Proun Vodka is a small batch alcohol brand based on the prolific Russian artist, designer, photographer, and typographer El Lissitzky. These three bottles reflect his 1920s Suprematist art series Proun. Proun was the exploration of spatial elements and shifting perspectives and axes, but strictly in two dimensions.
From 1914 to 1925, the sale of hard liquor was prohibited in the Soviet Union. This first prohibition influenced the choice of a high-proof alcohol: the predominantly Russian drink of choice, vodka. The three flavors, apple, strawberry, and plum stem from three of the most popular fruits grown in Russia. Utilizing vodka from that specific point in time complemented Lissitzky’s revolutionary art style and personality shown in Proun.
Each bottle takes on its own identity inspired by the spirit of Lissitzky’s work in regard to typography and layout. Red was one of his most used colors, so three different shades of red were used to represent the fruity flavors. Experimental typography was used in unconventional ways to explore the interaction of objects in space, much in the essence of the Suprematist style. The logo stems from the Russian translation of the word Proun, Проун. The Cyrillic figures were arranged in such a way that nodded to Lissitzky’s other typographic works. The compressed serif type on the back label of the bottle is a reference to how Lissitzky laid out his body type in more refined published works, and the paper choice alludes to the same kind of paper aforementioned works were printed on.
2018 GDUSA American Package Design Award Winner
Waggle is a paper sample booklet created for French Paper’s Kraft-Tone paper line, specifically the Manilla Yellow Kraft. To show how different inks and printing techniques print on the Kraft-Tone paper, a bold approach was taken in terms with type and color. To illustrate these methods, metallic finishes and thick and thin line weights were applied to show the versatility of the paper.
The concept of the booklet revolves around the “waggle dance,” which is a series of wiggling movements done by bees to indicate the location of a reliable source of pollen. Bees dance in a certain direction in relation to the sun, and the duration and length of their “waggle” indicates how far the pollen is away from the hive. That bee, now along with a group of more bees, follows those directions to continue providing for the hive to produce honey and feed the young. This concept of life and survival through dance relates to humans, and how they have used different kinds of dancing to communicate emotions and traditions from generation to generation. Vintage-looking illustrations combined with illustrations of bee heads link the concept of bees and the base idea of their waggle dance with modern dance that humans can relate to. The choice of French Paper’s Kraft-Tone paper line relates to the environment of nature that relates to bees. The rough texture of the paper also simulates the rhythm of dance and how unpredictable it can be.
Overlapping symmetrical patterns were used to reference the geometric layout of the bee hives, as well as the dance that the bees perform. The halftone overprinting throughout the booklet contrast the organic nature of the Kraft-Tone paper and bees, intensifying and livening up the contents. Large, bold type in bright colors created contrast with the rest of the imagery to loudly announce what the spread was addressing, like the music that the dances take place to.
Travii is a travel planning and companion app made specifically for backpackers and travelers on a budget. It aims to create a guide for people who want to backpack anywhere around the globe. It also aids in creating a smoother and worry-free experience while still remaining on a budget, because the last place someone should be stressing is on vacation. Travii was created to make the traveling experience a breeze with a streamlined trip planning process, as well as other exploration options to allow users to get the most bang for their buck. Travii also allows users to collaborate with friends and edit trips in real time, making it accessible and easy to plan on the fly.
The concept, look, and name of the app came from the idea of a small friend in your pocket that you can rely on to provide you with worthy and accurate information. This led to the creation of the mascot and guide to the app, Travii. He gives tips on certain locations, and aids in the onboarding process, as well as any further help the user may need. Travii’s helpful and bubbly attitude carried through into the design, where bright, attention-grabbing colors are used, as well as a simplified, clean, vectorized layout.
The app caters to the market segment of young adults, aged 20-26, who seek adventure and excitement through new experiences around the globe. Through surveys, the team found that people who had already been backpacking were frustrated with the large number of apps they had to use for many different tasks, and said their trip would have been smoother if they had all the various features condensed into one app. With further research, it was found that Travii had the competitive advantage in that there were no other apps on the market that assist in the entire trip planning process specifically for backpackers. Travii also allowed users to collaborate with friends and edit trips in real time.
Team Members:
Morgan Hayes
Simran Savani
Jessica Natasha
Eileen Ying
The identity of Enola’s encompasses both a cookbook and menu system based on a restaurant, Enola’s Diner. Enola’s is a 1950s-inspired diner that serves classic meals that were popular during the decade. The cookbook and menu feature these dishes and draw direct inspiration from the time period.
The concept behind Enola’s Diner is a combination of the 1950’s booming suburb and home life era, and the elements of the Cold War that were going on at the time. Combining these two essential components fully encompassed the lifestyle of the era — leading a joyous and fulfilling all-American life at home, while also living in fear of the atomic bomb.
The name Enola’s is a reference to the notable aircraft named Enola Gay, which was the first aircraft to drop an atomic bomb on Hiroshima. The aircraft was named after the mother of the pilot who flew it, Enola Gay Tibbets. Having a restaurant named possessively plays into the trend that 1950’s diner names had, but with an extra twist that plays perfectly into the concept on both ends.
Thematically, the brand is portrayed by primarily using the colors pink and blue; a popular color combination of the time, seen in both diners and home decor. The cook book features 1950s styled illustrations of women and families, paired with the contrasting imagery of the looming nuclear war. To add onto the visuals relating to the 1950’s, the food menu is styled as a telegram, and the drinks menu is styled as a Morse code sheet that the telegram was translated from.
Flock is a brand that provides an emergency kit for girls in middle school and high school. Growing into a young woman can be a difficult time, but Flock aims to make that process a little bit smoother. The kit contains personal feminine essentials, such as deodorant, tissues, lip balm, and menstrual products. Whenever any of these items run out, a companion app can be used to contact other female classmates within the same school to assist with refills if needed. The kit fits conveniently and inconspicuously inside a binder via three-ring loops, so girls do not have to carry around an extra bag for their toiletries or other hygienic items. The stickers that come with the kit are meant to be put on the covers of users’ friend’s kits, so there is a sense of community.
The concept behind Flock stems from the saying “birds of a feather flock together.” This relates to the bond and sisterhood young girls develop through their formative years in middle and high school, where they form a close-knit support system for each other. Birds do the same, knowing that there is safety in numbers.
Thematically, the sisterhood bond is represented through avian elements. The Flock logo itself was inspired by a navigation marker combined with the eye and beak of a bird. The navigation marker aspect refers to the feature in the app where users connect with each other for assistance based on location. The outside cover of the kit alludes to overlapping telephone wires where birds frequently gather. By adding the stickers to the cover, the illusion of a flock of birds gathering is created. The inside of and band around the kit features a feather pattern, which again relates back to birds.
Horseshoe Bend is a craft beer brewery located in Flagstaff, Arizona. The name Horseshoe Bend comes from the iconic natural landmark located in Page, Arizona. The canyon formation was shaped from a sharp bend in the Colorado River, and the name comes from the horseshoe-like shape it has when viewed from above. Flagstaff is the closest large city to Horseshoe Bend, and has a lively craft brewery and nightlife scene. The Horseshoe Bend brewery caters to both traveling hikers and locals alike.
Horseshoe Bend is a popular hiking destination, which is where the aesthetic inspiration came from. The use of textures represents the rocky dirt found in the area, the sun is based on the vibrant sunshine Arizona is famous for, and the horseshoe is a direct reference to the rock formation’s name. The personalized typeface used on the cans speaks to the unique, free, and down-to-earth personalities that hikers share.
The names of each of the beers are inspired by hiking terminology. Talus is a slope formed by broken rock debris, vestibule is a sheltered space outside of a tent, and a false peak is a mountain peak that appears to be a summit, but is rather a crest on the way to a further summit. The unusual names give each beer a unique personality, and are a subtle nod to those hikers passing through that are familiar with the terms.
Foci is a homeware brand that is made specifically with designers in mind. Designers are constantly focused on their creative process, and that does not have to stop when they get home. Activities in the kitchen require intense focus, and often, quite a few points of focus. This is where the name Foci comes from: multiple areas of focus.
There was an opportunity to combine the two aspects of work life and home life for designers, and Foci bridges that gap. The brand is focused around four typographic designs in four colors. Each series has two main foci in the designs, which are the letterforms and the color. The layout of letters focuses on their interactions with one another, being stretched and fit together like puzzle pieces. The fonts used in each design specifically represent slab serif, high contrast, low contrast, and blackletter fonts. By using the same type styles, each series has its own personality, while still maintaining the brand feeling of particular foci.
The four colors used are cyan, magenta, yellow, and black, which is a reference to the CMYK color model. Designers of any kind know the importance of the different color models, and that CMYK is needed for printing. The focus on color modes is needed to make sure that mistakes are not made in the end product. This translates to cooking, where you must always be attentive, so the food is not ruined. Proper measurements, temperatures, and other preparations ensure a delicious masterpiece, just like the work designers create every day.
It’s Out Here is an advertising campaign for the National Park Service. The campaign revolves around the idea that an exciting and fulfilling life is not going to find you in your busy and monotonous everyday routine. It would be found out in one of the over fifty national parks. The campaign targets people of all ages and all walks of life who are ready to climb that next mountain, both literally or metaphorically.
The use of singular people in the photographs puts the focus on the individual and their emotions while in the parks. The sun rays around their heads also express their emotions, and how their life is radiating and thriving while they are enjoying themselves. The vibrant monochromatic background creates contrast from the individual, indicates the dualities of different lives and personalities, and creates a cohesive and distinctive brand look.
The copy in the print ad evokes a deep emotional response, and while the outdoor ads reference the specific environmental locations, they both have a call to action for people to explore themselves and the national parks.
The Instagram component of this campaign focuses on sharing experiences and showing where National Park supporters find happiness in their favorite parks. To encourage users to share their stories, the chance of winning an annual park pass is being offered.
Woodsor is a condominium complex in Austin, Texas. The complex is located in the Zilker neighborhood of Austin, where it is surrounded by various parks and recreational areas, influencing he theme of nature seen throughout the branding.
Types of trees are used as section titles in the condo brochure. All of the trees featured are native to the state of Texas. Each tree has a distinct personality, history, and use, and the content of the sections correlate to this. Oak trees are known for their long-standing antiquity, so the starting section of the brochure gives a brief history of the city of Austin and the Zilker neighborhood. The second tree type, mesquite, is known for its unique flavor, and is therefore used for the lively music scene in Austin. Ash wood is a common building material, so it represents the features of the condos themselves, from kitchen fixtures to hardwood floors. The final section is birch, which is known for having a large variety of useful purposes. Because of its variety, it symbolizes the wide variety of convenient amenities Woodsor has to offer.
The 1970s influence on the design is inspired by the unique music scene in Austin. The “groovy” feel of the brand gives residents a feeling of ease and a carefree lifestyle. The famous Austin City Limits festival uses a slightly similar aesthetic in their branding, and takes place in the same neighborhood that Woodsor is located in.
My personal self-promotion piece is a packaging system that represents my life’s journey and how I approach design and everyday experiences. Camping, hiking, and being out in nature are some of my favorite things, and tools used in different outdoor situations relate to my design process and lifestyle. The three boxes represent fire, a tent, and a mountain, with corresponding deliverables inside. All the components of the packaging were hand painted and modified to match my personal brand color found on my resume and business card. The striking diagonal parallel lines are featured on all three boxes to maintain brand identity.
Fire is one of the most important primitive resources. It provides warmth, safety, and food. The materials in the fire box symbolize my burning ambition and drive. The stormproof matches signify my blazing creative drive despite situations that may seem dire. The cotton reflects my personality, where at times I can be gentle with others, while sharing my light with the world. The wax is the continuous love and support I receive from those close to me that keeps me pushing through every single day.
The tent represents shelter and a place to return to and relax. To build this steadfast shelter, you need a sharp tool like an axe, or my own wit, to cut through obstacles to clear the way ahead. Patience is a virtue and one I have learned over time. It has rewarded me with satisfaction with the end result, like in fishing, hence the fishing hooks. A rope is used to tie things down and reassure stability. Since I have moved every few years for over half my life, I have found my own way of grounding myself and gaining confidence through that.
The mountain represents my uphill climb to success. I have learned many life lessons along the way, like not neglecting my personal happiness, knowing when to ask for help, and latching on to something I believe strongly in. The snack is my metaphorical mental and physical fuel to carry on through difficulties, the whistle is my pride set aside, and the carabiner is my strong connection to my rooted beliefs.
