into the wilderness

INTO THE WILDERNESSSELECTED WORKS BY CECILIA HEDIN, 2009 - 2013

MAMMA & PAPPA

As a native of the Northern Hemisphere, I spent a lot of

time in the Swedish forest growing up. Picking lingonberries,

making bark boats, counting woodpeckers, building tree

houses. I have always been fascinated by animals and nature,

but it was not until later in life I learned to really appreciate

the world beyond the concrete jungle.

I have a hard time relaxing. I am definitely not one to be

considered as a couch potato nor am I one for classic

literature. I’d much rather draw a moose while listening to

music or my favorite movie in the background. Multitasking

keeps me tame.

All my interests tend to become hobbies, and boy, do I have

many. May it be knitting, snowboarding, or running, they all

seem to connect me to the outdoors. It is the place I feel

most inspired and where I can relax, among the trees.

My work is a small piece of me, influenced by my

surroundings and the things I love.

Welcome to my wilderness.

F O R T H E L O V E O F T R E E S

C E C I L I A H E D I N I N T O T H E W I L D E R N E S S

T A B L E O F C O N T E N T S

LET THE HUNT BEGIN 16PRINT / BRANDING

BETWEEN THE DEVIL AND THE DEEP BLUE SEA 36PACKAGING

MADE IN KÄT TILSTORP, SWEDEN 44PRINT

GOLD, LIGHT AS A FEATHER 62IDENTIT Y / BRANDING

FEEL BET TER, NATURALLY 76PACKAGING

ALFRED PEET’S NEW SUIT 92IDENTIT Y / BRANDING

IN A HOUSE OF FOREVER AFTER 108PRINT

AN APOCALYPTIC GAME OF CHESS 130PACKAGING

HIGH TOPS - THE ALTEREGO 144MISCELL ANEOUS

H O W T O A V O I D G E T T I N G L O S T

17 H U N T & H E R I T A G E

I am fascinated by the English heritage and novelty, and although I prefer

jeans and sneakers, I love the idea of hunting by horse in classy clothing.

When we got the brief “create an event, it can be whatever you want”, I

chose to make an English fox hunt. I wanted to make the traditional hunt

something cool and modern. Since the English Hunting Act came into force

in 2004, there has been a big controversy about fox hunting. Yet, there is

one legal hunt every year, the annual Boxing Day Hunt. Instead of letting the

tradition fade away, I wanted to pass along the heritage and all the attributes

that comes with it. I saw this project as a good chance to develop my hand

skills, so I drew all the elements of the hunt, and had them tell the story of

the historical hunt at the imaginery Millman Meadows.

L E T T H E H U N T B E G I N

N I C O L E F L O R E SI N S T R U C T O R

P R I N T D E S I G N 1C L A S S

S P R I N G 2 0 1 0D A T E

18C E C I L I A H E D I N I N T O T H E W I L D E R N E S S

Rhum agricole is an exclusive rum that is distilled on the French island

of Martinique in the Carribean Sea. Compared to normal rum, rhum

agricole is made out of freshly squeezed sugar cane juice, rather then

from molasses.

When creating the new liquor brand, Fourteen Sixtyone, I was inspired

by the old ocean fare and vintage maps (read pirates). The island of

Martinique has the geographic cordinates 14°40n 61°00w, hence the

chosen brand name.

B E T W E E N T H E D E V I L A N D T H E D E E P B L U E S E A

C H R I S T I N E G E O R G EI N S T R U C T O R

P A C K A G E D E S I G N 3C L A S S

F A L L 2 0 1 1D A T E

MA R T I N I Q U E14°40N 61°00W

17 B I L L Y . 1717C A T E G O R Y P R I N T / B R A N D I N G I N S T R U C T O R A R I E L G R A YP R O J E C T S U S T A I N A B L E M I N D S

41 F O U R T E E N S I X T Y O N E

45 B I L L Y

IKEA’s Billy is the most sold bookcase in the world. It is produced at the

Gyllensvaan Furniture Factory, located on the Swedish countryside in the

small village of Kättilstorp. In the neverending register of IKEA suppliers,

Billy has production number one. Every week 70 000 Billys are born.

Think about that number for a second, and then keep in mind Kättilstorp

has 250 inhabitants. About 200 of them work in the furniture factory.

With this promotional IKEA catalogue, I wanted to tell the story about

Billy the bookcase, and the father of Billy, the creator of the case (who’s

actual name is Gillis Lundgren). My friend Cecilia Magnusson had her

dear grandpa photographed as father Billy, and I created still life photo-

graphs complementing the story. It all ended up in a colorful book about

his relationship to the bookcase.

M A D E I N K Ä T T I L S T O R P , S W E D E N

E S Z T E R C L A R KI N S T R U C T O R

P R I N T D E S I G N 2C L A S S

S P R I N G 2 0 1 2D A T E

47 B I L L Y

49 B I L L Y

51 B I L L Y

53 B I L L Y

55 B I L L Y

57 B I L L Y

59 B I L L Y

Just like the eskimos, the native people of Sweden, the Samis, have over

200 words for snow. Habllek, is one of the them. This particular snow is

light as a feather and sparkles as it falls from the sky. Habllek is the

white gold every skier dreams about.

When I got the oportunity to create a new brand in my first identity

class, I wanted to do what I love the most, go down the mountain in pure,

fresh powder. Habllek developed into a clean and bright ski brand, with

a logomark remeniscent of a sparkling snowflake.

G O L D , L I G H T A S A F E A T H E R

A N D R E W C A M B O R O I SI N S T R U C T O R

I D E N T I T Y 1C L A S S

F A L L 2 0 1 0D A T E

65 H A B L L E K

67 H A B L L E K

69 H A B L L E K

71 H A B L L E K

73 H A B L L E K

77 B E B E T T E R

Be Better was a part of a greater group project where the brief was to

reimagine brands for the American pharmacy Walgreens. Since the start in

1901, Walgreens has been the largest drug retailing chain in the country.

With Be Better, we wanted to create a serie of natural over-the-counter

medicine, a system that is easy to read and structures that makes feeling

sick a little easier. Bandage comes on a dispensable roll, remenisent

of a roll of tape. And the couch syrup has a dosage cup integrated with

the bottle, so you don’t have to drink out of the cap.

M I C H A E L O S B O R N EI N S T R U C T O R

F A L L 2 0 1 2D A T E

F E E L B E T T E R , N A T U R A L L Y

79 B E B E T T E R

81 B E B E T T E R

83 B E B E T T E R

85 B E B E T T E R

87 B E B E T T E R

89 B E B E T T E R

Peet’s Coffee is a local brewery that started it’s first coffee shop in Berkeley,

California 1966. The store grew quickly and soon they began to provide the

newly started Starbucks Coffee with their dark roasted beans, and the rest

is history. The first coffee shop on Vine Street in Berkeley became the spot

were loyal coffee connoisseurs went to get their daily cup. The customers

eventually got the nickname Peetniks, today that is the name of Peet’s

reward club members.

With the rebranding of Peet’s Coffee, I wanted to bring back the personalities

of the old Peetniks from the 60’s. As a tribute to their classy style, the coffee

roasts has therefore been dedicated an illustrated hat, each one with its own

distinct personality.

A L F R E D P E E T ’ S N E W S U I T

T O D D H E D G E P E T HI N S T R U C T O R

I D E N T I T Y 2C L A S S

F A L L 2 0 1 1D A T E

95 P E E T ’ S C O F F E E

109 S U S T A I N A B L E M I N D S

“Choose a concept or an issue that interests you and plan a three day

conference for the topic”. With those words from my teacher, I planned

a conference about sustainable architecture. With today’s growing society

and population, it is important that we build long-term solutions

to maintain the global ecosystem.

Me being an absolute nature nerd, it was with great interest I dug down in

documents about building sustainable. Not only do these buildings take

good care of themselves in aspects of heating systems and such, but they

most often also have an exterior just as complex as the inside.

I N A H O U S E O F F O R E V E R A F T E R

A R I E L G R E YI N S T R U C T O R

T Y P O G R A P H Y 3C L A S S

S P R I N G 2 0 1 1D A T E

• HEIGHT

• SQUARE

• ARCHITECT

• YEAR

240 feet

410.000 feet

Renzo Piano

CALIFORNIAACADEMY OF SCIENCE

I don’t usually play games on my smartphone. None at all actually, but with

one exception. 2 years ago I was obsessed with the simple but cute game

Plants Vs. Zombies. The idea was simple; grow garden flowers that protect

the house entrance from hordes of attacking zombies. It might sound silly,

and it sure was. Yet, I was hooked!

When we had to create a board game in Package Design 2, I made the

characters in the iPhone game come alive in an apocalytic game of chess.

The entire game is handmade! I crocheted the zombies, and the plants are

made out of paper yarn. When the two teams are not fighting out a bloody

battle on the turf board, the zombies sleep inside the coffin surrounded

by flowers in terracotta pots.

A N A P O C A L Y P T I C G A M E O F C H E S S

C H R I S T I N E G E O R G EI N S T R U C T O R

F A L L 2 0 1 1D A T E

133 P L A N T S & Z O M B I E S

Sometimes school is just not enough. I enjoy being busy, I create better

work when I have a lot on my plate. So whenever there is a gap in my

schedule, I either go to the woods, bind a book, or I draw. Animals, mostly.

I wanted to call my shop something, cause I started a shop, an Etsy shop.

High Tops seemed to be a fitting name. Not only cause I have a ridiculous

collection of high tops sneakers, but also because I’m amazed by high

tree tops. And high mountain tops. So High Tops has become my alterego,

and I kind of like it. I like it so much I had to create a set of patches,

cause I love patches, too.

H I G H T O P S - T H E A L T E R E G O

S E L F P R O M O T I O NC A T E G O R Y

H I G H T O P SB R A N D

A L W A Y SD A T E

147 H I G H T O P S

149 H I G H T O P S

151 H I G H T O P S

153 H I G H T O P S

155 H I G H T O P S

157 H I G H T O P S

159 H I G H T O P S

161 H I G H T O P S

163 H I G H T O P S

167 T H A N K Y O U

MAMMA & PAPPA. MADELENE & CARL. KING ARTHUR & THE RALPH.

OFFICE. JASON SCHULTE. DOMINIQUE MAO. MOUNT TAMALPAIS. BL ACK PEARL.

PAM & RICK. JACOB SEMPLER. SAMANTHA SZAKOLCZAY. NADIA IZAZI. CASSIA THE.

JULIA FL A JNIK. EMILY BROCK. BRIAN ZOBEL. DAVE ALLEN. JOHANNA L ASKEY.

JENNIE ERICSSON. CECILIA MAGNUSSON. TUFFJOCKE JOHANSSON.

MARY SCOT T. NICOLE FLORES. TODD HEDGEPETH. ANDREW CAMBOURIS.

MARK REYNOLDS. CHRISTINE GEORGE. ESZTER CL ARK. DENNIS PETERSON.

ARIEL GREY. ROL AND YOUNG. ANDREW JOHNSSON. MICHAEL OSBORNE.

AMELIA BROADBENT. RENEE D’ARCY. DAVID HAKE. MICHAEL KILGORE.

T H A N K Y O U

169 C O L O P H O N

DESIGN CECILIA HEDIN

WEBSITE CECILIAHEDIN.COM

CL ASS BFA PORTFOLIO

INSTRUCTOR MARY SCOT T

SEMESTER SPRING 2013

BOOK TITLE INTO THE WILDERNESS

COVER FIBERMARK SKIVERTEXT

TEXT STOCK COUGAR 80LBS TEXT

END SHEETS FABRIANO TIZANO

PRINTER GRAPHIC IMAGERY

BINDERY THE KEY

DIMENSIONS 8.5” X 12”

T YPEFACES BRANDON GROTESQUE, PL ANTIN

PHOTOGRAPHY CECILIA HEDIN

CAMERA NIKON D300

C O L O P H O N

reproduced, stored in a retrieval or transmitted in any form or by any

means, without the written permission of the designer Cecilia Hedin.

ACADEMY OF ART UNIVERSIT Y

School of Graphic Design

79 New Montgomery Street

San Francisco, California 94114

into the wilderness

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