CHLOE ZHANG

//Graphic Designer
//Intermediate Coder
//Media Artist


Experiments
Info
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︎package︎branding
︎publication︎transmedia


Funguy-Package Design

Packaging Design, Brand Identity, Generative Art

Brand Strategy︎︎︎

ArtCenter Gallery 2022
Communication Art Typography 2023 Shortlist
Funguy is a hypothetical mushroom coffee brand focused on the outdoors. By choosing the national park as the thematic and graphic inspiration, Funguy develops the label material with a lighting function that can light up in the darkness.



Logo

*The logo design is based on the growth shape of mushroom.





Color Palette

*I picked the significant colors from national parks and used p5.js to generate them into patterns.






Pattern Design

*p5.js coding tool
*Pattern got inspiration from camouflage.





Coffee Label Design 

*I chose to use lagre logotype as main graphic element on the bottle. Each bottle paired with a national park mushroom.








Material

*I used cti ink which the label can glow in the dark. It can provide light while people are camping in the national park.






Photoshoot

*The art direction of photoshoot focused on natural, hiking.




Social Media

*
Digital marketing promotion, features different feeds and stories.







Collateral

*I designed a series of bug-off cards. Based on my experience of camping, people need bug-off card.





Poster

*I designed a series of funguy promotion posters. It emphasized on the design of funguy and story of the national parks.




Sketch

*Initial concept of package design.