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Vonziu Elite Puppy Dog Food Bag by Mark Turner |
Home > Winners > Design #57631 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
MT: To create a stunningly simplistic, clean, yet sophisticated design with the ancestral wolf as it’s core symbol for the new range. The wolf, emerging out from the dark shadows with iridescent, penetrating eyes is the focus of the branding. The eyes on each pack in the range were colour-coded to differentiate the variety of product.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
MT: I wanted to bring movement and intrigue to what is normally quite an ordinary category of the retail market.
FS: What are your future plans for this award winning design?
MT: The range has now been developed into eight products over three sizes. We have something very exciting planned for one of the products as it is quite unique, so we want it to have a different feel to the rest in the range but it will still have a synergy with the overall creative look.
FS: How long did it take you to design this particular concept?
MT: This particular design took from initial concepts to finished design board about two days, as I had to create and think about the full range of eight products, and not just the one piece of packaging.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
MT: Our client Vonziu Elite commissioned the 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?
MT: I produced the design on behalf of my client Vonziu Elite. They commissioned me and Kre8ive Partners to create the branding and the full range of packaging, from concept to final printed bag. I produced the design and fully reproed the artwork for the gravure printing, I also attended the print pass and oversaw the converting of the film into final completed bags.
FS: What made you design this particular type of work?
MT: I am passionate about packaging design and have been for over 30 years, I am a retail designer and have produce all kinds of packaging from carton to flexible poly to rigid plastic to glass.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
MT: No, the brand and design was created by myself, but not all design projects are produced in isolation, it depends on how busy the studio is to how much interaction and collaboration we do together.
FS: Who is the target customer for his design?
MT: The brief was to create a stunning range of dog food packaging that lived up to the Vonziu Elite champion heritage. A design that would not only have a strong shelf presence among the vast variety of pet food brands, but would have a hypnotic indulgent appeal. The target audience was people who are passionate about their dogs and want only the best for them.
FS: What sets this design apart from other similar or resembling concepts?
MT: I think its simplistic and dynamic design, with it’s less-is-more attitude sets it apart from the hundreds of other pet food brands out in the marketplace.
FS: How did you come up with the name for this design? What does it mean?
MT: The main brand name came from the original ‘VonziuXcellence’ which then was shortened to ‘Vonziu Elite’.
FS: Which design tools did you use when you were working on this project?
MT: For me it all starts with my trusty pencil and markers. I am a traditionally trained designer, but once I have the initial ideas and thoughts out and down on my pad, I take to the mac. Software packages I used were: illustrator, photoshop and iC3D.
FS: What is the most unique aspect of your design?
MT: The most unique aspect to my design was the iconic wolf, which will become the symbol of the Vonziu Elite range.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
MT: At Kre8ive Partners we do not design anything we cannot produce. I worked out the way the print was going to be laid down and the particular colours to be used and in which order they would work for the best advantage for the design. I produced the artwork fully trapped with all the needed gripping and specific line weights and font sizes for the chosen print method of gravure. I also personally oversaw the print pass in Germany and liaised closely with both German and French factories for the converting of the final laminated film into quad sealed bags. I have a vast amount of technical experience in all aspects of the print industry from digital to lithographic, flexographic to gravure and silkscreen. All my knowledge gained through many years, has certainly stood me in excellent stead as a designer. I also encourage my team to go to press passes in all the disciplines, as it helps with their understanding and in turn makes them more of intelligent designers to appreciate what the design has to go through to achieve perfection.
FS: What is the role of technology in this particular design?
MT: All of my designs start with a humble pencil sketch. I use technology to create the final design concept, and to produce the final reproed artwork. Also, technology comes to the forefront on the final gravure print to create the technically demanding effects I was after and to ensure the final bag portrays the look and feel of the chosen design.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
MT: All of Kre8ive Partners designs are backed with market research, we carry out in-store visits and web searches to ensure the designs we create are unique and are original for our clients.
FS: What are some of the challenges you faced during the design/realization of your concept?
MT: The main challenge was to create the movement as if the wolf’s head was coming out of the shadows. When colour is placed onto silver material it takes on a completely different feel with the effect that you get with the refracting of light as it hits the material. So I had to use different percentages of white ink tints to screed the silver under the colour. The strength I used was important, as I wanted the silver lustre still to come through the image, to create the movement, but not to dominate and overpower the look of the design.
FS: How did you decide to submit your design to an international design competition?
MT: The design received a ‘Gold’ design award in Shanghai last September in the Pentawards, which is also another international design competition. From winning ‘Gold’ there, we were invited to take part in the A’ Design Awards.
FS: What did you learn or how did you improve yourself during the designing of this work?
MT: You are always learning everyday and on every project, you never stop learning and that is the exciting part in the creative process. The production was particularly tricky, but by using different strengths of white tints, this allowed the silver from the metallised PET to give a lustred effect to the colour work and enhanced the dramatic wolf image to give an almost 3D lenticular movement to the graphic on the front, back and base of the bag. Also with cleverly placed masks, used to hold back the white plate around the eyes of the wolf, this method of production allowed the four colour set to print as if it was printed directly on the silver metallised film, thus achieving a shimmering iridescent effect as if the eyes were alive.
FS: Any other things you would like to cover that have not been covered in these questions?
MT: The only think I would like to add is I am very proud to be part of the International Design Community and feel very honoured to be recognised by my peers for my design work. As designers we strive for excellence and to really produce not only beautiful designs but creations with true meaning and strong visual ideas behind them.
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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