Portfolio
0
/
8
Pneuma
V I TA L I T Y
WARMTH
SOUL
AIR
WIND
SPIRIT
B R E AT H
LIFE
THE WORK OF TRAN TU NGUYEN
/4
Portfolio
0
/
8
Pneuma
V I TA L I T Y
WARMTH
SOUL
AIR
WIND
SPIRIT
B R E AT H
LIFE
THE WORK OF TRAN TU NGUYEN
TO MY STRONGEST HYDRANGEA HARMONY.
“May the space between where I am and where I want to be inspire me.” —TRACEE ELLIS ROSS
Pneuma
0
/
8
V I TA L I T Y
WARMTH
SOUL
AIR
WIND
SPIRIT
B R E AT H
LIFE
PNEUMA
Vitality. 2. Wind. 3.Warmth. 4. Spirit. 5. Soul. 6. Breath. 7. Air. 8. Life. 1.
ELEMENTS
STORY
D AT E
Pneuma is an ancient Greek word that doesn’t have an exact translation in modern English. In order to translate the word fully, there are eight English words: vitality, wind, warmth, spirit, air, breath, life, and soul. Design is my way of expressing my emotions and showing the connection between other people and myself through my design. Design is my passion, my spirit, my soul. Design is in the air. It is the breeze that I breathe in and out. It is through design that I discover a part of myself. Design is my pneuma and Pneuma, my portfolio, reflects just that.
Spring 2015 WORKS
Packaging Print Typography Identity Collaboration UI/UX Illustration
/10
PNEUMA
D E F I N I T I O N _ VITALITY
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 3
2
3
4
5
6
7
8
/11
Š All rights reserved. No part of this publication can be reproduced without the express permission of Tran Tu Nguyen.
V I TA L I T Y
SPIRIT
AIR
C AT E G O R Y
C AT E G O R Y
C AT E G O R Y
Packaging Typography
Typography Print
Identity Illustration
PA G E S
PA G E S
PA G E S
10 —19
48 —61
92 —111
WIND
SOUL
LIFE
C AT E G O R Y
C AT E G O R Y
C AT E G O R Y
Typography Print
Packaging Typography
Packaging Collaborative design
PA G E S
PA G E S
PA G E S
20 —33
62 —77
112—171
WARMTH
B R E AT H
C AT E G O R Y
C AT E G O R Y
Packaging Product
UI/UX Branding
PA G E S
PA G E S
34 —47
78 —91
Pneuma
1
/
8
/14
Vitality
V I TA L I T Y
WARMTH
SOUL
AIR
WIND
SPIRIT
B R E AT H
LIFE
PNEUMA
D E F I N I T I O N _ VITALITY
DEFINITION NO. _ 1
2
3
4
5
6
7
8
Spring 2014 Package Design 3 Thomas McNulty
V I TA L I T Y
The power to live or grow. 2. Capacity for survival or for the continuation of a meaningful existence. 3. Exuberant physical strength or mental vigor. 1.
ELEMENTS
STORY
PROJECT
OBJECTIVE
Pharmaceutical design C AT E G O R Y
Create a brand system, packaging structure, and graphic application for a chosen line of medication. The new design should improve what the current design lacks.
Packaging Typography
CONCEPT
TA R G E T A U D I E N C E
Pharmacists Patients
P O R T F O L I O _ TRAN TU NGUYEN
After researching and interviewing a few friends who had been or were in the stage of depression, I learned that although society has long looked at depression as a taboo, a whisper behind closed doors, none of the patients wants it to be seen that way. They long for open conversations and nonjudgmental help. They long for hope. Just as the old saying goes “After the rain, there’s always a rainbow,” the design uses the subtle colors of the rainbow to humbly remind us that mental health is contingent on the state and the flexibility of perceptions. Once we believe there is hope, it is there.
C O U R S E _ PACKAGE DESIGN 3
/15
/16
PNEUMA
D E F I N I T I O N _ VITALITY
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 3
2
3
4
5
6
7
8
/17
/18
PNEUMA
D E F I N I T I O N _ VITALITY
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 3
2
3
4
5
6
7
8
/19
/20
PNEUMA
D E F I N I T I O N _ VITALITY
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 3
2
3
4
5
6
7
8
/21
/22
PNEUMA
D E F I N I T I O N _ VITALITY
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 3
2
3
4
5
6
7
8
/23
Pneuma
2
/
8
/24
Wind
V I TA L I T Y
WARMTH
SOUL
AIR
WIND
SPIRIT
B R E AT H
LIFE
PNEUMA
D E F I N I T I O N _ WIND
DEFINITION NO. _ 1
2
3
4
5
6
7
8
Fall 2014 Typography 4 Ariel Grey
WIND
The perceptible natural movement of the air. 2. A tendency or a trend 3. Moving air carrying sound, a scent, or a slight hint of the future. 1.
ELEMENTS
STORY
PROJECT
OBJECTIVE
Typography conference CATEGORY
Create a typography conference and design a promotional book that showcases experimental typography pertaining to the subject matter.
Typography Print
CONCEPT
TARGET AUDIENCE
Designers Scientists
P O R T F O L I O _ TRAN TU NGUYEN
Fast forward after the first experiment in 2013 to the year 2080. The new technology finally comes to life to serve the human race. By applying contact lenses to the eyes, the new generation of humankind will be able to scan through short codes in order to read thousands of pages in short time, helping to reduce the waste of ink, paper, and time. This book gives a full disclosure about this new product and the three day event.
C O U R S E _ TYPOGRAPHY 4
/25
TO CONTINUE PLEASE SCAN YOUR EYE
>>
PROCESSING SCANNING SCANNING SCANNING SCANNING A C T I VAT E D
P L E A S E S TA N D B Y
/26
PNEUMA
D E F I N I T I O N _ WIND
>>
P O R T F O L I O _ TRAN TU NGUYEN
DEFINITION NO. _ 1
2
3
>>
C O U R S E _ TYPOGRAPHY 4
4
5
6
7
8
>>
>>
[...]
/27
TIME 09:41 DATE September 12, 2080 LOCATION San Francisco, U.S.A. >>
>>
>>
[...]
For the first time in the history of humankind, we are going to enter the next stage of the self– designed evolution, in which we will be able to read thousands of words in one minute. This is just the first page of our new exciting chapter. The future starts now. CONTINUE
/28
PNEUMA
D E F I N I T I O N _ WIND
DEFINITION NO. _ 1
2
3
>>
>>
4
5
6
7
8
>>
>>
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ TYPOGRAPHY 4
/29
/30
PNEUMA
D E F I N I T I O N _ WIND
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ TYPOGRAPHY 4
2
3
4
5
6
7
8
/31
1010101010111000010101010101 01010101010101010101011101010 101010111010010101010101011010 10101010110101110101010101001 01101011010101010111000010101 01010101010101010101010101011 10101010101011101001010101010 1011010101010101
T R A N S L AT I N G
00553.2080 10101110101010101001010101010 1010101011100001010101010101 01010101010101010101110101010 10101110100101010101010101010 10101011101010101010111010
1010111010101010100101010101010101010111000010101 01010101010101010101010101011101010101010111010010 10101010101101010101010110101110101010101001010101011010101010111000010101010101 0101010101010101010111010101010100101010101010101010111 000010101010101010101010101010101010111010101010101110 100101010101010110101010101011010111010101010100101010 10110101010101110000101010101011010101110101010101011101 001010101010101101010101010110101110101010101001010101 0110101010101110000101010101010101010101010101 0101011101010101010111010010101010101011010101010101101 0111010101010100101010101
010101010101010101010111010101010101110100101010101010 11010101010101101011101010101010010101010110101010101110 000101010101010101010101010101 0101011101010101010111010010101010101011010101010101101 0111010101010100101010101
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
110100101010111010101010101110100101010101010110101010101011 01011101010101010010110101101010101011100001010101010101010 101011010010101011101010101010111010010101010101011010101010 101101011101010101010010110101101010101011100001010101010101 01010101110000101010101010101010101010110101010101010101011 10101010101011101001 01010101010110101010101011010111010101010100101010101010101010 11100001010101010101010101010101010101011101010101010111010010 101010101011010101010101101011101010101010010101010110101010101 1100001010101010101010101010101010101011101010101010111010010 101010110101010101010101010101010111010101010101110100101010101 01010101010111010001010101011010101010101010101010 010101010111010010101010101011010101010101101011101010101010010 1010101101010101011101010101011010101010101010101010101011101
>>
[...]
SCANNED SCANNED SCANNED I N F O R M AT I O N C H E C K E D
P R O C E S S I N G N E W I N F O R M AT I O N SCANNING SCANNING SCANNING SCANNING P L E A S E S TA N D B Y
>>
/34
>>
D E F I N I T I O N _ WIND
PNEUMA
>>>>
>>
>>
>>
P O R T F O L I O _ TRAN TU NGUYEN
DEFINITION NO. _ 1
2
3
4
5
6
7
8
>>
C O U R S E _ TYPOGRAPHY 4
/35
/36
PNEUMA
D E F I N I T I O N _ VITALITY
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 3
2
3
4
5
6
7
8
/37
Spring 2014 Package Design 3 Thomas McNulty
WARMTH
The sensation of being warm in pleasant heat. 2. The quality of being intimate and attached. 3. The liveliness of feelings, compassion, and emotions.
1.
ELEMENTS PROJECT
OBJECTIVE
Lamp design CATEGORY
Design a line of lamps for an existing brand that is not affiliated with lamp products. The lamp and its packaging should remain consistent with their current identity.
Packaging Product
CONCEPT
TARGET AUDIENCE
Age 25—50 Families and friends
/38
STORY
Kinfolk is an independent lifestyle magazine based out of Portland, Oregon. The magazine encourages the idea of making meals together and spending more time in person. Cherish by Kinfolk is the portable lamp line created specifically for families and friends to gather for a warm dinner meal with valuable conversations. The lamp will strengthen the expansion of the Kinfolk brand as well as embrace their respectable belief.
PNEUMA
D E F I N I T I O N _ WARMTH
DEFINITION NO. _ 1
2
3
4
5
6
7
8
Pneuma
3
/
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 3
8
Warmth
V I TA L I T Y
WARMTH
SOUL
AIR
WIND
SPIRIT
B R E AT H
LIFE
/39
/40
PNEUMA
D E F I N I T I O N _ WARMTH
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 3
2
3
4
5
6
7
8
/41
/42
PNEUMA
D E F I N I T I O N _ WARMTH
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 3
2
3
4
5
6
7
8
/43
/44
PNEUMA
D E F I N I T I O N _ WARMTH
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 3
2
3
4
5
6
7
8
/45
/46
PNEUMA
D E F I N I T I O N _ WARMTH
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 3
2
3
4
5
6
7
8
/47
/48
PNEUMA
D E F I N I T I O N _ WARMTH
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 3
2
3
4
5
6
7
8
/49
/50
PNEUMA
D E F I N I T I O N _ WARMTH
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 3
2
3
4
5
6
7
8
/51
Pneuma
4
/
8
/52
Spirit
V I TA L I T Y
WARMTH
SOUL
AIR
WIND
SPIRIT
B R E AT H
LIFE
PNEUMA
D E F I N I T I O N _ SPIRIT
DEFINITION NO. _ 1
2
3
4
5
6
7
8
Fall 2013 Typography 3 Ariel Grey
SPIRIT
The force within a person that gives the body life and energy. 2. The connection between the body, soul, and the higher state.
1.
ELEMENTS
STORY
PROJECT
OBJECTIVE
Architectural book C AT E G O R Y
Create a coffee table book about any chosen architecture using appropriate experimental typography. The design should bring up the right look and feel of that architecture.
Typography Print
CONCEPT
Tourists San Franciscans
The book is created in order to reveal the meaningful belief behind the architectural design of Grace Cathedral. The story begins with the history that we have read, the architecture that we have seen, then goes to the beautiful artworks that make us feel, and finally the essence that takes us to a state of peace.
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ TYPOGRAPHY 3
TA R G E T A U D I E N C E
/53
One House FOR ALL PEOPLE
/54
PNEUMA
D E F I N I T I O N _ SPIRIT
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ TYPOGRAPHY 3
2
3
4
5
6
7
8
/55
/56
PNEUMA
D E F I N I T I O N _ SPIRIT
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ TYPOGRAPHY 3
2
3
4
5
6
7
8
/57
/58
PNEUMA
D E F I N I T I O N _ SPIRIT
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ TYPOGRAPHY 3
2
3
4
5
6
7
8
/59
/60
PNEUMA
D E F I N I T I O N _ SPIRIT
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ TYPOGRAPHY 3
2
3
4
5
6
7
8
/61
/62
PNEUMA
D E F I N I T I O N _ SPIRIT
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ TYPOGRAPHY 3
2
3
4
5
6
7
8
/63
/64
PNEUMA
D E F I N I T I O N _ SPIRIT
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ TYPOGRAPHY 3
2
3
4
5
6
7
8
/65
Spring 2013 Package Design 2 Thomas McNulty
SOUL
The inner quality or moral nature of a person. 2. The central or integral part. 3. The vital core. 1.
ELEMENTS
STORY
PROJECT
OBJECTIVE
Delicatessen design CATEGORY
Redesign any current deli products for a delicatessen of your choice. Strengthen the brand identity through cohesive packaging that speaks to the target audience.
Packaging Illustration
CONCEPT
TARGET AUDIENCE
Age 10—45 Working class to middle class Vietnamese food lovers
/66
Saigon Sandwich was founded 32 years ago. Despite all of the fame that it has received for being one of the best sandwich shops in the States, there is one only one authentic Saigon Sandwich which is located right in the heart of the Tenderloin. Absorbing the exotic atmosphere of Little Saigon and the colorful graffiti of the Tenderloin, the new identity of Saigon Sandwich aims to deliver the best of both worlds into its design by using Vietnamese inspired type combined with fun illustrations inspired by the Tenderloin. The design is printed in one color job in order to reduce the cost.
PNEUMA
D E F I N I T I O N _ SOUL
DEFINITION NO. _ 1
2
3
4
5
6
7
8
Pneuma
5
/
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 2
8
Soul
V I TA L I T Y
WARMTH
SOUL
AIR
WIND
SPIRIT
B R E AT H
LIFE
/67
/68
PNEUMA
D E F I N I T I O N _ SOUL
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 2
2
3
4
5
6
7
8
/69
/70
PNEUMA
D E F I N I T I O N _ SOUL
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 2
2
3
4
5
6
7
8
/71
/72
PNEUMA
D E F I N I T I O N _ SOUL
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 2
2
3
4
5
6
7
8
/73
/74
PNEUMA
D E F I N I T I O N _ SOUL
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 2
2
3
4
5
6
7
8
/75
/76
PNEUMA
D E F I N I T I O N _ SOUL
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 2
2
3
4
5
6
7
8
/77
/78
PNEUMA
D E F I N I T I O N _ SOUL
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 2
2
3
4
5
6
7
8
/79
Pneuma
6
/
8
/82
Breath
V I TA L I T Y
WARMTH
SOUL
AIR
WIND
SPIRIT
B R E AT H
LIFE
PNEUMA
D E F I N I T I O N _ BREATH
DEFINITION NO. _ 1
2
3
4
5
6
7
8
Fall 2013 Graphic Design 3 Bryan Pieratt
B R E AT H
An inhalation or exhalation from the lungs in respiration. 2. The practice of spending time alone in order to increase awareness of the present moment.
1.
ELEMENTS
STORY
PROJECT
OBJECTIVE
iPhone app design CATEGORY
Create an iPhone app for urban San Francisco users. The app has to be unique and original while being able to solve an on the go urban need.
UI/UX Branding
CONCEPT
TARGET AUDIENCE
Age 20—35 Urban San Franciscans
P O R T F O L I O _ TRAN TU NGUYEN
The world we live in has never slept. After one project is completed, another project begins. Even when we are on a break, we will try to rush so that we can finish work on time. We try to socialize as much as we can because sociability is the norm. Gradually, we loose the sense of self. The objective of this app is to get that sense back. It creates an environment with certain music based on the users’ current locations. It allows us to be alone, to enjoy the beauty of San Francisco’s landscape, to relax, and to fall in love with ourselves again.
C O U R S E _ GRAPHIC DESIGN 3
/83
/84
PNEUMA
D E F I N I T I O N _ VITALITY
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 3
2
3
4
5
6
7
8
/85
/86
PNEUMA
D E F I N I T I O N _ BREATH
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ GRAPHIC DESIGN 3
2
3
4
5
6
7
8
/87
/88
PNEUMA
D E F I N I T I O N _ BREATH
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ GRAPHIC DESIGN 3
2
3
4
5
6
7
8
/89
/90
PNEUMA
D E F I N I T I O N _ BREATH
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ GRAPHIC DESIGN 3
2
3
4
5
6
7
8
/91
/92
PNEUMA
D E F I N I T I O N _ BREATH
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ GRAPHIC DESIGN 3
2
3
4
5
6
7
8
/93
/94
PNEUMA
D E F I N I T I O N _ VITALITY
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 3
2
3
4
5
6
7
8
/95
Pneuma
7
/
8
/96
Air
V I TA L I T Y
WARMTH
SOUL
AIR
WIND
SPIRIT
B R E AT H
LIFE
PNEUMA
D E F I N I T I O N _ AIR
DEFINITION NO. _ 1
2
3
4
5
6
7
8
Spring 2013 Strategies for Branding Thomas McNulty
AIR
The mixture of invisible gases. 2. A stir in the atmosphere. 3. The authentic sense of aroma in any particular place.
1.
ELEMENTS
STORY
PROJECT
OBJECTIVE
Identity system
Redesign and create a new identity system for a chosen transportation brand. The new design should improve what the current design lacks.
CATEGORY
Branding Identity Illustration
CONCEPT
Age 15—40
Hoang Bus (Xe Do Hoang) is a low fare bus that offers daily scheduled bus service between North California and South California. Although Hoang Bus has great service with reasonable fare, they mainly targets the Vietnamese community. The idea is to create a new identity that integrates Vietnamese culture and American culture in order to help the brand reach out to more customers.
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ STRATEGIES FOR BRANDING
TARGET AUDIENCE
/97
/98
PNEUMA
D E F I N I T I O N _ AIR
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ STRATEGIES FOR BRANDING
2
3
4
5
6
7
8
/99
/100
PNEUMA
D E F I N I T I O N _ AIR
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ STRATEGIES FOR BRANDING
2
3
4
5
6
7
8
/101
/102
PNEUMA
D E F I N I T I O N _ AIR
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ STRATEGIES FOR BRANDING
2
3
4
5
6
7
8
/103
/104
PNEUMA
D E F I N I T I O N _ VITALITY
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 3
2
3
4
5
6
7
8
/105
/106
PNEUMA
D E F I N I T I O N _ AIR
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ STRATEGIES FOR BRANDING
2
3
4
5
6
7
8
/107
/108
PNEUMA
D E F I N I T I O N _ AIR
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ STRATEGIES FOR BRANDING
2
3
4
5
6
7
8
/109
/110
PNEUMA
D E F I N I T I O N _ AIR
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ STRATEGIES FOR BRANDING
2
3
4
5
6
7
8
/111
/112
PNEUMA
D E F I N I T I O N _ AIR
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ STRATEGIES FOR BRANDING
2
3
4
5
6
7
8
/113
/114
PNEUMA
D E F I N I T I O N _ AIR
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ STRATEGIES FOR BRANDING
2
3
4
5
6
7
8
/115
Fall 2014 Package Design 4 Michael Osborne
LIFE
The existence of an individual human being or animal. 2. The capacity for growth, continual change, and functional activities.
1.
ELEMENTS
STORY
PROJECT
OBJECTIVE
Retail store design
Create an entirely new retail store with multiple choices of store brands and private labels for Target that will bring it to the same level as Williams Sonoma and Crate & Barrel. The design must consider the aesthetic of Target while exploring new possibilities in order to expand its target audience.
CATEGORY
Identity Packaging Branding Collaborative design
CONCEPT TARGET AUDIENCE
Age 25—50 Families New homeowners Newlyweds TEAM BOBA BEARS
Mama Bear (Liz Cruz) Care Bear (Tran Tu Nguyen) Gummy Bear (Henni Tso) Teddy Bear (Aisya Zalika Putri)
/116
Starting with the idea of having a product line for each and every person in the family, we create Aero, which includes five store brands and four private labels. The brand’s ambition is to become the ideal and trustworthy destination for newlyweds and new homeowners who are about to start an exciting life. We dedicate ourselves to products that work and design that shows honesty.
PNEUMA
Pneuma
8
/
P O R T F O L I O _ TRAN TU NGUYEN
8
Life
V I TA L I T Y
WARMTH
SOUL
AIR
WIND
SPIRIT
B R E AT H
LIFE
/117
R E TA I L S T O R E
STORE BRANDS
/118
DEPARTMENT
DEPARTMENT
Kitchen appliances
Food
TARGET AUDIENCE
TARGET AUDIENCE
Age 25—50 families
Age 25—50 families
KEYWORDS
KEYWORDS
Straightfor ward
Genuine
Durable
Authentic
Modern
Homey
DEPARTMENT
DEPARTMENT
DEPARTMENT
Fitness
Baby
Pets
TARGET AUDIENCE
TARGET AUDIENCE
TARGET AUDIENCE
Age 25—50 males
Age 25—35 parents
Age 25—50 pet owners
KEYWORDS
KEYWORDS
KEYWORDS
Manly
Genuine
Genuine
Strong
Trustworthy
Trustworthy
Athletic
Adorable
Friendly
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
2
3
4
5
6
7
8
P R I V AT E L A B E L S
DEPARTMENT
DEPARTMENT
Travel essentials
Super food
TARGET AUDIENCE
TARGET AUDIENCE
Age 25—45 singles
Age 25—60 singles
Business men
Educated men and women
KEYWORDS
KEYWORDS
Classy
Organic
Sophisticated
High–quality
Practical
Energetic
DEPARTMENT
DEPARTMENT
Puzzle toys
Pet
TARGET AUDIENCE
TARGET AUDIENCE
Age 22—35 males
Age 25—45 singles
Innovative and creative artists
Pet lovers who treat their
who loves challenging
pets like their children
KEYWORDS
KEYWORDS
Fun
Luxurious
Intellectual
Exclusive
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
/119
FOOD
FOOD
/122
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/123
FOOD
/124
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/125
FOOD
/126
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/127
FOOD
/128
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/129
KITCHEN
KITCHEN
/132
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/133
KITCHEN
/134
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/135
KITCHEN
/136
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/137
/138
PNEUMA
FITNESS
/139
FITNESS
/140
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/141
FITNESS
/142
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/143
/144
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
2
3
4
5
6
7
8
BABY
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
/145
BABY
/146
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/147
BABY
/148
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/149
BABY
/150
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/151
/152
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/153
PET
/154
PET
/156
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/157
PET
/158
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/159
PET
/160
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/161
PET
/162
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/163
/164
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/165
/166
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/167
/168
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/169
/170
/172
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/173
/174
PNEUMA
D E F I N I T I O N _ LIFE
DEFINITION NO. _ 1
P O R T F O L I O _ TRAN TU NGUYEN
C O U R S E _ PACKAGE DESIGN 4
2
3
4
5
6
7
8
/175
DESIGNER
PRINTING
SCHOOL
Tran Tu Nguyen
Giant Horse
Academy of Art University
PHONE
BINDERY
COURSE
530.230.7803
The Key Printing and Binding
Senior Portfolio
PHOTOGRAPHY
INSTRUCTOR
tran@trantunguyen.com
Tran Tu Nguyen Aisya Zalika Putri
Mary Scott
WEB
trantunguyen.com
T Y P E FA C E S
Miller Blender TEXT STOCK
100# Finch Fine SOFTWARE
Adobe CS6
Thank you.
To dear Mother and Father
Thank you for bringing me into this world and providing me with love and everything I need. I am me as much as I am your child.
To my colleagues
Icha, Duy, An, Kim, Thomas, Ellen, and Han, thank you for your endless support and always being there for me. This book is possible because of you.
To my roommates
Phuong and Winnie, thank you both for being the best roommates I could ever ask for. I’m so blessed to have you as my roommates, my friends, my colleagues, my sister and brother in this foreign land.
To my boba bears and vsa
Special thanks to Liz, Henni, Icha, Khoa, Linh, and Thang. There are so many memories that we have shared. Here’s to our encounters. To you, hugs and kisses.
To my instructors
Mary Scott, Michael Osborne, Ariel Grey, Thomas McNulty, and John Nettleton, thank you for your guidance. Thank you for believing in me when I felt I couldn’t and thank you for always pushing me to be a better person and designer. I’m grateful to be your student.
/182