Applied illustrations: final mock ups

Here are my final mockups!

1. Dual cup holder

‘One for you, One for a friend.’ The idea behind this is a one-for one concept promotion happening through the opening week to get word out

On the inside is a pattern created from the food illustrations

2. Free topping flyer

These are for the yogurt parfaits that the shop intends to sell

3. Pull up standee

Before critique:

After critique:

4. Instagram countdown posts

Assignment 3 progress update!

The event I’ve chosen is the opening of my dad’s shop (haha, he’s opening a salad shop at Tanjong Pagar @Icon Village). To better inform the kind of items I should be designing I created an ideal user persona, Tina. Tina embodies the spirit of most office ladies I know both personally and on social media.

Because my dad is totally new in the F&B industry, and also because he’s a typical dad, the shop doesn’t have a strong branding. As such, I’ve decided to create a series of illustrations that are generic. One thing the shop hopes to be is a provider of fresh, healthy takeaway options.

With Tina in mind, I decided on this moodboard to keep me on track as I design.

The items I’m designing for are:
1. Coffee holders
2. Promotion vouchers
3. Pull up banners
4. Instagram countdown images
(I really wanted to do printed balloons, but I guess office ladies like Tina wouldn’t really like balloons)

These are some of my pencil sketches, still on the fence if I should do a traditional ink+watercolor route or a digital stamp-textured style of illustration.

Maybe I’ll test out an alternative style over the weekend, though tempted to just do a digital version of watercolor with all the submission date lines.

Editorial design: Trial & Errors

 V1: The bottom text was so unreadable, so we tried zooming out the illustration.

V2: Text still unreadable, didn’t really like the empty spaces and the new perspective.  

V3: Tried a different text color, adding to the text outline as well. Still unreadable.

V4: Tried making the text thinner, still unreadable.

V5: Added a border, didn’t really like the way it truncated the design.

V6: Changed the text color and tried to use a gradient background to help make the text more readable without needing to edit the illustration. But it was ugly!!!

V7: Relented and moved the illustration. Better but a little messy at the top

V8: Final version! Lesson learnt, work with the template when planning the illustration.

Assignment 3 research


Samu Rai Sushi box takeaway

I love love love how fun and functional this sushi takeaway packaging is.

Coffee to Go 

I love how this fun illustration can translate so easily from a standee print decal to a menu. I want to create a series of fun characters that tells the story and character of the brand.

Gimme Coffee 

I really love the four seasons theme that is going through the print which aren’t too gimmicky that can keep the designs relevant and applied to different contexts.

Squeeze & Fresh

I love how fun this packaging design is, and how fun it changes as the consumer uses it.

Bento set packaging

I love how this simple sleeve effectively communicates the item they’re selling as well as elevating the disposable plastic box. Also I felt that the neutral color choice helped to lend a sophisticated air to it.

Idea 1: Conveyor belt


two versions, one with a clearer diagonal division.

Idea 2: Tiny people.

I wanted to try an isometric illustrative style for this concept

The second layout has more breathing space around it, keeping the graphics smaller .

Thumbnail sketches + artist reference

Continuing from my previous post on my idea of an almost obsessive emphasis on keeping in trends, I’m using the metaphor of production lines and disproportionately sized arbitrary objects to bring my point across. The uniformly dressed workers are totally emotionless as they paint all these objects the same shade of paint to keep them on trend yet rendering them similar and ultimately giving consumers boring products that are one and the same. These are my thumbnail sketches:


L:  Vertical lines, orderly, top view.
R: Horizontal lines, frontal view.


L: Deeper perspective, with an organic leading line. Extra bit of information from the trend board
R: Symmetrical side view with a pantone color board


L: Close up on facial expressions with a triangle composition. A little bit more chaotic
R: Faceless workers. almost pattern like. The repetition and distant view makes the image really cold, almost portraying an image of unethical employment.


L: Giant objects and tiny workers. Need to work on different compositions as well as being selective with the products featured.
R: Inspired by communist propaganda posters where the use of diagonal lines create dynamic movement. Not sure if this would work with my existing color palette/mood board.


L: A more central image with breathing space on each side. Also giving faces to these objects to attribute an almost human character to them?

R:Include stop button as well as shipping boxes to suggest that this obsession can be stopped as well as drawing a link to consumers


L: Giant objects being pumped out by machines; workers painting with both hands
R: U shaped production line, focused on the faces of the workers


L: A background of boxes
R: Machines to resemble a ticking time bomb? With newly minted objects all dumped at the end of the production line


A cleaner look with a plunger dynamite box like machine

Artist reference/ style reference:
1.Rami Niemi

Clean, bold outlines to keep the patterns and colors contained. I like how simple it is yet how a depth is created through the layering of objects.

2.Isometric illustration

Nuria Madrid

Coen Pohl

This 3d style is the opposite of the first artist reference. Not sure which direction would be more suitable but I am keen to explore either for this project.

Assignment 2: Ideas+moodboards

Ideal user persona for this project

Concept 1: Fickle obsessions


The undergirding factor that pushes manufacturers to create products with planned obsolescence and encourages irresponsible consumerism.

To use the magpie as a symbol as they are attracted to shiny things but very quickly grow bored and look for something new, building up a collection of glittery valuables but never satisfied, much like most consumers nowadays.

Keywords: Glitter, reflective, jewel tones, diamonds, opulent, detailed, ornate, magpie

Concept 2: Obsession to pursue aesthetics

The idea of how popular culture shapes what is seen as the optimal aesthetic, which in turn influences consumer purchasing patterns.

Style inspiration

Putri Febriana 

Thinking of using a production line as a metaphor, having workers painting arbitrary objects to keep it in trend


just playing with proportions, having the workers being really tiny and the objects being really large to emphasize how it overpowers everything.


a carnival like procession of objects that will come in trend having the audience clamouring for them.

The main idea being ordinary objects being elevated due to popular culture.

Keywords: Millennial, influencers, social media, trends, style

Concept 3: Positive obsessions

I came across this article while researching on positive obsessions and was quite moved by the new perspective provided by the author who pointed out that the behaviours that are absolutely vital for self-actualization is not very different than those of an unhealthy obsession. The main difference is the motivator of both, we are either propelled forward by what we love or what we fear. Healthy obsessions produces a joyful pursuit and unhealthy obsessions produces joyless striving.

I felt that many designers, artists and craftsmen can identify with this as we are our biggest critics. But how can we balance our critical eye whilst maintaining a healthy self esteem. How much till we’re pushed over to an unhealthy obsession with perfectionism?

For the illustration i was thinking of keeping the colors to a minimal, depicting the journey of two craftsmen, or even like two different cities?


Taking off from the idea of a joyful pursuit vs fruitless striving was to draw the analogy of two farmers. The healthy obsession being a farmer which tills the ground and the other farmer which digs a pit for himself

A speedboat race being propelled by joy or fear? So the boat which is propelled by fear has trouble starting the motor while the other boat speeds ahead.

After consulting with Lisa, we decided to expand on the second.

Positive Side Of Obsession


Editorial illustration research

Varoom Magazine

Varoom – the illustration report, is a unique large format publication commenting and discussing the contemporary illustrated image in depth. It publishes interviews with illustrators, the ongoing issues, sparks critical conversations within the illustrators/artists/designers. It features the most impressive works biannually pushing forth great illustrators into the limelight.

I believe this magazine is suitable for illustrators, designers or just people who are interested in design/illustration. The articles cover quite a wide range of topics and issues and are personal and interesting.

Mitch Blunt
This digital illustration was done for an article on corruption in the church for Spectator Life. I found the illustrator’s use of symbols and semiotics very effective in expressing the message, as well as the use of simple geometric shapes and even outlines. It lends a certain seriousness and austerity to the image. The colors also helped to provide a stark contrast on what is going on inside the church.

The puppetry strings implies a certain manipulation of the cross which is often used to represent Christ. The stained glass background also sets the location where the situation unfolds. I found it a good method to frame the message as well.

Tommy Parker


This set of digital illustrations were done for an article on how to switch off on a vacation for Mr Porter. I really like the limited color scheme that ties the series of images together very nicely. I also liked the use of shadows to add depth, dimension and light into the images. However this were done for a digital article rather than for print. I’ll be interesting to see how these images would be used in a printed magazine.

Geraldine Sy


These two illustrations were done for very separate articles on love and solo travelling respectively. I liked how the illustrations spilled over across the spread, connecting the text.  I also appreciate the simple geometric shapes that creates the landscape and characters for the storytelling to take place. The textured finish also gives its a nice rustic charm.