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Joy gave me the photos she took and I replaced it with the tart illustrations.

I removed the text since it was unnecessary and increased the scale of the whole animation for easier viewing on mobile.

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Joy told me to reduce the speed of the ingredients moving and less repetition.

I requested for top-down pictures of the tarts/cakes to replace the illustrations.

The box will expand and review the photographed tarts/cakes at the end. Showcasing the details more clearly.

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Joy likes this concept alot better.

She proceeded by telling me to remove the complementary elements (the smoke and lines) and show all the fruits coming oit at once

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MINIMAL
COLORFUL
SHORT
ELEGANT

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https://www.youtube.com/watch?time_continue=69&v=W8_tGC8pNvI&feature=emb_title

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https://vimeo.com/321728377#at=0

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Possible to replace final cake/tart illustration as a real photo overhead shot.

Since its minimalistic, specialise in animation, make it as professional as possible.

Instead of showing all cakes/tarts at the end. Show 1 or 2 individual cakes/tarts being created and then at the end show the wide variety of pastries available.

Background colour, showing highlights can be warm to make ingredients look flavourful.

Possible to add short text.

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https://www.youtube.com/watch?v=qK4Re_ArS3Q&list=PLd7pjCVHsfw_IBN7zPs2zsvpI7U1OJj82

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I did some illustrations of the ingredients and asked Joy for feedback.

She gave me reference images of how she wanted illustrations to be more "cute" and less detailed

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This Lemon Meringue Tart packs a punch! Refreshing and velvety lemon cream, finished with delicately torched Italian meringue. There’s a little secret in our signature tart crust: it’s baked with a layer of hazelnut cream – a perfect accompaniment to this citrusy treat.

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- Yam
- Strawberries
- Figs
- Mangoes
- Passionfruit
- Hazelnut
- Pears
- Lemon slice

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Unlock your darkest desires with the Noisette. This classic chocolate cake is both decadent and delicious with a dark chocolate sponge topped with a crunchy milk chocolate & hazelnut layer, 64% dark chocolate ganache and a smooth, rich dark chocolate mousse. One of the best chocolate cakes you’ll find in Singapore.

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Do not let her feminine appearance fool you, this pretty Pink Lady packs a punch! A vanilla bean bavarois with subtle notes of rose, packed with vodka-soaked lychees, fresh strawberries and raspberries on a delicate rose sponge.

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Meet Daisy- Refreshing, tangy and fruity.

Made with fresh mangoes, vanilla mascarpone chantilly, passionfruit cream and vanilla sponge.

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Very minimalistic vector art

Using grain effects to highlight texture.

Avoid patterns since they make things visually complex.

Use a BUNCH of iconic products instead of just ONE, this makes the ingredients that pop out more VIBRANT.

Introduce ingredients exploding from box.

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Joy said she liked the idea.

Some minor issues she pointed out:
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- Instead of focusing on just one product, focus on a bunch of them to make the scene more lively and vibrant.

- Remove the branches idea and replace it with ingredients to make it more clean and minimal visually. Have them falling down like petals etc.

I asked for confirmation of the colour scheme and she said that they don't use any cool colours but rather warm pastel colours.

We both agreed not to use any photos but rather illustrate everything to make it visually consistent. (She claimed that she can't take photos of the product well.)

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Cle in French means 'key'.

This word describes the path to unlocking our customers heart.

The idea establishes a connection between the customer and the product. Utilising the shape of circles as a metaphor for connection. Ingredients from different products will bloom out from the packaging when unlocked with a key, reaching out to the audience. They twirl around to create a pastry, made with love.

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Promo video advertises the brand identity over an individual product.

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Promo video advertises the brand identity over an individual product.

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When it comes to the style of dishes presented, they are classic flavours that aren't flashy and noisy, but more elegant and clean.

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The Orh Blanc is our take on the popular local Teo Chew Orh Nee dessert. This Orh Nee Tart has a buttery, crisp tart crust baked with coconut cream, layered with fresh yam orh nee, vanilla chantilly and candied gingko nuts. Perfect for those who love traditions but embrace change.

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Patisserie Cle, with Cle meaning 'key' in French.

This refers to the brand's philosophy, which is to “Uncover the key to unlocking everyone’s hearts” by creating heartfelt sensations through a balance of flavours and texture, and between Asian and Western palettes.

Hence, the keyhole imagery in every single packaging they have.

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Joy equested my concept & frequent W.I.P to be sent to her via WhatsApp.

Any feedback/criticism is appreciated.

Emphasised their minimalistic design and use of warm pastel colours, like on their official website.

I requested for any product footages but they claimed that they don't have any

Willing to do a 15 - 30 second promo video
(not sure which format to go with yet)

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2D Animation using Adobe Illustrator & After Effects.

3D Motion Graphics set

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Germaine Li (left)
& Joy Chiam (right)

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Strong emphasis on pastel colours for their products

Unpretentious flavours, simple indulgences

Create heartfelt sensations through equilibrium — between flavours and texture, and between Asian and Western palettes.

Uncovering the key to unlocking your heart’s desires

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https://patisserie-cle.com/

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https://www.folksandstories.com/

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https://www.yokumoku.com.sg/

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https://www.dear-nesuto.com/

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RE:SEARCH (WEEK 2, yes i know i'm sorry)

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RE:SEARCH (WEEK 2, yes i know i'm sorry)

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̶S̶t̶a̶l̶e̶ ̶&̶ ̶C̶o̶ (no replies)
̶Z̶e̶r̶o̶ ̶L̶a̶t̶e̶n̶c̶y̶ (no replies)
̶B̶y̶n̶d̶ ̶A̶r̶t̶i̶s̶a̶n̶ (no replies)
̶L̶a̶s̶e̶r̶O̶P̶s̶ (no replies)
̶ Folks & Stories  (no replies)
- YOKU MOKU (no replies)
- Nesuto (pending for 2nd reply)
- Pâtisserie CLÉ (replied)

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Its been 70 years since the company started their career. This gift shop that allows you to customise notebooks and shop for products made with authentic materials such as cow hide leather that is used to craft their wallets.

Instagram followers: appox. 10.1k

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Indoor Laser Tag that consists with teams of 6, navigate through a maze and shoot down your opponents.

Free roam, fast paced experience with high intensity to make your adrenaline pumping

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Custom made ring/bracelet company which specialises in designing a product that combines simple geometry and organic shapes together.

Every piece is made with precision in quality which is why every collection is produced in limited quantity.

Instagram followers: approx. 3.0k

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Multiplayer virtual reality gaming arena; regarded as one of the best gaming experiences in the world stage.

Free roam VR experience, allowing you to move within the space of a warehouse area.

Allows up to a max of 8 players per gaming session.