Portfolio kaiyan kuang

PACKAGING DESIGN- W r a p

- J u n e 2 0 1 5

PACKAGING D E S I G NP O R T F O L I O

WrapThis work is designed for the promotion of Dragon Boat

Festival’s T-shirts. Focused on the youth and the foreigners,

this work integrates traditional elements to the packaging

design so that the youth can learn more about the interesting

traditional culture and bring it to the world.

I combine the structure of the collar ancient Chinese clothing.

On one hand, people are accustomed touse the word “wrap”

to describe the action to wrapdumplings. On the other hand,

in consideration of that the packaging subject is T-shirt, and

it uses the method of “wrapping” ancient clothing to pack

the dumplings, therefore, the name of the work is “wrap”.

T I M E June.2015

DESIGN SUBJECT Packaging Design

AWARD

· 2015 Star of Guangdong Design – Graphic Arts Contest The Third Prize

·The 16th Platinum Originality International University Students Graphic

Design Competition Award of Excellence

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PurposeW i t h o u t i n n o v a t i o n a n d

improvement, any fine traditional

cu l tu re w i l l be weed out by

time. Dragon Boat Festival is a

traditional festival with distinct

folk custom and a long history.

So the aim of this design is to

promote our fine Dragon Boat

Festival culture among the youth

and foreigners and encourage

t h e p a c k a g i n g p r i n c i p l e o f

conservation and environmental

protection.

BackgroundDragon Boat Festival, which falls

on fifth day of the fifth lunar month,

originated in China. Originally, it

was a day to cleanse the disease

and prevent the epidemics. Before

the Springand Autumn Period

in the land of Wuyue, there was

the custom of holding the tribal

totem sacrificing in the form of

dragon boat racing; when the

poet Qu Yuan threw himself into

the Miluo River, it then became

Chinese people’s day of tradition to

commemorate Qu Yuan.

Under the influence of Chinese

culture, Mid-autumn Festival has

become the traditional festival of all

the countries within Chinese culture

circle and the Chinese people all

over the world. It is also China’s

first intangible cultural heritage.

Target GroupThe youth (age 18-35)

Characters: favors fresh new and

fashion things

Foreigners

Characters: easily attracted to the

packaging with strong local styles

or local elements

P O R T F O L I O PACKAGING D E S I G N

Traditional event——Dragon

Boat Race

Traditional food of Dragon Boat

Festival——Zongzi

Chinese lanscape Collar of ancient clothing

Inspiration

/ Wrap

DRAGON BOAT FESTIVAL T-SHIRT

ZongziDragon Boat

Summer Harvest

Tradition Wear

Convenient

Cool

ComfortableNot Expensive

green

leaves

packed

tetrahedron

dragon

competition

simpleeasy to take

popular

young

According to mind mapping, I found the connection between Dragon

Boat Festival and clothing packaging. Dumpling needs to be wrapped,so

the word “wrap” is related to the act of wearing cloth. Therefore, this

packaging design combines the shape of dumpling, Chinese landscape

and the structure of the collar of ancient clothing.

/

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R E S E A R C H

Market Research

1. A survey of the packaging of all kinds of

products at local markets and malls.

This survey has observed and obtained the

analysis and record of the relevant packaging

design at the brand stores such as Muji, Fang Suo

and Hi store and so on which are popular among

the youth and foreigners. I found that besides

the unique appearance showing the products’

characters and attraction towards consumers,

excellent packaging design also saves materials

and the paper packaging is generally done with

one version. In addition, it can not only protect

the product but also easier to transport.

2.A survey of the wholesale market of the

packaging materials.

After measurement and selection, the 200g,

mung bean grey ground paper is chosen as the

material of the packaging design. Due to the

simple design of the package, the paper with

texture is chosen to add details and gives people

the feeling of warmth. The thickness of 200g is

finally chosen after multiple times of tests so it

is not too heavy to be in shape nor too thin to

protect the product.

Design Research

I did survey and collect data of the design works of Dragon Boat

Festival and the relevant packaging design works online and from

books. I did survey on many design works from both domestic and

Japanese design masters, such as Kenya Hara and Kadhiwa Sato.

They use simplicity and the style with Zen to show their work.

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Sketch

Three possible packaging drafts were made according to the ideas and assessment and plan were made on the material, difficulty of manufacturing and dimensions and samples were made.

Manufacturing

According to the survey result, schemes B and C were selected in consideration of material saving, simple packaging methods and easy transportation. After modification and improvement of the samples, the manufacturing of artwork begins. The connecting method of mortise lock is used on the back of package. It saves materials as it is done with one version and the packaging can be reutilized to protect the environment.

D E V E L O P M E N T

A.

B.

C.

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Logo and Label Design

Initial scheme: make the idea graphical and design combining the shapes of mountain, ancient collar and dumpling. And then the pictures and names are integrated into one plane to imitate the styles of Chinese landscape.

Shortcomings: name of product is not prominent; there is a repetition of the design of label and packaging, not blending well and usurps the host’s role.

Improvements: amplify the font of the name and design the font. Fonts should cover the front of the label and show simplicity, power and clear-cut with the package. Open the label and then you have the cloth information chart with the fabric composition and size without opening the package. On the back, the pictures of the initial scheme are used to create the feeling of landscape without usurping the host yet adding the details.


Initial scheme

Improvement scheme Logo font design and the hand sketching the draft of the label The effect picture

Extension Design

Use the design of logo and do an extension design of packaging paper and postcards.

Picture of label and schemes of the location of the label


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Display in course exhibition and

brochure designJune.2015

O U T C O M E

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IDENTITYDESIGN- K U A N G P h o t o g r a p h y S t u d i o

- J u l y 2 0 1 5

- M I N J I W o n t o n N o o d l e s

- J u l y 2 0 1 5

P O R T F O L I O IDENTITY D E S I G N

Project 1

KUANG Photography StudioThis is a visual identity design work of my

personal photography studio.

This design takes the aperture of the camera

as its main elements and designs the script

of the phonetics of family names. Taking “a”

of “kuang” as the center and combines it with

the aperture of a camera leaving the k, u, n,

g scattering all round to imitate the rectangle

structure of a camera. The design of the back

of name card echoes that of the front laying

the detailed personal information on four sides

of the name card imitating the aperture of a

camera and rectangular camera.

T I M E July.2015

DESIGN SUBJECT Layout Design

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IntroductionKUANG Photography Stud io

is aself-designed independent

pho tog raph ic s tud io b rand .

Fo l l ow ing the pho tog raph ic

p r inc ip les o f o r ig ina l i t y and

innovation, we create unique

p h o t o g r a p h i c s t y l e s b y

add ing p lane e l emen ts i n to

the photography works and

applying different ways of picture

composition.

Target GroupIndividuals

The target is those who have

u n i q u e r e q u i r e m e n t s f o r

photographic styles and pursue

fashion and individualities.


InspirationThe inspirations come from the

styles and colors of cameras.

So this VI design chiefly uses

the elements of point, line and

surfaces and the colors of black

and white. It also shows the unique

and simple styles of the works of

the studio.

/ KUANG Photography Studio

/

/

/

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P O R T F O L I O

R E S E A R C H

IDENTITY D E S I G N

Market ResearchAccording to the research of local markets,

it was found that the traditional wedding

photography still dominants the brands

of photography in the market with the

similar styles. Recently, some independent

photographers also rise up, most of whom

with fresh styles.

But nowadays consumers want their

distinct photo albums. More and more

y o u n g p e o p l e p u r s u e i n n o v a t i v e ,

entertaining and distinctive styles and

ways. So is company’s shooting of theirown

products and images. Novel photography

is more likely to catch people’s eyes.

So, in terms of VI design, it should show

the basic information and at the same time,

reflecting the photographic styles of the

studio to attract the targeted people.

Design ResearchCompany’s visual system design is like a

façade and the direct demonstration of the

company’s connotation.

The cases of CLINT photographic studio

inspired me a lot. They use simple elements

and word arranging to design, being simple

and generous and also retaining their styles

and characters. Color blending is also

meticulously studied.

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Logo Design

Logo uses “a”, the middle letter of “KUANG” as model and combines the aperture of camera to do the design. Name card is arranged and designed as the quadrangle of camera.

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Name Card Design

Schemes of the name cards have been arranged and designed according to the logo and imitation of the quadrangle of camera.

scheme 1 scheme 2

Font:Letter Gothic Std

Through the comparison, scheme 2 was finally selected. The layout design on the back also adopted the concept of quadrangle, in which personal information was extended and arranged along the four sides in different directions.


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Extension Design

Conduct a series of extension designs according logo and name cards.

Envelope Design

C o n t i n u e t h e quadrangle of camera a n d t h e c o l o r s o f black and white, two schemes have been d e s i g n e d f o r t h e envelopes.

Scheme I: continue t h e d e s i g n o f name card and put “K”“U”“N”“G” on the four corners of the envelopes and the logo on the back.

Scheme II: put logo and the information of the studio on the front while canceling the letters on the four corners.

After tests, scheme II is more harmonious wi th the whole VI design and much easier to identify. So scheme II was chosen and also I did the design of white version.

Letter paper design

Cover design of notebookContinue to use the simple style of taking point, line and surface as the main elements. Large amount of element of surface has been used in the previous design of envelopes, letters and name cards. To avoid excessive unification, the design of line is used in the design of notebook to continue the concept of quadrangle. Put logo at the place where studio keeps books to add details.

Display and Application

D E V E L O P M E N T O U T C O M E

Scheme I Scheme II

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Project 2

MINJI Wonton NoodlesThis is a visual identity design work of a

traditional wonton noodles restaurant.

T I M E July.2015

DESIGN SUBJECT Layout Design


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PurposeThere are many Cantonese noodle

restaurants in Guangzhou. The

food in the old noodle restaurants

always gives the neighbors the

taste of warmth and recollection.

However, the audience is mostly

middle and old-aged people. To

prevent the classy taste from

disappearing or declining, this

VI design has designed for the

youth and gives traditional shops

refreshing appearances.

Target GroupThe youth

Characters: favors fresh new and

fashion things, can be attracted

by brilliant colours easily .

/ MINJI Wonton Noodles

/

R E S E A R C H

Market ResearchMarket survey shows that there

are still many old noodle shops

in Guangzhou , bu t f ewer o f

them have done the systematic

rebuilding of the brands.

In fact, a set of fine and systematic

visual identity system is of great

help for the company. Visual

i d e n t i t y s y s t e m m a k e s t h e

companies to be accepted by

the publ ic as a part with the

most power fu l t ransmiss ion

and infection. The application

of systematic and unified visual

symbols will allow the audience

to quickly recognize and perceive

the company or the image of

their brands and brings the most

effective and direct impact in the

promotion and recognition of the

companies.

These old restaurants also require

a set of visual identity system to

promote better in the market and

attract consumers from different

f ields and ages to inherit the

traditional tastes.

Design ResearchMany famous catering companies

have done design survey on font

and color. It turns that mostly they

prefer warm-toned colors because

it can work up an appetite and

gives people the feeling of warmth.

And lively fonts are mostly likely to

be used to create an atmosphere

of relaxation and happiness.

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Logo Design

People are naturally reminded of wonton noodles by the red bowls. The design takes bowl as its major element and matches it with the popular and classy color of red and yellow. And the mellow and full fonts similar to the noodles are used to give people the taste of warmth, kindness and recollection.

Name Card Design

In consideration that this is an old Wonton Noodles shop founded over ten years ago, the style must keep the same as the traditional taste and new elements should be added to attract the youth. So the traditional symmetrical arrangements are used to match the classy and traditional colors of red and yellow. Some adjustments have been made in the color of red and yellow to make it more harmonious to meet the theme of the shop. The standard and lively round font is used. The image of wonton noodle combines surface and line and be put in the center of the picture as the most attractive and most visual symbol.

Chinese Font幼圆

English FontKartika

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Some adjustments have been made in the color of red and yellow to make it more harmonious to meet the theme of the shop.


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Extension Design

Conduct a series of extension designs according logo and

name cards.The extended products include some restaurant

appliances such as menus,packages of napkin and take-out

boxs.

Menu design Napkin package design



Take-out box identity design

D E V E L O P M E N T O U T C O M E

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ILLUSTRATIONDESIGN- F o l k E v e n t s o f J i n z h o n g- J u n e 2 0 1 4

Folk Events of JinzhongThis is a illustration work of design exploration course.In this

projust,we did survey in middle China,visited local folk artists

and folk workshop to deeply learn its manufacturing crafts

and found our interest,then created our own work.

I was inspired by the elegant shadow puppets and the

interesting folk events--Zaohuo in Jinzhong when I was

travelling in Pingyao ancient city.These kinds of folk events

represent people’s enthusiasm and passion for life. Therefore,

a series of illustrations are designed with the subject of

interesting folk events--Zaohuo in combination with the local

famous shadow play.

T I M E June.2014

DESIGN SUBJECT Design Exploration

EXHIBITION Was presented at Seoul City Hall in 2015

P O R T F O L I O ILLUSTRATION D E S I G N

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Calendar Design

May 2014,our 30 students from graphic design

studio went to middle China.We passed through

4 provinces,visited a few of ancient cities such as

Xi'an,Pingyao and Wei Town.Our field trip leasted one

month.During the trip we visited the local museums and

historical sites,told to the natives there,investigating

folk culture by multiple perspectives.

Pingyao ancient city Clay sculpture facsimile in

Shuanglin Temple With wood carving artist--Mr.Cheng

Zhouguang paper-cut studio in Wei

Town

B A C K G R O U N D

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Folk Art Research1. Conduct survey at local museums to learn and appreciate classy works of art and think and learn from background, style to coloring.2. Visit folk artists and folk workshop to deeply learn its manufacturing crafts.3. Talk with local residents to learn their unique customs and culture. Design comes from life. Accessing to people’s lives can help us better accumulate the materials, explore interesting things and open thinking for artistic creation.

Traditional paper-cut Colored paper-cut New Year printing of wood carving Shadow puppet Wood carving

Embroidery insole Pingyao polished lacquer

InspirationDuring the process of survey, I found an interesting folk custom activity in Pingyao ancient city, which is called by the locals as Zaohuo. Zaohuo, an old custom of China, originated from ancient people’s admiration for land and fire.

Worshipping the god of cooking fire and sing and dance to offer sacrifices to the god aims to pray for the good weather for the crops, a good harvest, and prosperity of the country and the peaceful living of the people as well as the luck in everything. With the development of society, Zaohuo has gradually be added with entertainment and become grand and complicated folk recreational activities.

Zaohuo in Jinzhong has a long history and abundant artistic and cultural value, representing people’s enthusiasm and passion for life. So a series of illustrations are designed with the subject of interesting cooking fire in combination with the local famous shadow play.

Visited the local museum and watched the shadow puppet show in Pingyao ancient city

Photos of folk events in Jinzhong

R E S E A R C H


Design ResearchAccording the inspiaration,I did research about traditional colours,shadow puppets and folk costumes.

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SketchDesign the headwear and clothes in reference to the legendary figures, such as the Sun Wukong and White Bone Demon in the novel Pilgrimage to the West. People’s makeup also varies with different role. Its expression of technique imitates the hollow texture of the shadow play and semi-transparent fold-over effect.

Tool & material: watercolour, roller pen, pencil


Walking on stilts

Taige

Cai dige

Running land boat dance

Running bamboohorse dance

Steadily high

Walking on stiltsIt is also called literary cripple or military cripple in Pingyao. Most of the performances are Monkey Subdus the White-Bone Demon and Tong Monk’s Pilgrimage for Buddhist Scriptures.

TaigeLike the formation of other folk arts, it also inspired by the sacrifices and gradually developed. People will carry the statue of the Dragon King and God of Shi, young boy and young girl. But after, people do not carry the heavy clay scripture anymore but only theGod of Shi, young boy. To better perform, people fix the iron stick to the lever and the performers fixed on the lever give fantastic performances in the air.

Cai digeJust as the name implies, the working people sing opera arias without makeup or acting in the field. Later, the folk artists add some simple dancing, talking and singing, performance and speech in the balled and it becomes yangko operaplayed in the streets of the village or their yards.

Running land boat dancePeople on boat mostly will performgirls, wives or other figures. In the performance, “helmsman”, one of the performers, will paddle the boats, lead the road and act the moves of paddling.

Running bamboohorse danceIt is usually performed in the square or streets when praying for “flourishing” during the Festival of Lanterns in the fifteenth of the first lunar month. The forms of performance and the movement are simple. When running,the site walk is dominated and it has over ten methods, such as “rope skipping with hands crossed”, “snake casting its skin”, “constantly jumps around” and “pumpkin stems”.

Steadily highIt implies that rising joint by joint like sesame flowers on the stem. It is much difficult than Back Stick Show. The performers are mostly young boys and girls aged about 7. Dress them up as various opera figures with makeup and ask them to stand on the shoulders of the adult performers without ties. The children usually dress up as the figures from Pilgrimage to the West and The Eight Immortals Crossing the Sea, which are popular with the public.


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Extension Design

I did the extension design basic on the illustration.Since it is

a culture promotion design,the extended procducts include

some souvenirs such as cup map,postcard and calender.

Cup map design


Postcard design

O U T C O M ED E V E L O P M E N T


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BOOKBINDINGDESIGN- J a m T o n g- J u n e 2 0 1 4

Jam TongThe work is the design of the promotion books

for the culture, methods of cooking and the

effects of Cantonese soup,which we also call

Jam Tong.

Taking heart, liver, spleen, lung and kidney as

the principle linesand divide it into five books

according to the effects of soup for the five

internal organs. There is a statement that the

five internal organs are also called earth, water,

metal, fire and wood since ancient times.

According to the colors of five elements, which

are green, red, yellow, white and black, the

food is also classified (five tastes into organs).

The book combines the figure and picture of

every soup to make it more interesting and

shows the food with pic collage. The semi-

transparent cover also gives people the feel of

soup.

T I M E September.2015

DESIGN SUBJECT Bookbinding Design

P O R T F O L I O BOOKBINDING D E S I G N

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Background Jam Tong, also called the Chinese slow-

cooked soup, secures a place in the

stomachs of the Cantonese with the

concept of nourishing life and continues

for a thousand year.

After all those years, slow-cooked soup

has become an indispensable part of

the lives of Cantonese. The variety of

soup changes with the transformation

of seasons and there are different soups

according to the physique and body

part requiring nourishing. Assembling

the wisdom of Cantonese in the past

thousand years and the deep cultural

values, it has become the symbol of

Cantonese cooking culture.

InspirationPic collage is f inal ly chosen as the

illustration, which is to show the food and

soup with the combination of figure and

picture rather than the traditional recipe

book with only pictures. Pic collage is real,

interesting and appeal people to read.

I designed two principle lines of schemes:

Scheme 1: Classify the soup according

to the four seasons and divide it into four

books;

Scheme 2: Classify the soup according to

different parts of body, which are heart,

liver, spleen, lung and kidney and divide it

into five books.

/ Jam Tong

Purpose 1. Let more people learn the essence

and methods of Jam Tong;

2. It is more than a reference book but

also a intimate, lovely and nourishing

book. I hope that it can warm the

readers’ hearts like the soup.

Target Group1.Office workers

Characters: busy work, seldom have

time to cook,they need a simple and

healthy recipe with rich nutrients

2.Housewives

Characters:taking care of lives of the

family /

/

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According to two schemes,I did the research and collected

relevent design works.

After the survey, it is found that scheme one has been used

by many designers. Though the logics are clear-cut and not

difficult to practice, it is insipid. But after thorough study,

scheme two turns out to be interesting. The five internal

organs are compared as earth, water, metal, fire and wood

with its own colors. There is a statement that the five internal

organs are also called earth, water, metal, fire and wood

since ancient times. According to the colors of five elements,

which are green, red, yellow, white and black, the food is also

classified, which is called five tastes into organs. Its cultural

content is also deep and interesting. Therefore, scheme two

is chosen as the principle line of the design of the book.

R E S E A R C H

Design Research

According scheme 2,I searched some bookbinding design

cases and I was deeply inspired by Taiwan designer Zhihong

Wang and Yongzhen Nie,Japanese bookbinding designer

Kohei Sugiura's works.I did research on book cover

design,layout design and binding methods,which helped me

found the way to finish my project creatively.

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Sketch

Initial setting and sketch design.


Content Design

Content is the mainline of whole book,it can display the design style,layout and the logic of a book.Therefore,I begin with the content design.

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Page setting

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P O R T F O L I O

Book Cover Design

The cover highlights the character of focusing on the five internal organs. The concept of “use the form to replenish the form” is showed by the combination of the hand sketching of the five internal organs with corresponding food; the jacket uses the effect of gradual change and semi-transparent to make people feel of soup.

BOOKBINDING D E S I G N


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Inner Pages Design

Design the inner pages according to the colors and the page setting; put little illustrations and warm tips between the introductions of different soups to prevent the readers from the weary and boringness due to continuous content.


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O U T C O M E

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