6119b1ab92ac1c22b4ace0e0 DonnahPerez Kamayan Process

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perez
G R A P H I C D E S I G N E R + I L L U S T R AT O R
Kamayan Process PDF

P R OJ ECT OV E R V I E W
Objective
Design the brand identity for a new restaurant
inspired by an art movement.
Deliverables
Symbol and wordmark
Text/descriptor typeface
Color palette
Identity applications
Patterns
Pattern applications
Exterior signage
donnahperez.com donnahperez1@gmail.com Kamayan Process PDF 2

RESEARCH Extensive research always comes first in my creative
process. I started off creating a deck that covered the
Next, I decided on a restaurant concept. I decided to combine
the history of a kamayan feast from the Philippines with the
grounds of Expressionism, going over its definition, history, ideas from the Expressionism movement after finding shared
relation to current events during its time, and exemplified values which included: communal, emotional qualities, not
a group of big-name artists from the movement. afraid of getting messy, and rejecting modern inventions.
DEFINITION
Expressionism is the artistic style where one seeks
HISTORY
“With a belief in continuing evolution, in a new
to depict emotional experience and response
generation of creators as well as appreciators, Within literature and the visual arts, it arose as
over the objective reality.
we call together all youth. a reaction against materialism, complacent
This is accomplished through ideas like distortion, Inspired by the works of Vincent Van Gogh,
PROPOSAL
Edvard Munch, and James Ensor. And as youth carrying the future, we intend bourgeois prosperity, rapid mechanization and
exaggeration, primitivism, and fantasy, through
to obtain freedom of movement and of life urbanization, and the domination of the family
the vivid, jarring, violent, or dynamic application Ernst Ludwig Kirchner forms The Bridge (Die
for ourselves in opposition to older, well- within pre-WWI European society.
of formal elements. Brücke) in 1905 with fellow artists Erich Heckel,
established powers. Became a dominant style in Germany after
Karl Schmidt-Rottluff, and Fritz Bleyl.
Whoever renders directly and authentically that WWI, where ideas of cynicism, alienation, and
Were against the ideas of superficial naturalism
which impels him to create is one of us.” disillusionment ran high.
found in the Impressionism movement.
Edvard Munch, The Scream, 1893 → To capture the emotional aspect of everyday life,
Aimed to reinfuse German art with a spiritual
artists used rough, rapid, and energetic brush
vigor they felt was lacking, by making it personal,
strokes and jarring colors combinations. KA MAYA N V UL
spontaneous, and expressive.
Ernst Ludwig Kirchner, Manifesto of the Brücke Artists’ Group, 1906
Ernst Ludwig Kirchner, Self portrait, 1925 →

Ernst Ludwig Kirchner, Street, Dresden, 1919 → Kamayan means “by hand” in Tagalog, and refers Vulka
to a traditional Filipino feast where all the food is Germ
laid out on banana leaves and everyone is around that b
→ one big table.
Invites the sense of touch, creates a strong sense

whol
When
of community around the table, and embraces relea
AUGUST MACKE PAUL KLEE messiness over aesthetics. heart
Highlights the old tradition and invites it into Prior

EDVARD MUNCH OSKAR KOKOSCHKA
the present and future, is critical of the idea that top o
“utensils are the only acceptable way to eat”.
Tightrope Walker, 1914 Two Women and a Man on an Avenue, 1914 Hesitation, 1906 Struck from the List, 1933
← Lovers with Cat, 1917

Anxiety, 1894 Sick Mood at Sunset - Despair, 1892

M O O D B OA R D After researching an art movement and deciding the
concept of my restaurant, I created a moodboard to help
influence in driving the aesthetic direction of the restaurant’s
brand identity. Nature-like textures and stripes also played a
me decide the general look and feel of the restaurant. big role in defining the look and feel of the restaurant.
Expressionist artist Ernst Ludwig Kirchner’s line quality in
his woodcuts (first three top row images) played a major

LO G O + T Y P E P R O C E S S I looked for motifs derived from the kamayan feast for
logos ideas, in particular, banana leaves and fingerprints.
Typeface exploration included type that had a humanist
quality to them, as it aligned with the values and ideas of
Although fingerprints did not work for the logo, I kept the Expressionism and the kamayan feast. Deciding on a lockup
idea to create an Expressionist-style pattern featured in was the last step of this process.
other aspects of the brand identity system.
→ →

PAT T E R N P R O C E S S Keeping in mind the fingerprint idea from before, I
explored different patterns inspired by fingerprints and
how to avoid making fingerprints look cliche and generic.
Dividing up the pattern into a grid easily solved that problem
different ways of applying it to the restaurant exterior, and made the pattern itself much more malleable and easy
interior, and additional branded surfaces. The biggest to apply across multiple surfaces.
challenge of working with this pattern was figuring out

FINAL DELIVERABLES

thank you!
donnahperez.com donnahperez1@gmail.com

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Kamayan Process PDF

donnahperez.com donnahperez1@gmail.com Kamayan Process PDF 2

Ernst Ludwig Kirchner, Self portrait, 1925 →

→ one big table.

Invites the sense of touch, creates a strong sense

Highlights the old tradition and invites it into Prior

← Lovers with Cat, 1917

donnahperez.com donnahperez1@gmail.com Kamayan Process PDF 3

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