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Chen (Andrew) Xu ︎︎︎


HP Sprocket Sense
Plum Wine

Kodak Printomatic+
Kodak Printomatic+ Package
Kodak x Barbie
Cocreate x EPE
Elite Top 10 Industries Ads
Ali Family Letter
Elite Promotional Event
The New CRN
BY&S
Let’s Think About Home
HiLink Platform
HiLink Education Web design
RICEPO
Za Ba De Cold Noodle
Be Someone’s Home
Masslottery 50th Year Anniversary
Hello! Love is love.
The One
Taste is King
Hi Hot Pot
Art and Form
O&M Grocery Market
Fika
The Book Of The Tea World
Code
Swedish
3L Boxed Wine
Sustainable Paint Package
Norwegian
Online Clinic App




Info

I am a multidisciplinary designer based in Metuchen, New Jersey, specializing in visual identity, art direction, and print and digital experiences. My hope is to seamlessly integrate research, typography, branding, and packaging into business and design art. I focus on packaging design and e-commerce design on lifestyle and healthy brand.


Graphic Designer at  C&A Global
Mark

Fika





FIKA ︎
Touch Swedish Unique Fika Culture
Client ︎︎︎ AB
Technique ︎︎︎  Book | Typography | Website

           
Objective

To design the collectible edition of a conceptual cookbook and to develop a high-quality cookbook. Apply typographic principles to express concepts visually and creatively solve problems specific to a particular context and audience.

Solution

I chose to design a cookbook about a homemade Swedish dessert with the purpose of communicating to the public about Swedish “ fika ”culture. This adorably illustrated cookbook covers recipes for traditional baked goods, information, and anecdotes about Swedish coffee culture, and the roots and modern incarnations of this cherished custom. This typesetting used in the cookbook is the Swiss style. I chose the typeface of Swiss 721 and one of very few historic and original Swedish typefaces–Kumlien Pro. I aim to convey the Swedish cookbook in a concise and clear way.
Mark

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