dressed

DESIGN

PORTFOLIO

of

CAROLINE

SARIDEWI

“A dress makes no sense unless it inspires men to want to take it off you.”

- FRANÇOISE SAGAN

DESIGN PORTFOLIO OF CAROLINE SARIDEWI DRESSED

Depending on the event, getting dressed can be very fun

or exhausting experience. Similar feelings and principles

about getting dressed can be applied to the way we dress up

design concepts. In the beginning of a design process, crea-

tive thinkers are given a project with a set of requirements.

We brainstorm, sketch, fabricate, etc. with many different

ways to “dress up” ideas in a style that fits the project. Doing

all of this while keeping in mind that we have to dress it up

in a way that both fits yet stands out amongst its competitors.

Eventually, we create and tailor a design solution that is

appealing for the audience to want to come closer, take a long

hard look, and encourage them to take it home. This book

showcases how I dressed my design and ideas appropriately.

INTRODUCTION

INTRODUCTION

Project

THOMAS KELLER

Class

PACK AGING 2

Instructor

ALLEN GAOIR AN

Project

337 WINE

Class

PACK AGING 3

Instructor

TOM MCNULT Y

Project

PERRIER SKIN CARE

Class

PACK AGING 3

Instructor

TOM MCNULT Y

Project

AERO STORE

Class

PACK AGING 4

Instructor

MICHAEL OSBORNE

Projec t

RIMMEL LONDON

Class

IDENTIT Y 2

Instructor

TODD HEDGPETH

Project

SF ZERO WASTE

Class

PRINT 2 + GOOD MAGAZINE

Instructor

TOM SIEU

Project

SAPPI PAPER PROMOTION

Class

T YPOGR APHY 3

Instructor

ARIEL GREY

Project

SEE .HEAR . STOP!

Class

GR APHIC DESIGN 3

Instructor

JENNY J I

VOGUE

POSH

FRESH

CHIC

EDGYPROJECTS

INTRODUCTION

01 – 14 4 01 – 18 53 – 64

19 – 30 65 – 76

31 – 42 77 – 86

43 – 52 87 – 14 4

145 – 150

LOGO COLLECTION

THANK YOU

COLOPHON

JOLLY

EPOCH

SHARP

TABLE OF CONTENTS

OBJECTIVE Create a rejuvenated look for a company of our

choice. Students were expected to conduct research on a

company. Based on the new concept and strategy, a unique

selling proposition is defined. Deliverables include a new

identity mark, stationery set, brand applications, website

layout, and brand style guide.

RESEARCH Dating back to 1834 in London’s prestigious

Bond Street, Rimmel London is one of the world’s oldest

cosmetics brands. Rimmel is well known around the world

for its extensive colour line with a focus on eye-enhancing

products, in particular its revolutionary mascaras. Rimmel’s

mascara was so popular that the name “Rimmel” is the word

for mascara in several languages such as Turkish, Italian,

Persian, French, and many others.

CONCEPT London is a fashion forward city that is about

setting trends, not following them. From street to catwalk,

fashion and beauty are all about experimentation and self

expression. I wanted to elevate Rimmel London’s identity

and status to be able to compete with Sephora, NARS, and

many other high-end cosmetic brands by incorporating the

edgy and luxurious look of London.

DESIGN PORTFOLIO OF CAROLINE SARIDEWI DRESSED001

Project

RIMMEL LONDON

Class

IDENTIT Y 2

Instructor

TODD HEDGPETH

IDENTIT Y RIMMEL LONDON 002

“The makeup is simply an extension of the personality and colors, clothing, makeup all express something.”

- GENE SIMMONS


OBJECTIVE Design a keynote presentation and produce a

book which documents the creative process and outcome

for the Good magazine Bay Area design challenge. The

intent of this book is to set up the idea of sustainability.

RESEARCH How can San Francisco’s zero waste goal become

less of a goal, but an easy daily routine? It is complicated to

know which items go in what waste bin, especially because

of the way only some plastics are recycled and composted.

Taking into account the diversity that exists in San Francis-

co, the confusion should be clarified and more receptacles for

recycling should be available to the public.

CONCEPT A fun approach to the concept of composting and

recycling by introducing a simplified icon system, eco-smart

solar bins, and a creative promotional campaign. Based on

thorough research, we combined systems and various aspects

of recycling that is easily recognizable and integrated to our

waste bin design. The eco-smart solar bin is a solar powered

trash compactor with GPS and Wi-Fi integration and an

LCD display panel that collect the sun light.

Project

SF ZERO WASTE

Class

PRINT 2 +

GOOD MAGAZINE

Instructor

TOM SIEU

PRINT SF ZERO WASTE 020

OBJECTIVE Design a promotional printed book for a paper

company that explores new concepts of thought as well

as typography. This book is intended to provoke new ideas

as well as exercise and push new explorations in typography

and page layout based on the concepts.

RESEARCH Over the years, the popularity of astrology has

risen and fallen many times. The rises tend to occur dur-

ing periods of history where people are looking outside the

norm for answers to questions relating to life and spirituality.

The falls are due primarily to astrology often being linked

with the occult. However, the validity of astrology has not

been proven and the scientific community has not rule out

the possibility that it can actually be factual. The science of

astrology may already be established as an indubitable fact.

CONCEPT With Sappi’s McCoy paper line in mind, an English

idiom, “The Real McCoy” meaning the genuine article, is

used to go back in time and explore and compare the science

of astrology in terms of credibility and authenticity.

Project

SAPPI PAPER PROMOTION

Class

T YPOGR APHY 3

Instructor

ARIEL GREY


T YPOGR AHY SAPPI PAPER PROMOTION 032

Project

SEE .HEAR . STOP!

Class

GR APHIC DESIGN 3

Instructor

JENNY J I


OBJECTIVE Create an identity, web based campaign and

promotional items for a nonprofit organization.

RESEARCH Suicide is one of the three leading causes of death

among those aged 15-44 years in some countries. And the

second leading cause of death in the 10-24 years age group;

these figures do not include suicide attempts which are up to

20 times more frequent than completed suicide.

CONCEPT While not losing the emotional impact of suicide,

this campaign revolves around how generally cute objects

commit suicide and how even then, it is very daunting and

emotional. A quirky, yet still very serious fresh approach.

INTER ACTIVE SEE .HEAR . STOP! 044

TOP 10 STATE WITH THE MOST NUMBERS OF SUICIDE:

C A L I F O R N I A3 , 6 0 2

A R I Z O N A1 , 0 1 6

F L O R I D A2 , 5 8 7

T E X A S2 , 4 3 3

P E N N S Y L V A N I A1 , 4 4 1

N O R T H C A R O L I N A1 , 0 7 7

M I C H I G A N1 , 1 3 1

N E W Y O R K1 , 3 9 6

I L L I N O I S1 , 1 0 8

O H I O1 , 2 9 5

__LATEST NEWS

STATISTICS

MISCONCEPTIONS

EVENTS

SEE.HEAR.STOP!

Research has shown that graphic, sensationalized or romanticized descriptions of suicide deaths in the news media can contribute to suicide contagion, popularly referred to as “copycat” suicides. Media reports on suicide can also be a source of misinformation; for example, when suicide is attributed in a single event such as the loss of a job or family or relationship, with no mention of underlying factors such as depression or lack of access to treatment for these conditions.

All of the warning signs of suicide are magnified in importance if the patient is depressed. Although most depressed people are not suicidal, most suicidal people are depressed. Serious depression can be manifested in obvious sadness, but often it is rather expressed as a loss of pleasure or withdrawal from activities that had been enjoyable. Suicide can be prevented. While some suicides occur without any outward

34,000more than

people in the U.S dieby suicide per year

A disturbing trend.Every 15 minutes someone dies by suicide. It remains the 11th leading cause of death in this country. Though suicide attempts are not reported, it is estimated that close to one million people make a suicide attempt each year. Mostly because of having an untreated psychiatric disorder.

AB

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http://www.seehearstop.com/news/latest-news

Suicide Prevention Awareness


OBJECTIVE Create a product line for a famous chef that

gives people a fine dining experience at home. It must

convey the characteristic of the chef or his cooking.

RESEARCH Thomas Keller is an American chef, restaurateur,

and a cookbook writer. Thomas Keller restaurant group con-

sists of the famous French Laundry, which received 3 star

from Michelin guide, Bouchon Bistro and Bakery, Per Se,

and Ad Hoc. Thomas Keller is a genuine, approachable guy

whose mind is geared toward logic. He only cooks emotional

cuisine and apply the law of diminishing return to his foods

that leaves people wanting a little bit more. He believes that

a strong, everlasting, burning desire wins over the passion for

cooking to pursue long term goals.

CONCEPT Memorable, clean, and meticulous are adjectives

that best describes Thomas Keller and his cooking. Those

adjectives, his artisanal quality, and passion for food are

highlighted in the design and identity mark .

Project

THOMAS KELLER

Class

PACK AGING 2

Instructor

ALLEN GAOIR AN

PACK AGING THOMAS KELLER 054

OBJECTIVE Design a wine bottle that is conceptualized

through three different tiers of wines: Chardonnay and

Cabernet Sauvignon priced at an average $20 level and a

high end Cabernet Sauvignon priced at a $100 level.

RESEARCH 337 wine is named after the French vine clone

number 337 that captures the prestigious Bordeaux taste

in French wine. The vines are cultivated for structure and

flavour in the cobblestones of Lodi’s Clay Station Vineyard,

making a wine that exudes seductive aromas of mocha and

dark cherry. An explosion of spice and blackberry unwinds to

a velvety, luscious finish.

CONCEPT With the female market in mind, Le Provocateur

line of 337 wines is inspired by the sexy fashion world of

Paris that visually captures the seductive and mouth water-

ing taste of the wine. It is a risqué yet elegant approach to

the wine invoking the feeling of being, or even dancing, at a

sultry cabaret in the early 1900’s.


Project

337 WINE

Class

PACK AGING 3

Instructor

TOM MCNULT Y

PACK AGING 337 WINE 066

Project

PERRIER SKIN CARE

Class

PACK AGING 3

Instructor

TOM MCNULT Y

OBJECTIVE Choose a well known company that is not yet

in the beauty market and design a skin care line for it

while still keeping the brand’s overall feel and focus of

the company. Also create a point of purchase display

along with the design concept.

RESEARCH Perrier is a well known sparkling water brand

named after a French doctor, Louis Perrier. In 1898 he

bought a spring for a commercial spa and bottled the water

for sale. As spas were becoming unfashionable, he closed the

spa and sold the spring to a wealthy British visitor, Sir Saint

John Harmsworth, who renamed the spring Source Perrier

and started bottling the water in a distinctive green bottles.

He marketed the product in Britain with a goal to convert

everyone in the British Empire from drinking soda to water.

By 1990, Perrier become a leader in the global water market

and was advertised as the Champagne of mineral water.

CONCEPT Perrier’s unique rich history, colours, and natural

carbonation from the spring are taken into consideration for

the skin care line. This skin care line is targeted towards a

male audience. Perrier Spring creates a refreshing look to

convey the same sense of freshness and relaxation while

drinking Perrier mineral water.


PACK AGING PERRIER SKIN CARE 078

1. 7 FL OZ (50 ML )


Project

AERO STORE

Class

PACK AGING 4

Instructor

MICHAEL OSBORNE


OBJECTIVE What would a high-end Target store look like?

In this assignment, students were to create the highest

quality, family friendly, timeless look and feel that is appeal-

ing to the demographics and be able to compete with Crate

and Barrel and William Sonoma. Target is a design driven

company, so Aero will inherit this same design language but

it will still be distinctive as its own company.

RESEARCH Target is a destination shopping store with the

brand promise, “Expect More, Pay Less,” by delivering an

outstanding value, innovation and exceptional design. Aero

is a store that carries on the Target tradition of a fun and

unique destination shopping experience.

CONCEPT Aero store is targeted to deliver upscale quality

home products and services in a friendly and sophisticated

way. This store will be catered more to city dwellers and

those who can choose to live a comfortable more rustic and

modern design lifestyle. Shoppers can sit and enjoy coffee,

select from the region specific local products or browse the

high end quality products they desire for their home.

PACK AGING AERO STORE 088

STORE BRAND

EVERYDAY

ENDORSE BRAND BY AERO

LOCAL

Key Attributes

RELIABLE

QUALIT Y

MODERN

FRESH

TIMELESS

EVERYDAY

FRIENDLY

Key Attributes

NOSTALGIC

UNIQUE

CONSISTENT

LOCAL

HOMEY

Products

BED & BATH

KITCHEN TOOLS

APPLIANCES

OFFICE SUPPLIES

HOME DECOR

CLEANING SUPPLIES

Products

FOODS


PRIVATE BRAND PRIVATE BRAND PRIVATE BRAND

QUALITY LIFE STAGES GARDENING

Key Attributes

FRESH

CONSISTENT

FRIENDLY

GOURMET

Key Attributes

FRIENDLY

MODERN

YOUNG

UPSCALE

EASY

ELEGANT

Key Attributes

FEMININE

FRESH

FLOR AL

NATUR AL

ORGANIC

Products

CHEESE COUNTER

BAKERY

CHOCOL ATIER

CAFE

FLORIST

PRODUCE

Products

BED & BATH

APPLIANCES

KITCHEN/DINING

HOME DECOR

BABY SUPPLIES

Products

SEEDS/PL ANTS

FLORIST

GARDENING TOOLS

POTS / TERR ARIUM

INDOOR TOOLS


MOOD BOARD


CONCEPT Aero’s brand promise is to consistently deliver the

highest quality, design forward products to our shoppers.

Our commitment is to provide our guests with a superior

shopping experience and dedication to sustainable practices.


The United States of America is a large country with unique

characteristics in every region. We wanted to celebrate the

uniqueness of these different areas while keeping the “You

are Here” brand cohesive. As a solution, we used a house of

brands strategy to maintain consistency while being able to

design each region’s own look and feel.

CONCEPT You Are Here is an endorsed brand for Aero store.

It provides regional goods that focus on the specialities or

unique items of each region. These items can only be found

in local stores and are created by local suppliers and branded

for Aero exclusively. You Are Here brings the favourite local

flavours of America to your home no matter where you are.


PACK AGING AERO STORE 1 10

DESIGN PORTFOLIO OF CAROLINE SARIDEWI DRESSED1 1 1

DESIGN PORTFOLIO OF CAROLINE SARIDEWI DRESSED1 13

CONCEPT Now&Next offers a wide array of high quality

unique products with the goal of enhancing our shoppers

lives at every stage. It divides into 3 categories; Bachelor,

New Home, New Baby. Items aimed not at a specific gender

or age group, rather at a group in a specific stage of their life.

Whether it is a young newlywed couple or bachelor looking

to upgrade from IKEA, or anyone putting together a new

home or having a new baby.


DESIGN PORTFOLIO OF CAROLINE SARIDEWI HUMAN PACK AGING01 DESIGN PORTFOLIO OF CAROLINE SARIDEWI DRESSED125

PACK AGING AERO STORE 01PACK AGING AERO STORE 126

CONCEPT Artisan Square is a Farmers Market like experi-

ence that is a separate area of the Aero store. A place where

womens can meet up for lunch or husbands can hang out

while they wait for their wives. Artisan square is a gourmet

destination, featuring quality goods from the staples for your

pantry to specialty gourmet ingredients.


CONCEPT Perennial is a way to create your own home garden and bring the design of your home outside. In Perennial, we

offer an array of quality Perennial garden products that are

both durable and beautiful. As our shoppers create a home

garden that reflects the personal design of their homes they

can be assured that our dedication to sustainability practices

will support them and their local communities.


LOGO COLLECTION 146

LOGO COLLECTION 148

LOGO COLLECTION 150

To my wonderful parents, Benny Makulawu Wijaya and

Meicyana Wijaya, and family for supporting and believing in

me through all these years. I know it was not always easy, but

I always appreciate it. To my sister, Karina Saridewi, who has

been a great companion through the good and bad.

To my friends, Roderick Tjandra, Gabrielle Lai, Angeline

Bridgitte, Vidya Santyoso, Noelle Kot, Sara Angelia, Alvin

Wijatman, Louis Hans Lawrence, Peter Budiono, Lawrence

Nah, Ray Susantyo, Arnold Pokolemo, Indra Sugiarto, and

Rikwan Suyoto for your supports, loving care, motivation,

and for making life fun and exciting.

To my fellow designers, Fransisca Tan, Will Gandayuwana,

Anh Pham, Naomi Hoag, Collin Fry, Sa Nguyen, Lily Wang,

and Gina Chang, for your honest critiques and raising the bar.

You guys are my greatest inspirations.

To my instructors, Mary Scott, Audrey Kallander, Michael

Osborne, Ariel Grey, Tom McNulty, Todd Hedgpeth, Tom

Sieu, Phil Hamlett, Malini Bakshi, Laura Milton, Jenny Ji,

Allen Gaoiran, Anthony Luk, and Max Spector.

WITH SINCERE GRATITUDE AND THANKS

THANK YOU

Book Size8 x 10 “

Text StockNEW PAGE 100# MATTE TEXT

End SheetsPROLINE CHARCOAL

PrinterBLURB

BinderBLURB

PhotographySELF

SA NGUYEN

3D RenderingYOANES NAFTALIANTO

CameraCANON EOS 5D

NIKON D7000

COLOPHON

COPYRIGHT © 201 1 CAROLINE SARIDEWI

CAROLINESARIDEWI .COM

ALL RIGHTS RESERVED.

NO PORTION OF THIS BOOK MAY BE USED

OR REPRODUCED WITHOUT THE EXPRESSED

CONSENT OF CAROLINE SARIDEWI .

ACADEMY OF ART UNIVERSIT Y

70 NEW MONTGOMERY STREET

SAN FR ANCISCO, CA 94105

SCHOOL OF GR APHIC DESIGN

DEPARTMENT DIRECTOR: MARY SCOTT

dressed

Documents

classgraphic design

design process

design solution

design concepts

concept london

rimmel londons identity

luxurious look of london

rejuvenated look