Chubby CHoy
Brand Identity & Social media
Chubby Choy is a passion project of mine and my food & beverage industry friends. I created its brand identity and promotional content for a series of Asian-inspired pop-up events. Each pop-up featured a different theme, which provided a unique and memorable guest experience every time.
Chubby Choy was created by two friends I met through the hospitality industry. their goal is to experiment with various recipes for Asian-inspired food and drinks, hoping to eventually open their own restaurant one day. they host one-night-only pop-ups in Toronto, each time with a different theme. my role at Chubby Choy is to help them create the brand and content to promote the pop-ups.
The nature of the pop-ups allows for fun experimentation with all aspects of Chubby Choy, whether it be about food, beverages, designs, decoration, or merch. It also brings people together for a night to enjoy themselves and see the results of the hard work and previous planning.
Volume 003
Café Cocktails & Snackys
For our third and largest pop-up, we collaborated with Forget Me Not, a charming café in Ossington. This collaboration inspired a menu filled with café-style cocktails and a variety of snack-sized dishes. We took things a step further, offering three unique cocktails—'Yin Yang Martini,' Matcha Yuzu Soda, and Daiquiri Pour-Over—and a selection of snacks including Mala Beef DanDan Noodles, Prosperity Slaw, Truffle Tuna Yubu, and Wasabi Guac.
This volume also featured a redesigned Chubby Choy logo, along with new merchandise, a printed menu, and stickers for cups. We captured and curated photos of the drinks, food, and merch for social media, highlighting the event and our branding efforts.
Let's make a shirt!
We aimed to create a T-shirt, initially intended for our team but also as a potential piece of merchandise for future sales. I developed three design concepts for the back of the tee, each capturing a different aspect of Chubby Choy's pop-up event vibe.
The first illustration focuses on the idea of a fun, cohesive team, highlighting the collaborative spirit behind our events. The second design features a collage of various foods, utensils, and drinks, celebrating the diverse culinary elements we offer. The third design is more abstract, filled with an assortment of random items you might find in a restaurant or kitchen, symbolizing the playful and eclectic nature of our brand.
For the front of the T-shirt, we knew we wanted to incorporate the "Chubby Choy" name. I experimented with different forms, styles, and even just using the initials. We ultimately chose a playful, distorted design that forms a recognizable shape, which reveals "Chubby Choy" when looked at closely.
The Chubby Club Tee
We Need A Menu..
For this event, we wanted to create a proper menu that could be placed on tables and at the front desk for guests to read and take home. The back of the menu featured a giveaway promotion, encouraging customers to take photos and tag us on social media for a chance to win a T-shirt, boosting our online engagement. I decided to stick with the café/coffee aesthetic for the design while giving it a playful front page.
How about some stickers?
For this event, I wanted to go the extra mile by creating sticker designs featuring characters from the Chubby Club, which could also potentially be used as pins. Additionally, we needed stickers for the cups, so I merged our Chubby Choy logo with the Forget Me Not flower, symbolizing our collaboration with the café. This cohesive branding element reinforced the partnership and provided a fun, memorable detail for our guests to enjoy.
yess cheff!!
Volume 002
Sandos & Shooters
In our second event, we offered a selection of three unique Sandos: Siu Mai, Mala Beef, and Chicken Nuggie. To complement the food, we served tequila shooters, each paired with a chaser featuring fruity, pickled, or floral notes. This pop-up was held at a coffee and wine bar in King West, where the owners allowed us to transform their space with our decor.
Inspired by the aesthetics of vending machines and neon signs, I designed an animated poster for social media, showcasing the food and shooters inside a vending machine. We also decorated the venue with posters and a neon-inspired variant of the logo.
Animated Poster
I created an animated poster for this event to capture attention more effectively and engage our audience with dynamic visuals. The versatility of the animated poster makes it perfect for use across various digital platforms, including social media, websites, and digital billboards. This dynamic approach not only reinforces our brand's innovative spirit but also generates excitement and buzz, ultimately making our event promotion more impactful and successful.
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Volume 001
Dumplings & Drinks
In our first event, we hosted a dumplings and drinks pop-up, showcasing a fusion of flavors and culinary creativity. We served three distinct types of dumplings: Mala Beef, Zha Jiang Pork, and Thai Curry Chicken. To complement the food, we crafted a unique cocktail featuring notes of lemongrass, Thai chili, and kaffir lime leaves, along with a refreshing mocktail infused with tangerine and grapefruit flavors.
Below, you can explore the initial version of the Chubby Choy logo and the Instagram posts I designed to promote the event.
Spotify Thumbnails
Illustration
This passion project involved designing unique illustrations for my Spotify playlists. Each thumbnail reflects the genre or mood of the music, enhancing the visual appeal and making the playlists easier to navigate.
A passion project, where I came up with unique illustrations for my Playlists on Spotify. Each illustration was thought based on the genre or the mood of the songs within each playlist.
Spotify used to have icons when browsing through the Discovery page, but now they are all hidden and hard to find. today when you are browsing you get solid colors and some kind of thumbnail inside, as seen below.
I always thought the white icons were a great and easy way to find what you were looking for without needing to read. The new design is boring and plain to me, it seems random at times with no easy way to identify the genre of music you are looking for.
I organized and categorized my library into different playlists based on genre or mood, I then illustrated the following designs while adding a bit of my personality to use as thumbnails on each playlist.
POP
Indie
R&B
Folk
Reggae
Spanish Ballads
Vallenato
Tropipop
English Ballads
Funk
Cumbia
Jazz
Chill
Bosanova
Boleros
Rock
Hip Pop
Salsa
Guajira
Yesteryear
Synthwave
Hip Hop
Dance
Nostalgia
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Punk
Reggaeton
Trap
Rancheras
Country
EDM
Sad boi
Lyrics
Rap
OST
Metal
American Hits
Swing
Languages
Lo-fi
The New Look
Memochords
UX/UI APP Design
I thought of Memochords when I first started self-learning guitar. I noticed there was not a user-friendly app that helped musicians identify chords and notes which I thought would have been helpful for me while I was trying to learn. The app aims to make learning music engaging and accessible for all levels of musicians.
It started as a game idea to help musicians identify chords and notes. After trying multiple apps with similar functions, I realized lots of them were not user-friendly and behind paywalls. I decided to create an aesthetically pleasing and user-friendly app. As someone who plays the guitar as a hobby, I realized I could add different features to the app while making it an all-in-one kit for anyone interested in music. This is how Memochords began.
"Perfect Pitch" is the ability to recognize and produce notes by name on command. It is something you are either born with or it is developed through years of training. As I mentioned earlier, after trying multiple apps with a similar concept, none of them were engaging enough, especially for someone learning guitar on their own. there must be others who are also eager to learn but struggle to find the right tool to help them. At first, I thought a guessing game would be a cool way to learn and practice. then I realized I could add more features so that it could be an all-in-one kit for anyone interested in learning.
By putting together a moodboard, it establishes a roadmap that characterizes the project's visual identity from the beginning to ensure clarity throughout the process. The moodboard serves as my guide in design decisions and helps define new ideas along the way.
Design
Logo Design
Two Main Elements
Guitar Pick / Plectrum
Identifiable for guitarist and musicians, A tool with benefits and styles
Spiral
Resembles fingerprint (identity) & infinity, never stop learning, keep it going
Workdmark
Color identity
Pattern
Font
Icon
Wireframes
by putting together a moodboard, it establishes a roadmap that characterizes the project's visual identity from the beginning to ensure clarity throughout the process. The moodboard serves as my guide in design decisions and helps define new ideas along the way.
The App
The App's main feature is the ear training game, where you play to identify the chord/note throughout multiple levels and difficulties.
I decided to include a selection screen for the instruments, changing the game, library, and tuner depending on which of them is selected, along with a full chord library.
Lastly, a standard tuner and a metronome for those who wish to practice.
Responsive website
I decided to create a website for the app so that users can access it from any device, whether using their phones, tablets, or computers. It improves user satisfaction and increases engagement while maintaining faster updates cost-effectively.
Brand Awareness
After completing the app designs, I took charge of marketing the app. This involved using both traditional and digital advertising methods.
Orka Beer
Product Design
Orka Beer showcases a product design for a crisp, clean, and refreshing beer with a pale malt body and firm bitter backbone. The project highlights the design process and final product presentation.
Seasa
Branding & apperal
Seasa is an apparel and branding project I worked on with a couple of friends in college. We wanted to develop a consistent brand identity, including a logo design, brand guidelines, and merchandise aesthetics.
Seasa began as a school project for a surf shop that produces surfing merchandise. Our goal was to create a guidebook for Seasa that is consistent with its identity.
It began with a moodboard containing images and colors we thought matched Seasa's identity. After that, we started to work on the brand guidelines, defining the values and goals of Seasa. From there, we started to work on the logo and overall aesthetic/vibe of the brand and its identity.
COMPLETE BRAND GUIDELINES:
