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THE HEART OF THE MATTER
Illustrated here are approaches to the larger, more
substantial visual communication projects incorporating
and structuring large amounts of information, such
as text-heavy editorial and web publishing, and visual
branding systems for multicomponent product packaging.
Well-chosen imagery and complex typographic structure
are combined into layouts that will satisfy the most
demanding client.
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Projects in This Section
...............................................................
packaging system
LUXURY SWEETS
...............................................................
complex website
E-COMMERCE CATALOGUE
...............................................................
book design
TRADE BOOK
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GRAPHIC DESIGNER’S ESSENTIAL REFERENCE
{}
Project Communication Brief
............................................................................................................
Communicate the unique features of the product: unusually
fl avored, richly crafted chocolates.
Evoke the history and sensuality of chocolate.
Differentiate and express the individual fl avor profi les of each product type.
Visually support the brand’s mythological, narrative concept.
Allude to the geographical context of each product type.
Text Element Translations
............................................................................................................
Brand Name, Positioning, and Tagline
Celestia
Exotically spiced artisanal chocolates
Heavenly Different
Product Names and Descriptors
Vishnu (1)
Garam masala-infused milk chocolate with goat’s
milk praline chunks
Quetzalcoatl (2)
Jalapeño-infused white chocolate with
turmeric-encrusted golden raisins
Artemis (3)
Rosemary-infused dark chocolate with almonds and
braised apple slices
LUXURY SWEETS| Artisanal Flavored Chocolates
PACKAGING SYSTEM
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PROJECT STRATEGIES
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THE HEART OF THE MATTER
PICTO
04012 46
04029 47
05021 49
09014 56
17052 73
CHROMA
25012 90
29006 98
TYPO
35021 112
35022 112
37023 116
38001 118
38030 119
39008 120
48259 139
48280 139
48303 139
SPATIAL
49010 142
PICTO
04032 47
10010 58
15078 69
CHROMA
22042 85
25012 90
TYPO
33043 109
37001 116
45024 133
45032 133
SPATIAL
49007 142
50044 145
PICTO
04001 46
06005 50
13015 64
13064 65
13068 65
CHROMA
32003 104
TYPO
37031 117
SPATIAL
49008 142
49011 142
PICTO
01041 41
01049 41
01060 41
04029 47
06005 50
CHROMA
25017 91
25019 91
25024 91
TYPO
37021 116
SPATIAL
49008 142
VISUAL PROFILE Cultural
Context
4
Contemporary
4
Clean
4
Luxurious
4
Narrative
4
Concrete
4
Depiction
4
Flat versus Dimensional
VISUAL PROFILE Mythic
4
Sculptural
4
Narrative
4
References
Cultural Aesthetics
4
Symbolic
4
Majestic
4
Magical
4
Rich
VISUAL PROFILE Sensuous
4
Organic
4
Tactile
4
Languid
4
Dreamlike
4
Restive
4
Quirky
4
Stylized
VISUAL PROFILE Sensuous
4
Exotic
4
Ornamental
4
Detailed
4
Finely-Crafted
4
Victorian
4
Sweet
4
Sumptuous
4
Narrative
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GRAPHIC DESIGNER’S ESSENTIAL REFERENCE
{}
VISUAL PROFILE Layered
4
Contemporary
4
Energetic
4
Vibrant
4
Sensuous
4
Abstract
4
Fluid Rhythm
4
Formal
VISUAL PROFILE Opulent
4
Classical
4
Formal
4
Crisp
4
Precision
4
Luxurious
4
Exclusivity
4
Unexpected Color
4
Environmental
Context
4
Hint of Edginess
4
Artsy
VISUAL PROFILE Delicate
4
Illustrative
4
Classical Styling
4
Old-World
4
Decorative
4
Sophisti-
cated
4
Cultured
4
Reserved
4
Earthy
4
Handmade
4
Symbolic
VISUAL PROFILE Abstract
4
Unexpected Color
4
Edgy
4
Innova-
tive
4
Experimental
4
Hip or Trendy
4
Unconventional
4
Sophisticated
4
Bold
4
Exciting
4
Systematic
PICTO
02027 42
02030 42
02031 42
CHROMA
19039 79
31010 102
TYPO
35046 113
37010 116
45020 133
SPATIAL
49008 142
50008 144
PICTO
07009 52
17009 72
CHROMA
30014 100
TYPO
37010 116
38006 118
48303 139
SPATIAL
49026 142
49027 142
PICTO
04019 47
12003 62
12039 63
12044 63
17013 72
CHROMA
19039 79
19050 79
19053 79
TYPO
37020 116
38043 119
SPATIAL
49026 142
PICTO
15070 69
15077 69
15085 69
CHROMA
19039 79
32011 104
TYPO
37035 117
SPATIAL
49009 142
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