to shine

To Shinep o r t f o l i o o f K a t e C h u a n g

p r o j e c t

Prather Ranch Del i

s c h o o l

Academy of Art University

School of Graphic Design

s t u d e n t

Kate Chuang

310 993 040, shining0402@gmail .com

i n s t r u c t o r

Mary Scott

b o o k b i n d e r y

The Key Print ing & Binding

5851 Ocean View Drive, Oakland, CA 94618

p r i n t e r

Graphic Imagery Print ing

396 Forbes Blvd,

South San Francisco, CA 94080

p h o t o g r a p h y

Kate Chuang

t i t l e o f b o o k

To Shine

c a m a r a

Canon EOS T3i

f o n t s

Granjon | Din

s o f t wa r e

Adobe Indesign , Photoshop, I l lustrator

@ 2 0 1 1

All r ights reserved. No part of this

publ icat ion can be reproduced without

express permission from Kate Chuang

p o r t f o l i o o f K a t e C h u a n g

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Shine. It is the name given by my parents. The symbol of

my middle name (晶) is comprised of three suns in terms of

Chinese characters, meaning bright, positive and treasured

like crystal. For these reasons my parents hoped that I would

become a sunny and positive person. They also hoped I’d

be responsible and the best in whatever I do. I would like to

dedicate my portfolio to this idea of “To Shine,” because I

hope my work can deliver on its own while giving the viewer

a warm feeling.

When I do my work, design is like optic fiber that carries the

idea from my head to whoever receives it. Good design should

also make an audience feel something profoundly as they

receive the idea from the work. I hope every piece can bring

people positive and friendly energy, both on the subject and

the way it is presented. Therefore, light goes into everything

I do, and also is a very important element throughout this

portfolio. While pursuing brightness and light in my design,

shadow is indeed another important element. The two opposing

elements complement each other and then merge into a great

balance. In particular, it is darkness that allows light to be

seen, so light shines out of the shadow in parts of my work.

This portfolio “To Shine” embodies my work as well as repre-

senting the direction I have long been striving for: I want to

shine as a person and in my work.

A B O U T

To ShineN o . 0 0

About To Shine


p a g e 0 6 | 0 7t o S h i n e

Table of ContentsN o .

Baskin Robbins

Identi ty

BugaBugaboo

Packaging

0 2 0 3 0 4

Dist i l led Essence

Packaging

Prather Ranch Del i

Packaging

0 8 | 2 5 2 6 | 4 3 4 4 | 5 9 6 0 | 6 9

p r o j e c t

p a g e

0 1

Table of Contents

Echoing of Rhythm

Poster

Fading the Pass

Movie Fest ival

Handmade Classic

Packaging

Mad Imagining

Book

The Light Inside

MFA Thesis

0 5 0 6 0 7 0 8 0 9

7 0 | 8 1 8 2 | 1 0 3 1 0 4 | 1 0 9 1 1 0 | 1 1 9 1 2 0 | 1 4 1

The Taste of NatureN o . 0 1

To create a deli meat line and deli products, including:

meat packs, spices, sauces, tools, to-go containers and

shopping bags...etc. Usable, sustainable and recycled

materials will be used on this project.

Prather Ranch Deli produces a wide variety of products for

their customers to choose. For this project, I briefly divided

them into three major categories, sauce and dry food, spice,

and fresh meat products. Different patterns were used to

verify the three product lines. Although all of them are of

distinctly different patterns, consistent styles in labels and

packaging were used. This not only helps to identify each

products but also generates diverse styles with easily-

recognized looks.

O B J E C T I V E

S O L U T I O N

p r o j e c t

Prather Ranch Del i

t e r n

Packaging 2, Spring 2011

i n s t r u c t o r

Christ ine George

f e a t u r e

Organic, Style, Qual i ty

m a t e r i a l s

eco-fr iendly paper, t in can

glass bott le, paper tube

| n u m b e r | 01 02 03 04 05 06 07 08 09p o r t f o l i o o f K a t e C h u a n g

p a g e 0 8 | 0 9t o S h i n e

p r o j e c t Prather Ranch Del i

p a g e 1 0 | 1 1

p o r t f o l i o o f K a t e C h u a n g t e r n Packaging 2, Spring 2011

t o S h i n e

PRATHER

RANCH MEAT CO.

| n u m b e r | 01 02 03 04 05 06 07 08 09 p r o j e c t Prather Ranch Del i

p a g e 1 2 | 1 3


t o S h i n e

p r o j e c t Prather Ranch Del i | n u m b e r | 01 02 03 04 05 06 07 08 09

p a g e 1 4 | 1 5


t o S h i n e

p a g e 1 6 | 1 7


t o S h i n e

p a g e 1 8 | 1 9


t o S h i n e

p a g e 2 0 | 2 1


t o S h i n e

p a g e 2 2 | 2 3


t o S h i n e

p a g e 2 4 | 2 5


t o S h i n e

Bugabugaboo

O B J E C T I V E

S O L U T I O N

p r o j e c t

Monster Town Boardgame

t e r n

Packaging 3, Fall 2011

i n s t r u c t o r

Christ ine George

f e a t u r e

Playful , Mysterious, Rich

m a t e r i a l s

Board, Paper

Model ing Clay

Creating a new game or redesign an existing one. This is a

traditional board game, not a computer game. All parts

and components will be designed and made by you or your

outsourcing company. A board game comprises of a board,

an outer box, directions, board pieces, and cards.

The idea of this boardgame is derived from the “Don’t let

the pigeon drive the bus” game. The way to play is similar

to Metropolitan but is more suitable for children. In light of

this, the illustration is full of joy which is the focus of the

board game. I am interested in facilitating this feature as

well as tweaking the set-up, making it more suitable for

all ages. The story line is as following, players accidentally

miss their way into monster town. In order to get back to

the real world, players must hide from monsters while

collecting various treasures. The whole project was created

using illustrative style and different color combination,

leading to cute yet mysterious style.

p a g e 2 6 | 2 7


t o S h i n e

N o . 0 2

p r o j e c t Monster Town Boardgame

p o r t f o l i o o f K a t e C h u a n g t e r n Packaging 3, Fall 2011

t o S h i n e p a g e 2 8 | 2 9

p r o j e c t Monster Town Boardgame | n u m b e r | 01 02 03 04 05 06 07 08 09


p a g e 3 0 | 3 1t o S h i n e


p a g e 3 2 | 3 3t o S h i n e


p a g e 3 4 | 3 5t o S h i n e


p a g e 3 6 | 3 7t o S h i n e


p a g e 3 8 | 3 9t o S h i n e


p a g e 4 0 | 4 1t o S h i n e


p a g e 4 2 | 4 3t o S h i n e

31 Flavors of Fun

O B J E C T I V E

S O L U T I O N

p r o j e c t

Baskin Robbins Rebranding

t e r n

Nature of Ident i ty , Spring 2011

i n s t r u c t o r

Gaston Yagmourian

f e a t u r e

Playful , Variety , Qual i ty

m a t e r i a l s

Mohawk paper

Glass bott le

This class moves beyond the creation of a simple identity

system to discover the nuances using a holistic approach

to re-design once-existing brands. Student will explore

various methods of research to discover the audience, mood

and reasons for existence of their brand.

Baskin Robbin is committed to creating ice creams with a

wide variety of flavors and delightful experience, my concept

for the new identity system still aligns closely with the goal.

The new identity system includes: logo, graphic system,

packaging and store look. In addition to the re-discovering

value, we strive to improve the playfulness, quality of the ice

cream with healthier ingredients while preserving the variety

of flavors. In parallel, we will take advantage of the Baskin

Robbin’ global chains to introduce local signature flavors to

the U.S. market.

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t o S h i n e

N o . 0 3

p r o j e c t Baskin Robbins Rebranding

p a g e 4 6 | 4 7

t e r n Nature of Ident i ty , Spring 2011p o r t f o l i o o f K a t e C h u a n g

t o S h i n e

| n u m b e r | 01 02 03 04 05 06 07 08 09 p r o j e c t Baskin Robbins Rebranding

p a g e 4 8 | 4 9


t o S h i n e

p r o j e c t Baskin Robbins Rebranding | n u m b e r | 01 02 03 04 05 06 07 08 09

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t o S h i n e

p a g e 5 2 | 5 3


t o S h i n e

p a g e 5 4 | 5 5


t o S h i n e

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t o S h i n e

p a g e 5 8 | 5 9


t o S h i n e

Distilled Essence

O B J E C T I V E

S O L U T I O N

p r o j e c t

Honkaku Shochu

t e r n


i n s t r u c t o r

Christ ine George

f e a t u r e

Crafted, Clean, Elegant

m a t e r i a l s

Ink, Japanese paper

Rice paper, Glass bott le

Wood, Sand

Choosing either beer, wine or your own favorite alcohol.

Being highly creative about the the way of packaging,

display or even design a new bottle shape. In addition to

wine, a series of related products will be included. Rede-

signing the identity system includes: logo, label, bottle,

bag and gift box.

Unlike the well-known sake, shochu is made from several

regional ingredients including sweet potato, barley and even

brown sugar. Based on different regions, the flavor and

aroma of shochu can be distinctively different, ranging from

light, dry to strong and earthy. Premium shochu is made

of carefully-selected raw materials and well-/underground

water. The elegant yet strong flavor developed through the

taste is the result of a combination of century old refined

process and inherent crafty. To best represent the essence

extracted from every raw material and water, timeless color

combinations of white, black and gold were used in the

packaging design complemented with circles with simple

but full of myriad finish touches.

p a g e 6 0 | 6 1


t o S h i n e

N o . 0 4

p r o j e c t Honkaku Shochu


p a g e 6 2 | 6 3t o S h i n e

| n u m b e r | 01 02 03 04 05 06 07 08 09 p r o j e c t Honkaku Shochu


p a g e 6 4 | 6 5t o S h i n e

t e r n Packaging 3, Fall 2011

p r o j e c t Honkaku Shochu | n u m b e r | 01 02 03 04 05 06 07 08 09


p a g e 6 6 | 6 7t o S h i n e



p a g e 6 8 | 6 9t o S h i n e


Handmade Classic

O B J E C T I V E

S O L U T I O N

p r o j e c t

Port Salut Cheese

t e r n


i n s t r u c t o r

Christ ine George

f e a t u r e

Classic, Rich, Tasty

m a t e r i a l s

Board, Paper

Model ing Clay

The request of this project is to create a line of cheese.

Choosing a brand that needs redesign. Creating a series

of pack includes: one large round, one six-pieces pack

and six mini rounds that comes in a mesh bag. Inventing

a label system that well applied for cheese packaging

with different sizes and shapes.

Port salut is the semi-soft cheese originally from France.

Therefore, light sky blue and cream color was used to be

representative of France, and then combined with elements

related to ocean, including the compass embedded in the

logo, the anchor and the rope used on the boat. Additionally,

cheese is the food that needs substantial amounts of time

to evolve and transform. With these concept in mind, I hope

to deliver an aging yet elegant flavor in a French way from

this project.

p a g e 7 0 | 7 1


t o S h i n e

N o . 0 5

p r o j e c t Port Salut Cheese


p a g e 7 2 | 7 3t o S h i n e

t e r n Packaging 2, Spring 2011

| n u m b e r | 01 02 03 04 05 06 07 08 09 p r o j e c t Port Salut Cheese


p a g e 7 4 | 7 5t o S h i n e


PORT SALUT] GENUINE ^

p r o j e c t Port Salut Cheese | n u m b e r | 01 02 03 04 05 06 07 08 09


p a g e 7 6 | 7 7t o S h i n e


p a g e 7 8 | 7 9t o S h i n e



p a g e 8 0 | 8 1t o S h i n e


Fading the Past

O B J E C T I V E

S O L U T I O N

p r o j e c t

So Long, Yesterday Movie Fest ival

t e r n

Integrated Communicat ion, Spring 2011

i n s t r u c t o r

Hunter Wimmer

f e a t u r e

Nostalgia, Sensit ive, Japanese

m a t e r i a l s

Japanese paper,

Rice paper, Wooden box

Directors who have the ability to successfully translate

words on a script to picture on a screen produce the

most influential films that touch the bottom of our heart.

The goal of this project is to pick a director and a series

of films, create a promotional piece that will consist of

various products based on the films.

Among the important contemporary Japanese filmmakers,

Shunji Iwai is one of the most influential masters. His work

always conjures up images of the coming-of-age experi-

ence of Japanese youth through his dexterity in shooting.

He translates the bittersweetness of the teenage years

and how young people learn to grow up in the passage to

adulthood into a series of unforgettable images.

Many multi-exposed effects have been utilized to mimic

the overlapping of memories from different individuals.

Additionally, a combination of gray color and faded effect

is used to further complement the feelings.

p a g e 8 2 | 8 3


t o S h i n e

N o . 0 6

p r o j e c t So Long, Yesterday Movie Fest ival


p a g e 8 4 | 8 5t o S h i n e

t e r n Integrated Communicat ion, Spring 2011

| n u m b e r | 01 02 03 04 05 06 07 08 09 p r o j e c t So Long, Yesterday Movie Fest ival

p a g e 8 6 | 8 7t o S h i n e

p o r t f o l i o o f K a t e C h u a n g t e r n Integrated Communicat ion, Spring 2011


p a g e 8 8 | 8 9t o S h i n e


p a g e 9 0 | 9 1t o S h i n e


p r o j e c t So Long, Yesterday Movie Fest ival | n u m b e r | 01 02 03 04 05 06 07 08 09

p a g e 9 2 | 9 3t o S h i n e


p a g e 9 4 | 9 5t o S h i n e


p a g e 9 6 | 9 7t o S h i n e


p a g e 9 8 | 9 9t o S h i n e



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p a g e 1 0 2 | 1 0 3t o S h i n e


Echoing Rhythm

O B J E C T I V E

S O L U T I O N

p r o j e c t

Music Poster for Canon

t e r n

Type Experiment, Fall 2010

i n s t r u c t o r

Stan Zienka

f e a t u r e

Elegant, Classical , Touching

m a t e r i a l s

Transparency, Paper

Fabric, Projector

The requirement for this poster project was to find related

images and typography inspired by a song, to project them

on a wall, and to photograph the result. Contents can be

edited on the computer to give a detailed description of the

chosen song.

Pachelbel’s canon in D Major has long been one of my

all-time favorite. Instead of choosing a song with lyric,

classical music will be an intriguing challenge to be used

in this project. Without lyrics, audience needs to listen to

the music from their heart.

The inspiration derives from the structure of Canon where

same rhyme iterates. However, more and more instruments

emerge in the following sections, creating more varieties.

With this concept in mind, projection was used to create

layered patterns of colors with warm touch. This is how I

feel about Canon in D major.

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t o S h i n e

N o . 0 7

p r o j e c t Music Poster for Canon

t e r n Type Experiment, Fall 2010

p a g e 1 0 6 | 1 0 7


t o S h i n e

| n u m b e r | 01 02 03 04 05 06 07 08 09 p r o j e c t Music Poster for Canon

p a g e 1 0 8 | 1 0 9t o S h i n e

t e r n Type Experiment, Fall 2010p o r t f o l i o o f K a t e C h u a n g

p r o j e c t Music Poster for Canon | n u m b e r | 01 02 03 04 05 06 07 08 09

Mad Imagining

O B J E C T I V E

S O L U T I O N

p r o j e c t

Type Experiment Book: D re a m s

t e r n

Type Experiment, Fall 2010

i n s t r u c t o r

Stan Zienka

f e a t u r e

Art ist ic , Mysterious, Imaginary

m a t e r i a l s

Watercolor, Color penci l

Chalk, Magazine

Inspiration is the basis of imagination and also the core

experience of my professional life. Self discovery is the point

of this project. The book we are required to design is the

exploration of our life and ourself. Creativity and compelling

formats depend on the idea and design.

Ever since I study abroad, the schedule is pretty much the

same everyday, breakfast before work, followed by non-

stop homework, occasionally shopping for class materials,

and end up doing homework again. However, life in the

dream is drastically colorful because we hardly have the

same dreams.

The concept of this book is to express my dream with type

and hand drawing. Both ordered type and random hand

painting were used to complement each other, creating

images full of contrast, closely resembling the way we

wonder in between reality and dreams.

p a g e 1 1 0 | 1 1 1


t o S h i n e

N o . 0 8

p r o j e c t Dreams


p a g e 1 1 2 | 1 1 3t o S h i n e


| n u m b e r | 01 02 03 04 05 06 07 08 09 p r o j e c t Dreams


p a g e 1 1 4 | 1 1 5t o S h i n e


p r o j e c t Dreams | n u m b e r | 01 02 03 04 05 06 07 08 09


p a g e 1 1 6 | 1 1 7t o S h i n e



p a g e 1 1 8 | 1 1 9t o S h i n e


The Light Inside

As the fastest growing developmental disorder today,

Autism Spectrum Disorder becomes prevailing in the

general public. However, most people do not have a

deep understanding about Autism, and this case is most

significant in Taiwan.

My thesis project aims at improving and expanding the

knowledge about Autism in Taiwan through a series

of small installation exhibition, especially focusing on

information delivering and educating. To approach these

goals, parent guidebook and illustration book for kids

will first be demonstrated in an effort to develop basic

knowledge about Autism. This will help the parents to

be aware of the symptoms associated with Autism in the

early stage. Alternatively, the illustration book will set

the stage for children to treat their Autistic friends with

respect and patience.

A B O U T

p r o j e c t

The Hidden World

MFA Thesis Project

i n s t r u c t o r

Nathen Durrant

Laura Milton

Stephen Tsai

f e a t u r e

Educational , Posit ive, Expressive

f o r m a t

Ident i ty , Guidebook,

I l lustrat ion Book

Exhibit ion, Poster, AD

Website, Products

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t o S h i n e

N o . 0 9

p r o j e c t Thesis _ The Hidden World

p o r t f o l i o o f K a t e C h u a n g t e r n MFA Thesis, 2011-2012 Spring

p a g e 1 2 2 | 1 2 3t o S h i n e

The HiddenWorldNew Perspectives on Autism

| n u m b e r | 01 02 03 04 05 06 07 08 09 p r o j e c t Thesis _ The Hidden World


p a g e 1 2 4 | 1 2 5t o S h i n e

p r o j e c t Thesis _ The Hidden World | n u m b e r | 01 02 03 04 05 06 07 08 09


p a g e 1 2 6 | 1 2 7t o S h i n e


p a g e 1 2 8 | 1 2 9t o S h i n e

S y m p t o m I c o n s



p a g e 1 3 0 | 1 3 1t o S h i n e


p a g e 1 4 4 | 1 4 5t o S h i n e


p a g e 1 3 4 | 1 3 5t o S h i n e


p a g e 1 3 6 | 1 3 7t o S h i n e


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“Autism has certain positive or compensating features, a particular originality of thought and experience, which may well lead to exceptional achievements in later life.” — Leo Kanner, Child psychiatrist


p a g e 1 4 0 | 1 4 1t o S h i n e

Thank youf a m i l y

Mommy, Daddy, Kevin Chuang, Vincent Tung,

Spotter, Shining

For your f irm support and understanding

throughout the course of my Master study.

i n s t r u c t o r

Mary Scott , Phi l Hamlett , Hunter Wimmer,

Christ ine George, Nathan Durrant, Laura Milton,

Stan Zienka and Stephen Tsai .

Your expert ise guidance, professional ism and

bri l l iance wil l always be remembered

f r i e n d

Zack Fu, Celeste Yang, Kenny Hou, Frannie Chu,

Bryan Chen, Po Chang, Wei-Hsin, Shadow, Yun

Lin, Werm, Bobby

The last four years at Academy of Art University

have been great because of my fantastic fr iends.

Without your help, I can never str ive for my goal .

p a g e 1 4 2 | 1 4 3


t o S h i n e

to shine

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t o s h i n e shine