CHAI JIN YI
Hi, this is Jin Yi, a graphic designer based in Malaysia, specializing in a Bachelor's Degree in Graphic Design. Currently I work as a freelance designer while pursuing my study.
WE'S BAKER -
REBRANDING PROJECT
This is a rebranding project with the live brief clients, We's baker, a homemade biscuit business that's launched by a couple. This project aims to tackle the problem of existing branding design. The branding collateral design includes three different types of packaging, social media post, and the logo.
The cute characters wearing aprons feature the couple themselves who launched this baker's business. The smiley face of them is to demonstrate the friendly vibes of the brand. As their brand value is to bring warmth to customers, brown color has been used to convey the feeling of warmth and wholesomeness. Besides, it is also a color that could remind the audience about the "cookie" and "baker", for obvious reasons.
LET'S THE WIND LEAD (PROMOTIONAL CAMPAIGN)
What makes a full-fledged adult? How much progress do we have to make in this phase of life to become an adult? A phase where young adults start transitioning to adulthood is so-called emerging adulthood, typically between the ages of 18 to 25 years. After leaving the immaturity and ignorance of childhood and adolescence, and on the path to full-fledged adulthood with long-term responsibilities, emerging adults generally confront numerous explorations of life direction and possibilities.
When confronted with the fear of being unable to achieve"typical adult milestones", young people will constantly compare themselves with others and measure their progress through someone else’s ruler. "Let the wind lead" is a project that promotes the idea that the process of becoming a full-fledged adult that everyone experiences vary and it's important to embrace who you are and your divine purpose, as well as to believe that everything will be right on time.
People always see the dandelion as a symbol of freedom, just like emerging adulthood, where personal freedom and exploration are the highest in the life phase. "Like the dandelion, fly away when the wind arrives". It implies that even though born in the same garden, the time when departure, the height of flight, and the landing destination could be varied. Just like emerging adulthood, even though in the same age group, the life journey could be diverse, and all we have to do is wait for our wind, our chance, and at the end of the day, bloom in our own way.
