Concept Art on Brand Catalogue (Prototype)

1. RECIPROCITY
a catalogue

2. Table of Contents:
Brand Introduction 5
Inspiration - Artist Introduction
11
The Concept 15
Brand Name & Tagline
19
Logo 21
Products 23
Contact Us 25
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3. RECIPROCITY
together we can
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4. RECIPROCITY
n. pl. rec·i·proc·i·ties
1. A reciprocal condition or relationship.
2. A mutual or cooperative interchange of favors or privileges
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5. What is Reciprocity?
Reciprocity, which has the meaning of mutual and cooperative relationship, is the
word we have chosen for this particular brand name.
It was derived from the concept of “togetherness” the we came up with based on
the artist inspiration that we have chosen; Jen Stark.
Reciprocity is essentially a brand, specializing in paper products, who has an aim
to capture that true meaning of “togetherness” in the practice.
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6. Our Inspiration
Jen Stark
Design Philosophy
born 1983 in Miami, Florida
contemporary artist
majority of work involves creating paper sculptures
also works with drawing and animation
“
Based on replication and infinity, echoing patterns
and intelligent designs found in nature
draws inspiration from microscopic patterns in
nature, wormholes, and sliced anatomy.
Using 2D materials to create 3D objects
(paper)
Why paper?
“The fact that it’s so common and universal,” Stark
says. “People see it on a daily basis.”
And why the obsessive patterns? According to
Stark, they were inspired by the anatomical cross
sections pictured in the medical textbooks her
sister, a doctor, brought home.
”
taken from
<http://jenstark.com/news/>
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7. Summary of the Artist’s Works
Most of Jen Stark’s works consists of the following elements:
Layering of the paper
Paper is one of the material that is versatile and relatively easy to get. A piece of
paper is generally very delicate and easier to manipulate. However, when many
pieces of paper are combined together, they became stronger and even though they
become harder to manipulate as a pack, they can bring more creative possibilities to
the table through many ways, especially through layering. Jen Stark explores a lot of
this possibilities in her works.
Vibrant colours
Colours play an important role in increasing the visual value of an object. Formed
because of illusion of light to our eyes, wide ranges of colours have different effects
to the spectators. Combination of colours also exists to add more value to the visual.
Colour theory exists to study these combinations further and Jen Stark clearly applies
this theory to make her works more appealing.
Repeated pattern
The essence of a pattern is the repeatable elements and the predictability factor.
Pattern always involves plural elements since pattern requires more than one
elements. Jen Stark’s works have many recurring elements and sometimes the
repetition seems endless and infinite.
Inspired by nature
Most of Jen Stark works are inspired by the nature. By nature, it means everything in
our surroundings; the land, the water, the air, the universe and every living beings that
live in it. It means everything organic in our environments. It also includes all the
natural phenomena, together with all of the physical laws that govern them.
Intricacy of the arrangements
Lastly, her works involve a very careful planning of complicated and yet detailed
arrangement. Given the nature of her layering, elaborate craftmanship is definitely
involved. There is also something intriguing about the contrast between the
simplicity of the visual and the complexity of the works’ arrangement.
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8. The Concept
Designer’s Statement
RECIPROCITY comes from the idea of
“togetherness” , which was inspired by the layering
of the papers.
We realised that “layering” is pretty much the
essence of Jen Stark’ s works and the concept of
“layering” itself brings the idea of “doing things
together to achieve great things.”
“Layering” always carries the notion of “more than
one.” You cannot do a layering with only one sheet
of paper, it always requires more than one. More
paper means stronger bonds and most of the time,
layering more paper results in a more intricate and
yet beautiful end products.
Hence, we chose to explore this concept of
“togetherness” and how we, as the provider, and
the consumers can work together hand-in-hand to
create a better result at the end of the day.
The chosen word “RECIPROCITY” is also carefully
picked because it has a strong link to the idea of
“togetherness.” Further details on this word would
be discuss later on.
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9. The Concept
Creative Direction
for the Logo
We decided to explore more on the creative
potential of paper-cut layering.
We agreed that paper-cut layering itself could
embody the 5 words that explain the works of Jen
Stark.
First of all, paper is definitely involved in the
creative process. Secondly, the layering itself will
involve intricate and detailed planning to achieve
a desirable outcome. Thirdly, the similar shape
of the cuts on the paper could form a pattern.
Fourthly, the end result may imitate the shape from
the nature, and we intend to go for that direction.
Lastly, we envision the logo to be colourful and so
coloured paper could always be added later on.
The logo-making process started off by
experimenting on various paper-cut layering.
Consequently, we scanned the paper-cuts and then
we tried making some potential logo designs based
on this scanned images.
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10. The Brand Name & The Tagline
The Brand Name
RECIPROCITY
As mentioned above, reciprocity is an act of being
reciprocal, with reciprocal itself means mutual and
cooperative relationship between more than one
party. We chose this word because, as a company,
we hope to build a reciprocal relationships with
our consumers in terms of achieving great things.
Perhaps, the name could also open up a possibilty
of exchanging ideas between us and the
consumers.
The Tagline
“together we can”
SImilar with the brand name, this tagline also
illustrates the same idea of “togetherness” and
encourages consumers’ participation in two-way
relationship of give-and-take.
In conjunction with this tagline, we are also thinking
of allowing consumers to submit their own designs
or customize their own products in our company.
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11. The Logo
RECIPROCITY
together we can
The Meaning
The shape of the logo imitates a flower petal or leaves
pattern found in the nature. This shape was derived from
the triangular patterns formed in the paper-cut layering.
The uniform length for most of the shapes signifies
the unified vision of achieving greater things together
despite the different characteristics of each person,
symbolized by the different colours in the logo.
The outward direction of the logo also signifies our hope
to facilitate the burst of creativities that our consumers
can achieved by using our products.
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12. The Products
Paper Products
Our company promises a good collection of paper
products, especially paper for arts-and-crafts
purposes. We provide a wide range of paper with
different colours, motives, textures, sizes and
thickness.
Some of the products we have includes:
Inkjet papers
Coated papers: matte
Coated papers: glossy
Construction papers
Origami
Tracing papers
Recycled paper
Vanguard sheets
Customization of
Designs
Rice papers
Wrapping papers
Envelopes
Notepads
Sketchpads
Cardboards
Mounting boards
Customized papers
With our vision of “together we can”, we open up
opportunities for our consumers to collaborate
with us by allowing them to customize their own
designs. Submitted designs might have a chance to
be permanently featured as our latest products.
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13. Contact Us
RECIPROCITY
81 Nanyang Drive, Level 3
Singapore 637458
Tel: X888 1234 / X888 4321
Fax: 8765 4321
Email: admin@reciprocity.com.sg
Opening hours
Monday-Saturday : 10am-7pm
Sunday/Public Holidays: 11am-4pm
Designed by
Aristo Chandraputra Gunawan
Hall of Residence 16
50 Nanyang Walk
Singapore 639929
Please direct any further enquiry to
Email: aristo.cpg@gmail.com
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