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Terra Branding by Akihito Shimizu |
Home > Winners > Design #134335 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
AS: Health, everyday life, experiences, nature, and my country's culture and heritage.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
AS: The coexistence of sustainable packaging systems and artistry, and the narrative and visualization of the production site from the producer's climate to the consumer.
FS: What are your future plans for this award winning design?
AS: We plan to create a ripple effect in the industry as one of the coffee industry's new visual identities, and to promote the development and expressive potential of the design.
FS: How long did it take you to design this particular concept?
AS: It took about a year from the client's order to the launch of the brand and visual identity.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
AS: A product without a concept will not convey the raison d'etre of the brand, and if there is a content or ideal that you really want to convey, a concept will naturally emerge. We have established the concept by repeatedly listening to the client's ideas and requests and tuning in. The designer makes proposals for means and methods of expression, materials, and their incorporation into specific graphic design.
FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
AS: We work in-house on graphic design, package design, and print specifications, and consult with other companies on production. For visual development, I act as art director and graphic designer, working with artists and photographers.
FS: What made you design this particular type of work?
AS: I don't think it is special, but no one had ever done a label design that combined art with visualization of the producer or production area, so I was confident that it would be a special expression in that respect, and I thought it would be very easy for consumers to understand.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
AS: There are too many to narrow it down to just one.
FS: Who is the target customer for his design?
AS: I think it's people all over the world who are interested in coffee.
FS: What sets this design apart from other similar or resembling concepts?
AS: I think it's not only the sustainable packaging system, but also the fact that it puts the visual focus from the production area to the consumer.
FS: How did you come up with the name for this design? What does it mean?
AS: TERRA means “earth,” “soil,” and “globe” in Italian. The brand name expresses the connection from the coffee production area to consumers around the world, and to the protection of the earth itself.
FS: Which design tools did you use when you were working on this project?
AS: Well-known design software and photo and digital collage software.
FS: What is the most unique aspect of your design?
AS: Designing a unified visual identity rather than a singular one. Starting with the brand logo, typography, label design, artwork development, packaging containers, and print specifications that define the brand, we ensure that all materials add value and build a reason for being.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
AS: We worked with photographers, artists specializing in digital collage, and printers to bring the labels to life.
FS: What is the role of technology in this particular design?
AS: Although seemingly contradictory, the greatest technological point is the coexistence of emotionality and narrative as well as functionality.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
AS: We conducted brand research on packaging design in our own country and around the world, including labels in our industry. We carefully researched not only the superficial design, but also the brand's philosophy, concept, and behavior to identify points of differentiation.
FS: What are some of the challenges you faced during the design/realization of your concept?
AS: The challenges are a real and stable logistics system to demonstrate the concept in practice, sound financing, transparency, and sustainable economics.
FS: How did you decide to submit your design to an international design competition?
AS: First, I wanted to know how my design would be evaluated in a business that spans the globe, from procurement of raw materials to delivery of products to consumers, while creating a brand using communication design methods.
FS: What did you learn or how did you improve yourself during the designing of this work?
AS: That each person, thing, place, and country has its own reason for existence and story. Translating them and expressing them in a way that is easy to convey using communication design methods is a task that tests one's own thinking and experience, and nothing can be done alone. Through the difficulty and discovery of the process of listening to as many people as possible and connecting them to all the elements of the project, I was able to grow greatly.
FS: Any other things you would like to cover that have not been covered in these questions?
AS: That a cup of coffee with an open mind can broaden your horizons as you travel the world.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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