Terry Chen Reyes BRAND / GRAPHIC DESIGNER

PROCESS Thank you for taking interest in my process

This is a process PDF that walks through the process of a project. It exhibits explorations and revisions showing you my thinking behind the work.

terrychenreyes.com Terry Chen Reyes BRAND / GRAPHIC DESIGNER

SPIRIT DESIGN • 2017 PASAWALI TAIWANESE

This is a Spirit design / product development project. Taiwanese Whisky is fairly new to the world. The goal of this project is to introduce this unique spirit to the world.

terrychenreyes.com Brief Intro / Research Why Taiwanese Whisky?

Inspired by the first award winning whisky in

Kavalan Whisky

In 2008 Taiwan’s King Car Group conglomerate released the first Kavalan whisky. Kavalan whisky won multiple Worlds Best Whisky Awards shortly after they were introduced to the world.

Due to Kavalan's impressive achievements, Taiwan is listed as a whisky producing region in the Yearbook.

Taiwanese Whisky

Taiwanese whisky is known for its combination flavor of a fruit-centered spirit style with multiple cask types, and the rapid maturation encouraged by Taiwan’s tropical climate. As a freshly discovered whisky producing region, Taiwanese Whisky has a great potential with a lot more to offer.

1 | PASAWALI · Spirit Design terrychenreyes.com Brand Story Research

Topics I researched before I create this product:

The history of Taiwanese whisky.

The geography of Taiwan and how it affects whisky making and the flavor of whisky.

The culture of the surrounding area where I envision the distillery of Pasawali Whisky will be.

The image on the right is the coastline at Yilan, Taiwan. This is the very image that is placed as the back ground image on the Pasawali bottle.

2 | PASAWALI · Spirit Design terrychenreyes.com

SINGLE MALT WHISKY

Pasawali is a distillerie on Yilan, northeastern Taiwan. The water used for Pasawali Whisky starts off as rain Surrounded by Taiwan’s three main mountain ranges or snow high up on the pristine peaks, traveling on the one side and facing towards the Pacific Ocean through a vast mineral aquifer deep within the moun- on the other, a natural filter developed, creating a one tains before emerging at last at the spring in Yilan Pli- of a kind haven for the planet’s most precious treasure. an. This Protected under a fortress of geological layers, Yilan is amazing journey is the secret to how Pasawali Whisky also home to native Taiwanese, Amei, which Pasawali gets its exceptional qualities. The pure water and fresh gets its name which means “the east shore.” air make this part of the subtropical island the ideal environment for the production of premium whisky.

3 | PASAWALI · Spirit Design terrychenreyes.com Logo Design Wordmark + Ornaments

The logo, the very front image of a brand / product, is the visual introduction of the brand story.

Inspired by Amei’s patterns, the ornaments surrounding the PASAWALI word mark are specially designed by me to define the image of the brand.

SINGLE MALT WHISKY SINGLE MALT WHISKY

4 | PASAWALI · Spirit Design terrychenreyes.com Logo Design Exploration

5 | PASAWALI · Spirit Design terrychenreyes.com Logo Design Ornament Finalise

To add that unique character to the logo, I need some ornaments that link to the brand story. Since the origin of the brand name is from the language of Amei, native Taiwanese, I decided to design the ornaments based off the style of theexisting ornaments Amei people created.

SINGLE MALT WHISKY SINGLE MALT WHISKY Amei’s Alofo pattern unit

logo with ornaments from the type specimen by Gebrüder Klingspor type foundry

6 | PASAWALI · Spirit Design terrychenreyes.com Brand System Logo Type

Primary Typeface: TW CEN MT

Typeface: unknown. Here is a scan of the type specimen. ( by a hot metal type foundry in Offenbach, Germany called Gebrüder Klingspor, 1906.)

Final Type

7 | PASAWALI · Spirit Design terrychenreyes.com Brand System Brand System Typography Colors

Secondary Typeface: POLLEN Colors

PANTONE P 1–1 U Regular AaBbCc 12345 CMYK 1 / 1 / 3 / 0 RGB 253 / 252 / 248 HEX # FDFCF8 Italic AaBbCc 12345 Pasawali Gold PANTONE PASAWALI GOLD PANTONE 9224C Bold AaBbCc 12345 CMYK 7 / 20 / 93 / 18 CMYK 4 / 8 / 13 / 0 RGB 189 / 55 / 22 RGB 242 / 233 / 219 HEX # BD9B16 HEX # F2E9DB Bold Italic AaBbCc 12345

PANTONE PASAWALI BLACK PANTONE 172 XGC CMYK 64 / 59 / 55 / 72 CMYK 0 / 78 / 88 / 0 RGB 27 / 22 / 23 RGB 240 / 88 / 46 HEX # 1B1617 HEX # F0582E

8 | PASAWALI · Spirit Design terrychenreyes.com Bottle Research Moodboard

9 | PASAWALI · Spirit Design terrychenreyes.com Bottle Design Exploration

In the spirit world, the bottle itself says a lot! Native Taiwanese uses ceramic containers in their daily lives. This specific For Pasawali 2017 Vintage Release, the representation of the distillery location shape of bottle reflects the culture of the Native Taiwanese. Besides the shape, and the surrounding culture of the place is the final goal. The choice of bottle Whisky is all about color, hence the choice of glass. The bottle, the usage of the is a glass olive shape flask with a wood cork. image plus the logo, this product really tells a full story on its own.

SINGLE MALT WHISKY SINGLE MALT WHISKY

SINGLE MALT WHISK Y SINGLE MALT WHISK Y 40% Vol. 700M L

40% Vol. 700M L 40% Vol. 700M L 40% Vol. 700M L

10 | PASAWALI · Spirit Design terrychenreyes.com Bottle Design Final Product

– Front view

Showcasing the logo word mark and all the essential information at the front.

The image showing from the back is a photo of east coast Taiwan, where the Pasawali Whisky is made.

– Back view

White text and gold foil over solid black background.

– Top Decor

The textured cloth is something the Amei people (native Taiwanese) use on a daily bases as cloth, bags, etc, so is the red string. The cloth plus the red string knot is a very common combo when comes to sealing drinks or ceramic containers.

11 | PASAWALI · Spirit Design terrychenreyes.com Special Packaging Exploration

Wood and rope are another two essentials in Native Taiwaneses’ daily lives. Besides wood, rock also refelcts to the geographic location. The rock textured surface box with a rope handle makes a interesting and visually significant juxtopositon.

12 | PASAWALI · Spirit Design terrychenreyes.com Special Packaging In the Making

With its unique geographic location, Yilan is surrounded by cypress forest.

The wooden box with a rope handle not only speaks the story of Pasawali, it is also a strong and memorable display.

13 | PASAWALI · Spirit Design terrychenreyes.com Bottle Design Final Product

– Front view

The color of the wood box is intentionally matching the color of cypress wood.

– Back view

I decided to have the Pasawali brand story carved at the back of the box.

This packaging design tells a complete origin story of the whisky from front to back and top to bottom.

14 | PASAWALI · Spirit Design terrychenreyes.com 15 | PASAWALI · Spirit Design terrychenreyes.com