Bare.

Selected works

by Victoria Herrera

(bare)surprisingly sufficient.

© 2013 Victoria Herrera

All rights reserved, No part

of this publication may be

reproduced or transmitted in

any form or by any means,

electronic and or mechanical

without prior permission from

Victoria Herrera.

Written and produced by

Victoria Herrera.

Contact

Victoria Herrera

[email protected]

208 869 8436

victoria-herrera.com

table ofcontents.

table of

SELECT WORKS Victoria HerreraPORTFOLIO Bare.

H&M

Less is More

Printed Matter

AOTO

Rick Owens

Fatted Calf

Balenciaga

Meloza Tequila

Big Hook

Good Store

01

05

03

07

09

02

06

04

08

10

4 – 1 3

1 4 – 2 7

2 8 – 3 9

4 0 – 4 7

4 8 – 6 3

6 4 – 7 1

7 2 – 8 5

8 6 – 9 7

9 8 – 1 1 5

1 1 8 – 1 5 7

00–00TITLE Table of Contents

(bare)ridding the world of excess and clutter. that wasthe goal that I set out to achieve when I became a designer. finding the balance between being effortlessly bare, yet still intriguing. I believe in meaningful and minimal design, testing the truth to that which is surprisingly sufficient.

00–01TITLE Introduction

selectedworks.

selected

(con–tem–po–rar–y)following modern ideas currently in thepresent, esp. in fashion or design.


H&M01

04–05

(con–tem–po–rar–y)following modern ideas currently in thepresent, esp. in fashion or design.

C A T E G O R Y

Identity

I N S T R U C T O R

Thomas McNulty

C L A S S

Identity 02

T I M E S P A N

3 Weeks

B A R E P R O C E S S

See process onpages 04–07

PORTFOLIO Bare.

_Known as one of the largest international

fast fashion retail companies, H&M was no lon-

ger fulfilling their brand’s vision through

their current mark. The brand redesign aims to

freshen up their look with a contemporary and

fashion forward mark, keeping in mind their

accessible price points by making it a friendly

and versatile logo.

_Take an existing company and redesign the

brand identity.

B R I E F

C O N C E P T

H&M01

04–05TITLE H&M

06–07TITLE H&M

08–09TITLE H&M

150

PO

WE

LL

ST

RE

ET

SA

N F

RA

NC

ISC

O,

CA

94

102

+0

1 4

15 8

30

925

6

CO

NT

AC

T@

H&

M.C

OM

WW

W.H

&M

.CO

M

WIN

TE

R

20

12

10–11TITLE H&M

HERS HIS


150 POWELL STREET

SAN FRANCISCO, CA 94102

+01 415 830 9256

CONTACT@H&M.COM

WWW.H&M.COM

150 POWELL STREET

SAN FRANCISCO, CA 94102

+01 415 830 9256

CONTACT@H&M.COM

WWW.H&M.COM

MANAGER

JESSICA HERRERA

12–13TITLE H&M

(hand–craft–ed)made skillfully by hand, esp. by an expert of a particular field.


Fatted Calf02

14–15

(hand–craft–ed)made skillfully by hand, esp. by an expert of a particular field.

C A T E G O R Y

Packaging

I N S T R U C T O R

Phillip Ting

C L A S S

Packaging 02

T I M E S P A N

6 Weeks



PORTFOLIO Bare.

_Fatted Calf is a local charcuterie in Hayes

Valley, San Francisco that offers fresh and

organic produce. A raw and personal approach

was developed for the identity redesign. Push-

ing the personal aspect of their business by

allowing the employees to participate in an

active part of the packaging. The handwritten

details encompass the trustworthiness they

aim to achieve and exemplifies the handcrafted

quality of this deli.

_Take an existing deli and redesign their

identity and packaging system.

B R I E F

C O N C E P T

Fatted Calf02

TITLE Fatted Calf 14–15

PORTFOLIO Bare. SELECT WORKS Victoria Herrera

TITLE Fatted Calf 16-17

(col–lec–tive)belonging or relating to all members of a group of like minded individuals.


Printed Matter03

28–29

(col–lec–tive)belonging or relating to all members of a group of like minded individuals.

C A T E G O R Y

Identity & Web

I N S T R U C T O R

Bob Sloat

C L A S S

Graphic Design 03

T I M E S P A N

4 Weeks

PORTFOLIO Bare.

_Printed Matter is the world’s largest non-

profit organization dedicated to the promotion

of publications made by artists. Their mission

is to foster the appreciation, dissemination,

& understanding of artists’ publications. This

rebrand aims to put the artist at the fore-

front of the brand. Letting their independent

art work become the voice and colors of the

Printed Matter brand.

_Take an existing non profit organization and

refresh their identity and website.

B R I E F

C O N C E P T

Printed Matter03

TITLE Printed Matter 28–29

30–31TITLE Printed Matter

printed matter


printed matter

aboutcatalogueeventsdonatecontact

A Closer Look>

London Protests>

Every Body>

The Blame Game>

Stormy Night>

God Talk>

Black Butterfly>

Pic Nic >

Mah Jongg>

News Report>

© 2011 printed matter

Theatre E>

www.printedmatter.org

Start>

printed matter


printed matter


A Closer Look>

London Protests>

Every Body>

The Blame Game>

Stormy Night>

God Talk>

Black Butterfly>

Pic Nic >

Mah Jongg>

News Report>


Theatre E>


Start>

printed matter


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printed matter

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London Tuition Fee Protestby David Ortiz

Price: $15.99Quantity: 1

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Subtotal: $37.99

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Every Body Dance Nowby Lane Murray

Price: $22.00Quantity: 1

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(grunge)a style characterized by raucous anda particularly messy aesthetic.


Big Hook04

40-41

(grunge)a style characterized by raucous anda particularly messy aesthetic.

C A T E G O R Y

Packaging

I N S T R U C T O R

Thomas McNulty

C L A S S

Packaging 03

T I M E S P A N

10 Weeks



I L L U S T R A T O R

Sam Lee

PORTFOLIO Bare.

Big Hook04

_The Big Hook wine drinker is your typical

grungy hipster guy. He wears nothing but plaid

button-ups and is covered in tattoos. In his

spare time he enjoys going to underground art

shows and listening to the Grateful Dead. His

laissez faire personality makes this wine

drinker appreciate a non-fussy approach to his

wine. The guy is on a budget but always has

enough to buy a bottle of wine or case of beer.

When he bikes home to his messy apartment on

the outskirts of town, he loves cuddling up with

his fuzzy cat and playing guitar with his three

musician roommates.

_Trinchero Family Estates came to our class in

search of a new wine label that appealed to

the millennial age group. One pairing was to

be selected for actual production.

B R I E F

C O N C E P T

_Big Hook wines were the selected winning

labels for this account. They will be out on

shelves by the end of 2013.

O U T C O M E

40-41TITLE Big Hook

42-43TITLE Big Hook

44-45TITLE Big Hook

46-47TITLE Big Hook

(mod–er–a–tion)the avoidance of excess or extremes, esp. in one’s behavior and or political opinions.


Less is More05

48-49

(mod–er–a–tion)the avoidance of excess or extremes, esp. in one’s behavior and or political opinions.

C A T E G O R Y

Print

I N S T R U C T O R

Megumi Kiyama

C L A S S

Print 02

T I M E S P A N

8 Weeks



PORTFOLIO Bare.

_The Less is More campaign challenges people

to be aware of the consumer culture that we

have become. The campaign aims to put a stop

to overconsumption and promote the value of

moderation by using a semi-propaganda style to

display the facts. The design keeps a balance

between being exceptionally minimal and educa-

tional, while still evoking a feeling of excess

through the overlapping of elements.

_Find a topic you are passionate about and

create an educational campaign that informs

people about it.

B R I E F

C O N C E P T

Less is More05

48-49TITLE Less is More

ENOUGHIS ENOUGHOF ALL STORAGE UNITS ARE USED TO STORE STUFF PEOPLE NO LONGER NEED AT HOME

2/3

THE BREAKDOWN33%67%

NECESSARY STORAGE FACILITIES

UNECESSARY STORAGE FACILITIES

15,180 out of 46,000

30,820 out of 46,000

LESS >>


ENOUGHIS ENOUGHOF AMERICANS SPEND MORE THAN THEY EARN

40%

LESS >

MIDDLE CLASS HOMES

LOW INCOME HOMES

$50,000-200,000 income

$10,000-50,000 income

18%72%

UPPER CLASS HOMES$200,000-$600,000 income 10%

THE BREAKDOWN

>


ENOUGH IS ENOUGHLESS >WHO WE ARE THE CONFERENCE THE FACTS TESTIMONIALS CONTACT US

SUBSCRIBE:

40%OF AMERICANSSPEND MORETHAN THEY EARN

DID YOU KNOW?

MORE >

TIP OF THE DAY

MORE DAILY TIPS >

© 2011 LESS IS MORE

Next time you go out shopping, think about your purchase twice. Do you really need what you are about to purchase? Will it really make you truly happy?

HRS4

WERE COMINGTO YOU!

LATEST POLL

ANSWER HERE >

We like to have nice stuff, but as the saying goes, the best things in life aren't things. Would you agree? What's your pick for the best thing in life?

TESTIMONIALS

ADD YOUR STORY >

“To me, being a postconsumer means paying attention to the true needs and nature of humanity, including myself.”


(oc–ca–sion)a particular time or instance of an event, special in nature.


Balenciaga06

64-65

(oc–ca–sion)a particular time or instance of an event, special in nature.

C A T E G O R Y

Packaging

I N S T R U C T O R

Thomas McNulty

C L A S S

Packaging 03

T I M E S P A N

4 Weeks



I N D U S T R I A L D E S I G N

Jessica Herrera

PORTFOLIO Bare.

_Founded by Cristobal Balenciaga this fashion

house has been praised world wide for their

uncompromising standards in couture fashion.

His bubble skirts and odd feminine, yet ultra

modern shapes, are trademarks of the brand.

His Fall 2010 collection was no exception. This

commemorative desk clock aims to celebrate the

efforts of this beautiful collection, mixing

and matching different materials, textures and

colors, much like his line.

_Introduce a desk clock into an existing com-

panies product line while keeping their brand

attributes in mind.

B R I E F

C O N C E P T

Balenciaga06

64-65TITLE Balenciaga

(ex–cel–lence)the quality of being outstanding or extremely good at something.


AOTO07

72-73

(ex–cel–lence)the quality of being outstanding or extremely good at something.

C A T E G O R Y

Identity

I N S T R U C T O R

Thomas McNulty

C L A S S

Identity 02

T I M E S P A N

11 Weeks



PORTFOLIO Bare.

AOTO07

_Much like Art of the Olympians, the concept

behind this logo mark is based on the union of

two seemingly separate things: Art and Sport.

It’s AOTO’s mission to promote the coexistence

of these two &celebrate their very similar

paths that both take dedication, practice, and

creativity. The new mark gives AOTO a fresh

new look, with a more vibrant colour palette.

Showcasing the art & sport aspects of it as

equally important. The logo mark symbolizes an

abstracted Olympic torch as well as the path of

an Olympian artist. Rigorous and disciplined

at the start & creatively free as they branch

out towards the end.

_Art of the Olympians, an art gallery closely

associated with the International Olympic Com-

mittee, came to our classroom in search of a

brand redesign. One of the identities was to be

selected and put to use just in time to show at

the 2012 London Olympics.

B R I E F

C O N C E P T

_As the selected winner, I was flown out to

AOTO’s headquarters in Florida to introduce

the brand to their organization and help put

the rebrand in motion.

O U T C O M E

72-73TITLE Art of the Olympians

“HARD WORK AND INSPIRATION WILL ALWAYS BE THE FOUNDATION FOR SUCCESS.”

-BOB BEAMON

ART OF THE OLYMPIANS PHOTOGRAPHIC STYLE5.1


(tra–di–tion)the transmission of customs or beliefs from one generation to another.


Meloza Tequila08

86-87

(tra–di–tion)the transmission of customs or beliefs from one generation to another.

C A T E G O R Y

Packaging

I N S T R U C T O R

Thomas McNulty

C L A S S

Packaging 04

T I M E S P A N

5 Weeks

PORTFOLIO Bare.

Meloza Tequila08

_As a fairly new brand to the sipping tequila

market in the U.S. Meloza Tequila was in need

of a more recognizable label that showed off the

traditional qualities of this rustic drink.

Priced at $50 for their current line, including

Reposado and Anejo, the brand aims to attract

an older more sophisticated audience by intro-

ducing a higher end Extra Anejo label. The $200

price point called for a much more sophisticated

design that exemplified the sipping quality of

this nicely crafted traditional Mexican spirit.

_Take an existing liquor packaging, redesign

their current brand and introduce a higher

price point label to their spirit line.

B R I E F

C O N C E P T

TITLE Meloza Tequila 86-87

88-89TITLE Meloza Tequila

(cult)a relatively small group of people havingreligious beliefs or practices regarded by others as strange or sinister.


Rick Owens09

98-99

(cult)a relatively small group of people havingreligious beliefs or practices regarded by others as strange or sinister.

C A T E G O R Y

Print

I N S T R U C T O R

Eszter Clark

C L A S S

Print 02

T I M E S P A N

12 Weeks

PORTFOLIO Bare.

Rick Owens09

_American Fashion designer Rick Owens’ look,

has been described as glamour-meets-grunge.

This was the basis of the design direction

for this piece. Over the years he has gained

a cult like following that appreciates his

unorthodox vision of beauty. Some what cyni-

cal and dark but always impeccably executed.

Welcome to the Cult of Beauty.

_Create a promotional print piece for an

existing brand.

B R I E F

C O N C E P T

98-99TITLE Rick Owens

TITLE Rick Owens 102-103

//

TITLE Rick Owens 104-105

BEA

UTY

CAN

CO

NFU

SE

It c

an m

ake

us d

ance

. Mak

e us

sad

. Bea

uty

can

be m

agic

al. B

eaut

y ca

n tr

ansf

orm

us.

It le

ts o

ur

soul

sing

, but

it ca

n ha

ve su

ch d

epth

that

you

don

’t ev

en n

otic

e it

at f

irst

, or e

ver.

Bea

uty

can

conf

use.

Alth

ough

ther

e ar

e so

me

gene

rally

acc

epte

d st

anda

rds

of b

eaut

y, th

e co

ncep

t its

sel

f has

al-

way

s be

en th

e su

bjec

t of g

reat

deb

ates

and

con

trad

icti

ons.

T

he s

ame

defi

niti

on fo

r be

auty

ha

s ne

ver

been

em

brac

ed b

y ev

eryo

ne, e

ithe

r be

caus

e of

cul

tura

l di

ffer

ence

s, o

r, ev

en i

n th

e sa

me

cultu

re, b

ecau

se o

f th

e di

ffer

ent

esth

etic

tas

tes

that

peo

ple

have

, and

it

is q

uite

pr

obab

le th

at th

is w

ill n

ever

hap

pen.

It is

ther

efor

e sa

fe to

say

that

it is

a m

atte

r of

per

sona

l pr

efer

ence

s, a

nd th

at b

eaut

y lie

s in

the

eye

of th

e be

hold

er. T

his

is w

hy fa

shio

n ha

s s

uch

a br

oad

rang

e of

sty

les.

Whi

le tr

ends

pla

y an

impo

rtan

t par

t of e

very

sea

son,

des

igne

r’s ta

stes

an

d ph

ilosp

hies

can

var

y va

stly

. Som

e em

brac

ing

the

idea

l for

m o

f bea

uty

and

othe

rs w

ant-

ing

noth

ing

to d

o w

ith

the

conv

enti

onal

val

ues.

The

latt

er c

an b

e di

stur

bing

and

con

side

red

dist

aste

ful t

o m

ost,

but f

or th

ose

who

dar

e to

bre

ak a

way

from

the

norm

and

que

stio

n th

ese

valu

es a

long

wit

h th

e de

sign

er ‘s

vis

ion

it c

an b

e a

tran

sfor

mat

ive

proc

ess.

//

//

_THE CULT OF BEAUTYrick owens vision

14P

15 >

a

bd

e


Beauty is

the eyes of the

beholder

What if the beholder was someone dark and uncon-ventional? What if the beholder appreciated the true essence of beauty so much that he wanted to deconstruct every ounce of it? What if the beholder was none other than Rick Owens? ?

Welcome to a world of darkness, a world where ugly is beautiful, a world that seeks to empower through the unconventional use of fabrics, shapes and sil-houettes. A vision that is not for all but a vision that pushes the limits of beauty and welcomes anyone who dares to join. Welcom to the cult of beauty.

-

//

_THE CULT OF BEAUTYrick owens vision

18P

19 >

rick owensvision-

112-113 TITLE Rick Owens

teamwork.

team

(good)possessing or displaying moral virtue, having positive qualities.


Good Store10

118-119

(good)possessing or displaying moral virtue, having positive qualities.

PORTFOLIO Bare.

C A T E G O R Y

Packaging

I N S T R U C T O R

Thomas McNulty

C L A S S

Packaging 04

T I M E S P A N

10 Weeks



Good Store10

_In a world where things too often don’t work,

Good seeks a path that does. Left, right. In,

out. Greed, altruism. Us, them. These are the

defaults and they are broken. We are the alterna-

tive model, the reasonable people who give a

damn. No party lines. No borders. We care about

what works, what is sustainable, prosperous,

productive, creative, and just, for all of us

and each of us.

_Create a large department store that does not

currently exist, include several store brands

and a select few private brands. Brand each of

these departments and package them according

to their unique selling points.

B R I E F

C O N C E P T

_As the leader of my group I can honestly say

we had the dream team: Lydia Muyadi, Jessica

Giboin, Fred Carriedo, and Ihan Huang.

T E A M

T I T L E Good Store 118-119

STORE BRANDS

DEPARTMENT Kitchen WareTARGET AUDIENCE 25-50 FamiliesKEY WORDS

MODERNQUALITYDURABLEUSP Premium kitchen ware focused on material sustainability & durability.

DEPARTMENT PharmaceuticalTARGET AUDIENCE 25-35 SinglesKEY WORDS

HOMEOPATHICALL NATURALMEDICALUSP A medical approach to homeo-pathic medicine because it works just as good as medicine!

DEPARTMENT Garden & PatioTARGET AUDIENCE 25-40 SinglesKEY WORDS

HANDCRAFTEDEARTHYSUSTAINABLEUSP All you need for your small garden and outdoor patio. Focused on specialty items and handcrafted quality.

DEPARTMENT Cleaning ProductsTARGET AUDIENCE 25-50 FamiliesKEY WORDS

SUSTAINABLEFRESHALL NATURALUSP All natural cleaning products that work and are safe for everyone.

WORKING TOWARDS A SMARTER AND BETTER WORLD.


PRIVATE BRANDS

DEPARTMENT Baby ProductsTARGET AUDIENCE 0-7 ChildrenKEY WORDS

EDUCATIONALALL NATURALFUNUSP Products with child safety and educational development as our top priority makes these baby products a mom’s dream.

DEPARTMENT Personal CareTARGET AUDIENCE 25-35 CouplesKEY WORDS

CONFIDENTSExYTASTEFUL

USP Premium personal care line with materials, design and pleasure at the core of our values.

DEPARTMENT PantryTARGET AUDIENCE 25-40 SinglesKEY WORDS

MODERNORGANIZATIONALORGANIC

USP The number system helps organize your pantry and allows you to focus on the single most important thing, the ingredient.

RASCALS

INTIMATE

NUMBERS


FROM OUR GOOD STORE TO YOUR GOOD KITCHEN.


CULTIVATED LIVING.


SIMPLIFY YOUR PANTRY.


SExY IS SMART.


manythanks.

many

Mom & Dad

Hess

Victor

Jessu

Peter Kanai

Michele Collins

Elena Miska

Anton Schulz

Oren Aks

Vanessa Cornwall

Jessica Monack

Nadia Izazi

Cassia The

Theo Slavin

Stjepan Ilich

Tom McNulty

Mary Scott

Michael Osborne

Megumi Kiyama

Jeremy Stout

Character Crew

This is for you.

Make me proud.

Como mil chuchos.

Who run the world?

T I T L E Acknowledgements

For all of the love, sup-

port and guidance I am

forever thankful.

160-161

creditnotes.

credit

Photography

Victoria Herrera

Victor Prieto

Camera

Canon T2i

Printer

Giant Horse

Bindery

The Key

Stock

Finch Fine Paper

100lb text

Canson Mi-Teintes

Typefaces

Din Light and Medium

Courier New Regular

University

Academy of Art University

79 New Montgomery St.

San Francisco, CA 94105

Department Chair

Mary Scott

Bare.

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