Empathy | Selected Works of Gurvinder Kaur

SELECTED WORKS OF GURVINDER KAUR | BFA

Empathy is vital

for us as design

thinkers because it

allows us to truly

understand and

uncover the latent

needs and emotions

of the people we

are designing for.

ACADEMY OF ART UNIVERSITY | 2016—2021

SELECTED WORKS OF GURVINDER KAUR | BFA

Empathy is vital

for us as design

thinkers because it

allows us to truly

understand and

uncover the latent

needs and emotions

of the people we

are designing for.

ACADEMY OF ART UNIVERSITY | 2016—2021

COPYRIGHT © 2021 GURVINDER KAUR

All rights reserved. No part of this publication may be reproduced,

stored in retrieval system, or transmitted in any form by any

means electronic, mechanical, photocopying, recording or otherwise

without permission from the copyright holder.

GURVINDER KAUR

gurvinderkaurdesigns.com

EMPATHY | GURVINDER KAUR | BFA

For my papa,

without whom this

book may have

never come into

existence.These

works are as much

yours as mine.

DEDICATION 01 02 03 04 05 06 07 08 09

TABLE OF

CONTENTS


BEER LOVER

HOPING FOR PEACE

TEA LOVER

GIVING BACK

WITH LOVE

01/09 | 006–027 04/09 | 066–081

07/09 | 152–169

STAYING INSPIRED

02/09 | 028–047 05/09 | 082–133

08/09 | 170–189

EXTREME BARISTA

BEHIND COFFEE

STROKES OF LIFE

03/09 | 048–065 06/09 | 134–151

09/09 | 190–203

TABLE OF CONTENTS 01 02 03 04 05 06 07 08 09

006/007

SEMESTER FALL 2020

Project Name

Buffalo Bill’s

Instructor

Thomas McNulty

Category

Semester

Branding & Packaging Fall 2020

Course

Packaging Design 03

INSTRUCTOR THOMAS McNULTY | CATEGORY BRANDING & PACKAGING


BEER

LOVER

01 BEER LOVER 02 03 04 05 06 07 08 09

008/009

SEMESTER FALL 2020

“Whoever drinks

beer, he is quick

to sleep; whoever

sleeps long, does

not sin; whoever

does not sin, enters

Heaven! Thus, let us

drink beer!”



Objective

The objective was to redesign packaging for an

existing beer brand. To understand the market of

beer packaging & other beverages. Researching

the chosen brand and their current packaging.

Learning about different materials and techniques

used in packaging design. To create a packaging

that resonates with the brand itself.

Approach

I took inspiration from different styles of illustrations

and typography. The design process began by initially

sketch out different styles for the logo, since the brand

didn’t already have a logo. Then the process went on to

sketching different styles of labels and illustrations,

computer sketches, 3D renderings until we finalized

upon what we have here.

01 BEER LOVER 02 03 04 05 06 07 08 09

010/011

SEMESTER FALL 2020



01 BEER LOVER 02 03 04 05 06 07 08

012/013

SEMESTER FALL 2020



01 BEER LOVER 02 03 04 05 06 07 08 09

014/015 SEMESTER FALL 2020

BUFFALO

B19

U F F A L O

BREWERY

BILL’S

83

B

I L L’ S



BUFFALO

B19

U F F A L O

BREWERY

BILL’S

83

B

I L L’ S

01 BEER LOVER 02 03 04 05 06 07 08 09

016/017

SEMESTER FALL 2020



01 BEER LOVER 02 03 04 05 06 07 08 09

018/019

SEMESTER FALL 2020



01 BEER LOVER 02 03 04 05 06 07 08 09




01 BEER LOVER 02 03 04 05 06 07 08 09




01 BEER LOVER 02 03 04 05 06 07 08




01 BEER LOVER 02 03 04 05 06 07 08 09

026/027

SEMESTER FALL 2020



01 BEER LOVER 02 03 04 05 06 07 08 09

028/029

SEMESTER | SPRING 2020

Project Name

Hope for Peace

Instructor

Thomas McNulty

Category

Semester

Branding Spring 2020

Course

Strategies for Branding

INSTRUCTOR THOMAS McNULTY | CATEGORY BRANDING


HOPING

FOR

PEACE

01 02 HOPING FOR PEACE 03 04 05 06 07 08 09

030/031

SEMESTER SPRING 2020

“Things are not

always right because

they are hard, but if

they are right one

must not mind if they

are also hard.”



Objective

The objective was to create a brand guideline book

for the exhibit design of the 75th Anniversary of

Birth of UN and End of WW2. It was a group project

with the team of 6 fellow designers. The logo was

given to us and we were to create a brand guide for

the event identity. The project was to be completed

over a time of five weeks.

Approach

It is a new event and no identity has ever been created

yet. There was no existing reference from which to take

the inspiration in this design. We decided to go for a

bold and clean look based off of the strong emphasis of

color in the logo. The primary typeface chosen for this

project is Aktiv Grotesk, displaying a clean and modern

look for the event identity.

01 02 HOPING FOR PEACE 03 04 05 06 07 08 09

032/033 SEMESTER | SPRING 2020



01 02 HOPING FOR PEACE 03 04 05 06 07 08 09




01 02 HOPING FOR PEACE 03 04 05 06 07 08 09




01 02 HOPING FOR PEACE 03 04 05 06 07 08 09




01 02 HOPING FOR PEACE 03 04 05 06 07 08 09




01 02 HOPING FOR PEACE 03 04 05 06 07 08 09




01 02 HOPING FOR PEACE 03 04 05 06 07 08 09




01 02 HOPING FOR PEACE 03 04 05 06 07 08 09




01 02 HOPING FOR PEACE 03 04 05 06 07 08 09

046/047


Project Name

Versace Home Appliances

Instructor

Thomas McNulty

Category

Semester

Packaging Fall 2020

Course

Packaging Design 03

INSTRUCTOR THOMAS McNULTY | CATEGORY PACKAGING


EXTREME

BARISTA

01 02 03 EXTREME BARISTA 04 05 06 07 08 09

050/051

SEMESTER FALL 2020

“Luxury is feeling

unrushed. It is

designing a life that

allows you to do what

you want with high

leverage, with many

options, all while

feeling unrushed.”



Objective

The objective of this project was to design a new

collection of home appliances for a brand that

currently does not have home appliances. We were

to choose a brand that does something totally

different and create a new look for its packaging.

Approach

I wanted to incorporate the luxury patterns but no make

them too heavy in the design, so as to put the appliances

first in read. I wanted the appliances to look luxurious

without making them too complex. The process included

exploring different styles of patterns, marbles patterns

and trying out some floral and botanical illustrations.

01 02 03 EXTREME BARISTA 04 05 06 07 08 09

052/053

SEMESTER FALL 2020



01 02 03 EXTREME BARISTA 04 05 06 07 08 09




01 02 03 EXTREME BARISTA 04 05 06 07 08 09




01 02 03 EXTREME BARISTA 04 05 06 07 08 09




01 02 03 EXTREME BARISTA 04 05 06 07 08 09




01 02 03 EXTREME BARISTA 04 05 06 07 08 09




01 02 03 EXTREME BARISTA 04 05 06 07 08




01 02 03 EXTREME BARISTA 04 05 06 07 08 09


Project Name

Bigelow Tea

Instructor

Brian Toth

Category

Semester

Packaging Spring 2018

Course

Packaging Design 01

INSTRUCTOR BRIAN TOTH | CATEGORY PACKAGING


TEA

LOVER

01 02 03 04 TEA LOVER 05 06 07 08 09


“Some people will

tell you there is a

great deal of poetry

and fine sentiment in

a chest of tea.”



Objective

The objective was to redesign tea packaging for

3 different flavors of the same brand; research the

existing packaging of the tea company; implement

design solutions, build a package that is pleasing

to look at and easy to use for customers.

Approach

To recreate the packaging for Bigelow tea for three

flavors and elevate the design. I wanted to put emphasis

on the aroma of the tea and make the designs simple

but illustrative to highlight how unique the tea is.

01 02 03 04 TEA LOVER 05 06 07 08 09

066/067




01 02 03 04 TEA LOVER 05 06 07 08 09

072/073 SEMESTER SPRING 2018



01 02 03 04 TEA LOVER 05 06 07 08 09




01 02 03 04 TEA LOVER 05 06 07 08 09




01 02 03 04 TEA LOVER 05 06 07 08 09




01 02 03 04 TEA LOVER 05 06 07 08 09




01 02 03 04 TEA LOVER 05 06 07 08 09


Project Name

Good Stuff

Category

Semester

Branding & Packaging Spring 2021

Instructor

Thomas McNulty

Course

Packaging Design 04

Design Team

Gwyennete Oller

Teo Lastrebner

Gurvinder Kaur

Maggie Chen



GIVING

BACK

01 02 03 04 05 GIVING BACK 06 07 08 09

084/085


“I want people to

get over the stigma

about hemp. These

seeds can’t make

you high, but they will

make you feel good.”



Objective

The brief of this project was to create a parent

brand and several sub-brands along with packaging

design for more than 100 products. Create brand

identity and logo for the parent brand as well asthe

sub brands. Our mission for this is to empower the

cannabis community by giving back.

Approach

We see the problems that the industry is dealing with

and we challenge them in search of a true cannabis

experience. We created four sub brands under Good

Stuff that varied in product range and identity style.

We wanted people to feel normal around our brand.

01 02 03 04 05 GIVING BACK 06 07 08 09

086/087




01 02 03 04 05 GIVING BACK 06 07 08 09




01 02 03 04 05 GIVING BACK 06 07 08 09


Good Stuff Brand Matrix


L

N


Retail Brand

Sub Brands

Hemp Based Art Supplies

Papers

Brushes & Tools

Paints

Bags & Pouches

Hemp Based Linens & Apparel

Home Line

Womens Clothes

Mens Clothes

Unisex Accessories

A

I

M

E

D

I

C

Recreational & Medicinal Cannabis

Smokables

Accessories

Edibles

Medicinal

Garden Supplies & Nursery

Garden Accessories

Growing Materials

Saplings

Harvest Supplies

01 02 03 04 05 GIVING BACK 06 07 08 09




01 02 03 04 05 GIVING BACK 06 07 08 09




01 02 03 04 05 GIVING BACK 06 07 08 09




01 02 03 04 05 GIVING BACK 06 07 08 09




01 02 03 04 05 GIVING BACK 06 07 08 09




01 02 03 04 05 GIVING BACK 06 07 08 09

102/103



N


L

A

I

C

M

E

D

I

01 02 03 04 05 GIVING BACK 06 07 08 09

104/105




01 02 03 04 05 GIVING BACK 06 07 08 09

106/107




01 02 03 04 05 GIVING BACK 06 07 08 09

108/109




01 02 03 04 05 GIVING BACK 06 07 08 09




01 02 03 04 05 GIVING BACK 06 07 08 09

112/113




01 02 03 04 05 GIVING BACK 06 07 08 09

114/115




01 02 03 04 05 GIVING BACK 06 07 08 09

116/117




01 02 03 04 05 GIVING BACK 06 07 08 09

118/119




01 02 03 04 05 GIVING BACK 06 07 08 09

120/121




01 02 03 04 05 GIVING BACK 06 07 08 09

122/123




01 02 03 04 05 GIVING BACK 06 07 08 09

124/125




01 02 03 04 05 GIVING BACK 06 07 08 09

126/127




01 02 03 04 05 GIVING BACK 06 07 08 09

128/129




01 02 03 04 05 GIVING BACK 06 07 08 09

130/131




01 02 03 04 05 GIVING BACK 06 07 08 09

132/133




01 02 03 04 05 GIVING BACK 06 07 08 09


Project Name

Nespresso CSR Campaign

Instructor

Brian Minards

Category

Semester

Branding Spring 2021

Course

Visual Systems 02

INSTRUCTOR BRIAN MINARDS | CATEGORY BRANDING


BEHIND

COFFEE

01 02 03 04 05 06 BEHIND COFFEE 07 08 09

136/137


“Planting shade

trees not only helps

protect the ecosystem

for coffee

plants to grow, but

they also have other

positive impacts”.



Objective

The objective of this project was to create a Corporate

Social Responsibility campaign branding for a

company of your choice. I chose Nespresso for this

project to highlight the way they would change their

production process and employee policies.

Approach

This project was made with the objective of educating

future customers, employees and investors on how

Nespresso would become a sustainable brand, all the

while keeping in mind the current look and feel.

01 02 03 04 05 06 BEHIND COFFEE 07 08 09

138/139




01 02 03 04 05 06 BEHIND COFFEE 07 08 09

140/141




01 02 03 04 05 06 BEHIND COFFEE 07 08 09

142/143




01 02 03 04 05 06 BEHIND COFFEE 07 08 09

144/145




01 02 03 04 05 06 BEHIND COFFEE 07 08 09

146/147




01 02 03 04 05 06 BEHIND COFFEE 07 08 09

148/149




01 02 03 04 05 06 BEHIND COFFEE 07 08 09

150/151




01 02 03 04 05 06 BEHIND COFFEE 07 08 09

152/153


Project Name

Daadi Ma’s Recipes

Instructor

Areil Grey

Category

Semester

Book Design Spring 2019

Course

Typography 03

INSTRUCTOR ARIEL GREY | CATEGORY BOOK DESIGN


WITH

LOVE

01 02 03 04 05 06 07 WITH LOVE 08 09

154/155


“A grandmother is

warm hugs and

sweet memories. She

remembers all of

your wins and forgets

all of your mistakes.”



Objective

To create a concept cook book. I decided to create

a cook book for a few recipes from my grandma’s

recipes. She passed away 2 years ago and I thought

this book would be my way of remembering her

through my creativity.

Approach

The approach for this book was to make it lively and fun.

I wanted to incorporate images of Indian food, bright

colors and illustrations. The recipes are a collection of

snacks, meals and desserts that my grandma used to

make for us kids when we were little.

01 02 03 04 05 06 07 WITH LOVE 08 09

156/157




01 02 03 04 05 06 07 WITH LOVE 08 09

158/158




01 02 03 04 05 06 07 WITH LOVE 08 09

160/161




01 02 03 04 05 06 07 WITH LOVE 08 09

162/163




01 02 03 04 05 06 07 WITH LOVE 08 09

164/165




01 02 03 04 05 06 07 WITH LOVE 08 09

166/167




01 02 03 04 05 06 07 WITH LOVE 08 09

168/169




01 02 03 04 05 06 07 WITH LOVE 08 09

170/171

SEMESTER FALL 2020

Project Name

Be Design

Instructor

John Nettleton

Category

Semester

Branding & UX UI Fall 2020

Course

Visual Systems 01

INSTRUCTOR JOHN NETTLETON | CATEGORY UX & UI


STAYING

INSPIRED

01 02 03 04 05 06 07 08 STAYING INSPIRED 09

172/173

SEMESTER FALL 2020

“Surrounding yourself

with a community that

truly understands &

appreciates design

can be the key to

thrive as a designer.”



Objective

To create a brand identity for an app that would be

for designers and creators. The app would allow

creators to collaborate with each other and take

inspiration from each other’s work while allowing

them to constructively critique each other.

Approach

My objective for this project was to create a brand that

will please a designer. An attractive yet functioning app

that will help designers to collaborate and critique their

fellow designers through the BeDesign app.


174/175

SEMESTER FALL 2020




176/177

SEMESTER FALL 2020




178/179

SEMESTER FALL 2020

BeDesign



BeDesign


180/181

SEMESTER FALL 2020




182/183

SEMESTER FALL 2020




184/185

SEMESTER FALL 2020




186/187

SEMESTER FALL 2020




188/189

SEMESTER FALL 2020




190/191

SEMESTER FALL 2019

Project Name

Le Corbusier Paint

Instructor

Thomas McNulty

Category

Semester

Packaging Fall 2019

Course

Packaging Design 02



STROKES

OF LIFE

01 02 03 04 05 06 07 08 09 STROKES OF LIFE

192/193

SEMESTER FALL 2019

“Architecture is the

masterly, correct,

and magnificent play

of masses brought

together in light. Our

eyes are made to

see forms in light:

light and shade

reveal these forms.”



Objective

This project was dedicated to the famous architect

Le Corbusier. The brief was to create a paint line

that would be a powerful extension of the brand that

Le Corbusier represents. The paint line would reflect

& feature his style and color choices.

Approach

The paint line for Le Corbusier reflects his choices for

color and architecture. Subtle and matte color choices

are made from Le Corbusier’s famous color palette.

The paint would be powder representing a modern era

and the shape of the paint box is inspired by the unique

architectural style of Le Corbusier.

01 02 03 04 05 06 07 08 09 STROKES OF LIFE




01 02 03 04 05 06 07 08 09 STROKES OF LIFE

196/197

SEMESTER FALL 2019



01 02 03 04 05 06 07 08 09 STROKES OF LIFE

198/199

SEMESTER FALL 2019



01 02 03 04 05 06 07 08 09 STROKES OF LIFE




01 02 03 04 05 06 07 08 09 STROKES OF LIFE

202/203

SEMESTER FALL 2019



01 02 03 04 05 06 07 08 09 STROKES OF LIFE

204/205

CATEGORY BRANDING


BRAND

IDENTITIES

01 02 03 04 05 06 07 08 09 BRAND IDENTITIES

206/207

BeDesign

End Of W W 2

1 9 4 5

7 5 t h A n n

i v e r

Birth of United Nation

2 0 2 0

s a r y

CATEGORY BRANDING


BeDesign

1945

2020

75 th ANNIVERSARY


208/209

CATEGORY BRANDING


BUFFALO BILL’S

B19

U F F A L O

BREWERY

83

B

I L L’ S


210/211

VERTE by

Le Corbusier

CATEGORY BRANDING


VERTE by

Le Corbusier


211/213

To my Papa, for all your support, love, kindness,

keen eye, hard work, and persevering attitude.

Without you, this was not possible. My love, my

brother, my famliy, my friends & my classmates,

thank you from the bottom of my heart for always

believing in me. For always being there through

all the smiles as well as tears. The experiences we

have shared together have contributed to my life,

my journey as a designer and where I am today.

I am grateful for that. I love you all.

To my teachers Mary Scott, Thomas McNulty, Brian

Toth, Brian Minards, John Nettleton & Ariel Grey for

guiding me through this journey of design. I am beyond

glad to have had you all as my teachers during these

years of discovery. Your critiques to make us work

harder, your experiences and your dedication towards

us students helped me immensely during this journey.

To Rajesh Dahiya, for mentoring me from miles away

during these years. Thank you.


THANK

YOU

01 02 03 04 05 06 07 08 09 THANK YOU

214/215

Colophon

Contact

Gurvinder Kaur

+1 (415)465-0686

gurvinder94.kaur@gmail.com

gurvinderkaurdesigns.com

Instructor

Mary Scott

Course

BFA Senior Portfolio

School

Academy of Art University

School of Graphic Design

Printing & Binding

Blurb.com

Paper

Mohawk Superfine #100 Text Eggshell

Photography

Unsplash.com

Typography

Bigilla-Bold

Margin MVB

GURVINDERKAURDESIGNS.COM

Empathy | Selected Works of Gurvinder Kaur

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