Revisiting Gestalt

Similarity – the objects in the design are the same colour

Proximity – the objects in the design are placed close together to collectively form one image

Closure – the foreground objects collectively form an overall image in the mind – “U”.


Similarity – Proximity – Closure

Food & Malt




The pub and restaurant concept portrays itself as a traditional, yet hip, country Colonial-style pub and restaurant. The pub section offers a small ‘English’ pub menu. The website address is confusing:

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Web search

Pub Menu
Website front page

Henrik Øl og Vinstove

A basic student concept pub with an atmosphere for socialising. There is no menu posted on the every basic website. The website address is confusing:

Web search
Web search


A trendy wine & dine restaurant in a Colonial-style boutique setting. A clash of rustic and modern decor, and an la a carte menu. The website is modern and easy to navigate:

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Web search
Web search

Solving the Problem

Target group:

Young urban individuals between the ages of 18 and 35 who are interested in culture, food, design, trends and the night scene.

People who like craft beer and ‘dude food’. People who like to socialise in a casual setting with a combination of traditional and modern design.

Logo characteristics:

It should be simple and easily recognisable
Timeless. Try to use no more than 3 colours
The logo may contain a symbol / figure / ornament. This is optional.

Clean, minimalist with a taste of traditional that can work on all products including glass, coasters and posters.

Design Challenge:

Traditional with a modern twist.

Hipster, letterpress, quality, homemade, professional.

‘Hipster’ clashes with ‘timeless’ as it is a style movement, the same as metro-sexual. And ‘dude food’ clashed with hipster, quality and professional.

Loose Juice

You are briefed to do an illustration for fruit juice packaging (orange and banana flavour). The name of the product is: Loose Juice.

Initial sketches:

Concept development:

I decided on a modern design to market the juice as a trendy drink for adults – fresh, clean and healthy. I chose the three arc design as it has a minimalist and modern feel to it. It is essentially an impression of the first sketch drawn on the first page – an arc of the leaf, orange and banana.

Building in Illustrator from sketch:

Initial build:

Even though the arcs are impressions of a leaf, orange and banana, because of the colour selected, the images resemble falling green leaves, which reinforces health and freshness.

The ‘orange & banana’ is only one flavour, and it is presumed that a whole line of flavours will be introduced to the market, so the design accomodates for that.

Playing with spacing & sizing:

Final draft:

Because the design is simple it can work for all sizes; also as a stencil, outline or in negative.


Puzzle 1

A man is replacing a wheel on his car, when he accidentally drops the four nuts used to hold the wheel on the car. They fall into a deep drain, irretrievably lost. A passing girl offers him a solution that enables him to drive home. What is it?

Borrow one nut from the three other tires to put on the wheel without.

Puzzle 2

Two Russians walk down a street in Moscow. One Russian is the father of the other Russian’s son. How are they related?

They are both parents of the son.

Puzzle 3

What occurs once in June, once in July and twice in August?

The letter <u>

Puzzle 4

Six drinking glasses stand in a row, with the first three full of water and the next three empty. By handling and moving only one glass at a time, how can you arrange the six glasses so that no full glass stands next to another full glass, and no empty glass stands next to another empty glass? What is the minimum number of moves to solve this puzzle?




Rice Packaging

Design packaging for rice. The packaging has to be different from what is out there in the market. Apply each one of the SCAMPER techniques and do a write‑up on your findings. Then choose the option that you think would work best and do a sketch of what the packaging would look like.

Already on the market:

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Substitute – Rather than a rip or pull open lid, have a slider.

Combine – Put a measure window on the side of the box.

Adapt – Make the top of the box a measuring cup.

Modify – Have a circular hessian bag with draw string so it is formed by the rice and shape of environment.

Put to other use – The rice box is part of a box system of goods that slot into a bigger box form for tidy and compact shelving.

Eliminate – Take away the cardboard and make the packaging into triple layered paper.

Rearrange / reverse – Rather than providing packaging for 1kg, provide packaging that portions to the recommended daily amount of carbohydrates for weight loss.

New packaging:

Rice Bowel

Eco-friendly – recyclable materials, and reusable

Functional – holds product, has a clip lid for reuse, label is removable, washable, stackable


TASK: A teaspoon is the object. Apply each SCAMPER technique to create new products.

substitute something
Substituting the material of the spoon into wood for an organic and rustic feel.

Marketing: eco-friendly

Organic spoon

combine with something

Add a food pick as the handle of the spoon.

Marketing: two-in-one / convenience


adapt something to it

Flatten the spoon to change it into a mini egg-flip.

Marketing: for crafting horderves

Side view

magnify by adding

Adding an organic carry-case for travel and protection.

Marketing: travel utensils

Travel case

put to other uses

Native wood with the country’s cutout is a modern take on the traditional teaspoon souvenir.

Marketing: Native organics


eliminate something

Take away the middle of the spoon to produce a whisk for better mixing of drinks.

Marketing: efficiency

Drink whisk

rearrange / reverse

Create the handle of the spoon into a product – a spice spoon.

Marketing: back to basics

Spice spoon

Golden Arches Logo

Original Design concept:
In 1952, real golden arches were part of the restaurant design.

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In 1962, the golden arches were incorporated into the logo design. A V was suggested to represent the arches. It was turned into an M to represent the arches viewed from a certain angle. The current Golden Arches logo, introduced 1968, resembles an “M” for McDonald’s.

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Web Search

McDonald’s Logo vs SCAMPER

1. V to M – restaurant design

2. In Canada, all McDonald’s stores and commercials have a maple leaf in the middle of the Golden Arches.

3. In Sedona, Arizona, the arches were made turquoise to avoid contrasting with the State’s red rock.

4. Two McDonald’s restaurants, one in California and the other in Arizona, have black arches.

4. Two restaurants, one in Paris and the other in Bruges, have neon white arches.

5. Some McDonald’s signs only have one arch or part thereof.

6. In 2018 and 2019, the arch was turned upside down to represent a “W” for International Women’s Day.

  • Adapt
  • Combine
  • Adapt
  • Substitute
  • Substitute
  • Put to other uses
  • Put to other uses
  • Reverse Rearrange
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Web Search


Wikipedia 2019, Golden Arches, accessed 24 August 2019,

Inkbot Design 2018, History of the McDonald’s Design Logo, accessed 24 August 2019, <;

Moodle Doodle

Task: Choose a metaphor/concept/analogy that illustrates how you see Moodle with all its different elements and areas.


Moodle is a forum-based platform. It is difficult to navigate because of the design and the vocabulary. Therefore the presentation of information on the platform is ‘messy’ and the information input for the viewer is ‘messy’.

A mess – random scribbles that do not seem to function together, however, as a whole, they create an image/impression.

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A scribble is unordered, unkempt, confusing, or meaningless, though it has its own form – loose but present – so the mind can still make sense of it. Over time, the eyes start to see patterns and pathways to destinations – familiarity. What first may be a mess can become chaotic order.


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Mr Messy from the Mr Men children’s book series by Roger Hargreaves

Etch A sketch – one line draws the whole design

A Moodle noodle doodle.

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