SUBWAY BRANDING - Concept, Art Direction, Design, 3D

Design Challenge Accepted: Crafting Imaginative Concepts

The brief presented a serious challenge: creating visuals for an 80m wall in the subway tunnel. It was both terrifying and exciting.

At that time, Jacobs brand centered its campaigns around the slogan: “Dream with your eyes open”. This slogan served as the catalyst for our conceptual ideas.

As my team and I brainstormed concepts, we focused on portraying the life dreams of coffee lovers. Specifically, we depicted a Coffee Shop Owner, a Traveler, a Musician, and an Actress. These dreams were visualized using 3D dots, forming shapes and images. These dots symbolically represented the coffee aroma emanating from each dreamer’s cup.

Metrobranding Tunnel, Green Line Side — Metrobranding Desing

Metrobranding Tunnel, Yellow Line Side — Metrobranding Design

Metrobranding Tunnel, Making Of, Installation — Installation

Client: JDE – Jacobs Douwe Egberts
My role: Creative Concept, Art Direction, Graphic Design, 3D Lines Creation

Project brief: create visuals for 80m wall in the subway tunnel.

Problem-solving Skills: Our Best Expertise

The Jacobs brand has previously used visuals featuring 3D coffee aroma dots. Building on these assets, we developed our concept, knowing we had to devise a technique to craft 3D aroma dots in specific shapes since no instructions or previous files were available.

My colleague discovered an efficient method in Cinema 4D to create what we needed. Initially, we constructed the main objects to plan their placement, crucial due to the dividers between panels. Next, we mapped out paths for the aroma lines to connect these elements.

During the creation of the aroma lines, our 3D artist wasn’t always available, yet deadlines were tight. Fortunately, I observed his process, providing guidance and learning how to create 3D aroma lines myself. This enabled me to assist and continue the work when he had to focus on another project.