V A N L E // S E L E C T E D W O R K S 2 0 1 4 — 2 0 1 8
life, design, and its ingredients
V A N L E // S E L E C T E D W O R K S 2 0 1 4 — 2 0 1 8
BFA GR APHIC DESIGN
life, design, and its ingredients
D E D I C AT I O N
For my dear mom, dad, my sister Han, my husband, and my beautiful daughter.
HI
The projects I selected in this book are ones that I believe best represent who I am as a designer. To me, design is like cooking, your designs are beautiful dishes, and each element you use is an ingredient. You have to understand your ingredients and be inspired by them in order to create your masterpiece.
— © All rights reser ved. No par t of this publication can be reproduced without the express permission of Van Le.
MEMORIES, CHILDHOOD, AND LIFE
TRADITION, S P I R I T, A N D VA LU E
H A R M O N Y, MAGIC, AND SNOW
C A T E G O R Y//
C A T E G O R Y//
C A T E G O R Y//
Typography
Typography
Packaging
Branding
—
—
—
P A G E S //
P A G E S //
P A G E S //
08—23
50—61
100—115
LINES, E T H N I C I T Y, AND ART
EMOTION, PSYCHE, AND COLOR
DECADENCE, L U X U R Y, AND EXCESS
C A T E G O R Y//
C A T E G O R Y//
C A T E G O R Y//
Packaging
Typography
Packaging
Branding
Branding
—
—
—
P A G E S //
P A G E S //
P A G E S //
24—37
62—79
116—129
SENTIENCE, WARMTH, A N D B R E AT H
ELEGANCE, SPACE , AND AIR
V I TA L I T Y, S P O N TA N E I T Y, DELICACY
C A T E G O R Y//
C A T E G O R Y//
C A T E G O R Y//
Packaging
Typography
Packaging
Branding
Branding
Branding
—
—
—
P A G E S //
P A G E S //
P A G E S //
38—49
80—99
130—185
P R O J E C T // T I C K E T T O C H I L D H O O D
LIFE, DESIGN AND ITS INGREDIENTS
memories, childhood, and life
A blanket that keeps us warm on a lonely, cold, starry night. You look up at the glittery stars, and it dawns on you, that the blanket itself has many memories woven into it. All these threads of small memories remind you of moments of laughter, tears, pride, and joy in your life.
P O R T F O L I O _ VAN LE
CHAPTER/ 01 02 03 04 05 06 07 08 09
Fall 2017 Visual System 2 Ezter Clark
MEMORIES 1.
Something remembered from the past; a recollection.
2.
A
powerful communicative device, and many designers struggle to decide when to employ it.
3.
Remains immune to time,
fleeting, nostalgic, erratic, joyous, enduring and melancholic.
ELEMENTS
STORY
P R O J E C T//
O B J E C T I V E //
Ticket to Childhood
Design a promotional mailer piece
—
for the Unemployed Philosphers Guild (UPG),
C A T E G O R Y//
capture potential customers and
Typography
strengthen the brand image.
—
—
D E L I V E R A B L E S //
A P P R O A C H //
1 Adver tising Brochure
Most of us have a memor y of a food that
2 Posters
takes us back to our childhood. In my opinion, it ’s as simple as a Vietnamese Sandwich, with a bit of pate, fresh slide cucumber, and of course, five spices grill pork. I would like to design a book in which ever y detail brings a sense of Vietnam, of old memories. I think it ’s like when you open a restaurant ’s door, it can bring you right back home.
P O R T F O L I O _ VAN LE
// 16
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // T I C K E T T O C H I L D H O O D
LIFE, DESIGN AND ITS INGREDIENTS
// 17
P O R T F O L I O _ VAN LE
// 18
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // T I C K E T T O C H I L D H O O D
LIFE, DESIGN AND ITS INGREDIENTS
// 19
P O R T F O L I O _ VAN LE
// 20
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // T I C K E T T O C H I L D H O O D
LIFE, DESIGN AND ITS INGREDIENTS
// 21
P O R T F O L I O _ VAN LE
// 22
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // T I C K E T T O C H I L D H O O D
LIFE, DESIGN AND ITS INGREDIENTS
// 23
P O R T F O L I O _ VAN LE
// 24
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // T I C K E T T O C H I L D H O O D
LIFE, DESIGN AND ITS INGREDIENTS
// 25
P R O J E C T // T R U N G N G U Y E N C O F F E E
LIFE, DESIGN AND ITS INGREDIENTS
lines, ethnicity, and art
I love the sensation of being out there in the open air, far away from all the distractions of modern life. To me, my perfect morning is spent drinking a cup of coffee, or reading the paper at a local cafe.
P O R T F O L I O _ VAN LE
CHAPTER/ 01 02 03 04 05 06 07 08 09
Spring 2014 Packaging Design 1 Ka t h r i n B l a t t e r
ETHNIC 1.
An extension of nationalist feeling, your personal history,
your province, your region, your tribe.
2.
Distinguished from
traditional art in that, while collected today based mostly on its artistic merit, it was never intended to be ‘art for art’s sake’ at the time of its creation.
ELEMENTS
STORY
P R O J E C T//
O B J E C T I V E //
Trung Nguyen Cof fee
Create a new identity and packaging for an
—
existing cof fee company.
C A T E G O R Y//
—
Branding
A P P R O A C H //
Packaging
The histor y of Weasel cof fee in Vietnam
—
star ted thousands of years ago. Back then, the
D E L I V E R A B L E S //
source of cof fee was limited, therefore it
3 Cof fee Label Set
was considered as a luxur y good. The cof fee
1 Gif t Box
taste was so much smoother and less bit ter. I redesigned the brand, using traditional pat terns of ethnic farmers, and added a touch of modern feel to it, to show my honor for such a distinguished kind of drink.
P O R T F O L I O _ VAN LE
// 32
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // T R U N G N G U Y E N C O F F E E
LIFE, DESIGN AND ITS INGREDIENTS
// 33
P O R T F O L I O _ VAN LE
// 34
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // T R U N G N G U Y E N C O F F E E
LIFE, DESIGN AND ITS INGREDIENTS
// 35
P O R T F O L I O _ VAN LE
// 36
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // T R U N G N G U Y E N C O F F E E
LIFE, DESIGN AND ITS INGREDIENTS
// 37
P O R T F O L I O _ VAN LE
// 38
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // T R U N G N G U Y E N C O F F E E
LIFE, DESIGN AND ITS INGREDIENTS
// 39
P O R T F O L I O _ VAN LE
// 40
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // T R U N G N G U Y E N C O F F E E
LIFE, DESIGN AND ITS INGREDIENTS
// 41
P R O J E C T // P H O M A I C H E E S E
LIFE, DESIGN AND ITS INGREDIENTS
sentience, warmth, and breath
Cheese is hard to hate. Historically speaking, the world’s love for cheese seems to have always held true. It satisfies your savory tooth.
P O R T F O L I O _ VAN LE
CHAPTER/ 01 02 03 04 05 06 07 08 09
Fall 2016 Packaging Design 2 Christine George
SENTIENCE 1.
The capacity to feel, perceive or experience subjectively.
2.
Feeling or sensation as distinguished from perception and
thought.
3.
Distinct from other aspects of the mind and con-
sciousness, such as creativity, intelligence, sapience, selfawareness, and intentionality.
ELEMENTS
STORY
P R O J E C T//
O B J E C T I V E //
Pho Mai Cheese
Design a brand for a brie cheese. Its brand
—
system can be applied to multiple items.
C A T E G O R Y//
—
Branding
A P P R O A C H //
Packaging
With a passion to nurture the world, the
—
brand is set to providte people with food security,
D E L I V E R A B L E S //
food safety and nutrition. The company is
12in Cheese Wheel
creating sustainable values on behalf of farm-
with box
ers, families and society. The Idea was to create a
9in - 10in Box of Cheese
unique heritage around a creamery that started its
Wedge ( 6 Wedge included)
business with a local, organic supply source from
4 - 6 Mini Cheese
Vietnam’s high mountain villages.
Creamy Yellow
Cinnamon
CMYK 2 25 71 0
CMYK 0 75 100 48
RGB 247 194 99
RGB 145 58 5
Honey
Caramel
Hickory
CMYK 0 50 100 17
CMYK 0 62 100 36
CMYK 20 100 95 87
RGB 210 126 24
RGB 169 87 15
RGB 56 0 0
P R O J E C T // P H O M A I C H E E S E
LIFE, DESIGN AND ITS INGREDIENTS
TYPOGRAPHY COURIER
Uppercase Lowercase Numbers
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789
AV E N I R N E X T
Uppercase Lowercase Numbers
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789
COLORS Creamy Yellow Honey Caramel Cinnamon Hickory
// 47
P O R T F O L I O _ VAN LE
// 48
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // P H O M A I C H E E S E
LIFE, DESIGN AND ITS INGREDIENTS
// 49
P O R T F O L I O _ VAN LE
// 50
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // P H O M A I C H E E S E
LIFE, DESIGN AND ITS INGREDIENTS
// 51
P O R T F O L I O _ VAN LE
// 52
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // P H O M A I C H E E S E
LIFE, DESIGN AND ITS INGREDIENTS
// 53
P R O J E C T // W H E N T H E L O T U S B L O O M S
LIFE, DESIGN AND ITS INGREDIENTS
tradition, spirit, and value
Learning to touch deeply the jewels of our own tradition will allow us to understand and appreciate the values of other traditions, and this will benefit everyone.
P O R T F O L I O _ VAN LE
CHAPTER/ 01 02 03 04 05 06 07 08 09
Fall 2016 Ty p o g r a p hy 3 Ariel Grey
SPIRIT 1.
The connection between the body, soul, and the higher
state.
2.
A search for meaning in life.
3.
Orientation to our
lives, a set of values to live by, a sense of direction, and a basis for hope.
ELEMENTS
STORY
P R O J E C T//
O B J E C T I V E //
When The Lotus Blooms
Design a cookbook around a chosen topic.
—
Research the topic and structure the
C A T E G O R Y//
publication with all the expected sections of the
Typography
genre, including a table of contents,
—
introduction, chapter openers, running text,
D E L I V E R A B L E S //
recipes and colophon.
1 Recipe Book
—
1 Bookmark
A P P R O A C H //
Vietnamese cuisine encompasses the foods and beverages of Vietnam, and features a combination of five fundamental tastes in the overall meal. Each Vietnamese dish has the distinctive flavor which reflects one or more of these elements. Vietnamese cuisine reflects the Viet lifestyle, from preparation to how the food is ser ved. This book is abut Vietnamese pastries. I used the folklore of the countr y as a concept, to share with you, not only the beauty of Vietnamese cooking, but the value behind it.
P O R T F O L I O _ VAN LE
// 58
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // W H E N T H E L O T U S B L O O M S
LIFE, DESIGN AND ITS INGREDIENTS
// 59
P O R T F O L I O _ VAN LE
// 60
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // W H E N T H E L O T U S B L O O M S
LIFE, DESIGN AND ITS INGREDIENTS
// 61
P O R T F O L I O _ VAN LE
// 62
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // W H E N T H E L O T U S B L O O M S
LIFE, DESIGN AND ITS INGREDIENTS
// 63
P O R T F O L I O _ VAN LE
// 64
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // W H E N T H E L O T U S B L O O M S
LIFE, DESIGN AND ITS INGREDIENTS
// 65
P R O J E C T // M U S I C I N P S Y C H O L O G Y
LIFE, DESIGN AND ITS INGREDIENTS
emotion, psyche, and color
Music has always been a source of energy to me. Some people call it inspiration, but what they really mean is Fuel. I have always needed Fuel, I’m a serious consumer. I believe that, on some nights, a car with the gas needle on empty can run about fifty more miles if you have the right music very loud on the radio.
P O R T F O L I O _ VAN LE
CHAPTER/ 01 02 03 04 05 06 07 08 09
Spring 2017 Visual Systerm 1 Megumi Kiyama
EMOTION 1.
A natural instinctive state of mind deriving from one’s
circumstances, mood, or relationships with others.
2.
We can
feel sadness or pity for fictional characters, fear at the view of a threatening monsters on the movie screen, and joy when listening to upbeat songs.
ELEMENTS
STORY
P R O J E C T//
O B J E C T I V E //
Music In Psychology
Design a brochure that accompanies a
—
single topic, aimed towards an audience
C A T E G O R Y//
between 18-50 years old. Generate a
Typography
concept that appropriately educates
Printing
the audience.
Motion Graphic
—
—
A P P R O A C H //
D E L I V E R A B L E S //
Music is one of the greatest creations
1 Brochure
of human kind in the course of histor y. It is cre-
1 60s Motion Video
ativity in a pure and undiluted form
Website
and format. Music plays a vital role in our daily life. It is a way of expressing our feelings and emotions. This book is a study about the ef fect of music in our daily lives, and how we can use music as a source of healing through psychology and science.
P O R T F O L I O _ VAN LE
// 70
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // M U S I C I N P S Y C H O L O G Y
LIFE, DESIGN AND ITS INGREDIENTS
// 71
Baby Blue
Pink
Purple
CMYK 49 0 14 0
CMYK 7 89 12 0
CMYK 77 100 26 19
RGB 121 206 219
RGB 223 64 137
RGB 85 22 101
Dark Blue
Yellow
Blue
CMYK 94 72 54 65
CMYK 0 7 90 0
CMYK 100 90 10 0
RGB 0 34 48
RGB 225 227 46
RGB 37 64 143
P R O J E C T // M U S I C I N P S Y C H O L O G Y
LIFE, DESIGN AND ITS INGREDIENTS
TYPOGRAPHY CALLUNA
Uppercase
ABCDEFGHIJKLMN OPQRSTUVWXYZ
Lowercase
abcdefghijklmn opqrstuvwxyz
Numbers
0123456789
CALLUNA SANS
Uppercase Lowercase Numbers
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789
COLORS Baby Blue Pink Purple Dark Blue Yellow Blue
// 73
P O R T F O L I O _ VAN LE
// 74
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // M U S I C I N P S Y C H O L O G Y
LIFE, DESIGN AND ITS INGREDIENTS
// 75
P O R T F O L I O _ VAN LE
// 76
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // M U S I C I N P S Y C H O L O G Y
LIFE, DESIGN AND ITS INGREDIENTS
// 77
P O R T F O L I O _ VAN LE
// 78
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // M U S I C I N P S Y C H O L O G Y
LIFE, DESIGN AND ITS INGREDIENTS
// 79
P O R T F O L I O _ VAN LE
// 80
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // M U S I C I N P S Y C H O L O G Y
LIFE, DESIGN AND ITS INGREDIENTS
// 81
P O R T F O L I O _ VAN LE
// 82
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // M U S I C I N P S Y C H O L O G Y
LIFE, DESIGN AND ITS INGREDIENTS
// 83
P R O J E C T // B R I T I S H A I R L I N E
LIFE, DESIGN AND ITS INGREDIENTS
elegance, space, and air
When you get into an airplane and take off, you find yourself in this lovely, three-dimensional world where you can go in any direction. There is no feeling any more exciting than that.
P O R T F O L I O _ VAN LE
CHAPTER/ 01 02 03 04 05 06 07 08 09
Summer 2017 Strategies for Branding Thomas McNulty
SPACE 1.
A continuous area that is free, available, or unoccupied.
2.
Any conducive area that an artist provides for a
particular purpose. Space includes the background, foreground and middle ground, and refers to the distances or area(s) around, between, and within things.
ELEMENTS
STORY
P R O J E C T//
O B J E C T I V E //
British Airline
Create a new identity, application system and
—
graphic standards manual for an airline.
C A T E G O R Y//
—
Branding
A P P R O A C H //
Typography
British Airlines brand identity was created
Printing
to express its royal brand and values. Based
—
on that, I build a strong, refreshed identity
D E L I V E R A B L E S //
that provides a robust and flexible graphic
Brand Logo
plat form, a simple, seamless and consistent
Application System
look and feel. The brand values act as a
1 Design Manual
reality-check, to ensure that the design and writ ten communications express the unique character of British Airlines.
PMS 308 C
PMS 710 C
CMYK 100 56 23 19
CMYK 6 90 71 1
RGB 0 89 131
RGB 223 64 73
PMS 7704 C
PMS 5435 C
PMS 1 C
CMYK 100 28 23 0
39 20 14 0
16 11 13 0
RGB 0 138 176
157 181 199
212 214 212
P R O J E C T // B R I T I S H A I R L I N E
LIFE, DESIGN AND ITS INGREDIENTS
TYPOGRAPHY Cap-Height
DIN CONDENSED
Uppercase
ABCDEFGHIJKLMN OPQRSTUVWXYZ
Lowercase
abcdefghijklmn opqrstuvwxyz
Numbers
0123456789 Base Line
CALLUNA SANS
Uppercase Lowercase Numbers
X-Height
ABCDEFGHIJKLMN
Descender
OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789
COLORS P R I M A R Y//
PMS 308 C PMS 710 C
S E C O N D A R Y//
PMS 7 704 C PMS 5435 C PMS 1 C
// 89
// 90
// 91
P O R T F O L I O _ VAN LE
// 92
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // B R I T I S H A I R L I N E
LIFE, DESIGN AND ITS INGREDIENTS
// 93
P O R T F O L I O _ VAN LE
// 94
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // B R I T I S H A I R L I N E
LIFE, DESIGN AND ITS INGREDIENTS
// 95
P O R T F O L I O _ VAN LE
// 96
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // B R I T I S H A I R L I N E
LIFE, DESIGN AND ITS INGREDIENTS
// 97
P O R T F O L I O _ VAN LE
// 98
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // B R I T I S H A I R L I N E
LIFE, DESIGN AND ITS INGREDIENTS
// 99
P O R T F O L I O _ VAN LE
// 100
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // B R I T I S H A I R L I N E
LIFE, DESIGN AND ITS INGREDIENTS
// 101
P O R T F O L I O _ VAN LE
// 102
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // B R I T I S H A I R L I N E
LIFE, DESIGN AND ITS INGREDIENTS
// 103
P R O J E C T // P E L L E R E S T A T E S
LIFE, DESIGN AND ITS INGREDIENTS
harmony, magic, and snow
True ice wine requires a cold climate where grapes are harvested frozen on the vine. Just imagine yourself outside in sub-zero temperatures, in the dark, in the middle of a mid-west winter, trying to harvest grapes. T hat effort translates into great wine. T here is no doubt that ice wine is one of the magical treasures that we have in the world—and in our glass.
P O R T F O L I O _ VAN LE
CHAPTER/ 01 02 03 04 05 06 07 08 09
Spring 2017 Packaging Design 3 Christine George Jacques Rossouw
HARMONY 1.
How the visual elements are working together in a
composition. It is achieved when all elements have unity and cohesion, giving a sense of completion to an artwork.
2.
Your
eye and brain are pleased to see it.
ELEMENTS
STORY
P R O J E C T//
O B J E C T I V E //
Peller Estates
Select an existing winer y and design labels
—
for three bot tles, a standard red and white,
C A T E G O R Y//
as well as a premium red with packaging.
Branding
Research the winer y and its customers and
Packaging
develop a concept that communicates the
—
personality of the winer y and the value of it
D E L I V E R A B L E S //
wines.
3 Wine Label Set
—
1 Gif t Box
A P P R O A C H //
I chose the Peller Estates Winer y for its legacy of producing great wine in Canada. The idea was based on the kind of wine that they have, ice wine, and their unique process in making it. True ice wine requires a cold climate where grapes are har vested frozen on the vine.
P R O J E C T // P E L L E R E S T A T E S
P O R T F O L I O _ VAN LE
// 108
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // P E L L E R E S T A T E S
LIFE, DESIGN AND ITS INGREDIENTS
It all began in 1927, when Andrew Peller, f irst arrived in Canada from Hungar y. Having owned a series of s uccessful businesses, he came here to f inally pursue his d ream. He envisioned a day when Canadians, like E uropeans, would come to appreciate premium-qualit y wines and enjoy sharing them with family and friends. Af ter exhaustive research, he decided to plant his f irst vineyards in British Columbia’s Okanagan Valley and, soon af ter wards, to open a modest winer y in that province as well. A s the seeds of his dream were f irmly t aking root out West , he began looking east ward. Many years and countless setbacks later, he and Joe, f inally made a break through. An of fer to purchase a winer y and winemaking license in Ont ario was acceped in the spring of 1969. In fact , the company goals today are higher t han ever before as we aim to produce wines that rank among the best in the world. Their ef for t s have not gone unnoticed. They h ave won many prestigious awards for signature p roducts, like Icewine, as well as Chardonnays a nd Rieslings, which are as good or bet ter than those produced any where abroad.
// 109
P O R T F O L I O _ VAN LE
// 110
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // P E L L E R E S T A T E S
LIFE, DESIGN AND ITS INGREDIENTS
// 111
P O R T F O L I O _ VAN LE
// 112
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // P E L L E R E S T A T E S
LIFE, DESIGN AND ITS INGREDIENTS
// 113
P O R T F O L I O _ VAN LE
// 114
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // P E L L E R E S T A T E S
LIFE, DESIGN AND ITS INGREDIENTS
// 115
P O R T F O L I O _ VAN LE
// 116
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // P E L L E R E S T A T E S
LIFE, DESIGN AND ITS INGREDIENTS
// 117
P O R T F O L I O _ VAN LE
// 118
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // P E L L E R E S T A T E S
LIFE, DESIGN AND ITS INGREDIENTS
// 119
P R O J E C T // T H E K I N G S C U P
LIFE, DESIGN AND ITS INGREDIENTS
decadence, luxury, and excess
This word is decadent, all shimmering in purple and gold. It suggests thoughts of ultimate indulgence along with voracious reading, and a soul capable of intense pleasures. Too much of a good thing can be wonderful!
P O R T F O L I O _ VAN LE
CHAPTER/ 01 02 03 04 05 06 07 08 09
Spring 2017 Packaging Design 3 Christine George Jacques Rossouw
DECADENCE 1.
Moral or cultural decline as characterized by excessive
indulgence in pleasure or luxury.
2.
An abstract sense, is now
most often used to refer to a perceived decay in standards, morals, dignity, religious faith, or skill at governing among the members of the elite of a very large social structure, such as an empire or nation state.
ELEMENTS
STORY
P R O J E C T//
O B J E C T I V E //
The Kings Cup
Conceive of an original idea for a board
—
game that is aimed towards but not limited to
C A T E G O R Y//
designers. The game must be unique, styled,
Braanding
and at tractive to individuals that have an eye for
Packaging
and appreciate good design. Together, all
—
the components of the game must fit within its
D E L I V E R A B L E S //
container and look like they belong.
1 Game Boad
—
1 Set of Cards
A P P R O A C H //
12 shot glasses
Kings cup is a drinking game that uses playing
1 big cup for
cards. Each card has a rule that is predetermined
mixing drinks
before the game star ts. To make the game rules easier to remember for each player, I designed a set of cards with rules on them. The concept is inspired by the movie “The Great Gatsby,” using the Ar t Deco style, to show the feeling of ultimate indulgence along with high literary culture.
Cerise
Canary
Violet
CMYK 7 95 44 0
CMYK 0 35 88 0
CMYK 70 82 24 0
RGB 22 49 99
RGB 250 176 59
RGB 109 78 143
Maui Blue
Black
Metallic Gold
CMYK 87 41 27 3
CMYK 0 0 0 100
CMYK 27 38 75 3
RGB 0 124 157
RGB 0 0 0
RGB 186 150 89
P R O J E C T // T H E K I N G S C U P
LIFE, DESIGN AND ITS INGREDIENTS
TYPOGRAPHY B R AV O
Uppercase Lowercase Numbers
NEUTR AFACE CONDENSED
Uppercase Lowercase Numbers
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789
ALITIDE
Uppercase Lowercase Numbers
ABCDEFGHIJKLMN OPQRSTUVWXYZ a b c d e fg h ij k l m n op qrstuvwxyz 0 1 2 3 4 5 6789
COLORS P R I N T//
Cerise Canary Maui Blue Black Violet
R U B D O W N //
Metallic Gold
// 125
P O R T F O L I O _ VAN LE
// 126
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // T H E K I N G S C U P
LIFE, DESIGN AND ITS INGREDIENTS
// 127
P O R T F O L I O _ VAN LE
// 128
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // T H E K I N G S C U P
LIFE, DESIGN AND ITS INGREDIENTS
Rotate
// 129
P O R T F O L I O _ VAN LE
// 130
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // T H E K I N G S C U P
LIFE, DESIGN AND ITS INGREDIENTS
// 131
P O R T F O L I O _ VAN LE
// 132
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // T H E K I N G S C U P
LIFE, DESIGN AND ITS INGREDIENTS
// 133
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
vitality, spontaneity, delicacy
We aim to build strong connections within the community by encouraging creativity in crafting the most delightful baked goods. We encourage everyone to shop, eat, bake, and be Doughlicious.
P O R T F O L I O _ VAN LE
CHAPTER/ 01 02 03 04 05 06 07 08 09
Spring 2018 Packaging Design 4 Thomas McNulty
S P O N TA N C I T Y 1.
Happening or done in a natural, often sudden way,
without any planning or without being forced. Its organic, flexible and dynamic.
2.
The foundational story that you
will use to identify and communicate your core concept and value proposition both internally and externally.
ELEMENTS
STORY
P R O J E C T//
O B J E C T I V E //
Doughlicious
As par t of a collaborative project, to create
—
a retail store experience with packaged goods
C A T E G O R Y//
under dedicated sub-brands. Do research on
Branding
a chosen target group, investigate their needs
Packaging
and wants, developing a diverse range of
—
brand products for the store.
D E L I V E R A B L E S //
—
Packaging for:
A P P R O A C H //
Baked Goods
In order to bring colorful fun into the kitchen,
Bakeware
Doughlicious is a bakery and retail store. In our
Ingredients
stores, we offer freshly baked goods daily,
Apparel
including any ingredients or bakeware needed to make your own delicious pastries. In addition to promoting creativity and innovation, we strive to appeal to others with our very own apparel line. We aim to build strong connections within the community by encouraging creativity in crafting the most delightful baked goods.
P O R T F O L I O _ VAN LE
// 138
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 139
P O R T F O L I O _ VAN LE
// 140
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 141
P O R T F O L I O _ VAN LE
CHAPTER/ 01 02 03 04 05 06 07 08 09
BAKEDGOODS
// 142
INGREDIENTS
C H A R A C T E R I S T I C/
C H A R A C T E R I S T I C/
Organic
Playful
Handcraf t
Imaginative
Rustic
Vibrant
D E PA R T M E N T/
D E PA R T M E N T/
Bakedgood
Baking Ingredient
S T O R E — P R I VAT E L A B E L /
S T O R E — P R I VAT E L A B E L /
Private Label
Private Label
TA R G E T A U D I E N C E /
TA R G E T A U D I E N C E /
20-50
20-50
Baker
Baker
People who love and
People who love and
want to learn baking
want to learn baking
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
APPARELS
BAKEWARES C H A R A C T E R I S T I C/
C H A R A C T E R I S T I C/
Deluxe
Streetwear
Professional
Modern
Unique
Innovation
D E PA R T M E N T/
D E PA R T M E N T/
Bakeware
Streetwear, Apparel
S T O R E — P R I VAT E L A B E L /
S T O R E — P R I VAT E L A B E L /
Private Label
Private Label
TA R G E T A U D I E N C E /
TA R G E T A U D I E N C E /
35-50
18-28
Middle class
College student
Baker People who love and want to learn baking
// 143
P O R T F O L I O _ VAN LE
// 144
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
baked goods organic, handcrafts, rustic Starting as a bakery store, Doughlicious Baked Goods is such an important line in our store. To promote for the organic supply that we use and handcrafted quality, we chose to use recyclable material for the packaing.
// 145
Marmalade
Pear
CMYK 0 68 100 30
CMYK 50 0 100 40
RGB 181 86 20
RGB 89 133 39
Mocha
Sand
CMYK 52 61 79 70
CMYK 23 39 61 1
RGB 57 43 24
RGB 197 155 108
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
TYPOGRAPHY ROCKWELL
Uppercase
ABCDEFGH IJK L MN OPQR STUVW XY Z
Lowercase
ab cdefgh i jk l m n op q rstuv w x yz
Numbers
0 1 2 3 4 5 6 7 8 9
BURFORD RUSTIC LINE
Uppercase Numbers
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789
COLORS Marmalade Pear Mocha Sand
// 147
P O R T F O L I O _ VAN LE
// 148
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 149
P O R T F O L I O _ VAN LE
// 150
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 151
P O R T F O L I O _ VAN LE
// 152
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 153
P O R T F O L I O _ VAN LE
// 154
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 155
P O R T F O L I O _ VAN LE
// 156
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
ingredients playful, imaginative, vibrant Doughlicious Ingredients is an approachable, friendly sub-brand, that strives to make your baking experience fun. To achieve that, we uses many different colors and patterns to make the vibe more playful.
// 157
Pastel Green
Pastel Red
Pastel Purple
CMYK 57 0 63 0
CMYK 0 51 100 10
CMYK 75 37 40 30
RGB 113 195 135
RGB 224 133 27
RGB 54 103 111
Green
Dark Pink
Violet
CMYK 76 28 81 12
CMYK 12 69 100 1
CMYK 74 37 41 44
RGB 68 131 84
RGB 217 122 39
RGB 45 87 93
Pastel Blue
Baby Blue
Teal
CMYK 9 88 83 42
CMYK 0 51 100 10
CMYK 75 37 40 30
RGB 143 41 32
RGB 224 133 27
RGB 54 103 111
Pastel Yellow
Yellow
Dark Yellow
CMYK 14 93 84 74
CMYK 12 69 100 1
CMYK 74 37 41 44
RGB 84 0 0
RGB 217 122 39
RGB 45 87 93
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
TYPOGRAPHY AV E N I R
Uppercase
ABCDEFGHIJKLMN OPQRSTUVWXYZ
Lowercase
abcdefghijklmn opqrstuvwxyz
Numbers
ROCKWELL
Uppercase Numbers
DIN
Uppercase Numbers
0123456789
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789
COLORS P R I M A R Y//
Pastel Green Pastel Red Pastel Purple Pastel Blue Pastel Yellow
S E C O N D A R Y//
Green Dark Pink Violet Baby Blue Teal Yellow Dark Yellow
// 159
P O R T F O L I O _ VAN LE
// 160
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 161
P O R T F O L I O _ VAN LE
// 162
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 163
P O R T F O L I O _ VAN LE
// 164
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 165
P O R T F O L I O _ VAN LE
// 166
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
bakeware deluxe, professional, unique For Doughlicious Bakewares, we elevated the design and packaging material because we want to highlight the quality of our products. In addition, to keep it friendly and more appealing, we used real photography.
// 167
Brick Red
Orange
Teal
CMYK 9 88 83 42
CMYK 0 51 100 10
CMYK 75 37 40 30
RGB 143 41 32
RGB 224 133 27
RGB 54 103 111
Brick Red
Dark Orange
Dark Teal
CMYK 14 93 84 74
CMYK 12 69 100 1
CMYK 74 37 41 44
RGB 84 0 0
RGB 217 122 39
RGB 45 87 93
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
TYPOGRAPHY AV E N I R N E X T C O N D E N S E D
Uppercase
ABCDEFGHIJKLMN OPQRSTUVWXYZ
Lowercase
abcdefghijklmn opqrstuvwxyz
Numbers
0123456789
BURFORD RUSTIC BOOK
Uppercase Numbers
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789
BURFORD RUSTIC LINE
Uppercase Numbers
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789
COLORS P R I M A R Y//
Brick Red Orange Teal
S E C O N D A R Y//
Dark Brick Red Dark Orange Dark Teal
// 169
P O R T F O L I O _ VAN LE
// 170
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 171
P O R T F O L I O _ VAN LE
// 172
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 173
P O R T F O L I O _ VAN LE
// 174
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 175
P O R T F O L I O _ VAN LE
// 176
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 177
P O R T F O L I O _ VAN LE
// 178
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
apparel streetwear, modern, innovation To promote creativity and innovation, we strive to appeal to others with our very own apparel line. As a brand, we aim to build strong connections within the community by encouraging creativity, giving you options to bake with your own style.
// 179
Blue
Orange
CMYK 77 13 10 0
CMYK 0 66 100 0
RGB 43 171 209
RGB 244 119 33
Yellow Green
Yellow
Black
CMYK 57 0 100 0
CMYK 0 27 100 0
CMYK 0 0 0 100
RGB 122 193 67
RGB 254 190 16
RGB 0 0 0
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
TYPOGRAPHY AV E N I R N E X T C O N D E N S E D
Uppercase
ABCDEFGHIJKLMN OPQRSTUVWXYZ
Lowercase
abcdefghijklmn opqrstuvwxyz
Numbers
0123456789
BURFORD RUSTIC BOOK
Uppercase Numbers
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789
BURFORD RUSTIC LINE
Uppercase Numbers
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789
COLORS Blue Orange Yellow Green Yellow Black
// 181
P O R T F O L I O _ VAN LE
// 182
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 183
P O R T F O L I O _ VAN LE
// 184
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 185
P O R T F O L I O _ VAN LE
// 186
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 187
P O R T F O L I O _ VAN LE
// 188
CHAPTER/ 01 02 03 04 05 06 07 08 09
P R O J E C T // D O U G H L I C I O U S
LIFE, DESIGN AND ITS INGREDIENTS
// 189
BRAND IDENTITIES
LIFE, DESIGN AND ITS INGREDIENTS
visualize, study, creativity
“A logo derives meaning from the quality of the thing it symbolizes, not the other way around.” —Paul Rand
P O R T F O L I O _ VAN LE
Fall 2014 - Spring 2018
C R E AT I V I T Y 1.
The ability to transcend traditional ideas, rules,
patterns, relationships, or the like, and to create meaningful new ideas, forms, methods, interpretations, etc.; originality, progressiveness, or imagination.
2.
The use
of the imagination or original ideas, especially in the production of an artistic work.
ELEMENTS
STORY
P R O J E C T//
O B J E C T I V E //
Brand Identities
A collection of logomarks and brand identities
—
that I have designed over the past five years.
C A T E G O R Y//
—
Branding
A P P R O A C H //
Research and be creative. Visualize the target audience. Develop a strategy and design brief. Sketch extensively. Study typefaces. Create divergent solutions. Take a break and then revise. This has been my process and approach for not only creating brand identities, but also working on any other design projects.
P O R T F O L I O _ VAN LE
// 194
BRAND IDENTITIES
LIFE, DESIGN AND ITS INGREDIENTS
// 195
P O R T F O L I O _ VAN LE
// 196
BRAND IDENTITIES
LIFE, DESIGN AND ITS INGREDIENTS
// 197
P O R T F O L I O _ VAN LE
// 198
BRAND IDENTITIES
LIFE, DESIGN AND ITS INGREDIENTS
// 199
P O R T F O L I O _ VAN LE
// 200
BRAND IDENTITIES
LIFE, DESIGN AND ITS INGREDIENTS
// 201
thank you.
TO MOM AND DAD
Thank you for bringing me into this beautiful world and being by my side no matter what, suppor ting me with love and everything I need. I could not be who I am, where I am right now without you.
— TO MY HUSBAND
Thank you for your endless love and suppor t. This book is possible because of you.
— TO MY COLLEAGUES
Mia, Tam, Ballesa, Jiheum, Dan He, Dominique, Cece, thank all of you for always being there for me, giving me so much great advice and encouragement.
— TO MY INSTRUCTORS
Mary Scott, Ariel Grey, Thomas McNulty, Eszter Clark and Christine George, thank you for your guidance, and thank you for always pushing me to be a better person and designer. I am grateful to be your student.
D E S I G N E R //
B O O K T I T L E //
S C H O O L //
Van H Le
Life, Design and its
Academy of ar t University
—
Ingredients
School of Graphic Design &
P H O N E //
—
Digital Media
669.207.9469
P R I N T & B I N D I N G //
—
—
Blurb
C O U R S E //
E M A I L //
—
Fall 2018
vanle9394@gmail.com
P H O T O G R A P H Y//
Senior Por t folio
—
Van H Le
—
W E B //
Adam Nguyen
I N S T R U C T O R //
hvanle.com
—
Mar y Scot t
T Y P E F A C E S //
Rubik Play fair Butler — T E X T S T O C K //
100# Mohawk Super fine Uncoated — S O F T W A R E //
Adobe Creative Suite: Illustrator Photoshop Indesign — S T O C K P H O T O G R A P H Y//
Unsplash.com
hvanle.com