUAL

The purpose behind creating this manual is to show the beautiful quality of French Paper. The particular paper that the concept of the

COURSE

book came from is called “Bright White.” What you get when you

TYPOGRAPHY 3

order a sample of this paper is A Brain Manual that teaches you how

I nstructor ARIEL GREY

K e y A djecti v es E D U C AT I O N A L

to use your brain correctly. It comes with a deck of cards that are the different weights of the paper but they also come together as a memory game. The book shows how the brain works from left, to right and then both together.

INTERACTIVE E X P E R I M E N TA L SCIENTIFIC

The enitre process of using an approach such as this will hold the consumer’s attention and create a positive framework to make a

DELIVERABLES BOOK POSTER

purchase decision regarding paper. French paper is available in a variety of different weights. The swatch cards that come with the

WEBSITE

brain manual are an added asset for the consumer. The end result

S WAT C H C A R D S

is a sample that displays the beauty of printing on this paper.

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P R O J E C T _ B R A IN M A N U A L

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P R O J E C T _ B R A IN M A N U A L

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P R O J E C T _ B R A IN M A N U A L

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P R O J E C T _ B R A IN M A N U A L

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Enter play mode through colour.

PROJECT 06_ M AT T E L

A change in colour can make a lot of difference to a product. It can tell a different story and bring a new leaf of life to a dull existence. Mattel

COURSE_

is a kids brand with various toy products. They started their business

IDENTITY 2

with Barbie and have grown to have products like Hot Wheels and Fisher

I nstructor _

Price. Being diverse is of utmost importance to Mattel.

GORDON MORTENSON

K e y A djecti v es _ P L AY F U L RECOGNIZABLE A D A P TA B L E MODERN

For a kids’ brand, colour identity becomes crucial. Its a product which the final consumer buys upon an impulse, normally without reading its literature. So a color can send out a different meaning. Hence choice of colour can make or break a category such as this. In creating this new colour identity it has formed a new bond with the segment and let a

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DELIVERABLES_ BRAND GUIDELINES BOOK

sense of wanting to be in a certain mood to consume it - perception of

S TAT I O N E R Y S Y S T E M

the brand in the minds of the consumer.

P R O J E C T _ M A TTEL

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P R O J E C T _ M A TTEL

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P R O J E C T _ M A TTEL

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P R O J E C T _ M A TTEL

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P R O J E C T _ M A TTEL

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P R O J E C T _ M A TTEL

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P R O J E C T _ FOGG Y B EER

Women and weather together.

PROJECT 07_ FOGGY BEER

What’s a better “heady mix” than that which is brewed and tendered by women. It is well known and part of folklore that women make for the

COURSE_

best to attend and nurture any life form from a tender age. this is the

PA C K A G E D E S I G N 3

basis of this product line which is dedicated to the two women that set up

I nstructor _ CHRISTINE GEORGE

K e y A djecti v es _

in its best form, from the climate in which it is grown to its design and its flavors. It is a thought provoking story of a product whose genesis and its ultimate destination and consumer syncs in together.

FEMININE C R E AT I V E OUTGOING C E L E B R AT I N G

Foggy Beer is a set of unusual flavors meant to celebrate a woman’s place in the Beer world. Humboldt County has the most suitable weather for the production of beer. Their unique artistic style on the exisiting

DELIVERABLES_ BOTTLE LABELS

bottle labels is carried forward in this new line. The mixture of perfect

NECK BANDS

weather and a woman’s touch creates the ideal atmosphere to sip on

C R AT E

Foggy’s brand new exclusive flavors Cherry, Coffee and Chocolate.

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P R O J E C T _ FOGG Y B EER

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P R O J E C T _ FOGG Y B EER

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P R O J E C T _ FOGG Y B EER

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P R O J E C T _ FOGG Y B EER

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P R O J E C T _ K INDRED

Growing an exceptional kind.

PROJECT 08 _ KINDRED

A group of six set out to create a community in San Luis Obispo. The intent was clear. Create a like-minded organic community that believes

COURSE _

and has faith in what the nature and mother earth offered. In that it is

PA C K A G E D E S I G N 4

self-driven and self-consumed. Creating organic products and use this

I nstructor _

store as a place to commune and create commerce.

T H O M A S M C N U LT Y

K e y A djecti v es _

This store becomes a hub for an organic community created with

ORGANIC

confidence by this group of people which leads by example. Kindred is

COMMUNITY

a platform for all those that want to build a future chemical free earth

HELPFUL UPSCALE

and leave behind a much better earth for the future generations to come.

Thus creating a larger expanse of a similar community by creating and

DELIVERABLES _ LOGOS 10 PRODUCT LINES P R O D U C T PA C K A G I N G

consuming. The main goal was to keep the design as close to nature as possible. Materials like wood, cloth and recycled paper were used to package products in order to create this organic feel.

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S U C H I TA M E N O N _ d e s i g n p o r t f o l i o

House Brands

DE PA RT M E N T _

DE PA RT M E N T _

DE PA RT M E N T _

FARMER’S MARK ET

HERBAL WARE

GARDENING TOOLS

TA RGET AUDIENCE _

TA RGET AUDIENCE _

TA RGET AUDIENCE _

ALL AGES

FAMILIES AGE 18 – 55

FAMILIES AGE 18 – 55

K EY A DJECTIV ES _

K EY A DJECTIV ES _

K EY A DJECTIV ES _

MINDFUL, FRESH, HELPFUL

S O F T, N AT U R A L , N I C E

STRONG, DURABLE, SIMPLE

USP _

USP _

USP _

IN STORE FOOD MARKET

ORGANIC PROCESSED

STRONG DURABLE

AND DELI

CLOTHING

M AT E R I A L S

L O C A L

L

Y

p

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r

o

d

u

c e d

DE PA RT M E N T _

DE PA RT M E N T _

DE PA RT M E N T _

HOME GOODS

FOOD

DECOR

TA RGET AUDIENCE _

TA RGET AUDIENCE _

TA RGET AUDIENCE _

FAMILIES AGE 35 – 6 5

ALL AGES

FAMILIES AGE 18 – 55

K EY A DJECTIV ES _

K EY A DJECTIV ES _

K EY A DJECTIV ES _

D EL I C AT E , F R E S H , U P S C A L E

A P P E A L I N G , TA S T Y, S I M P L E

L O N G E V I T Y, M I N D F U L , S I M P L E

USP _

USP _

USP _

PREMIUM QUALIT Y

ORGANIC INGREDIENTS

SUPPORT LOCAL ARTISTS

P R O J E C T _ K INDRED

Private Brands

DE PA RT M E N T _

DE PA RT M E N T _

SK IN C A R E A ND SH AV ING

R E C R E AT I O N A L

KIT TA RGET AUDIENCE _

TA RGET AUDIENCE _

A D U LT S A G E 1 8 – 5 5

FAMILIES AGE 18 – 55

K EY A DJECTIV ES _

K EY A DJECTIV ES _

S I M P L E , E D G Y, M O D E R N

H E A LT H Y, F U N , A C T I V E

USP _

USP _

N AT U R A L P L A N T S

FUN AND BRIGHT

INGREDIENTS

MODERN COLORS

DE PA RT M E N T _

DE PA RT M E N T _

PETS

KIDS

TA RGET AUDIENCE _

TA RGET AUDIENCE _

FAMILIES AGE 18 – 55

KIDS AGE 1– 8

K EY A DJECTIV ES _

K EY A DJECTIV ES _

N AT U R A L , S A F E ,

P L AY F U L , F U N , C U T E

USP _

USP _

VA R I OUS R A NG E I T EM S

HIGH QUALIT Y

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P R O J E C T _ K INDRED

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Nothing Happens for a Reason

From some thing, a fresh beginning.

PROJECT 09_ LOGOS

These identities are a product of extensive research and thinking which communicate with the end consumer. These resonate from the

COURSE _

brand’s very essence. This presence will define the core of the

IDENTITY DESIGN

company at a fleeting glance. This is what remains in the consumer’s

I nstructor S _

mind and creates the enduring story of the product.

D A R E L L H AY D E N TODD HEDGPETH GORDON MORTENSON

These are the final forms of the identities that the product takes in every sphere of its life-cycle thus creating a new look and feel to the

BRANDS _ MY FRIEND PROJECT K9

124

white version and reversed out form of a selected few identities are

BAR COUNTER

shown. These identities represent what the brand stands for. They

URBAN TURBAN

convey a mood as well as a concept for the meaning of its existence.

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brand. Each identity has its specifications for use. The black and

MASTHEAD LOGO

Without a great logo a brand cannot have a recognizable face and

CADBURYS

hence not stand out when compared to others in the same business.

P R O J E C T _ LOGOS

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project

K9

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COUNTER COUNTER

P R O J E C T _ LOGOS

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S U C H I TA M E N O N _ d e s i g n p o r t f o l i o

URBAN TURBAN

H2 OhNo A journal about the state of our oceans

H2 OhNo A journal about the state of our oceans

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INNER CIRCLE

INNER CIRCLE

P R O J E C T _ LOGOS

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S U C H I TA M E N O N _ d e s i g n p o r t f o l i o

Acknowledgements

{ FA M I LY }

Thank you mom and atta for being right there for me despite the distance. Niki you will always be my twin, my better half.

{INSTRUCTORS}

A special thanks to all my instructors Mary Scott, Roland Young, Eszter Clark, Ariel Grey, Tom McNulty, Bob Slote, Andrea Pimentel, Troy Alders

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and Chirstine George.

A C K NO W LEDGE M ENTS

{FRIENDS}

To my friends at the Academy, thanks for all your support. Special thanks to Megawati Thjin, Carolina Pistone, Christel Luu, Kim Dauer, Ju Lee, Megan Koop, Sandra Jimmnez & Samira Darcazallie.

{OTHERS}

Thanking Vadim at Plotnet & Key Bindery without who this book would have never come together. My dear Mac & Wacom tablet, my most dearest friends in the world, hope you never leave my side.

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S U C H I TA M E N O N _ d e s i g n p o r t f o l i o

Colophon

INSTRUC TOR _

T Y PEFACE S _

MARY SCOTT

ADOBE GARAMOND PRO UNIVERS 55

COURSE _

UNIVERS 45

SENIOR PORTFOLIO

UNIVERISITY _

PA PE R _

ACADEMY OF ART UNIVERSIT Y

100LB TEXT

SAN FRANCISCO, USA

NINA CREST

STUDENT _

PHOTOGR APHY _

S U C H I TA M EN O N

S U C H I TA M EN O N

ADDR ESS _

CAMERA _

11 9 0 P I N E S T R E E T,

NIKON D6 0

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SAN FRANCISCO, USA

EMAIL _

BINDERY _

suchita.menon @gmail.com

THE KEY

WEBSITE _

PR INTER _

suchitamenon.com

PLOTNET