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Graffetta Logo, Packaging Identity by Neom

Home > Winners > Design #46491 >Interview
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Neom (SD) for A' Design Awards and Competition. You can access the full profile of Neom by clicking here. Access more information about the award winning design Graffetta here.



Interview with Neom at Sunday 17th of April 2016

FS: What is the main principle, idea and inspiration behind your design?
SD: The history of the terroir, one of the main important element for a strong personality wine.

FS: What has been your main focus in designing this work? Especially what did you want to achieve?
SD: Being unforgettable by telling a story about the brand or a specific aspect or value of it.

FS: What are your future plans for this award winning design?
SD: The wines are already sold worldwide but I think they will improve their results. Some new entries are planned to be part of the range such as a "passito", a faboulous dessert wine.

FS: How long did it take you to design this particular concept?
SD: Good concept usually comes quite quickly because they are the results of a well proved methodology we developed during this 20year of work in this field with big companies, Italian such international (like Unilever, Kfraft Food, Beiersdorf, etc).

FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
SD: We believe that only concept makes solid and strong base for a brand so this time we worked on differentc concepts too based on the simple brief of the client: a new identity, able to express the quality and the speciality of the wine. We created this particular design because we believe in the power of concept connected with real stories. The difficult part is to find the interesting key point and relative visual within the story.

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?
SD: The design is used by another company we worked for, on the base of a brief.

FS: What made you design this particular type of work?
SD: The belief that this express in a strong way the unicity of the brand wine.

FS: Where there any other designs and/or designers that helped the influence the design of your work?
SD: We do all the project in team because we believe in the power of this method.

FS: Who is the target customer for his design?
SD: People who is seeking for good wine, new but with important history and heritage behind.

FS: What sets this design apart from other similar or resembling concepts?
SD: The idea, the concept itself, unique as the brand and the client is.

FS: How did you come up with the name for this design? What does it mean?
SD: Is the name of the estate.

FS: Which design tools did you use when you were working on this project?
SD: Photoshop and illustrator

FS: What is the most unique aspect of your design?
SD: Gather two iconic symbol as the magpie and the coral. This particula combination is the essential expression of the richness of the land

FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
SD: Illustrator specialized in animal/natural illustrations two sisters, Annalisa e Marina Durante.

FS: What is the role of technology in this particular design?
SD: Mainly for the print phase, we used embossing ink for coral, different hot foil colors for wine name, everything print on materic bright white paper.

FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
SD: no

FS: What are some of the challenges you faced during the design/realization of your concept?
SD: let me say the normal one: find concepts that can express the unicity, the uniqueness, the difference of the brand.

FS: How did you decide to submit your design to an international design competition?
SD: We believe it has all the characteristic a design should have to win a design competition.

FS: What did you learn or how did you improve yourself during the designing of this work?
SD: More than learn we had once again the confirmation that our methodology has a good value and give strong results. you can check the quality of our work at http://www.thefoodappeal.com

FS: Any other things you would like to cover that have not been covered in these questions?
SD: I think that any brand, any product any company has its own specific talent, peculiarity and the aim of a good branding company is to find it and enhance it through a powerful visual concept.


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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