Selected works of Wei Sun

ChapterWEI SUNSelected work of 1 952 1063 74 8

2

TitleCategor y Tw ofo ld

3

Twofold

Selected works of Wei Sun

Copyright © 2011 Wei Sun | Twofold

All Rights Reserved.

No portion of this book may be used or

reproduced, stored in a retrieval system or

transmitted in any form or by any means,

without the written permission of Wei Sun.

Wei Sun

Phone | 415-265-1153

Email | [email protected]

Web | cargocollective.com/weisun

Academy of Art University

79 New Montgomery Street

San Francisco, CA 94105

School of Graphic Design

Department Director | Mary Scott

Having or involving or consisting of more

than one part or entity or individual. Having

more than one decidedly dissimilar aspects

or qualities. By a factor of two.

Definition

Having been born and raised in China, I had

to study a multitude of disciplines ranging

from music and mathematics, to studying

graphic design in America. This meant

melting China and America, into one single

individual. This resulted in having two cul-

tures, two mindsets, and two personalities.

Living and breathing two completely differ-

ent cultures, brings to light some extreme

differences. Spicy Mapo Tofu versus ham-

burgers, communism versus democracy,

Jay Zhou versus Lady Gaga. This dichotomy

has taught me to understand and appreci-

ate two sides, two approaches, and having

two sides to my own personality.

My approach to design involves challenging

ideals and technical standards. I conceptu-

alize in multiple voices, I try different direc-

tions, and I recognize that there are many

means to a certain end. My goal is to provide

the world with dif ferent ways of thinking.

My name is Wei.

Introduction

12 38

50

60

24

BOTTLING THE ESSENCE OF NAPA

A PEEK INTO THE COLORS OF

PERSONALITY

CAPTURING THE SPIRIT OF TRAVEL

THE POPULATION CHALLENGE

THE CRÈME DE LE CRÈME

0

0

00

0

1

4

3

2

5

pg pg

pg

pg

pg

UP, UP AND AWAY

THE ART OF EXPECTING MORE

YOUNG AT HEART

HARMONIZING OF THE CULTURES

PAST, PRESENT, AND FUTURE OF THE GRAND PIANO

9

10

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6

8

74

124

112

86

980

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pg

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Against the trend of vineyard-designated

wines, the collective made a wine not from

a single vineyard but from a baker’s dozen.

The idea was to blend one ton of grapes from

each to create a wine that is conspicuously

connected to Napa Valley, a truest expres-

sion of what the valley has to offer. No one

has ever tried to capture Napa in its totality.

Objective

BOTTLING THE ESSENCE OF NAPA

The concept of ‘mapping’ each appellations

was born to reflect the idea’s complexity.

Executed to express the boldness of the

idea and its true meaning. The bold type

reflect their belief, and the intricacies of

the map express the vastness of their idea.

A design that blends both complexity and

simplicity together.

Solution

Course PA C K A G I N G D E S I G N 3

Project

Instructor

13 A P P E L L AT I O N S

T H O M A S M C N U LT Y

Attributes

Palette

Q U A L I T Y | U N I Q U E | S L E E K

Materials F O I L R U B D O W N S

T R A C I N G PA P E R

E P S O N H E AV Y W E I G H T

01

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14

15


15

PACK AGE / IDENTIT Y 13 APPELL ATIONS WINE


16


17

THIRTEEN Napa Valley

mer

itag

e o

f U

.S

2002


mer

itag

e o

f U

.S20

02


mer

itag

e o

f U

.S

2002


mer

itag

e o

f U

.S20

02

31 31Napa Valley

2002

31Napa Valley

2002

31Napa Valley

2002

Napa Valley

2002

THIRTEEN

2002

THIRTEEN

2002

31Napa Valley

2002

31Napa Valley

2002



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PACK AGE / IDENTIT Y 13 APPELL ATIONS WINETitleCategor y Tw ofo ld

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Due to a lack of resources and sheer capa-

bility, we humans as a race will be con-

fined to the planet Earth for the foresee-

able future. This planet is all we have. This

book aims to bring to light the challenges

our world faces in regard to population and

to showcase in-depth solutions that could

improve the future, for generations to come.

Objective

THE POPULATION CHALLENGE

If we continue to consume fewer resources

than our earth regenerates, our species

could live on this planet indefinitely. This

is a serious topic that calls for a simple

design with a stark style to challenge the

reader, to take this matter seriously.

Solution

Course T Y P O G R A P H Y D E S I G N 3

Project

Instructor

E N V I R O N M E N TA L R E S E A R C H

C A R O L I N A D E B A R T O L O

Attributes

Palette

S C I E N T I F I C | E X P L O R AT I O N

Materials S I G N AT U R E B O U N D

N E E N A H N AT U R A L W H I T E PA P E R

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26


26


27

TitleCategor y Tw ofo ldPRINT / PUBLICATION LIVING WITHIN LIMITS

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PRINT / PUBLICATION LIVING WITHIN LIMITS


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In 1837, Thierry Hermès (1801–1878) first

established Hermès as a harness work-

shop. He created the finest wrought har-

nesses and bridles for the carriage trade.

A caleche is a type of horse-drawn carriage

as well as a hood 18th century women wore

that folds over like the carriage’s hood. Like

the name ‘Caleche’, this skin care series

was inspired by leather and travel. This

series represents women in an indepen-

dent, elegant, and intelligent light.

Objective

CAPTURING THE SPIRIT OF TRAVEL

To produce a look and feel for the new skin

care series that incorporates elements

from the current brand identity. The brand

is memorable to the customer, and value is

added to its presence in the marketplace.

The design reflects the brand spirit and the

concept for a higher-end skin product. The

graphics represent the feminine qualities

of the product while the colors carry the

brand equity.

Solution


Project

Instructor

H E R M È S S K I N C A R E


Attributes

Palette

L U X U R Y | F U N | B R I G H T

Materials F O I L R U B D O W N S

E P S O N H E AV Y W E I G H T PA P E R

R O S E W O O D

30

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PACK AGE / IDENTIT Y HERMES SKIN CARE


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43

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TitleCategor y Tw ofo ldPACK AGE / IDENTIT Y HERMES SKIN CARE

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PACK AGE / IDENTIT Y HERMES SKIN CARE

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TitleCategor y Tw ofo ldPACK AGE / IDENTIT Y HERMES SKIN CARE

0

Pantone is known in the creative industries,

as the standard in everything color. The Pan-

tone series of posters required a visualiza-

tion of colors through pattern and content.

The series looks to showcase current color

trends. The idea is to educate the audience

about the obsession Pantone has with color,

and how it’s relevant to their lives.

Objective

A PEEK INTO THE COLORS OF

PERSONALITY

Color is a visual representation of person-

ality and emotion. The goal is to visual-

ize each color in a unique way by aligning

them with emotions such as obsession and

addiction. These dark emotions, paired with

bright colors create a tension that turns

those emotions, into colorful personalities.

Solution

Course P R I N T D E S I G N 1

Project

Instructor

PA N T O N E P O S T E R S E R I E S

M E G U M I K I YA M A

Attributes

Palette

I C O N I C | F U N | C O L O R F U L

Materials L A R G E F O R M AT P R I N T

G L O S S Y P H O T O G R A P H Y PA P E R

4

52

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Depression or mood swings. Awareness that eating patterns are abnormal. Rapid weight gain or sudden onset of obesity.

Binge eating, or eating uncontrollably even when not physically hungry. Eating much more rapidly than normal.

Eating alone due to shame and embarrassment. Feelings of guilt due to overeating. Preoccupation with body weight.

Am I a foodaholic?!299 U 1795 U 1545 U 122 U

PRINT PANTONE POSTER SERIES


56

Am

I a

gam

bla

hol

ic?!

4535

UB

LA

CK

7 U

1805

U45

35 U

The subject gamble to improve mood, escape problems.

Ille

gal

acts

. T

he p

erso

n ha

s br

oken

the

law

in

orde

r to

obt

ain

gam

blin

g m

oney

or

reco

ver

gam

blin

g lo

sses

.

Toleran

ce. A

s with

drug

toler

ance

, the

subje

ct req

uires

large

r or m

ore f

reque

nt w

agers

to ex

perie

nce t

he sa

me ‘’ru

sh’’.

Restlessness associated with attempts to reduce gambling.This

is m

ay in

clude

acts

of th

eft, e

mbezz

lemen

t, frau

d, or

forge

ry.

The subject has frequent thoughts about gambling experiences.


57

Am

I a

gam

bla

hol

ic?!

4535

UB

LA

CK

7 U

1805

U45

35 U

The subject gamble to improve mood, escape problems.

Ille

gal

acts

. T

he p

erso

n ha

s br

oken

the

law

in

orde

r to

obt

ain

gam

blin

g m

oney

or

reco

ver

gam

blin

g lo

sses

.

Toleran

ce. A

s with

drug

toler

ance

, the

subje

ct req

uires

large

r or m

ore f

reque

nt w

agers

to ex

perie

nce t

he sa

me ‘’ru

sh’’.

Restlessness associated with attempts to reduce gambling.This

is m

ay in

clude

acts

of th

eft, e

mbezz

lemen

t, frau

d, or

forge

ry.

The subject has frequent thoughts about gambling experiences.

PRINT PANTONE POSTER SERIES

For most women, the wedding is a sacred

event of great importance. From the dress,

to the flowers, to the location, every detail

must be perfect. But no detail is as impor-

tant as the cake. This wedding dessert con-

vention features the latest and greatest to

come out of the wedding industry. The goal

is to get as many women in front of our fea-

tured vendors as possible.

Objective

THE CRÈME DE LE CRÈME

Put on an event that not only connects

brides-to-be with vendors who can fulf ill

their needs, but to communicate feelings

of happiness and creativ ity. The wedding is

supposed to be the happiest day in a wom-

an’s l ife so our event needs to l ive up to

that expectation.

Solution

Course G R A P H I C D E S I G N 3

Project

Instructor

W E D D I N G C A K E E V E N T

N I C O L E F L O R E N C E

Attributes

Palette

L O V E | F R E N C H | E L E G A N T

Materials G L O S S Y P H O T O G R A P H Y PA P E R


B L A C K R I B B O N

50

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TitleCategor y Tw ofo ldPRINT / IDENTIT Y / PACK AGE WEDDING CAKE EVENT

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PRINT / IDENTIT Y / PACK AGE WEDDING CAKE EVENT


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Wedding Desse rt Expo Moscone centerSan Francisc o

Feb. 12nd-14th, 2010

oneplusone.com


71

Wedding Dessert Expo Moscone centerSan Francisco

Feb. 12nd-14th, 2010

oneplusone.com

TitleCategor y Tw ofo ldPRINT / IDENTIT Y / PACK AGE WEDDING CAKE EVENT

0

Saint Francis River International paper

started manufacturing paper around 1970

in Tokyo, Japan. Their paper gained noto-

riety locally but at the turn of the century,

Saint Francis realized the opportunity to

grow into a globally scaled company. To

make this dream a reality, Saint Francis

needed to leverage Western-printing tech-

nologies to produce paper in volumes suit-

able for large-scale printing. To prompt

this evolution, their collateral system

needed to be re-tailored to speak to a much

larger audience.

Objective

HARMONIZING OF THE

CULTURES

The goal of my design is to express the com-

bination of traditional Japanese culture and

modern western ideals. Japanese cherry

blossoms, old stamps, and Chinese water-

colors were combined with Italian masks

and artwork of historic European buildings

were all used to show the company’s efforts

to reach a broader, more diverse audience.

Solution

Course G R A P H I C D E S I G N 2

Project

Instructor

I D E N T I T Y / C O L L AT E R A L

M A X S P E C T O R

Attributes

Palette

A S I A N | H I S T O R I C | C L A S S I C

Materials F R E N C H D U R- O -T O N E PA P E R

C O A R S E T W I N E

L I G H T W O O D B O A R D

6

73


74


75

IDENTIT Y / PRINT ST. FRANCIS RIVER PAPER CO.


76


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PA P E R C O .


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IDENTIT Y / PRINT ST. FRANCIS RIVER PAPER CO.TitleCategor y Tw ofo ld

83

In 1948, 25-year-old Charles Lazarus

turned his dream of creating a child-

oriented business into a reality. Today,

Toys“R”Us, Inc. provides shoppers with a

broad online selection of distinctive prod-

ucts, all geared towards children. The

company is committed to serving its com-

munities as a caring and reputable neigh-

bor through programs dedicated to keep-

ing kids safe and helping them in times of

need. They need an identity that expresses

these notions of care and goodwill.

Objective

YOUNG AT

HEART

Keeping in line with the current brand iden-

tity, I utilized toys, bright colors, and playful

type to not only show whom the company is

caring for but to express the overall person-

ality exhibited by the business as a whole. I

utilized a simple tone of voice displayed in

bold type to speak better to the target.

Solution


Project

Instructor

T OY S R U S C S R R E P O R T

L I A N N G

Attributes

Palette

P L AY F U L | B O L D | F R I E N D LY

Materials E N T R A D A T E X T PA P E R

P E R F E C T B O U N D

70

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PRINT TOYS R US CSR REPORT


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TitleCategor y Tw ofo ld s

96

97

The Grand Piano, as a musical instrument,

brings joy and peace into our lives. The

design and function of this piano requires

extra space and material in order to pro-

duce it. How can we position the grand

piano as an object that invites interaction

and experience between people and not

just a big piece of attractive furniture?

Objective

PAST, PRESENT, AND FUTURE OF THE GRAND PIANO

The book is a story about the grand piano,

from it’s design to it’s history, and look-

ing ahead to it’s future. My redesign “Tone”

shows how we can reconsider the design

of the grand piano in a manner that’s mod-

ern, multi-functional, and tailored to true

lovers of music. This new product revolves

around minimal elements and sustainable

design as the method to integrating the

baby grand, into the interiors of tomorrow.

Solution


Project

Instructor

G R A N D P I A N O R E D E F I N E

T O M S I E U

Attributes

Palette

M O D E R N | TA I L O R E D | M U S I C A L

Materials E P S O N L A S E R P R I N T

H O T S TA M P I N G C O V E R

S I D E S W I N G B O U N D

80

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9999

TitleCategor y Tw ofo ldPRINT GRAND PIANO EXPERIENCE


100


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PRINT GRAND PIANO EXPERIENCE

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PRINT GRAND PIANO EXPERIENCE

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In July 1985, a Boeing 737-200A departed

Hong Kong International Airport, bound

for Kota Kinabalu, Malaysia. This flight

marked the beginning of a new chapter in

Hong Kong’s aviation history. This flight

was the first commercial flight under the

Hong Kong Dragon Airlines name, and the

first for the airline destined to become the

biggest airline in Hong Kong. In 2008, Hong

Kong Dragon Airline joined the Air China

Group which is the biggest domestic and

international airline in China, therefore

becoming, Dragon Air International.

Objective

UP, UP AND

AWAY

Need to create a brand identity for Dragon

Air International that brings the brand to a

position that is more unique, contemporary,

and culturally reminiscent. Dragon Air needs

to reach a larger, more broad audience, and

make leaps in its international offerings.

Solution

Course I D E N T I T Y D E S I G N 2

Project

Instructor

D R A G O N A I R L I N E S I D E N T I T Y


Attributes

Palette

S T Y L I S H | S O P H I S T I C AT E D

Materials F R E N C H F O L D


P E R F E C T B O U N D

09

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112

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IDENTIT Y / PRINT DRAGON AIRLINES


114


115

A I R L I N E S

D R A G O N


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THE ART OF EXPECTING MORE


Project

Instructor

A E R O R E S E A R C H

M I C H A E L O S B O R N E

Attributes T R U S T W O R T H Y | A U T H E N T I C

100


124

After spending 60 years operating a dried

goods company, Greg Steinhafel opened

the doors for the first Target store in Min-

neapolis, Minnesota. Almost 50 years later,

Target is debuting a new store, and a new

brand called Aero. Aero is a full-service

retailer that offers customers both service

and products, which focus on the needs

of modern consumers: efficiency of time,

space, and materials, as well as a high

level of quality in every product offered.

Our objective is to take the Target mantra

of dedicating themselves to good design—

design in how something looks, how it sat-

isfies needs, how it makes the consumer

feel, and how it simplifies their lives— and

to apply it to a higher price point and more

sophisticated audience. The physical layout

of the store will encourage the consumer

to enjoy the entire Aero experience rather

than just get in and out as fast as possible.

To do this, customers will be encouraged

to browse the categories, separated by

rooms, inspired by the different rooms

of a house. Aero stores will have a space

to relax or enjoy food, and to peruse and

employ our inspirational reference section.

Additionally, the packaging of products will

focus on the sustainability of materials and

the efficiency of space. Not only will Aero

products serve multiple functions when

able, but much of the packaging will be

able to be reused or repurposed.

Objective

Solution

BRANDED HOUSE

OUTDOOR

GARDEN

DAIRY

PHARMACEUTICAL

Playfulness doesn’t have to be just for out-

door activities. What better way to pack-

age the products than to display whimsical

illustrations that brings color and joy.

Staying true to the brand, the logo’s shape

is utilized effectively to display the impor-

tant information.

Communication is done through color,

boldily displayed information, and branded

with a dinstinctive shape of the Aero logo,

there’s no mistaking in this section.

Products run smaller in this area, so the

color-coding is done through type, and the

information are clearly prioritized so you

don’t confuse your favorite product.


125

PACK AGE / IDENTIT Y AERO BRAND CHART

HOUSE OF BRANDS ENDORSED

Getting the job done is the most important

aspect, and the packaging will tell you so.

The packaging is subtle, displaying the qual-

ity of the products rather than cover them.

A whimsical illustration hints at the cus-

tomers to stop and enjoy the sweetness of

life, and their products.

Infusion of design, the product lines are

thoughtfully sculpted, and the packaging

to match.

10.1

Aero is a full-service shopping experience.

Our Aero store brand focuses on offering

high-quality, well-designed products and

design, and infusing them with our “Expect

More From Life” promise.

Solution

THE ART OF EXPECTING

MORE

Course

Project

Instructor

A E R O B R A N D E D PA C K A G I N G

Attributes

Palette

F R E S H | F U N | F R I E N D LY

Materials C O L O R R U B D O W N S

C H E A P B O A R D

P L A S T I C S H E E T

PA C K A G I N G D E S I G N 4


0


128

aero

AERO

ERO


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PACK AGE / IDENTIT Y AERO RESEARCHTitleCategor y Tw ofo ld


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The Bon Santé brand insists that consumers

receive the most value and quality in their

food products. The packaging structures

are intended to display the contents rather

than hide them, thereby showcasing the

brand’s finest, gourmet ingredients.

Solution

UNEXPECTEDLY GOURMET


Project

Instructor

B O N S A N T E F O O D


Attributes

Palette

A R T I S A N | R E L I A B L E | G O U R M E T

Materials F R O S T S P R AY PA I N T

S I LV E R F O I L S

W H I T E R U B D O W N S

10.2

0


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PACK AGE / IDENTIT Y GOURMET FOOD


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PACK AGE / IDENTIT Y GOURMET FOOD TitleCategor y Tw ofo ld

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10.3

Bittersweet is about indulgence–plain and

simple. With an onsite café, Bittersweet

reminds customers to stop and enjoy the

sweet life, while the products and packaging

also make it the perfect place to select a gift.

Solution

ALL ABOUT INDULGENCE


Project

Instructor

B I T T E R S W E E T B A K E R Y


Attributes

Palette

C U T E | F L AV O U R F U L | I N D U L G E N T

Materials E P S O N H E AV Y W E I G H T PA P E R

P L A S T I C

L A M I N AT E D PA P E R

0

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162

Peanut ButterCookies Mix

COOKIES M IX WITH REAL PEANUT BUTTER , YOU CAN MAKE THEM EAS ILY R IGHT AT HOME

NET WT. 9 OZ [255g]

INGREDIENTS

Cook i e1 box Bittersweet Peanut Butter cake mix ¥ 1/2 cup butter 3/4 teaspoon baking soda ¥ 1 eggs ¥ 1/2 Sugar ¥ 1/4 teaspoon salt

25 MINSP R E P T I M E

2HR 35MINS TOTA L T I M E

36S E R V I N G #

Pean

ut B

utt

er

Pean

ut B

utt

er

Peanu

t Bu

tter

NUTRITION INFORMATIONServing Size 1 bag 9oz (255g)

Amount Per Serving*: Calories 400 (Calories from Fat 220), Total Fat 24g (Saturated Fat 10g, Trans Fat 1g), Cholesterol 90mg; Sodium 370mg; Total Carbohydrate 41g (Dietary Fiber 1g, Sugars 27g), Protein 5g;

Percent Daily Value*: Calcium; Exchanges: 1/2 Starch; 0 Fruit; 2 Other Carbohydrate; 0 Skim Milk; 0 Low0Fat Milk; 0 Vegetable; 0 Very Lean Meat; 0 Lean Meat; 1/2 High-Fat Meat; 4 Fat Carbohydrate Choices: 3;

*Pe rcent Da i l y Va lues a re based on a 2 ,000 ca lo r ie d ie t .

RECIPE

Step 1Beat the butter until creamy, 2 minutes. Add the sugars, beat for 2 more minutes. Mix in the peanut butter and egg. Mix together the dry ingredients- cake mix, baking soda and salt. Sitr the dry ingredients into the sugar butter mixture.

Step 2Wrap dough in plastic nd refrigerate at least 3 hours

Step 3Preheat over to 375¡ F. Shape dough into 1 1/4 inch balls. Place about 3 inches apart on ungreased cookie sheet. Flatten in crisscross pattern with a fork. Bake for 9-10 minutes until light brown. Cool on baking sheets for a minutes; transfer to rack to cool completely.


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PACK AGE / IDENTIT Y BAKERY OF INDULGENT


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10.4

Tablespoon quality kitchen lines infuse

cooking and dinnerware with exquisite

design. Our products and the actual brand

packaging are thoughtfully sculpted, com-

fortably integrating modern art.

Solution

EXQUISITELY MODERN


Project

Instructor

TA B L E S P O O N K I T C H E N WA R E


Attributes

Palette

M O D E R N | I N T R I G U I N G

Materials H P G L O S S PA P E R

L A R G E F O R M AT P R I N T

P L A S T I C

0


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PACK AGE / IDENTIT Y MODERN KITCHENWARE

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Tidy performance products have a distinct

personality and a strong voice, allowing

them to speak for themselves. They get the

job done and both the packaging and prod-

ucts will tell you so.

Solution

PERFORMANCE CLEANERS


Project

Instructor

T I DY H O U S E C A R E

Attributes

Palette

C L E A N | F U N C T I O N A L | B O L D

Materials C O L O R R U B D O W N S

F R O S T S P R AY PA I N T

10.5


0

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178

I’LL BRING LAVENDER TO

YOUR HOME

Tidy Lavender Sc ent air fr eshener is new way to fr eshen

your home - natural essential oils and fr agrance in a cute,

reusab le warme r.

NET WT 5oz (170g )


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PACK AGE / IDENTIT Y PERFORMANCE HOUSE CARE

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爷爷 — 没有您，就不会有今天的我这本作品集是给您的

爸爸妈妈 — 我的动力在梦想最初的地方，谢谢您们与我一路同行

谢谢您们的爱

佳姐 — 每一次欢笑和泪水谢谢你和我一起分享

晏，雄哥，带鱼，玉猪儿，张珂，张凯帆，任科来蔡思远，田田，晓立哥，启明，小绿 — 这5年我们

身处世界各地，友情却从未因此改变谢谢你们，我一辈子的朋友

感谢

Back at my sweet Home

♥

THANKYOU

In San Francisco

And my Friends

Thank you to the instructors and the Acad-

emy for making my school life interesting

and challenging. A special thanks goes out

to Mary Scott, Thomas McNulty, Carolina

De Bartolo, Nicole Florence, Max Spec-

tor, Lian Ng, Tom Sieu, Michael Osborne,

Renee Darcy, Jennifer Sterling and Scott

Rankin. Thank you all for allowing me to

find myself and my capabilities. My dream

is becoming true thanks to all of you.

Megumi Kiyama, Huan Wong, Milky Yeung,

Victor Wei, Jay Huang, XinShu Peng, Henry

Chen, Kelvin Na, Karen Sin, Jan Vongswat,

Kelvin Leung, Lance Zhang, Lylyan Lee,

Ilse Riebe, Lance An Li, Thank you all for

your support and making my life enjoyable.

Typefaces | Din, Mrs. Eaves

Book Size | 8.25 x 12’’

Text Stock | Environment - Bright white

Printer | Progressive Solution Printing

Bindery | Key Bindery, Oakland, CA

Photography | Wei Sun, Plotnet,

Jin Soo Yoon, Kelvin Leung

Copy | Wei Sun, Bryan Dempler

Camera | Canon EOS 50D

Software | Adobe Suite 4


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Selected works of Wei Sun

Documents

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