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Low Calorie Line Rice Cakes by Joumana Maalouf |
Home > Winners > Design #78009 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
JM: Our main idea behind this design is to create a package design for Rice Cakes and to allow consumers to connect with the brand on a deep level and have a marked effect on them. As for the inspiration, we focused on a mixture of 2 cultures and the strong link between them: the top Indian rice production and the leading European food processing.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
JM: While designing the Rice Cakes, our main focus was to create a remarkable and appealing package on the shelf that will stand out on the shelf with its style and concept, between local and international competitors. We wanted to give consumers a fun, energetic and emotional experience in addition to reflecting purity, clean and healthy feelings.
FS: What are your future plans for this award winning design?
JM: This design is already available in the market, locally and internationally. We are planning to expand its existence to new countries.
FS: How long did it take you to design this particular concept?
JM: The concept design phase took around 2 weeks, where we studied and understood people's needs and worked on how to meet them with our products.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
JM: We were asked to create a new concept for the low-calorie line by the client. After conducting a serious research, and a multiple brainstorming sessions, this design was created from scratch.
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?
JM: This design is being used by eQuia brand. It is available in Lebanon and multiple countries.
FS: What made you design this particular type of work?
JM: Working for the F&B industry for more than 10 years, Colorcode agency is now working for multiple famous brands in the market. In some cases, client’s requests are vague and our designers get the chance to be creative. In this case, the brief was detailed, and the possibilities were unlimited.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
JM: First of all, we started with a market research by checking all local and international competitors in order to stand out on the shelves. We were influenced by the creativity, quality and simplicity of modern European designs.
FS: Who is the target customer for his design?
JM: The target customers for this design are health-conscious consumers, willing to achieve a happy, healthy and balanced lifestyle.
FS: What sets this design apart from other similar or resembling concepts?
JM: The only way to effectively answer that question is to know who you’re competing against. After researching all local and international competitors, we searched about the products' background and we decided to work on a color combination related to Indian style mood board, as well as European modern style packaging design samples.
FS: How did you come up with the name for this design? What does it mean?
JM: Simplicity is key. We named this design “Low Calorie” in order to make consumers remember the product easily.
FS: Which design tools did you use when you were working on this project?
JM: We used different tools in Adobe Photoshop to create different pastel splashes colors. In order to avoid confusing the consumers, we fixed 2 splash colors: purple and yellow, and the 3rd color will be changeable from flavor to another in the upper bold side and in the typography. We also worked on typographic layout especially for the title that combines 3 languages with a special overlapping effect of the text with the splash circle.
FS: What is the most unique aspect of your design?
JM: The most unique aspect of our design is that we follow FDA international rules, since we export our product to Arab and African countries.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
JM: Mr. Balsam Abou Chacra, a graphic designer specialized in packaging at Colorcode Agency, was responsible for the execution of the Rice Cake’s package. After researching and meeting with the client, he used hand-drawn sketches and Adobe software to create digital drafts.
FS: What is the role of technology in this particular design?
JM: Technology facilitated the possibility of having multiple trials in short period of time. Multiple computer software make some tasks easier when it comes to mechanically apply the creativity.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
JM: Researching the market, the target audience, and the competitors were a necessity. And the study of foreign countries cultures also helped in creating this design.
FS: What are some of the challenges you faced during the design/realization of your concept?
JM: Since the printing on OPP Matt is very delicate, the hardest part of the design was the color separation for the printing process in order to obtain strong colors, similar to the ones chosen from the pantone palette. Results were overwhelming showing strong colors and unique products on the shelves.
FS: How did you decide to submit your design to an international design competition?
JM: We came across the competition website by chance, and we instantly felt like we are part of this creative community. So we decided to take a step further and apply.
FS: What did you learn or how did you improve yourself during the designing of this work?
JM: We learned that research is key to a successful design, it is always essential to have a unique idea before starting. After detailed research, we gained knowledge in the healthy lifestyle & routine.
FS: Any other things you would like to cover that have not been covered in these questions?
JM: It means a lot to Colorcode to be part of this international creative community and we feel proud to represent Lebanon in making this world look better.
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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