idealist @ work

Web and graphic designer. Life-long student. This will be the home of my budding designs, illustrations and musings of an idealist at work. www.timyeungdesign.com

[idealist85]

Doodles

[idealist85]

See beauty in the little things. #iliketogooutside #sometimes #symmetry #digital #photography #design #outdoors #instagood #aov #SymmetricalMonsters #vancouverisland #britishcolumbia

[idealist85]

The Chase: a media variety #illustration comprised of 12 sources images. Let's go on an adventure! #design #throwback #photoshop #startwiththeidea http://www.behance.net/gallery/26087629/The-Chase-Media-Variety-Illustration

[idealist85]

Respectable #doggo #digitalart #illustration #designer #christmas #doodle #finallyhavetime (at The Beach Club Resort)

[idealist85]

Packaging Studio: One Whey Protein Powder

Overall, I’m quite proud of this project. It’s the first time that I’ve designed a package design as a series, and I think I have a strong submission. I wanted to focus on creating a whey protein packaging that is more accessible to active people who aren’t necessarily athletes. I think the elements (typography, branding, illustrations, copywriting) came together well in a cohesive unit to achieve that goal. I could see how this packaging be able to intrigue customers by the shape and design, reminding people that aside from the scientific research, ultimately, the product is a healthy choice, just like milk. 

I think that by adding illustrations to help further differentiate flavours, it added a personality and tone that I didn’t expect initially. At one point during my revisions, it certainly got to a point where it was too ‘cartoony’ while integrating flat illustrations with typography. Adding finesse to the typography and hierarchy was also a bit tricky. One of the elements that Hired Guns mentioned as a fault (which I agreed) was that the grey type I had in my last prototype really should be black. I had to play with scale and thickness of the black type so that it does not overpower the branding, which is white and knocked out of colour. I think I was able to find a good balance though with the end product. 

There are minor elements that I would’ve liked to improve on for sure, and I know that those elements would’ve been solved if I wasn’t so behind at the start of this particular project. Finding inspiration took way longer than I thought. But in the end, I pummelled through, and I learned a lot in the process through trial and error. 

It was also refreshing to see how both Izzy and I had such diverse solutions to the same packaging problem in the whey protein market. I think both of our designs would serve well on shelves full of muscle-bound, black tubs of competing brands. There’s certainly a need for this kind of way to communicate the perks to this type of product. 

[idealist85]

Packaging Studio, Crits this week

This week, we had an in-process critique session for packaging studio. In addition to getting feedback from my professor, we also had guest speakers come in to give us more feedback: Hired Guns. 

Overall, I was very happy that Hired Guns was there this week. They’re such genuine, chill guys. They were honest, poignant, and constructive with their feedback, but always respectful in their own way. I feel like I learned a lot just based on what they said about everyone’s project, as they further reinforced the importance of thinking about our packaging designs in a 3D context, as well as a business context. 

I thought the feedback they gave me was really useful. They brought up concerns that I didn’t think about (i.e. how to keep moisture out of my container). They also pointed out many areas of improvement that I was hoping to get, especially with information hierarchy and tone of visuals. They also pointed out that using purely colour to distinguish flavours will run into many obstacles in the long run was something that I didn’t consider. My professor also had similar feedback for me, which further emphasizes the need for me to improve in those areas in my packaging design. 

The only thing I may disagree with slightly is the use of puns in the branding and copywriting. Hired Guns mentioned their concerns about using puns in branding products, as in their work, puns are often heavily overused. But they also said that they don’t do a lot of products like whey protein. I think in the context of the whey protein market, puns would definitely help set the product apart from its competition, which features muscle-bound brands, such as Bio-X, TrueMass, Muscletech, and... you guessed it, “Arnold Scharzenegger”. I think a brand name like “One Whey” and the possibilities associated with that would be a refreshing approach to branding a product to bodybuilders, as well as other groups of men and women who are already physically active. It’s a small gesture to combine brains/wit with brawns. I’m going for strong and healthy, but clever as well, which will help make the brand more accessible. I do agree though, with my professor as well as Hired Guns, on everything else, especially on injecting the packaging with more personality. 

I feel like I am on the right track. I’ve received a lot of constructive crit this week, and I think that would definitely help with improvements to my design. Looking forward to completing the final prototypes for next week!

[idealist85]

I’ve had some trouble with this packaging series. I spent too much time on the research component, getting lost in the aisles of stores. 

I ended up finding some interest in whey protein powder. So much of packaging for protein powder are similarly packaged in big plastic tubs. But the product itself is just a powder, and there are so many different ways to store a dry powder. That I thought had potential. Plus I also use protein powder, so I have some level of understanding of the product. I could work with that and to improve it. That gave me an angle to approach the subject. 

 So I started to sketch. And sketch. And sketch.  

I finally found a brand concept and idea that I think would work really well as a series. I like the idea of working with “Whey” as a pun for the branding. The Strong “Whey”. The True “Whey”. How about the One “Whey”? I could work with that. There’s so much potential for copywriting with that direction. So I wanted to use “One Whey” as the brand. I think my target consumers would be able to relate to something that’s witty and motivating.

Tonight, I planned on making a 100% scale, full colour, cardstock prototype. I was planning on showing up to class to have a meticulously constructed prototype in place so that the class, as well as Hired Guns, would not be distracted by a poorly constructed prototype. Well, sometimes things don’t go according to plan. Both Staples was not able to print my 17″ x 17″ PDF to scale due to paper restrictions tonight. I had to settle for a reduced scale to fit a tabloid sheet. That’s ok. At least I could create a prototype with the bristol paper I have.

No luck either. The little remaining rubber cement I have is bone dry, even though I’ve taken care to make sure it is always sealed when not in use.

Still, I am an optimist. I feel that in times when things are not always going your way, you have to choose to view it in a happy perspective. 

At least I have double sided tape and a colour printout. I could still construct a preliminary prototype tonight. It won’t be as meticulous as I would’ve hoped it to be, but the ideas should still come across well. What I really need at this point is critique/feedback on other elements anyway (use of colour, branding, info hierarchy, whether my communication goals are being reached, etc.). The end product will not look too bad. This also gives me a explore the shape and the folds, to make sure I understand how things need to be folded before the final prototype. I also only spent $1 for printing, as opposed to $10 or $20 to print on paper that’s beyond 11″ by 17″ in size. At the end of the day, that’s what I’m looking for in terms of feedback from the class and Hired Guns tomorrow. 

Sometimes you have to let go a bit and let the process bring what may. 

[Fast forward into the evening]

It’s a bit smaller in scale, but it’s actually quite nice of a prototype. And the visuals are working the way I hoped they would. I think I could call this a small victory!

[idealist85]

Packaging Series, Written and Visual Brief

Visual Brief / Mood Board

Brand Name The Strong Whey: Whey Protein Powder (New Brand)

Brand Positioning A whey protein that is strong, healthy, and wholesome. 

Brand Character / Emotional Attributes

Wholesome, healthy, strong, non-gender specific.

Distills all of the scientific improvements to the product to the simple goal of helping people become healthier with a powerful, wholesome product.

It is a touch nostalgic.

Product Description

Whey protein powder in various flavours, with vanilla being the most popular. Currently, the industry norm is to use gigantic plastic tubs to store the product. Usually, the container is way to big for the amount of product, a design tactic to leverage on the psychology of size (applied to the process of bodybuilding).   Visuals lend themselves to a more aggressive, “superhero” kind of aesthetic, where scientific improvements is emphasized to the point where you don’t even think about what protein powder’s original form was to begin with.

At the end of the day, whey protein is derived from milk. I want to use the symbolism of milk as a way to remind consumers that they are purchasing a product that is healthy for them and comes from a very familiar place. The main goal of purchasing protein powder is to live an active, healthy lifestyle. I want the branded package series to reflect that focus.

Packaging Design Communication Objectives

Milk carton shape will differentiate itself from competition (shelves of plastic bins). The package needs to downplay the scientific upgrades, and reinforces the natural source of whey protein, which is milk. It needs to reinforce the idea that this product will help them improve their strength and health in a way that is recognizable. But it also needs a contemporary look and feel.

Communication of Package Hierarchy

Strong, simple, healthy.

Whey protein comes from milk.

Staying fit and healthy should come from a more familiar place.

Target Consumer

Men and Women, 20 to 50, who are already physically active and are regular consumers of this type of product. Ex. Bodybuilders, Athletes, Runners, etc.

[idealist85]

Research at Coombs

a) Single Package: Oilala Olives

Effective branding strategies include:

Simple and timeless design: The packaging is quite understated and touches on timeless. The clear glass containers make the product look so vibrant and delicious. The clean lines of the container and the metal, matte-finish lid adds a contemporary flair to the product. The labelling system is a bit lack lustre, but that's probably the strategy to add focus to showcasing the product itself. In the end, the clean lines and the ability to showcase the vibrant product connotes a high degree of quality.

Limited, specific use of colours: colours used in the labelling are specific to the product itself. In this case, the olive colours coincide with the product's colours. In general, it looks very understated, subtle, and mature, adding a sense of "class" to the product. The highlight of the package is definitely to allow the colours of the product to do the selling. The lack of design elements in the labelling system almost adds an artisanal quality to it. But the clean lines brings the product to 2015. 

Although the branding strategy is to allow the product colours and textures to be showcased, I believe that the design may be a bit too understated. There could probably be more done for the labelling system. Also, there is potential for branding that will wrap around the jar. Right now, if the jars are not placed in a specific way, you’d lose sight on the brand altogether. Even so, the colours and textures from the products would make me curious in a retail space. 

B) Packaging Series: Rumble Shake

How is the Brand message consistent across all of the packages?

Unique Shape and Touch: I thought that the shape of the product and the matte finish is a really interesting way to differentiate the product from it’s competitors. Most of the competing beverages had packaging made of plastic or shiny aluminum. The matte finish adds an attention to detail that makes me want to pick it up to explore the product more. Under the harsh lights in the refrigerator, the lack of glare on the matte finish definitely makes the product series stand out. 

Hand-drawn type and branding: the hand lettering inspired type and branding is really trendy right now. It clearly targets a specific demographic of younger, educated, and/or affluent group of people who are open to trying new products that are also good for your health. The hand-drawn type works really well to connect with those targets. 

Consistent use of core colours. There is a visual system that’s established. It reinforces the branding and the key messages very well. Important elements (the brand, amount of protein, certifications, and related callouts) are all in a bright blue/cyan colour. The supporting slogan is set in a beige / yellow, which is only a few shades darker than the background colour, setting the copywriting as a secondary component that adds to the hand-drawn feel but does not overpower the design. 

How does the design differentiate amongst "flavours"? 

Colours, Wording, Illustrations: There are illustrations on the top of the bottle, as well as a separate subset of colours used to distinguish each flavour name. The illustrations are treated in the same hand-drawn tone as the type and further augments the personality of the brand as a series. I love the illustrations, as they are silhouettes of the flavour name (”Coffee Bean” flavour features an image of a coffee bean, while “Dutch Cocoa” is an image of a piece of cocoa bean). As a system with flavour differentiations, I feel that this hand-drawn type and illustration approach adds a lot of value to the product branding and differentiation. 

[idealist85]

Packaging Studio: Sharpies, Reimagined

Challenge

The Sharpie original packaging is already quite lean in terms of the amount of materials used. At the same time, there are several issues that could be  resolved via a redesign:

One-use: the packaging was an one-time use disposable packaging.

Competition: The product blends in with competition, who mostly display products in the same way.

Wasted product: more importantly, many users often misplace their Sharpies after purchase. There is an increased use of plastics overtime when a Sharpie is misplaced due to the lack of convenient storage.

Plastics: half of the original package is made of clear plastic, in order to showcase the product in its entirety.

Approach

To resolve these issues, I wanted to a package that is reusable to the user.

A pen case would be durable and reusable, extending the life of the packaging.

I wanted to use a dynamic shape to differentiate Sharpie from its competition. A shape that is not usually associated with permanent markers.

A pen case helps augment the user experience by providing a convenient method to store the product. This reduces the potential for misplaced Sharpies/wasted product, and therefore wasted plastics.

Instead of relying on showing the product literally, I want use the iconic image/shape of a Sharpie, and allow imagery and symbolism to connote what is inside the product. This approach will allow me to eliminate the use of plastics.

Outcome

In the end, the Sharpie package redesign features several highlights:

Extended use and recyclable: the packaging, a paper pen case, is durable and will offer extended use after purchase. After extended use, the pen case is easily recyclable.

Competition: the triangular prism shape easily differentiates itself from all major competitors.

Visuals, interactivity, and sales growth: the wrap-around imagery on the exterior and interior encourages user to interact with the package prior to and after purchase. The dynamic visuals and optical illusions will to encourage users to pick up the package and to purchase the product. This will significantly support sales growth, since it is commonly understood that when customers touch/pick up a product, they are more likely to purchase it. Also, this element of interactivity reinforces brand and marketing messages (for instance, promoting Sharpie.com and online interactivity on the inner surface).

Display possibilities: The triangular prism shape allows for traditional product displays (on a hanging shelf), but also has a lot of possibilities for special positioning. This will be very helpful when the product needs to be featured for special promotions or holiday seasons.

Creativity as a unique selling point (USP): the imagery is based on the process of colour differentiation when light hits a triangular prism. In addition to the line art reflecting the 12 pen colours that are available in the package, it is also referencing coloured rays from light. Such creative symbolism is important to selling a product that wants to use creativity as an USP. 

Overall, I'm tremendously happy with how the final redesign turned out. I wanted to challenge the inclination of showing off the product in its entirety, which I believe is one of the reasons why packaging design is so obsessed with plastics. The redesign offers a lot of potential for extended use, multiple display possibilities, augmented user experience, reinforced branding, and increased potential for sales growth.

[idealist85]

Publishing Studio: Plans and Accidents

The package on the right is my first solid prototype. The inner container was supposed to be flush to the outer shell. So when my measurements didn’t work out as I hoped initially, I was disappointed. I was trying to figure out how to correct this error up until the packaging studio time this week. While pondering how to make adjustments, I was playing with the shape itself. And I realized that this was a happy accident: the exposed inner container made it easier for the user to open this pencil case. Now, I didn’t have to concoct another mechanism for opening and closing the package on a regular basis. I also gave myself an additional dimension to work with in terms of the visuals with the exposed surface. 

On the other hand, the line art that I initially planned for was becoming very promising. The optical illusion created by the line art (especially when printed from vector lines as in the prototype on the left), which references the original idea of coloured rays from a triangular prism very well. 

I’m really enjoying how the process of prototyping is taking me into directions that I didn’t expect. On the other hand, there are also elements that are coming together exactly as I had planned. We will see how things proceed this weekend, as I complete the project!

[idealist85]

Packaging Studio: a Prismatic Approach

As I move forward in the Sharpie redesign project for Packaging Studio, I’ve been struggling quite a bit on the most fundamental element: the shape of the project. After quite a few prototypes, I keep on going back to the shape of the triangular prism. 

This shape is ideal for the purpose of this redesign: 

- the shape is very durable, works well as a small pencil case, which is what I’m going for in terms of reusability of the package. 

- there’s a lot of potential for display options: it could be hung on a shelf, stacked on a table, or displayed standing vertically. 

- the shape goes well with the ‘wrap-around’ concept, which will encourage interactivity on the user. 

- no plastics needed whatsoever. 

Symbolically, I also love that the triangular prism: 

- disperses white light into coloured rays.

- references a kaleidoscope kind of vibrance. 

I was able to eliminate (as well as solve) shape-related design problems through the process of making physical prototypes. I’m glad that I spent that much time on making physical prototypes, instead of diving right into digital design right away. 

I’m still fine tuning the shape, so there’s quite a bit of work to do. In the end, I think I’ll save time by spending this much effort in the exploration stages. 

[idealist85]

Packaging Studio: redesigning Sharpie 12-pk colour pens

As a redesign project for Packing Studio this semester, I chose to work with Sharpie 12-pack ultra fine pens (assorted colours). 

The current package itself doesn’t actually use that much materials at the moment. As you can see, it is very lean already. I’m taking this as an opportunity to resolve another design problem: users tend to misplace their Sharpies soon after initial purchase in office drawers, backpacks, kitchen drawers, behind the desk, and so on. I’d like to redesign this package in order to create a reusable case to keep the product together and stay organized. Although I won’t be reducing the materials used in packaging initially, the aim is to make a more useful product and help the user keep the items in once place. This will help eliminated wasted product (lost Sharpies, dried Sharpies, etc.) With a longer-lasting product and packaging/case, the product is made more efficient and convenient for the user.

In Dieter Rams’ speech/reading, I was quite inspired by the following: “To use design to into impress, to polish things up, to make them chic, is no design at all. This is packaging. When we concentrate on the essential elements in design, we omit all the superfluous elements, we find that forms become: quiet, comfortable, understandable, and long-lasting.” I certainly agree with Rams when it comes to approaching my design work (packaging or otherwise) in a less-is-more mentality. You can never compete with just making something ‘pretty’. But you certainly have a strong position if you compete with something that’s purposeful.

In today’s class discussions, I learned that current packaging standards often rely on clear plastics so users could ‘see’ the product itself. Whether it’s a plastic cover that showcases the EOS lip balm or pieces of sushi that’s propped up on an angle, our reliance on plastics is due to the desire to literally show off the product itself. I’d like to challenge that inclination somehow in the weeks to come. 

[idealist85]

Let the grading begin!

[idealist85]

Have to have it!

[idealist85]

And my weekend begins with something sweet and fizzy!

[idealist85]

Sudbury winter tip #1: get a scarf.