Yiwen sun portfolio revised by Yiwen Sun

Yiwen Sun

Inspired By Life Experiences

SELECTED WORKS FROM 2014–2017 YIWEN SUN, GRAPHIC DESIGNER

Yiwen Sun

Inspired By Life Experiences

INSPIRED BY LIFE EXPERIENCES

SELECTED WORKS FROM 2014–2017

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YIWEN SUN

Yiwen Sun

INSPIRED BY LIFE EXPERIENCES Inspired By Life Experiences

Inspired By Life Experiences SELECTED WORKS

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Yiwen Sun

TABLE OF CONTENTS Project One

RISING FROM THE DEAD

Project Two

PURSUING ASIAN STYLE 08-, Ծ ߝ ᤉ ኞ ᦡ ᦇ

Project Three

MEMORIES OF A CHILDHOOD

Inspired By Life Experiences

᯿ 酄 ꔢ ኞ

ᒏ ଙ ᦕ ஡ Project Four

TOASTING TO LIFE ߝ ‫ ޱ‬ኞ ၚ

Project Five

LOST IN SOCIAL MEDIA ‫ ل‬ፅ ၹ ಸ ᦡ ᦇ

Project Six

IT'S TIME TO GO FISHING ‫ ۑ‬ꖥ ௔ $ 3 3 ᦡ ᦇ

Project Seven

ENJOYING THE FLIGHT Ձ ‫ ݑ‬ᷢ ᤈ

Project Eight

IT'S TIME TO FEED THE PETS ᧆ ᕳ ֦ ጱ ਬ ᇔ 現觬 ࠩ

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6 / 10 2

RISING FROM THE DEAD

Yiwen Sun

Project One

Design Concept:

This project is designed for a coffee-table book, inspired by natural phenomena. The book displays a vivid scene by laying bare Mount Vesuvius’s destructive power during the eruption and life’s rebirth on the destroyed land. Mount Vesuvius’s eruptions

enriched minerals and renewed life.

COFFEE TABLE BOOK DESIGN ջ ᳳ ԡ 罕 ᦡ ᦇ Design Brief:

This book consists of four chapters, which separately tracked and revealed the status

TYPOGRAPHY DESIGN PRINT & MEDIA

and features at specific periods–two seconds, two minutes, two months and two

ਁ ֛ ᦡ ᦇ

natural state. Starting in red and gradually ending in green, the changes of page color

years of Mount Vesuvius’s eruption. This book demonstrates nature’s tenacity return to

Inspired By Life Experiences

will destroy all natural beings and surrounding things; however, it will offer the land

express to reader the extreme heat during the volcano’s eruption and the freshness, growth and harmony of earth when everything is renewed. The process of the molecule graphics coming together will impress readers with the experience of nature’s rebirth.

设计目的：

根据自然现象设计一本科学性的休闲读物，火山喷发是自然现象之一而维苏威火山喷发次数少但是波及范围巨大同时也给人类的文明进程造成了巨大的伤害。人们一直以来都认为维苏威火山的喷发只会给人类带来灾害，同时火山的喷发也在无形中给土地带来丰富的矿物质，这些矿物质有利于促进土地的肥沃能更好的使农作物成长。这也是维苏威火山给自然界和人类带来的一线生机。

–

INSTRUCTOR

–

教授

Ariel Grey

设计方案：

整的花纹为主要的表现手段，因为红到绿的渐变能更好的给读者带来从死到生，凤凰涅磐的感觉。而破碎和完整的花纹则可以强调出不同章节所变现的气氛。

观众

AUDIENCE Scientist

科学家

Science Aficionados

科学迷

CLASS

班级

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Typography Design 3

字体设计3

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SEMESTER

学期

2015

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Deliverables 设

计

载

CHAPTER

体

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CHAPTER

钟，两个月以及两年来表现来火山给人带来的影响。这本书以红色到绿色的渐变以及破碎和完

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这本书以维苏威火山喷发的过程作为设计的切入口，通过介绍火维苏威山爆发的两秒种，两分

Yiwen Sun

Inspired By Life Experiences

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Project Two Yiwen Sun

Yiwen Sun

PURSUING ASIAN STYLE

Design Concept:

This is a new package design for MUJI paints. I chose to follow Japanese graphic design Master Kenya Hara’s style to design this project. Minimalism, from which the project’s design inspiration derives, is the core design concept of MUJI. The design of splash-ink on the package breaks the monotony on the one hand and reflects the paint characteristics

to bring to light. Meanwhile, the unique Chinese ink painting skills are adapted in the design

MUJI PACKAGING REDESIGN

so that people can enjoy the simplicity, and liveliness of Asian style.

0 8 - , Ծ ߝ ᤉ ኞ ᦡ ᦇ

PACKAGING DESIGN PRINT & PACKAGING ‫ڬ ܦ‬

Design Brief:

Kenya Hara’s color palette and layout for MUJI capture the beauty and strength of the moment when paints starts to diffuse in water, and are splattered all over. This conveys to

۱ ᤰ ᦡ ᦇ

Inspired By Life Experiences

on the other. In general, the inheritance of MUJI’s traditional style is what the design wants

consumers both a strong visual aesthetic appearance of the water soluble material and the molecular vitality of the paint quality.

设计目的：

选择一个现有设计师模仿并运用他的设计风格实现在一个新的油漆桶包装上，我选择的模仿的设计师是日本著名的平面设计大师原研哉，而我选择MUJI作为我油漆桶的品牌。MUJI的设计灵感基于极简的风格，因为极简是MUJI最核心的设计观念，在设计的过程中整个包装又加入了泼墨的元素，这种元素又打了MUJI在设计上的单调感又能体现油漆材料的特质，总体来说这个设计主要体现的是继承 MUJI的传统风格，同时加入亚洲特有的元素给人带去极简，明快，以及亚洲风的感觉。

设计方案：

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作为MUJI公司产品的衍生品牌，整个包装必须体现出MUJI原有的设计风格。所以这个油漆桶本身的

–

INSTRUCTOR

教授

剂瞬间的美感，这样可以体现出油漆的可洗性和环保性。总体来说这个产品主要是为了还原MUJI原有

Valerie Taylor-Smith

的设计风格和美感。

排版和颜色都是根据MUJI原有的色系和排版衍生出来的，而油漆桶的设计灵感来自于油漆融入特殊溶

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AUDIENCE

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观众

Young People

年轻人

Artist

艺术家

CLASS

班级

Packaging Design 2

包装设计2

SEMESTER

学期

2015

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载

体

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Project Three Yiwen Sun

Yiwen Sun

MEMORIES OF A CHILDHOOD

Design Concept:

The board game design includes a game board, cards, figures and game pieces.Players will have the opportunity to play four different types of pirates. The one who gets the largest number on a dice toss, among the four players, has the priority to first move the game piece. The same rule also applies for the situation where two players or more meet

nation acquires the treasures.

BOARD GAME DESIGN ༇ ፏ 随 ჋ ౭ ᦡ ᦇ

Design Brief:

themselves with weapons by picking up special cards. If the ship that carries the leader

PACKAGING DESIGN PRINT & PACKAGING ‫ڬ ܦ‬

Each player has one leader and fifteen members deployed in four ships. Players can arm

is destroyed, all other ships must return to base. If all pirate ships reach the centre island on game board, the players can attack each other and try to get the treasures. As this game

۱ ᤰ ᦡ ᦇ

Inspired By Life Experiences

at a same position, at same time, in the game. The first player who reaches the desti-

is based on an ancient pirate story, all of its elements are designed in ancient pirate styles.

设计目的：

设计一款多人的棋盘类游戏，并且设计棋盘，卡片以及人物角色。战斗吧海岛是一个虚构的棋盘类游戏，玩家们将扮演四个不同类型的海盗，率领自己的海盗争夺最后的宝藏。4名玩家将会用投掷骰子比大小的方式获得优先移动棋子的权利，当两名或两名以上的玩家在相同的位置相遇时, 玩家将会以投掷骰子的方式决定胜负，第一个走到终点的玩家相会获得最终的宝藏

设计方案：

一个玩家拥有四艘海盗船，一名海盗首领，15个海盗船员，玩家可任意分配四艘船上的人员和武器。当玩家首领所在的海盗船被摧毁时这名玩家的所有海盗船必须全部回归基地。当四名玩家的海盗船都达到中间的汇合点时，玩家们可展开随机攻击确保己方的海盗首领登上中心的小岛并得到最后的宝

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藏。因为这个游戏的灵感来自于古代的海盗，所以这个游戏的棋盘用藏宝图的形式来展现，同时在棋

INSTRUCTOR

教授

盘的周围加入了藏宝图固有的花纹和一些做旧的元素，整个盒子则采用了宝藏箱的形式来展现。这样

Christine George

能让玩家更好的体验这个游戏的主题。

AUDIENCE

观众

Children &

3–10 岁儿童

Young Adults

青少年

CLASS

班级

Packaging Design 3

包装设计3

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学期

2016

计

载

体

C H A P T E R 01

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SEMESTER

C H A P T E R 01

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Inspired By Life Experiences

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Project Four Yiwen Sun

Yiwen Sun

TOASTING TO LIFE

Design Concept:

This project is a label design for a Chinese wine brand that includes a logo and packaging based on the production year and price of the wine. The “Great Wall” wine is the first wine brand in China. My goal for this design for the overseas edition of the “Great Wall” wine is to try to give consumers an understanding of the culture of the

GREAT WALL WINE LABEL REDESIGN ᳩ उ ᕁ 蟸 ᦡ ᦇ

Design Brief:

The Chinese dragon, the Chinese Emperor’s symbol, is used as the main design element on the package. In ancient Tang Dynasty, wine was enjoyed only by the royal family.

PACKAGING DESIGN PRINT & PACKAGING

Emperors in all dynasties loved it. The Great Wall stands among the mountains protect-

‫ڬ ܦ‬

For centuries, the Chinese dragon and the Great Wall have been regarded as power

ing its inhabitants, just like a giant dragon twining in the town protecting its people.

۱ ᤰ ᦡ ᦇ

Inspired By Life Experiences

brand when they view the label.

and strength. Consumers will be impressed by the wine’s superior class and excellent taste. Chinese patterns are embellished on the package to further emphasize a traditional style.

设计目的：

选择一个红酒品牌重新设计logo并根据该红酒的年份设计不同价位的包装。长城红酒是中国第一个红酒品牌，它创立于1988年。这个红酒之所以被命名为长城是因为长城是中国的象征，作为这个品牌的海外包装，包装本身必须突出中国元素和古典的感觉，这样才能让顾客知道这是一瓶来自中国的红酒。

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设计方案：

INSTRUCTOR

–

教

Christine George

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形状以及国人对长城的形容来，中国人常常把长城比作龙，因为它守护中原大地近有千年。同

授

时龙不仅象征着长城也是中国古代君王的象征，而且在中国古代只有君王才能饮用葡萄酒。所以这瓶酒采用的龙作为主要的设计元素，其次在这个酒瓶中也加入了一些长城特有的浮雕花纹，这样才能更好的给顾客带去中国风和古典的感觉。

AUDIENCE

观

Domestic &

30–50 中年人

International Adults

外国人

众

CLASS

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Packaging Design 3

包装设计3

班级

SEMESTER

学期

2016

设

计

载

体

C H A P T E R 01

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C H A P T E R 01

整个包装的设计理念都是围绕着长城这个词来设计的。整个酒标的设计灵感都是来自于长城的

Yiwen Sun

Inspired By Life Experiences

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Inspired By Life Experiences

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Yiwen Yiwen SunSun

Yiwen Sun

Inspired By Life Experiences

Inspired By The Life Life Experiences Inspire By of Expereience

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Project Five Yiwen Sun

Yiwen Sun

LOST IN SOCIAL MEDIA

Design Concept:

This is a series of posters focusing on people addicted to social media. Social media appeals to many users with its abundant amount of information, wide range of coverage and free speech. However, social media has changed people’s thinking

“Do not let your thoughts be troubled by social media.”

SOCIAL MEDIA ADDICTION POSTER DESIGN ‫ ل‬ፅ ၹ ಸ ᦡ ᦇ

Design Brief:

commercial advertisements and traffic signs. A pair of fettered hands presented on

POSTER DESIGN PRINT & PRODUCT EXTENSION DESIGN ‫ڬ ܦ‬

The design theme of fettering and confining is shown in the most common forms –

a drawing board is a metaphor that social media has bound peoples’ time and space.

Inspired By Life Experiences

patterns and objectives. I use social media websites as an example to tell people,

Independent thinking no longer exists and spiritual freedom is no more.

۱ ᤰ ᦡ ᦇ 设计目的：

设计一套有关于上网成瘾的公益海报，社交媒体上瘾是当今社会最普遍的且最严重的社会现象之一，因为网络言论的自由度高，不同形式的信息量大导致用户用大把的时间浏览这些信息沉迷于网络。所以我以当今最热门的社交网站Facebook作为切入口设计了一套关于网络成瘾的公益海报及广告衫。

设计方案：

整个海报的设计灵感来自于网络成瘾事件，同时整个海报的设计概念则是以束缚以及限制作为设计的关键词。这张海报将Facebook及网络舆论作为手铐，铐住人们的双手也就是限制住了用户的思想以及自由。海报标语不要做为Facebook的奴隶则以在于提醒人们不要过度的沉迷

–

Troy Alders

于网络而丧失了自己的主观思想。

教授

INSTRUCTOR

–

AUDIENCE

观众

Young People

年轻人

People Addicted To Social Media

上网成瘾的人

CLASS

–

班级

Visual Design 1

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视觉设计1

SEMESTER

学期

2016

设

计

载

体

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C H A P T E R 01

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Inspired By Life Experiences

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Inspired By Life Experiences

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Inspired By Life Experiences

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Project Six Yiwen Sun

Yiwen Sun

IT'S TIME TO GO FISHING

Design Concept:

A functional smart phone app for angling to offer information and guidance to anglers in different levels. Angling is a leisure sport which requires certain demands on timing, location, equipment and weather. This app can offer professional and personal

FUNCTIONAL APP DESIGN ‫ ۑ‬ꖥ ௔

$33 ᦡ ᦇ

Design Brief:

This Go Fishing app offers all anglers guidance on fish information, suitable bait, fishing rods, fish tape and other fundamentals. For the more experienced and professional

DIGITAL & UI/UX DESIGN

angler, others feature includes unique and exclusive angling locality of certain fish

갗 ਁ 麁

types in current seasons. On the homepage, the app displays wind speed, air pressure

8; 8, ᦡ ᦇ

Inspired By Life Experiences

guidance depending on the input that a user enters.

and humidity and tidal information as a reference. Users can display, share and communicate, their angling experience via social media,therein allowing others to enjoy angling recommended by the app.

设计目的：

设计一款垂钓类的APP，使它能够适合三个不同层次的垂钓者，垂钓是一项休闲娱乐的运动，但是大多新手不知道如何选择最佳钓鱼的地点，时间及工具导致浪费了大量的时间。为了避免这样的情况发生同时让新手更快的了解垂钓的方式，方法及最佳的时间，去钓鱼吧这个APP诞生了，这个App主要针对的人群是钓鱼新手，其次是一些一般水平的垂钓者和职业垂钓者。

设计方案：

这个APP可根据用户的钓鱼水平分成三个不同的级别，钓鱼新手可根据APP中所显示的装备和鱼类信息购买所需要的装备，同时这个APP也为钓鱼新手提供了绑定鱼线及鱼饵的方法。一般钓鱼

–

INSTRUCTOR

教授

置随机的显示距离用户最近及最佳的钓鱼地点，用户可点击喜欢的钓鱼地点直接导航。同时这个

Anne Kitzmiller

APP的主屏目上显示了风速，气压及含水量等一些重要的钓鱼信息供用户参考。

者和职业钓鱼着可根据自己喜欢的鱼类品种选择就近的钓鱼地点。这个APP也会根用户所在的位

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AUDIENCE

观众

Beginning &

钓鱼新手

Seasoned Fisherman

钓鱼爱好者

CLASS

班级

Deliverables

Graphic Design 3

包装设计3

设

SEMESTER

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学期

2016

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载

体

C H A P T E R 01

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C H A P T E R 01

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Yiwen Sun

Inspired By Life Experiences

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Yiwen Yiwen Sun Sun

Yiwen Sun

Inspired By Life Experiences

Inspired ByThe LifeLife Experiences Inspire By of Expereience

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Inspired By Life Experiences

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Inspired By Life Experiences

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Project Seven Yiwen Sun

Yiwen Sun

ENJOYING THE FLIGHT

Design Concept:

This is a redesign of China Southern Airline’s’ logo. CSA is China’s oldest and most popular airline, with over 600 flights per day. It is based in southern China, Guangzhou, a famous coastal city known for it’s year round mild climate and renowned

SOUTH CHIINA AIRLINE BRAND REDESIGN ‫ ل‬ፅ ၹ ಸ ᦡ ᦇ

Design Brief:

state. Its tangerine outline presents a bird-like shape, a symbol of flying. The logo’s

STRATEGIES FOR BRANDING PRINT & BRANDING ‫ڬ ܦ‬

The principal graphic motif is a water fountain, which is symbolic to person’s a relaxed

gradient colour from blue to violet is inspired by ocean water and Guangzhou’s landmark lighted tower, an evening spectacle.The logo represents serenity during flight

୵ 虡 ᦡ ᦇ

Inspired By Life Experiences

Cantonese cuisine.

and landing.

设计目的：

重新设计南方航空logo，南方航空是中国最早的航空公司，它创立于1985年。这个航空公司的日均起飞架次达到了600架／每天，它也是中国境内最受欢迎的航空公司之一。南方航空的总部位于广州，广州是中国最大的沿海城市同时也是中国最大的度假胜地之一

设计方案：

整个logo外形设计希望给人带来轻松，愉悦的气氛，所以logo正型选用海面的浪花，因为浪花不仅能够让人能联想到休闲，度假的氛围，同时也给人一种愉自由的感觉，这个logo的副型则选用了鸟的外形这样能更好的与航空公司相联系。 logo整体的颜色取自于广州著名的地标建筑的夜景色，因为这个颜色不仅能代表这座城市同时也能给人一种稳重，大气的感觉。总体来说

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INSTRUCTOR

教授

Todd Hedgpeth

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这个logo希望给人们带来轻松，自由及大气的感觉。

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AUDIENCE

观众

Recreational & Business Travellers

旅行者

Deliverables

商务人士

设

CLASS

班级

Branding Design 2

商标设计 2

SEMESTER

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学期

2016

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C H A P T E R 01

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Yiwen Sun

Inspired By Life Experiences

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Inspired By Life Experiences

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Yiwen Sun

Inspired By Life Experiences

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Yiwen Sun

Inspired By Life Experiences

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Yiwen Sun

Inspired By Life Experiences

SO UT H CH INA AIR

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Project Eight Yiwen Sun

Yiwen Sun

IT'S TIME TO FEED THE PETS

Design Concept:

In this project, we redesign the Kohl branding in the shopping mall. All product lines and packaging were enhanced to improve market strategies. We added a pet line to captivate American families of whom 80% own pets. There are many unknown factors in the psychological relationship between people and pets. This design facilitates

PET FOOD PACKAGING DESIGN ਬ ᇔ ۱ ᤰ ᦡ ᦇ

Design Brief:

According to the two key words, “animated and spirited”, we decided to present this pet food product series in the way of illustration, which can both be a unique selling

STRATEGIES FOR MARKET PRINT, BRAND & PACKAGING DESIGN ‫ڬ ܦ‬

point and catch customers’ attention. The illustrations of food series show a variety of pets’ unique characteristics in a dramatic and amplified approach. The accessory

Inspired By Life Experiences

in captivating a pet’s cheerful characteristics and bestowing them to their owners.

medical supplies and tool kits are presented by photos in hue contrast. Thus, it can

୵ 虡 ۱ ᤰ ᦡ ᦇ

create a joyful, visual effect and unique packaging approach as well. In other words, the new packaging design brings customers a brand new visual experience.

设计目的：

重新设计Kohl’s 商场的LOGO以及产品线，让它能更好的适应市场需求。Kohl’s 是美国最大的廉价购物大卖场，这个商场的标语是“except great thing” 我们的目的是整合商场内所有的产品线满足现在市场及客户的需求。我们将作为宠物包装的hi 兄弟做为一条新的产品线加入到了Kohl’s的商场内，因为美国有80%的家庭都拥有宠物。

设计方案：

–

它们也给人们带来了无限的欢乐。所以这个包装的关键词是欢乐，有趣及可爱，根据这些关键

–

装的风格。这个包装根据不同宠物的品种及风格衍生了不同形态的插画。总体来说这个包装希望能给观众带来欢乐，有趣及可爱的感觉

AUDIENCE

观

Happy Cat &

年轻人

Dog Owners

宠物拥有着

CLASS

班级

众

Packaging Design 4

–

包装设计 4

SEMESTER

学期

2016

–

Deliverables 设

计

载

体

–

C H A P T E R 01

91 / 10 2

9 0 / 10 2

C H A P T E R 01

词我们决定用以插画为主的方式去表现整个包装。因为插画即能抓住顾客的眼球又能体现出包

教授 Thomas McNulty

INSTRUCTOR Thomas McNulty

Hi 兄弟的设计灵感来自于宠物本身，因为宠物是人类最好的朋友，它们不仅可爱，友善，同时

Yiwen Sun

Inspired By Life Experiences

9 2 / 10 2

9 3 / 10 2

Yiwen Sun

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94 / 1 0 2

9 5 / 10 2

Yiwen Sun

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9 6 / 10 2

9 7 / 10 2

Yiwen Sun

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9 8 / 10 2

9 9 / 10 2

Yiwen Yiwen SunSun

Yiwen Yiwen Sun Sun

Inspired ByThe LifeLife Experiences Inspire By of Expereience

10 0 / 10 2

1 01 / 1 0 2

Yiwen Sun

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10 2 / 10 2

10 3 / 10 2

Project Nine

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COLLECTION OF BRANDING FROM EACH PROJECT ୵ 虡 ᦡ ᦇ 碉 ቘ

–

CLASS

班级

Packaging Design 4

包装设计 4

Packaging Design 3

包装设计 3

Branding Design 2

形象设计 2

INSTRUCTOR

教

–

授

Thomas McNulty

Todd Hedgpeth

Christine George

10 5 / 10 2

10 4 / 10 2

C H A P T E R 01

Yiwen Sun

IDENTITY COLLECTION

Yiwen Sun

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107 / 10 2

SOUTH CHINA AIR SOUTH CHINA AIR 10 6 / 10 2

E BAT TLE F OR TREA S U R

Yiwen Sun

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10 8 / 10 2

10 9 / 10 2

THANK YOU

Yiwen Sun

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TO MY PARENTS Thank you, Sun Le Qun and Zhang Jian, for imparting me such a wonderful opportunity for me to study at the Academy of Art University. Knowledge is treasure, and I have gained a vast array of knowledge.

TO MY UNCLE Thank you, Sun Qing Guo, for providing me with good suggestions on photographic concepts.

TO MY TEACHERS Thanks to William Culpepper for his persistence in urging

teaching me about professionalism in typography.

111 / 1 0 2

11 0 / 1 0 2

me on this past semester and thank you, Ariel Grey, for

COLOPHON

Yiwen Sun

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Contact: Yiwen Sun 415 – 410 – 3642. 086 – 13819171605 sunyiwen000@gmail.com sunyiwen000@163l.com

Printing: Giant Horse 1336 San Mateo Ave South San Francisco, CA 94105

Binding: The Key 1934 Park Blvd, Oakland, CA 94606

Typeface Baskerville SemiBold Franklin Gothic Book

School Academy of Art University

Layout design By Yiwen Sun

113 / 1 0 2

112 / 1 0 2

Photography &

Yiwen Sun

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114 / 1 0 2

without permission from Yi Wen Sun.