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@yc_designwork

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Typographic Voice and Visual Narrative 

Campbell's Wrapper

Medium

Book

Description

This project includes 6 steps. Each step represents the different stages of typography from a simple layout to sophisticated and unique visual aesthetics. Letterform anatomy and design, proportion systems and layout are employed to deliver contextually appropriate visual narratives.

Date

April-June 2021

Tools

Illustrator, Photoshop, InDesign

Step 0

Extract & Type Out

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Quadrant Studies

Stay within the grid, and play with extracted text by placing them into the different positions, like top, middle and bottom.
Having body text into two, three and four columns to create negative space and flow with the composition of body text and other product information.

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Step 1

Same font and size. Place text in different composition to create white space.

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Step 2

Stay in the grid & break out of the grid. Using different typeface to create attention.

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Step 3 & 4

Add lines and strokes of different thickness and shapes to guide viewers' eyes and emphasis the information.

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Type & Composition 

In this step, we are supposed to create various textures by using the different treatment.
The purpose of this step is to play with the space, composition, and layout.

Process

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Visual Outcome

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Objective to Subjective 

Get rid of the black & white, this step is more about visual explorations.
Gathering relevant Campbell's soup's elements like history, ingredients, and stories, to create several visual collages.

Inspiration:
Combine Campbell's soup's background, original factory, and ingredients to create scenes that visualize the story of Campbell branding.

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