don't overthink this: the collected works of lauren hunziker

don ’ t

ov e rt hin k

t his

THE COLLECTED WORKS OF

LAUREN HUNZIKER

don ’ tov e rt hi n k

t his

the Collected Works ofL auren hunziker

Colophon

School: Academy of Art Univeristy, School of Graphic Design

Course: Senior Portfolio

Instructor: Mary Scott

Student: Lauren Hunziker

Telephone: 310.500.6582

Address: 373 N Grenola Street, Pacific Palisades, CA 90272

Email: [email protected]

Photography: Lauren Hunziker

Title of Book: Don’t Overthink This: The Collected Works of Lauren Hunziker

Book bindery: Blurb.com

Text stock: Blurb Premium Matte

Fonts: Gotham HTF / Hoefler Text

Software: Adobe Creative Suite 5.5

© 2012 All rights reserved. No part of this publication can be reporduced without

express permission from Lauren Hunziker.

For t h e F u t u r e ,W h at ev e r it h as i n stor e For m e .

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D o n’ t O ve r thi n k T his the collected works of l auren hunziker int rod uc tio n context

“ L au r e n, don ’ t ov e rt hi n k t his .”

— Ever y instr uctor I ’ve had since day one.

1 1

Strive to be

Strive to do

other interestsAbout me

I was born in LA. I’ve lived in SF. I’d rather be traveling. I love reading and hate

ignorance. The earth isn’t going to save itself. Life is too short to eat bad food.

hello

My name is Lauren. I’m a Designer. I’m a Problem Solver. A Communicator. A

Critical Thinker. I’m that particular breed of human that eats, drinks, lives, and

breathes it. For me, design does not stop at the screen of my computer or the two

dimensional page. Design is an experience. It is immersive.

I see design as the perfect collaboration of logic, creativity, and perspective. A

triangle of the intellectual, emotional, and thoughtful resulting in a final product

that resonates with whomever it comes in contact with.

I can say with a decent amount of certainty that I have not completed a design

course at the Academy without hearing some iteration of the phrase, “Lauren,

you’re overthinking this.” I hardly consider this a criticism.

Great design is more than what you see. It ’s how it makes you feel, makes you

relate to the world around you. Great design is thought provoking. So, when it

comes to design, I can’t think of a single reason why I wouldn’t want to put as

much thought into it as I expect to get out of it.

Curious

Committed

Confident

Grateful

In a constant state

of wonder

Observe

Absorb

Adjust

Experience

Learn

Grow

Art history

Social anthropology

Sustainable living

Developmental psych

Cultural context

Neurobehavioral science

Cooking + baking

Film photography

Being in nature

10. hom e m a de Li v i ng

28. nati v e C a LiFor ni a ns

4 4 . r ise u p

68. Boa r dWa L k e m pir e

88. shov e L + paiL

104 . t h e k e n n e L

112 . L e a r n st u FF. W r it e Bet t e r .

120. Lon e sta r Br eW e ry

132 . t r a de r Joe ’ s

154 . m e rC a n tiL e

174 . assort e d ide n tities

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D o n’ t O ve r thi n k T his the collected works of l auren hunziker p rojec t homemade living

Be es a r e i nC r e diBL e

Lit t L e C r e at u r es

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title

Homemade Living:

Book Companion Beekeeping Starter Kit

Elements

5-Frame Hive

Beekeeper’s Helmet

Beekeeper’s Gloves

Bee Smoker

Bee Brush

Frame Tool

Hive Tool

Honey Jars

Honey Wand

duration

6 weeks

task

Pet Care Product Brand

and Packaging

inf luences

“Keeping Bees” by Ashley English from the Homemade Living Series

Homestead living cultural shift

Simplicity of quality tools

Minimal, sustainable materials

Key Words

Fun

Inviting

Informative

Clean

Light

Unassuming

Objective

Choose a type of pet care products, develop the brand and apply packaging sys-

tem multiple types of forms.

approach

When faced with this project, I wanted to look beyond oft-used solution of typi-

cal household pets and look into other types of animals that people choose to

keep. I had recently become enamored with the increasingly popular style of self-

sufficient, environmentally conscious living defined as “Homesteading”. This ran

parallel with a recent introduction into the importance of pollinators to our entire

agriculture system and the devastation of Colony Collapse Disorder.

Homemade Living is a pseudo-brand that acts as a masthead for the series of DIY

homesteading books written by Ashley English. The first two books, released in

2010, were Keeping Chickens and Canning + Preserving. The second two install-

ments, released in 2011 were Home Dairy and Keeping Bees. The books help bring

the newly revived concept of homesteading to a basic DIY level that almost any-

one can achieve. So, when I stumbled upon Ashley English’s series of books, it be-

came instantly clear that what they lacked were the accompanying tools to carry

out what she writes on. I wanted to create a companion starter kit to the book for

the novice urban or suburban beekeeper. Buy the book, open the box, and you’re

ready to start you own thriving hive!

C o u rse pack age design 3: advanced 3d br anding

instr uctor

Tom McNulty

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D o n’ t O ve r thi n k T his the collected works of l auren hunziker p rojec t native californians

t h e su rv i va L oF Cu Lt u r a L

a n d eCoLogiC a L di v e rsit y

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title

Native Californians:

The Traditions, Culture, and Survival of California’s Tribes

Elements

84-Page Book

Website

duration

14 weeks

task

Print Publication

inf luences

California pride

Traditional and modern native geometric motifs

Photography of Ansel Adams and Edward Curtis

Distaste for bad museum dioramas

Key Words

Survival

Tradition

Geometric

Simplify

Amplify

Culture Shock

Objective

Choose a topic based on the theme of survival. Research and collect text content

and design a book and accompanying website.

approach

California is an extremely diverse part of North America. Drive two hours in any

direction and you can go from the driest of deserts to snow covered mountains,

from beautiful coastlines to ancient redwood forests. California is also one of the

most fertile parts of the United States, over half the nation’s produce comes from

California. This varied and abundant landscape gave rise to 58 different native

tribes, all of which developed their own methods of survival based on the neces-

sities determined by where they lived. The tribes that lived and thrived in Califor-

nia, developing generations of specialized survival skills and knowledge of the

geography and ecology of their surroundings, have either been extinguished or

struggle to hold on to the last vestiges of their culture.

My goal was to have this book relate to the theme of survival in two parts, the

way of life and survival of the tribes of different climates of California, and the

continued efforts to help the culture survive through modern times. But when

most people think of Native Americans, the first visuals that come to mind are

something akin to a natural history museum diorama. And while a good amount of

Native American culture is rooted in those traditions, it ’s a culture that is as varied,

vibrant, and evolving as any other. Visually I wanted to present it as such. Taking

inspiration from the beautiful designs and motifs from traditional native arts like

basket weaving, clothing decoration and personal adornment, and petroglyphs,

while incorporating contemporary design aesthetics in a way that redefines how

people think about native culture.

C o u rse t ypogr aphy 3: complex h ier archy

instr uctor

Carolina de Bartolo

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C o u rse t ypogr aphy 3: complex h ier archy two of Fo u r tee n

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NATIVE CALIFORNIANS

TRADITIONS

CULTURE

SURVIVAL OF CALIFORNIA‘S TRIBES

L AUREN HUNZIKER

compiled and designed by

Hunziker Books1230 Hyde StreetSan Francisco, CA 94109United States of America

www.hunzikerbooks.comwww.hunzbooksblog.comshop@[email protected]

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© 2011 Lauren Hunziker. All Rights Reserved. twitter | facebook

The original inhabitants of what we now know as the state of California were a unique and diverse people, distinct in

almost every way from the native populations in the rest of North America. California’s varied landscape and abundant resources provided many dif-ferent advantages and obstacles that the native people learned to utilize and survive through. This book offers a comprehensive look at the regional traditions, cultures, languages, and survival skills of the California tribes, their history, and the continued survival of today’s native population.

NATIVE CALIFORNIANS

ABOUT THE BOOK SPECIF ICATIONS

6.75 x 8.75 inchesSide-sewn casebound85 pages17 photographs16 information graphics2 spot colors + black80lb text weight paper

CONTENTS

REFERNCES

ABOUT THE BOOK

BUY THE BOOK

PRE VIE W

“The most comprehensive view of native California culture available today. Bringing together history and facts, culture and narrative into a perfectly illustrated volume that brings native heritage to a wider audience.”

Susan Salter Reynolds, The Los Angeles Times Book Review

4 7


NATIVE CALIFORNIANS

TRADITIONS

CULTURE


L AUREN HUNZIKER





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The original inhabitants of what we now know as the state of California were a unique and diverse people, distinct in

almost every way from the native populations in the rest of North America. California’s varied landscape and abundant resources provided many dif-ferent advantages and obstacles that the native people learned to utilize and survive through. This book offers a comprehensive look at the regional traditions, cultures, languages, and survival skills of the California tribes, their history, and the continued survival of today’s native population.

NATIVE CALIFORNIANS

ABOUT THE BOOK SPECIF ICATIONS

6.75 x 8.75 inchesSide-sewn casebound85 pages17 photographs16 information graphics2 spot colors + black80lb text weight paper

CONTENTS

REFERNCES

ABOUT THE BOOK

BUY THE BOOK

PRE VIE W

“The most comprehensive view of native California culture available today. Bringing together history and facts, culture and narrative into a perfectly illustrated volume that brings native heritage to a wider audience.”

Susan Salter Reynolds, The Los Angeles Times Book Review

NATIVE CALIFORNIANS

TRADITIONS

CULTURE


L AUREN HUNZIKER





Join Our Email List


ABOUT THE BOOK

BUY THE BOOK

PRE VIE W

All transactions are processed through PayPal.

80% Post-consumer Recycled Material

Limited edition

Available in hardcover, paperpack, and ebook.

* Price per book

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Type

NATIVE CALIFORNIANS BOOK

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$ 55.99 *

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NATIVE CALIFORNIANS

TRADITIONS

CULTURE


L AUREN HUNZIKER





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PRE VIE W

4 8

D o n’ t O ve r thi n k T his the collected works of l auren hunziker p rojec t rise up

gr a B you r W hisk a n d r ise u p

For t h e B a k i ng r evoLu tion

3 of 1o

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title

Rise Up: A Baking Exposition for the New Generation

Elements

Poster Series

Advertising

Event Environment

Website

Brochure

Invitation

Tickets

Name Tags

Take Away: Tattoos

duration

14 weeks

task

Event Branding

inf luences

Chef and baker tattoo culture

Soviet Russian propaganda print design

Saul Bass cut paper designs

Slow Food Nation 2008 event in San Francisco

Key Words

Hip

Playful

Witty

Optimistic

Colloquial

Persuasive

Objective

Create a brand for an event or convention, then apply this new identity across a

variety of print and digital media to create a fully-integrated experience.

approach

I wanted to create an event that not only targeted a specific group of people, but

one that is currently not being catered to. The professional baking world is an old

boys club that is slowly being chipped away at by the youthful and eccentric new-

comers and I wanted to reflect that in the design. The phrase “Rise Up” presented

itself to me right away because it ’s a very bad bread-baking pun and, more impor-

tantly, a very direct call to action that set the tone for the entire design.

If I was going to use this design to inspire and empower a group of people, I knew I

had to come up with a concept that could hold up its own weight. The idea of pull-

ing people together under a manifesto through propaganda seemed like a perfect

dichotomous solution to something perceived as so sedate as baking.

C o u rse gr aphic design 3: system development

instr uctor

Nicole Flores

t hree of te n

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THE MANIFESTO

T h e r e v o l u t i o n i s t b a k i n g e p o c h h a s a r r i v e d . T h e

t i m e h a s c o m e f o r b a k e r s t o t a k e b a c k t h e a r t i s t r y

t h a t i s b a k i n g . J o i n u s , c o m r a d e . T a k e u p y o u r

w h i s k s , y o u r s p a t u l a s , y o u r r o l l i n g p i n s a n d m a r c h

f o r w a r d i n t o t h e d a w n o f a n e w d a y i n t h e l a n d o f

f l o u r - y c o n f e c t i o n s .

A b o v e a l l w e b e l i e v e n e c e s s a r y :

T h e a b o l i t i o n o f e v e r y d a y m e d i o c r i t y f r o m t h e

p l e a s u r e s o f t h e p a l a t e .

W h e n i n d o u b t , b a k e .

B a k e f o r t h e f e w . B a k e f o r t h e m a s s e s . B a k i n g i s

e s s e n t i a l . B a k i n g i s u n i q u e . B a k i n g i s a n a r t .

B a k i n g i s a s c i e n c e . B a k i n g f e e d s t h e e y e s , t h e

b o d y , a n d t h e s o u l .

T h e R e v o l u t i o n W i l l N o t B e M i c r o w a v e d .

W e w i l l s c o f f a t a n d s h u n t h e m a s s - p r o d u c e d , o v e r -

p r o c e s s e d i m p o s t o r s t h a t l i n e t h e s h e l v e s o f t h e

s u p e r m a r k e t s . B a k i n g w i l l b e f r e s h . M a d e w i t h

p u r p o s e a n d l o v e .

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D o n’ t O ve r thi n k T his the collected works of l auren hunziker p rojec t boardwalk empire

a ge n t L e m a n ’ s e m pir e is Bu iLt on t h e FaC e h e

shoWs t h e Wor L d

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title

Boardwalk Empire: Gentlemen’s Skin Care

Elements

Product In-Store

Display

Talcum Powder

Pre-Shave Oil

After-Shave Tonic

Shaving Soap

Shaving Soap Bowl

Shaving Soap Brush

Single Blade Razor

Razor Strop

Hair Pomade

duration

6 weeks

task

Product Packaging

inf luences

Art direction of Adam Scher

Prohibition and Women’s Suffrage Signage

Art Deco, Neoclassical, and Avant Garde architecture, design, and fashion.

1918–1920 Atlantic City Boardwalk advertisements

Key Words

Classy

Clean

Sophisticated

Historically Accurate

Geometric

Polished

Objective

Choose a brand entirely unrelated to skin care, rebrand it and design packaging for

a line of skin care products and the accompanying in-store display.

approach

The traditional choice of brands for this project tended to center around physical

products. But with the entertainment industry increasingly marketing productions

as complete lifestyle brands, it occurred to me that a brand with an intangible

product offers just as many marketing solutions.

Boardwalk Empire is an original television show produced and aired by HBO.

Based on a historical-fiction novel of the same name, Boardwalk Empire is set in

Atlantic City, New Jersey in 1920. Beauty and skin care products were reaching a

high point at the time when the show takes place, and the period costumes and

design are a big draw for viewers. Tapping into that connection with a line of skin

care products would increase brand equity and change the way viewers inter-

act with the show. My goal for this project was to bring the brand of Boardwalk

Empire to the next level of marketing and consumer possibilities by offering skin

care products that embody the lifestyle of the show, while remaining consumer-

friendly.

C o u rse pack age design 3: advanced 3d br anding

instr uctor

Fo u r of te n

Tom McNulty

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D o n’ t O ve r thi n k T his the collected works of l auren hunziker p rojec t shovel & pail

W h e r e does pL astiC Com e From? W h e r e

does it g o?

5 of 10

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title

Shovel & Pail: The Story of Plastic

Elements

94-Page Book

Product Proposal

duration

14 weeks

task

Print Publication and

Product Development

inf luences

“The World Without Us” by Alan Weisman

The Work of Captain Charles Moore, Algalita Marine Research Foundation

Study of consumerism, planned obsolescence, and “junk toys”

Petroleum extraction and processing impact

“Natural Fibers, Biopolymers, and Biocomposites” by Amar K. Mohanty

“Green Plastics” by E.S. Stevens

Key Words

Sustainable

Relatable

Bright

Educational

Inviting

Objective

As part of The R3 Initiative, identify a product that is environmentally unsustain-

able and redesign it. Design a book highlighting the history and research behind

the product and the changes to be made.

approach

It ’s a common sight to see an abandoned bucket or shovel that has washed up

on shore or been left behind by distracted families after a child turns away and

the toy gets whisked away by the waves. Not only are these toys a wasteful use

of petroleum resources and an environmental danger, they’re contributing to the

“Great Pacific Garbage Patch”, an island of non-biodegradable, man-made debris

and refuse that is collecting in the Pacific Ocean between California and Hawaii

and kept there by the circulating currents.

The purpose of this book is to educate the reader about the big picture impact of

plastic from source to disposal through the small picture example of beach toys.

The goal of this book is to introduce the reader to a new way of thinking about

plastic and to a potential sustainable, biodegradable replacement material.

C o u rse print + d ig ital media 2 : environmental design

instr uctor

Tom Sieu

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hundreds OF PLASTIC

BEACH TOYS ARE lost

TO THE WAVES OR left behind ON THE BEACH.

THOSE THAT AREN’T

FORGOTTEN USUALLY

DON’T MAKE IT PAST

THE SEASON AND END

UP IN THE trash.

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C o u rse print + d ig ital media 2 : environmental design Five of Te n

hundreds OF PLASTIC

BEACH TOYS ARE lost

TO THE WAVES OR left behind ON THE BEACH.

THOSE THAT AREN’T

FORGOTTEN USUALLY

DON’T MAKE IT PAST

THE SEASON AND END

UP IN THE trash.

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D o n’ t O ve r thi n k T his the collected works of l auren hunziker

don ’ t spe a k u n L ess you h av e

som et hi ng Wort h h e a r i ng

6 of 10

p rojec t inter active print design: attention

1 0 9

title

inf luences

Layered messaging

Lenticular images that change if seen from different perspectives

Mid-century advertising headlines

Retro concepts of sci-fi brainwashing

Objective

Based on a randomly assigned name and area of the arts, design an interactive

poster to market and promote your new San Francisco-based arts organization.

approach

The Kennel is a literary magazine that publishes modern satire and creative non-

fiction. They aim to reach readers that are smart, quick thinkers who have strong

opinions on anything they put their mind to be opinionated about. They have a

loyal following of readers who identify themselves as part of “the group”. There

are two kinds of people, the uninformed masses who do not read the publications,

and those that do. The goal was to create a poster that was engaging and would

convey the voice of the organization, which is very forward and blunt.

Since part of The Kennel’s mission is to really speak to their audience, I wanted to

poster to almost literally speak to the viewer. The piece carries its written message

in the same way that it would be punctuated verbally if it were said aloud. Short,

succinct sentences presented as fact. A one, two punch. The bold singularity of

the main statements is balanced with the smaller, secondary portion of type which

provides the viewer with the basic information, woven in among the magazine’s

manifesto, a series of “We are…” statements that further emphasizes the collective

thought behind the publication itself.

s ix of te n

Elements

Interactive Poster

duration

3 weeks

task

Print Design

Key Words

Bold

Unexpected

Provocative

Direct

C o u rse print + d ig ital media 1

instr uctor

Max Spector

Interactive Print Design: Attention

The Kennel Written Arts Collective and Literary Journal

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ope n you r mi n d a n d W r it e som et hi ng

Wort h r e a di ng

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title

inf luences

Golden section geometry

Duality of composition and expression in creative writing

Christmas prize poppers

Flip books

Objective

Develop a collaborative event by a hypothetical non-profit organization and arts

organization and design an accompanying print piece and marketing mailer.

approach

Learn Stuff. Write Better. is a collaboration with The Kennel and Universal Knowl-

edge Series. It is a yearly writing workshop and lecture series where speakers from

all areas of study and profession are brought in to discuss their views on the cho-

sen theme and explore what it means to be human and what that insight can tell us

about ourselves. This year’s theme is Geometry in Nature, the idea that the largest

to the smallest portions of our lives can be linked together through patterns.

The concept for the design came from the clear-cut simplicity of math mixed with

the off-center quirks that come with creative writing. The print piece is meant

to be a promotion for this year’s event by showcasing some written work from

the previous year, a booklet of first and last lines of short stories written by the

attendees. The dual form illustrates the jump from the beginning to the end of a

story and the duality of where a story begins and where it can end. The mailer has

a sense of intrigue and mystery to it by having only a minimal amount of informa-

tion about where it is being sent from. The reward comes from opening it and

finding a much more densely populated invitation as well as a gift in the form of a

little notebook and pencil, which the recipient is encouraged to use to start their

creative writing before event getting to the event.

S eve n of Te n

Elements

Interactive Invitation

Take Away

Double-Sided Booklet

duration

3 weeks

task

Print Design

Key Words

Geometric

Thoughtful

Inspiring

Understated

C o u rse print + d ig ital media 1

instr uctor

Max Spector

Interactive Print Design: Amalgamation

Learn Stuff. Write Better. Collaborative Event

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D o n’ t O ve r thi n k T his the collected works of l auren hunziker p rojec t lone star brewery

t h e Best Be Lgi a n st y L e Be e r

Br eW e d i n t h e h e a rt oF t e x as

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title

Lone Star Brewery

Elements

Logotype

Stationary System

Tap Handle

Coasters

Event Invitation

Event Beer Bottles

duration

14 weeks

task

Branding Design

inf luences

Vintage European and American beer labels

Turn-of-the-century letterpress

Traditional calligraphy and blackletter

Texas state flag

Key Words

Loud

Bright

Extroverted

Engaging

Eclectic

Distinctive

Objective

Based on randomly assigned name and industry, design a unique identity and per-

sonality. Expand visual identity by developing a branded event.

approach

Lone Star is a large-scale craft brewery based in San Antonio, Texas that marries

the time-honored traditions of Belgian brewing methods with the personality and

style of Texas. The goal for this project was to create a design that spoke to the

bold, independent spirit of the Lone Star Brewery and successfully depict the

dichotomy of the company’s origin. The colors that I chose for the logo and sta-

tionary were inspired by the contrasting colors in vintage European and American

beer labels. Throughout the logo, stationary, and promotional elements I wanted

to use multiple typefaces as a callback to traditionl letterpress broadsides.

The Beer & Truck Festival is modeled after the Gambrinus Festival in Belgium.

This unique event celebrates brewery trucks and drivers with an afternoon filled

with food, music, games, and of course plenty of beer. The copy writing was ex-

tremely important in the invitation. Between the typography and the actual copy

I wanted to accomplish two things. The first being that it literally almost shouted,

“BEER! TRUCKS! WOO!” To appeal to the assumed audience (21-35, enthusiastic,

beer-drinking Texans), while making the excitement of the event totally inescap-

able. The second was to include smaller, more pointed humor in the details of the

information to create more of a dialogue between the audience and the voice of

Lone Star and the event.

C o u rse gr aphic design 2 : integr ating principles

instr uctor

Max Spector

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C o u rse gr aphic design 2 : integr ating principles e ight of te n

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C o u rse gr aphic design 2 : integr ating principles e ight of te n

A WHOPPING 110 % FUN BY VOL .

OUR BEERS

PINT • BOTTLE

THE B

EST BELGIA

N B

EER

IN T

HE H

EAR

T OF T

EXA

S

FESTBEER & TRUCKLONE STARTHE BEST BELGIAN BEERS

IN THE HEART OF TEXAS

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D o n’ t O ve r thi n k T his the collected works of l auren hunziker p rojec t tr ader Joe’s

a n eW Look For a n eW disCov e ry

i n Food

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title

Trader Joe’s

Elements

Logo

Stationary System

Brand Standards Guide

In-Store Applications

Environment

Website

iPhone App

duration

14 weeks

task

Brand Evolution

inf luences

Traditional nautical design elements

Modern minimalist aesthetic

“Old world” trade ledgers and labeling

Current in-store wood paneled environment

Key Words

Approachable

Distinctive

Friendly

Down-to-Earth

Comprehensive

Adaptable

Elevated

Sophisticated

Objective

Redesign the corporate identity of a nationally know corporation, organization or

non-profit charity.

approach

Trader Joe’s is a chain of specialty grocery stores that focuses on offering qual-

ity foods at fair prices. The current identity of Trader Joe’s revolves around the

basic premise of travel and old world trade. There is also a vague sense of tropical

themes in things like the Hawaiian shirts and the “tiki-style” retro logotype. Re-

cently, secondary graphics that resemble Victorian era almanac illustrations have

been included among the hand-drawn illustrations in a type of collage aesthetic.

The goal of the brand evolution is to shed the kitsch of the current design and

streamline it. Moving the brand away from the eclectic style currently in use, while

still incorporating the nautical foundation, will elevate Trader Joe’s to a place in

the consumer mindset to compete with higher-end specialty food stores.

C o u rse identit y 2 : str ategies for br anding

instr uctor

Todd Hedgepeth

ni n e of te n

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C o u rse identit y 2 : str ategies for br anding ni n e of te n

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C o u rse identit y 2 : str ategies for br anding te n of Fo u r tee n

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A NEW DISCOVERY IN FOOD

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D o n’ t O ve r thi n k T his the collected works of l auren hunziker p rojec t mercantile

t h e sim pL e e L ega nC e t h at t u r ns a house

i n to a hom e

10 of 10

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title

Mercantile Housewares for Sears

Elements

Bed + Bath

Kitchenware

Décor

duration

14 weeks

task

Package Design

inf luences

“Old timey” Americana general store

Concept of “Everyday Luxury”

Combination of modern and rustic home décor

Vintage crate stamps

Key Words

Key Words

Warm

Approachable

Tactile

Clean

Sophisticated

Inviting

Objective

Develop and design packaging for a new series of in-house brands to redefine the

image of Sears department stores.

approach

This line of package design is one of 10 that were developed by myself and my

group of 4 other students as a series of in-house brands directed at creating a new

consumer image of Sears. Once the top department store in the country, Sears is

now seen as a cheap and inconsistent solution for one-stop shopping, with most

of its focus on appliances.

The goal is to elevate the brand to a status that families trust and turn to for all of

their household needs, young adults turn to as they begin their independent lives,

and high income consumers recognize as products that rival and surpass name

brands in quality and convenience, while retaining a competitive price point. The

design will visually achieve the perceived value of the highest name brands, while

functioning as an accessible economy brand thereby bridging the gap between

lower and higher income consumers.

For a line of home wares, we decided on the name Mercantile, a term once used

for a general store where you could find everything you needed in one place. We

wanted to evoke a sense of traditional Americana and the hand-crafted, quality

products that used to be the norm. The design directed chosen to convey this

included the use of warm-toned wood and clean, sophisticated typography to cre-

ate a tactile experience and a brand voice that engages the consumer.

C o u rse pack age design 4: 3d coll abor ative design

instr uctor

te n of te n

Tom McNulty

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HOME

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C o u rse pack age design 4: 3d coll abor ative design te n of te nHOME

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C o u rse pack age design 4: 3d coll abor ative design te n of te n

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D o n’ t O ve r thi n k T his the collected works of l auren hunziker p rojec t assorted identities

assort e d ide n tities

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A COLLABORATIVESERIES ON THE

HUMAN EXPERIENCE

AND WRITTENEXPRESSION

LEARN STUFF.WRITE BETTER.

t his is on Ly t h e Begi n ni ng

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t h a n k you

teachers

Mary Scott

Department Director — For your guidance

Nicole Flores

Graphic Design 3 — For your insight

Max Spector

Graphic Design 2 — For your perspective

Scott Rankin

Graphic Design 1 — For your positivity

Michael Kilgore

History of Graphic Design — For your knowledge

Amy Broadbent

Materials, Tools and Comping — For your precision

Kimberly Schafer

Art History — For your dedication

Mark Reynolds

Golden Section Geometry — For your enthusiasm

Jesse Hawthorne Ficks

Genres in Film — For your encouragement

John Dobson

The Power of Signs — For your humor

Terry Maul

Developmental Psychology — For your expertise

Family + Friends

Russ + Elisa Hunziker — For EVERYTHING

Emily Hunziker

Lois Sisco

Kathy McKinnon

Eb Richardson

Kate Heller

Weston Warfield

Jenna Anderson

Doc Miller

Sofia Siegel

Devon Taaffe

models

Jenna Anderson

Ashley Wentling

Jude Zasadzki

L ocation Photog raphy

Marshall’s Farm Honey, American Canyon, CA:

Spencer + Helene Marshall

Garçon! Restaurant, San Francisco, CA

vendors, suppliers , helpers

California Model & Design

Taurus Bookbindery

The Key Printing and Binding

Brownie’s Hardware

Flax Art Supplies

Northern Lights Graphics

Lincoln Mendell

Zach Oldenkamp

Adam Aguilar

Alex Toy

peers

Elliott Tran

Shawn Daut

Donna Roggi

Dawn Steinbock

Carolyn Pulvino

Jordan Leal

Beau Monroe

Employers

Matt Reinhard

Jack Wu

In L oving Memor y Of

Joe Belvedere

Mitchell Dubey

Lola Rose

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L au r e n H u nzik e r is a Gra pHic DesiGn e r w it H a Bac H e Lor of

fi n e a rts DeGr e e from t H e ac a De my of a rt

u ni v e rsit y, sc HooL of Gra pHic DesiGn i n s a n fra ncisco, c a. mor e at L au r e n H u nzik e r .com

don't overthink this: the collected works of lauren hunziker

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