Introducing a sophisticated, chilled coffee with an entirely new look and feel. Chen Design Associates’ branding for Elemental Beverage Co.’s debut stands apart from the competition with abstract watercolor play inspired by the nuanced notes of single origin, estate-grown coffees. Our unexpected packaging invites wonder and provides an emotional connection to the bright, fruit-forward flavors retained by Elemental’s patented chilling technology – innovation which converts hot, freshly brewed coffee to cold in less than a minute, without compromising taste by dilution, oxidation or additives.
Creative Director: Josh Chen Design Director: Tracy Taylor Senior Designer + Illustrator: Cedrik Ferrer Project Manager: Alexis Grossman Strategy: Becky Luoh, Kathryn Wong Hoffman Production Manager: Saree Rice Animation: Kenneth Jong Photography: Alexis Tjian, Kenneth Jong, Bernee Briones
Awards & Recognition: Communication Arts Exhibit Food & Wine GDUSA
As a global retail expert in data processing and connected devices, our client, Crosscan, was looking at repackaging its products and services in an offshoot company to target a new vertical: the industrial sector. SevenDesign was asked to create a name, brand and website to prime this new company for market entry.
Our client wanted to ensure that their 15 years of reliability and expertise were translated into the new brand. Simplicity was a primary factor in representing their platform, which would streamline complicated industrial processes and improve efficiency. We named the company Ekko, a simple, memorable word, based on the concepts of invisible connection and communication between devices.
Executive Creative Director: Lee Hutchinson Creative Director: Andrew Pollak Strategic Director: Dominic Ensor Senior Designer: Cedrik Ferrer UX Designer: Ryan Bahm Designers: Megan Daniher & Jessica Cottone Content Strategist: Katey Laubscher Interactive Animator: Michael Emerick
An extensive collaboration with the 7D team to re-introduce and launch our studio's new website.
Executive Creative Director: Lee Hutchinson Creative Director: Andrew Pollak Senior Designer: Cedrik Ferrer UX Designer: Ryan Bahm
When Osmo Nutrition first approached us, their idea was so new they didn’t have a name for it yet. Now with redefined brand goals and a newly official partnership with two-time UCI World Champion Peter Sagan, Osmo is bound to make its mark. In close collaboration with Osmo, we’ve redefined the brand by refreshing the brand identity, building a new website, crafted new strategy, and redesigning the packaging.
M Magazine is a conceptual, primary source of minimalist inspirations from different forms of art and design. It covers the latest minimal inspirations, trends, news, and resources from artists and designers around the world. It is a monthly, trade magazine appealing to all types of creative professionals.
This project is about conceptualizing a new magazine, and the goal is to reflect the concept of minimalism through the publication's layout, typographic design, simple photography, and custom ads. It aims to inspire that the concept of minimalism doesn't mean blankness and monotony. Minimalism could be complex, bold, meaningful, and crafted, but still reflects simplicity through emphasis on the core message or idea.
Republic of Tea Redesign
This is conceptual rebrand of Republic of Tea's identity and packaging. The strategy was to create a simpler and fresher take on their packaging, and organizing their products through consistent designs & illustration style. The idea behind the package redesign was to reflect the bare and organic quality of their teas through the bare drawings, and integrating them with fresh and modern colors, designs, and typography. Additionally, their signature round tea bag is used as the logo to incorporate their own product with the logo. Overall, the objective is to keep the Republic of Tea's brand equity by using their existing canisters to be recognizable, but refreshing their identity with a new and consistent brand direction.
Chen Design Associates
Design Director: Max Spector Designer: Cedrik Ferrer
An old fashioned business takes bold steps forward. Family-owned Stafford’s Chocolates was in need of an updated brand presence. CDA created the new authentic logo identity, packaging system, and e-commerce website to showcase Stafford’s Chocolates' irresistible treats and the excellence of their handcrafted tradition.
The Fortuitous Inventions book is a paper promotion project for a paper line. The objective was to incorporate a story and concept with experimental type and layout designs. I have chosen to research and design a book about fortuitous technological inventions to promote French Paper's "Smart White Paper" line.
Some of the greatest technological inventions that reshaped our industries and lives were discovered by chance or accidents. These are inventions like the artificial pacemaker, inkjet printer, x-ray machine, microwave oven, and the Smart Dust. The stories of these inventions are reflected through conceptual and experimental typography and layout designs. Additionally, this concept is executed through the selection of photography and typefaces that have technological characteristics.
Letterforms & Typography
Various personal & professional type designs with experimental executions.
Expressive typography poster: Bob Dylan's Blowin in the Wind
Signage design for the Coffee Cultures cafe in San Francisco.
Type classification poster: Futura
A hand lettering design of the Golden Rule.
Experimental type: Imagine
Expressive type: Pandemonium
Illustration & Lettering
A collection of different icon designs produced from design studios I've worked in.
Word Wargame is a conceptual board game product. The objective was to create a unique board game concept and develop a complex identity system for it. This game involves four historical warriors as the teams that players can choose from; the Knights, the Samurais, the Vikings, and the Immortals. Each team has its own identity design that reflects its cultural identity, and it's shown on each team's customized letterforms, weapons, shield designs, and illustrations. Moreover, the setting of the word battle takes place on a design interpretation of the Roman Colosseum. This game concept is summarized in a logo design that combines the 4 different teams as a single form.
Visa’s Practical Money Skills is a global program that reaches teachers, students and consumers of all ages in over 40 countries. Their mission is to empower people everywhere to better manage their money through free financial education.
I collaborated with the SevenDesign team to design & execute the illustrations used as the primary imagery for the website and brochure series.
A collection of various professional & conceptual logo designs.