Client name: La Cantina

Background: La Cantina is a startup food truck business located in Melbourne, Australia. Currently opera

ting from a vintage van, they serve a range of fresh, contemporary Mexican food at public locations or private events.

Audience: La Cantina is targeting a health and flavor-conscious audience in and around the city of Melbourne. They are able to cater to various functions, as well as public events such as festivals. La Cantina sees its food as affordable, fresh, flavorful, and healthy. La Cantina’s audience and people who live in Melbourne are typically interested in:

• Outdoor lifestyle
• Multiculturalism (many different nationalities live in Melbourne)
• Healthy living (eg exercise, sport, fresh food)
• Fresh food
• Sustainability (eg low waste, low CO2, sustainably sourced food)

Context: La Cantina require a logo for caravan signage, aprons, and a printed menu

Keywords: Fresh, Mexican, sustainable

Rough Ideas:

These are 20 quick sketches including the elements of taco, Mexican, fresh and sustainable. I came up with ideas in the form of logo mark with only using pictures to represent. I also did logotype by rearranging the format and font of the name La Cantina.

This is the first detailed design I finished on Affinity. It combines a fork, a spoon and a plate with a chili in the middle representing the inside of the plate. It also somehow shows a smily face. However, I am not really satisfied with the resulting look of this design.

 

This is the version that I upgraded after receiving feedback from my partner. She suggested that bolding the outer line of the plate might have a better effect. This does make the plate more stand out and realizable, however, it somehow looks more like a face smiling with a hair like semi-circle on top.

I gained feedback from my teacher, Mr Griffin, on coming up with other ideas. the feedback was making a lot of quick sketches base on one idea or maybe finding new ways of combining more different elements. I decided to use taco as a base and my aim is to make it simple and easy to recognize.

This is what I got after creating the basic idea. I personally really like this design because how it’s simply and a combination of taco and the client name. Yet I did more versions in different way and finding for a more efficient way of presenting it.

I tried to put the logo on the bag. It turns out to be a little bit plain that everything seems like to be inside the circles and nothing on the out side. It might be better by moving the name to the out side.

It would be better if I add things in the inside to make it not plain. I also need to try adding the key word of: fresh and sustainable in to it. A leave or a lemon might show fresh and plants or flowers can show sustainable.

I’m missing key works like fresh and sustainable so I might need to add those element in. A leaf or a lemon can show freshness and plants can show sustainable. The design is aligned to most of the advice. Places that I need to improve on is making the logo not too plain and make it stand out more .

I think I did well on using black and white colors to show the logo, where colors doesn’t really effects the logo. Somewhere that needs to be improved is to make it more recognizable. I think the design is a bit plain and not that outstanding.

Finished design:

 

I think by adding the lemon embodies fresh elements and feelings.

The song I chose is called High by Alyssa Reid. The reason I chose this song is completely random. I randomly selected a song in my music list. The reason I chose this line of lyrics is because I personally think that, when listening to the music, this line gives the most meaning of the song. Also it’s what makes me remember the most clearly.

This one is the first idea I came up with. It is not quite finish because I changed my idea to another one. I used the same font type but changed the format, also adding color to it according to the feedback my partner gave me. She suggested that it might be more engaging for people to see and not that boring. According to this feedback, I choose to let the letters stay black but instead adding decorations with color around it. I also added a border to make it not that abrupt.

After finishing the first design, I realized that it doesn’t really communicates the style of the song. I then got feedback from the teacher, suggested that changing the font might have a better effect. I decided to start another new idea, so it allows me the compare the two pieces to see which one is better.

The first draft of the second idea I come up with is these two:

The design on the left I added a bottle to represent ‘drug’ and added circles in the background. The font isn’t a specific font style, I just roughly wrote a brief form that might fit the lyrics. The design on the left is something I came up with while sketching the first one. The font I use is Butterzone. After finishing the word ‘drug’ I realize that this doesn’t really work, so I went back to the first one.

This is the final poster:

This is the PDF version:

Lyrics Poster

Strengths & Weaknesses

• The style of the song is a pop music. I decided for the final poster that the letters should all be in capital and same cap height. It has a straight base line and all meats the cap line at the top. I am aiming to create a sense of pop by making some words more stand out while some remains smaller.
• I chose to use different font style for important words like ‘vein’ and ‘drug’ in this point to communicate better. making the letters more outstanding and different from each other gave a clearer message.
• One design element I used a lot is line. The letters were mainly made by line element. It was also used to make decorations. Also shape element to create the background and bottles. This helps by giving a visual message which communicates the style of the song.
• One thing that might be helpful is to use more design principles. Using negative space or cropping.

The role of element and principles in graphic design plays an important part by making the vision of the work to look better. Elements and principles use to create and out stand the message the artiest wants to communicates.

The design task is about using the element or principle to create an effective design that communicates the work of this elements/principles.

I did my illustration this way because I want to show that lines as a element can be used in different ways and can design a lot of things by only using lines.

This is the sketches and ideas I came up:

The first idea I came up with is the umbrella. I drew the umbrella by using one line filling it in. I want to make it obvious that line is the element I’m trying to express. I added lines on the out side to represent the rain to reinforce the idea of using line.

The second draft I created is the eye like design in the top right. I first thought to create a ball out of using lines, but after I did half way, I decide it might be better to make it something that people will make out when seeing it.

This third sketch is a candle. The body and the fire is all create by lines. I saw this online and think it’s really simple and easy to understand, also it looks good.

The forth one is a flower that’s drew with one line without lifting my pen. I also added lines in the petal as well.

The last design is writing out the word ‘Line’ using different format of line.

When giving peer feedback, my peer suggested that design 3 and 5 might work the best because number 3 has a cool view when looking at it but changing the shape might make it better and number 5 has the best communication. In my final poster, I choose to use the idea to change the shape and filling it with lines. This makes it simpler to make and also easier for people to see and understand.

There is a PNG version of my poster:

This is the Pdf version:

E_P A4_Poster template

My inspiration:

What is graphic design?
A visual way for people to communicates messages.

What inspires me about design?
How two different thing can be put together and form something new. I think it’s very

What are my favorite design example?
I like illustrations and anime designs.

Me as a designer:

What would I like the get better at doing as a designer?
I would want to get better at expressing ideas and messages through designing with other people, and presenting it clearly.

What would I like to get better at doing as a designer?
I want to improve my drawing of objects or people and the structure of it by hand draw or using technologies. Also collaborating with others to make better the project.

Personal Poster blog
https://padlet.com/eryahe/olfp8q1gbvxj2hum

Personal Poster
Personal poster

During the process, I changed a lot of ideas on what techniques. For example, this is one of the draft I made:

I also got feedback from my friends and my parents. My mom gave me feedback on where I can improve the drawing that will represent me best and which par that I might need to change.

The style I use to draw my self-portrait that I wanted to try, though it looks a bit unfinished or simple, maybe I practice and try making it more the style I wanted.

I choose this background for my poster because the background color gives a contrast, like the blue, yellow and light pink. It makes it stands out more better at the same time it won’t be too attractive to take away the attention from the main part.

I think that the poster is nicely made out and the layout is good. The part I think I could improve on is my self-portrait. I can add more color and details on my face to make it more better looking and representing me.