the art of ursula muktiwidjojo
Perceiving
the art of ursula muktiwidjojo
Perceiving
copyright
Š 2015 by Ursula Marylin Muktiwidjojo. All rights reserved. No portion of this book may be used or reproduced in any manner without a written consent of ursula marylin muktiwidjojo. All respective work shown has been appropriately identified and credited. Any omissions found will be noted and corrected in subsequent editions.
d e d i c at e d t o
Mom, Dad & Barry Tirta Kusuma
the art of perceiving
Contents
chapter
1
6
chapter
Taste of Winter
The Next America
Package Design
Package Design
chapter
2
7
chapter
Final Ivention
To Travel Is To Live
Print Design
Identity Design
chapter
3
8
chapter
Millennials Wine
Live. Love. Eat
Package Design
Package Design
chapter
4
chapter
9
Good Vibes Only
Liquid Gold
UI/UX Design
Package Design
chapter
5
chapter
10
Dainty Delicacy
Personal Touch
Print Design
Identity Collection
the art of perceiving
chapter
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
1
project
»
donnhoff icewine
Taste of Winter
Page » 10
project
» Dönnhoff Ice Wine
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
The best things in life often don’t come easy, but we don’t grow when things are easy, and at the end of the day it is what make life sweeter. objective
Choose an existing wine or beer manufacturer and design a new premium brand identifier and packaging system for the company. If student choose to work with wine manufacturer, the packaging system should include a minimum of three different varietal of wines and a gift box that encase the premium wine. In addition, the packaging system should also be composed of the front and back label designs, neck label designs, and capsules designs.
approach
True to its name, the ice wines are produced from pristine frozen grapes. The wine itself is none other than the liquid gold from these jewels and only the coldest winter climate can culminate this magical wine, which make it a rare finds. The design is working beautifully as an honest reflection of the unique personality the wine embodies. It is sweet, delicate, and incomparable. Gold and silver foil accent is utilized to elevate the brand luxurious quality.
d e ta i l s project
deliverables
DÖnnhoff Ice Wine
Wine Labels & Gift box
course
c at e g o r y
Packaging 3
Branding, Packaging
instructor
d u r at i o n s
Thomas McNulty
7 Weeks
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» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project
» Dönnhoff Ice Wine
chapter
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» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project
» Dönnhoff Ice Wine
chapter
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project
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chapter
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project
» Dönnhoff Ice Wine
chapter
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project
» Dönnhoff Ice Wine
chapter
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the art of perceiving
Page » 2 4
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project
» Dönnhoff Ice Wine
chapter
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» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project
» Dönnhoff Ice Wine
chapter
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Page » 2 7
the art of perceiving
chapter
Page » 2 8
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
2
project
»
life 2.0
Futuristic Mind
p r oj ec t » Life
2.0
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
What the mind is able to conceive, it can achieve, but we are so used to rejecting ideas that we couldn’t understand. Elevate your mind. objective
Design a typographic experimental conference book, that consist of a clear navigation system and a time table for a three day futuristic conference. The work will also includes designing a mobile badge for the conference participants. the possibilities are limitless, but are to be conveyed in the most cutting-edge manner. The conference are open to many creative minds such as engineer, scientist, architecture, designers, and also policy maker.
approach
In this modern day society, technology is at its peak development. We’re are able to connect and monitor our brain activity through an advance artificial intelligence. The mission is to create a conference with the goals of raising public awareness of how we could utilized and maximized this innovative technology to produce a better and more effective work flow in our daily routine. Inspired by the smart devices, which open up more possibilities.
d e ta i l s project
deliverables
Life 2.0
Conference Book, Mobile Badge, Video Tralier, Maps & Schedule
course
Typography 4
c at e g o r y
Typography instructor
Ariel Grey
d u r at i o n s
14 Weeks
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Page » 3 0
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r oj ec t » Life
2.0
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 3 1
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Page » 3 2
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r oj ec t » Life
2.0
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 3 3
the art of perceiving
Page » 3 4
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r oj ec t » Life
2.0
chapter
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Page » 3 5
the art of perceiving
Page » 3 6
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r oj ec t » Life
2.0
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 3 7
the art of perceiving
Page » 3 8
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r oj ec t » Life
2.0
chapter
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Page » 3 9
the art of perceiving
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» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r oj ec t » Life
2.0
chapter
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Page » 4 1
the art of perceiving
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» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r oj ec t » Life
2.0
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 4 3
the art of perceiving
Page » 4 4
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r oj ec t » Life
2.0
chapter
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Page » 4 5
the art of perceiving
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» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r oj ec t » Life
2.0
chapter
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Page » 4 7
the art of perceiving
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» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r oj ec t » Life
2.0
chapter
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Page » 4 9
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p r oj ec t » Life
2.0
chapter
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Page » 5 1
the art of perceiving
chapter
Page » 5 2
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
3
project
»
trinchero wine
Millennials Wine
p r o j e c t » Tr i n c h e r o
Wine
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
I think people nowadays spent too much time staring into their screens and not enough time to drinking wine, and dancing under the moon. objective
This is a collaboration project with Trinchero Family Estate in St. Helena, California. The goal is to explore new possibilities of wine labels for a group of wine varietal. These wines will be marketed in single serve style, wine in a can, which catered specifically to the Millennials demographic. The key is to make it the most pleasing and heart warming experience. The most important of all is to keep it within the budget of the millennials demographic.
approach
After meeting up with the Trinchero Family Estate’s marketing team, we were given a group of names for a specific wine varietal. The next step was to shape each names into a strong brand with unique personalities. Each brand is developed into a very contrasting brand. The last step was to take the three brands and create a solid packaging for it. Student get to choose one of the three brand and designed a 4-pack carrier that live harmoniously with the cans.
d e ta i l s project
deliverables
Trinchero Wine
Wine Cans, & 4-pack carrier
course
c at e g o r y
Package Design 3
Packaging, Branding
instructor
d u r at i o n s
Thomas McNulty
7 Weeks
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Page » 5 4
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r o j e c t » Tr i n c h e r o
Wine
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 5 5
the art of perceiving
Page » 5 6
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r o j e c t » Tr i n c h e r o
Wine
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 5 7
the art of perceiving
Page » 5 8
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r o j e c t » Tr i n c h e r o
Wine
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 5 9
the art of perceiving
Page » 6 0
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r o j e c t » Tr i n c h e r o
Wine
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 6 1
the art of perceiving
Page » 6 2
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r o j e c t » Tr i n c h e r o
Wine
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 6 3
the art of perceiving
Page » 6 4
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r o j e c t » Tr i n c h e r o
Wine
chapter
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Page » 6 5
the art of perceiving
Page » 6 6
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r o j e c t » Tr i n c h e r o
Wine
chapter
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Page » 6 7
the art of perceiving
Page » 6 8
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r o j e c t » Tr i n c h e r o
Wine
chapter
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Page » 6 9
the art of perceiving
Page » 7 0
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r o j e c t » Tr i n c h e r o
Wine
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 7 1
the art of perceiving
Page » 7 2
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r o j e c t » Tr i n c h e r o
Wine
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 7 3
the art of perceiving
P a g e » 74
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
p r o j e c t » Tr i n c h e r o
Wine
chapter
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the art of perceiving
chapter
Page » 7 6
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
4
project
»
r av e m o b i l e a p p
Good Vibes Only
project
» Rave Mobile App
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Sometimes the best thing happen when you just relax— take a deep breathe, trust yourself, let go, and see what happen. Be spontaneous! objective
To design a mobile application for modern day smart phone users. The mobile app has to be unique and original and solve an on-the-go needs. Students are encouraged and challenged to step outside the print world and practice their basic knowledge of design skill in terms of layout, typography and interactive space within the constraint of a mobile screen. How will the sizing, placement, contrast come together to shape the mobile application.
approach
When was the last time you did something for the first time? I believe this questions often come across in our repetitive daily routine. Rave mobile application is the answer for that particular questions. It suggests and let smart phone user discover new activities depending on their preferences. Rave mobile application goes beyond covering music concerts and new adventurous activity, but constantly update its user with the current trends.
d e ta i l s project
deliverables
Rave Mobile App
Mobile App
course
c at e g o r y
Graphic Design 3
UI/UX
instructor
d u r at i o n s
Bryan Pieratt
15 Weeks
Page » 7 7
the art of perceiving
Page » 7 8
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
» Rave Mobile App
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
R
project
Page » 7 9
the art of perceiving
Page » 8 0
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project
» Rave Mobile App
chapter
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Page » 8 1
the art of perceiving
Page » 8 2
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project
» Rave Mobile App
chapter
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Page » 8 3
the art of perceiving
Page » 8 4
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project
» Rave Mobile App
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 8 5
the art of perceiving
Page » 8 6
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project
» Rave Mobile App
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
project
Life 2.0 course
Typography 4 instructor
Ariel Grey
Page » 8 7
the art of perceiving
chapter
Page » 8 8
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
5
project
»
ladurée brochure
Dainty Delicacy
project » Ladurée
Brochure
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
I prefer to regard a dessert as what I think the perfect woman should be subtle,sweet, and delicately made up and, ofcourse, with a flavor that lasts. objective
Design a brochure for a specific brand and additional promotional items, such as poster, website, post cards or other creative forms. This assignment exercise the ability of understanding who the clients are in order for the designer to work in the most effective way for the client. The idea behind the design affected greatly depending on the personality of the clients. This way students learn to be more felxible when working with clients in the real world.
approach
The company that I choose to design for is Ladureé, a french bakery that is most noteable for their french macarons. As a company, Ladureé owns a very specific and unique style and personalities. Their signature style is very delicate, graceful, modern, yet embodies the classical art deep within. Hence, I strive to boast the classical style, while keeping it modern. The design of the brochure is also very eleborate and with the use of gold foil detailing.
d e ta i l s project
deliverables
Ladurée Brochure
Brochure & Post Cards
course
c at e g o r y
Visual Systems 2
instructor
d u r at i o n s
Eszter Clark
15 Weeks
Page » 8 9
the art of perceiving
Page » 9 0
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project » Ladurée
Brochure
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 9 1
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Page » 9 2
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project » Ladurée
Brochure
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 9 3
the art of perceiving
Page » 9 4
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project » Ladurée
Brochure
chapter
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Page » 9 5
the art of perceiving
Page » 9 6
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project » Ladurée
Brochure
chapter
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Page » 9 7
the art of perceiving
Page » 9 8
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project » Ladurée
Brochure
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 9 9
the art of perceiving
Page » 10 0
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project » Ladurée
Brochure
chapter
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Page » 101
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chapter
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
6
Page » 10 2
project
»
rethinking costco
The Next America
project » Rethinking
Costco
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
However, we, the millennials are a generation of action and not just talk. Theories are good, but we want to take part of something impactful. objective
Costco has constantly hooked on the Baby Boomers, placing its sales in target audience at the higher-income areas. This strategy works well with the Baby boomers but not the millenials. Surveys on Kirkland proof very little percentage of trustability and interests from the millenials demographic. This means that Costco will have to build their bridge into the ‘new’ money once this age group ages because the spending power will shift to the millenials.
approach
After a thorough evaluation of Costo’s current situation, it is concluded that it is absolutely vital for Costco to begins equipt for the millenials, but most importantly not having to loose the loyal customer, the baby boomers. It is crucial for the introduction of new private labels that can meet the needs and demands of both baby boomers and millenials (transition). As well as private labels that will specificly targeted to fulfill what the millenials want.
d e ta i l s project
deliverables
Rethinking Costco
In-Store Packaging, Brand Identifier
course
Package Design 4
c at e g o r y
Packaging, Branding instructor
Michael Osborne
d u r at i o n s
15 Weeks group member
Ursula Muktiwidjojo Sean Lee Amanda Lim Erika Turnquist
Page » 10 3
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Page » 10 4
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project » Rethinking
Costco
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 10 5
the art of perceiving
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
store brands
main store
kirkland
icon systems
Page » 10 6
name
ta r g e t a u d i e n c e
Think
60% Millennials, 40% Baby Boomers
d e pa r t m e n t
usp
Personal Hygiene
Since Quality is in products it is crucial that the aesthetics of products translate that quality.
project » Rethinking
Costco
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
p r i vat e b r a n d s
think
name
ta r g e t a u d i e n c e
Think (Private Brand)
Millennials
d e pa r t m e n t
usp
Personal Hygiene
Better choices, Safer Variety, Hypo-allergenic.
axis
name
ta r g e t a u d i e n c e
Axis (Private Brand)
Millennials
d e pa r t m e n t
usp
Home Improvement & Decor
Dual purpose items for everyday preferences.
stock pile
name
ta r g e t a u d i e n c e
Stock Pile (Private Brand)
Millennials, Baby Boomers
d e pa r t m e n t
usp
Grocery & Restaurant Supply
Improving the Experience of Small Business Owners
Page » 10 7
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» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
Kirkland d e ta i l s d e pa r t m e n t
labels
Wholesale Retail
Store Brand
ta r g e t a u d i e n c e
adjective
Baby Boomer, Millennials
Trust, Quality
objective
The new Kirkland aims to bridge that gap for the millenials into the transition category to built trust. Since Quality is in products it is crucial that the aesthetics of products translate that quality. To appreciate the support of the boomers, New products and Systems will be designed to not leave anyone behind.
Page » 10 8
project » Rethinking
Costco
chapter
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» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
E S T A B LE ISSTHAEBDL I1SE 9H9S E 5T D A B1 L9 I9S5H E D 1 9 9 5 E S T A B L IES SHTEADB L 1 9I 9S 5H E SDT 1A9B9L5 I S H E D 1 9 9 5 E S TA B L I S H E D 1 9 9 5
Page » 1 10
E S TA B L I S H E D 1 9 9 5
project » Rethinking
Costco
chapter
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Page » 1 1 1
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Page » 1 1 2
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project » Rethinking
Costco
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
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Page » 1 1 4
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project » Rethinking
Costco
chapter
» 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0
Page » 1 1 5
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Page » 1 1 6
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
project » Rethinking
Costco
chapter
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» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
Think d e ta i l s d e pa r t m e n t
labels
Personal Hygiene
Private Brand
ta r g e t a u d i e n c e
adjective
Millennials
Fun, Friendly, Youthful
objective
Ritual is a Health and beauty brand which consist of is a wide range of hy po-allergenic products that are safe, reliable and allergen free. These are offered at “humansize bulk”. Costco’s bulk strategy comes in with offering of price discounts on multiple items. It retails at a higher price per f lo oz but lower cost price yet having the choice of variet y.
Page » 1 18
project » Rethinking
Costco
c h a p t e rc h a»p t e0r1 0 »2 0013 0024 0035 0046 0057 0068 0089 01 9 0
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Costco
chapter
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Amazing Phenomenal Stunning Amazing Phen Rav Movie picture Sun-kissed Movie SunMusicpicture Video Win Fuzz Fuzz Curlys CuH Mess Cucumber Shampoo 266 ML 9 LB
beneficial ambition booster Cucumber Gentle Body Wash 266 ML 9 LB
Scent Free Shampoo 266 ML 9 LB
Superb feel-good antidote Scent Free Gentle Body Wash 266 ML 9 LB
musical Ravishing Soap Amazing Amazing Amazing Amazing Phenomenal Phenomenal Phenomenal Phenomenal Stunning Stunning Stunning Stunning Ravishing Ravishing flash-mob Opera Outer Movie Movie Movie Moviepicture picture picture picture Sun-kissed Sun-kissed Sun-kissed Sun-kissed Music Music Music Music Video Video Video Video Wind Wind Wind Swept Swept Swept Fuzz Fuzz Fuzz Fuzz trigger Hair Glow Curlys Curlys Curlys Curlys Mess Mess Mess Mess Hair Hair Cucumber Cucumber Cucumber Cucumber Shampoo Shampoo Shampoo Shampoo 266 ML 266 9 LB ML 9 LB 266266 ML ML 9 LB 9 LB
Scent Scent Scent Free Scent Free Shampoo Free Free Shampoo Shampoo Shampoo 266 ML 266266 ML 266 9 LB ML ML 9 LB 9 LB 9 LB
Cucumber Body wash Citrus Citrus Citrus Citrus Shampoo Shampoo Shampoo Shampoo ML 9 LB 266 ML 266266 ML 266 9 LB ML ML 9 LB 926LB 9 6LB
Vitamin Vitamin Vitamin Vitamin E Shampoo EE Shampoo EShampoo Shampoo Scent Free Gentle Cleasnser 26 266 ML 266266 ML 266 9 LB ML ML 9 6LB 9ML LB 9 LB9 LB
Cucumber Shampoo Citrus Shampoo 266266 MLML9 LB 9 LB
beneficial shower ambition opera booster amplifier Cucumber Gentle Body Wash Citrus Gentle Body Wash
Scen V
26
eneSu feel fu an th
Scent Vitami Fre
266 266ML ML 99LB LB
musical faS wondrous flash-mob #nofilter OperM trigger complexion zitG Cucumber Body wash Citrus Gentle Cleasnser 26 6 26 ML6 ML 9 LB9 LB
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Scent Vitam Fr
the art of perceiving
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project » Rethinking
Costco
chapter
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Stock Pile d e ta i l s d e pa r t m e n t
labels
Grocery & Restaurant Supply
Private Brand
ta r g e t a u d i e n c e
adjective
Baby Boomer, Millennials
Trust, Quality, Quantity
objective
This occupation oriented brand is specific to the essentials of small business Owners that fall between Costco and costco business center. The brand intends to induce the tribe association within consumers by having a ranges of curated products for them. Once trustability is established, it will allow Costco to have more control over the behavior of these consumers. Stockpile’s selection be a balance of demand, cost and quailty. The goal is to improve the Experience of Business Owners
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project » Rethinking
Costco
chapter
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Costco
chapter
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B L A N C H / / N O V E C E N TO / / R O C K W EBLLLA N C H / / N O V E C E N TO / / R O CB KL W L LH / / N O V E C E N TO / / R O C KO I SA B O L D / / AV E N I A NE C WFEFLI LC I N A B O L D / / AV E N I R / / M E M POHFI FS I C I N A B O L D / / AV E N I R / / M OEFM F IPCHI N
B L A N C H / / N O V E C E N TO / / R O C K W EBLLLA N C H / / N O V E C E N TO / / R O CB KL W A NE C L LH / / N O V E C E N TO / / R O C KO WFEFLI LC I N A B O L D / / AV E N I R / / M E M POHFI FS I C I N A B O L D / / AV E N I R / / M OEFM F IPCHI N I SA B O L D / / AV E N I
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project » Rethinking
Costco
chapter
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» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
Axis d e ta i l s d e pa r t m e n t
labels
Home & Decor
Private Brand
ta r g e t a u d i e n c e
adjective
Millennials
Fashionable, friendly, contemporary, cozy.
objective
Axis is a home and decor line that aims to suit your everyday preferences. Reversible sheet covers mats that you’ll will never see a mundane day or smart candle bundle that comes with a beautiful built in candle holder. Axis also serves to boost the value of kirkland items. Though generally lower in quality and better in value it’s variety and and f lexibility will satisfy.
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Costco
chapter
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Costco
chapter
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project » Rethinking
Costco
chapter
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project » Rethinking
Costco
chapter
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chapter
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
7
project
»
n i p p o n a i r w ay s
To Travel Is To Live
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project » Nippon
Airways
chapter
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I have found adventures in flying, in world travel, in business, and even close at hand. Adventures are a state of mind—and spirit. objective
To establish a new identity, application systems and graphic standards manual for an airline company. Develop, design, and produce a comprehensive identity solution, which includes applications such as; stationery sytems, vehicles, in-flight amenities, signages, and promotional items. These applications demonstrate precise placement of the new graphic identifier along with a supporting design systems, including color, graphics, and typography.
approach
For Nippon Airways, I wanted to create a visually graphic identity that is exhilarating, as well as a representative of the opulent Japanese culture. The Nippon Airways logo was designed based on the Japanese aristocratic family crest that was used as a distinct identifier. The crest usually hold a virtuous meaning. The colors chosen are a ref lection of the beautiful Japanese landscapes such as, mountains, lake, and the well known cherry blossom.
d e ta i l s project
deliverables
Nippon Airways
Brand Book, Vehicles
course
c at e g o r y
Identity 2
Branding
instructor
d u r at i o n s
Thomas McNulty
7 Weeks
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project » Nippon
Airways
chapter
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Airways
chapter
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Airways
chapter
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Airways
chapter
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Airways
chapter
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Airways
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Airways
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Airways
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Airways
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Airways
chapter
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Airways
chapter
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Airways
chapter
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project » Nippon
Airways
chapter
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chapter
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8
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project
»
grand central deli
Live. Love. Eat.
project
» G rand Central Deli
chapter
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This much I know. So long as you have food in your mouth, you have solved all the problems—for the time being. So, enjoy your meals! objective
Build a distinctive branding system for a delicatessen and design the in-store packaging systems that coordinate with the personality of the brand. The packaging line should be flexible accross the wide variety of products such as meats, cheese, rubs and spices, sandwiches wraps, bags, and to-go- containers. and therefore it can be easily applied to any product the store possibly carry. The use of useable, sustainable materials should be utilized on this project.
approach
True to the purpose of establishing a delicatessen with unique personality, The Grand Central Delicatessen is brought to life. The idea started of having a delicatessen in the midst of the hustle and bustle of Grand Central Station in New York City. The idea of fulfiling the cravings of homemade food can be satisfied in the most relentless city was creatively and throughly pushed, which resulted in a friendly, heart-warming, and delicious looking meals.
d e ta i l s project
deliverables
Grand Central Delicatessen
In-Store Packaging, Brand Identifier
course
c at e g o r y
Package Design 2
Packaging
instructor
d u r at i o n s
Christine George
15 Weeks
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project
» G rand Central Deli
chapter
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» G rand Central Deli
chapter
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project
» G rand Central Deli
chapter
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» G rand Central Deli
chapter
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» G rand Central Deli
chapter
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» G rand Central Deli
chapter
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project
»
s ava n n a h b e e c o .
Liquid Gold
project
» Savannah Bee Co.
chapter
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Good luck happens to people who work hard for it. Some people just fall into the honey pot, but I’ve consistently strived for good fortune. objective
Take an existing honey manufacturer and create a new brand identifier as well as new packaging system that works coherently with the personality of the new brand. The new brand identifer along with the new packaging system should make a better impact in the market and therefore resulted in a stronger brand appeal. Additional products, such as bee’s wax, honey dipper, or raw honey comb should be considered as a supporting element.
approach
The story behind the new brand identifier and packaging system for the Savannah Bee Company goes way back to its Southern heritage. The Southern Belle is a figure character representing a young woman of the American Deep South’s upper socioeconomic class. The “Southern belle” archetype is characterized by Southern hospitality, a cultivation of beauty, and a flirtatious yet chaste demeanor. Hence, the new design reflects just that.
d e ta i l s project
deliverables
Savannah Bee Co.
Honey Packaging, Brand Identifier
course
c at e g o r y
Package Design 1
Packaging
instructor
d u r at i o n s
Christine George
15 Weeks
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project
» Savannah Bee Co.
chapter
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project
» Savannah Bee Co.
chapter
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project
» Savannah Bee Co.
chapter
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project
» Savannah Bee Co.
chapter
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the art of perceiving
» Sel e cte d Wo rk O f Urs ul a Mu k t i w i djojo
10
chapter
project
»
identity collection
Personal Touch
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project » Identity
Collection
chapter
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At the end of the day, it’s true,that it’s never how good you are, but always how good you want to be, and there will always room for improvements. approach
This is a section of curated branding identifiers that I have designed in the past four year during my university years at the Academy of Art University with the help of the instructors at the Academy of art University and fellow graphic design students. I love branding, because it has always been an effective way to discover something new. To my non-designer fellow, there’s always more than what meets the eye. Design is how effective it works.
d e ta i l s project
deliverables
Identity Collection
Brand Identifier
course
c at e g o r y
BFA Graphic Design
Identity
instructor
d u r at i o n s
All Mentioned Prior
4 Years
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Collection
chapter
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Collection
chapter
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Collection
chapter
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Page » 19 8
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chapter
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i w a n t t o s ay
Thank You
chapter
mom
&
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dad
Mom and dad, you are my biggest supporters. I wouldn’t be able to stand where I am today without the endless support from you. Thank you for showering me with only the best things in this world, and doing what ever it takes that you could to make my life a little easier when hard times come. I know you have sacrifice so much just to provide me the opportunity you never have and I am truly forever grateful. I hope I make you proud. Love you!
barry You are my best friend, and my everything, and my personal cheerleader. You have given me strength when I needed it the most and lend me yours when I had trouble finding mine. You have inspired me to grow and be a better individuals. Thank you for putting up with me through the late night companions, for endless support, and love. I will see you real soon.
instructor Many thanks to: Thomas McNulty, David Hake, Eszter Clark, Scott Rankin, Ariel Grey, Michael Osborne, and Mary Scott. I'm truly grateful to be one of your student and I each time I left every one of your classes, I'm more inspired to be a better designer. Thank you for your guidance, and encouragement.
colophon
designer
printer
Ursula Marylin Muktiwidjojo
Plotnet
pa p e r
um.muktiwidjojo@gmail.com
Cougar Smooth 100lb Text
website
photographers
www.umartistry.com
Ursula Marylin Muktiwidjojo Misha Averyaskin Jayce Park
phone number
415 597 6273 bindery school
Academy of Art University School of Graphic Design 79 New Montgomery St. San Francisco, CA 94105
The Key Printing & Binding copywriter
Ursula Marylin Muktiwidjojo t y p e fa c e s
course
Senior Portfolio
Harriet Text & Display ITC Franklin Gothic
instructor
software
Mary Scott
Adobe Creative Cloud