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Dame De Pique Bottle Packaging by Romuald Vincent |
Home > Winners > Design #53866 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
RV: I wanted to bring some novelty and propose a new consumption experience for aperitif drink that better fits news standards.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
RV: It can be summarized in three words: singularity, surprise and seduction; the best way to please a woman.
FS: What are your future plans for this award winning design?
RV: I am going to continue to develop my business and find new clients in France but also abroad where there is an untapped potential market for such a sweet and premium “girly” drink. This award will help me a lot to promote my beverage. The idea is to make Dame de Pique become a famous beverage brand and use the distribution of my bottles as a strong communication media for my other design activities. I am going to expand Dame de Pique collection by designing new brand products. The idea behind is to turn a beverage brand into a generic one and take advantage of such a disruption. Let’s see what is going to happen !
FS: How long did it take you to design this particular concept?
RV: The design process started in April 2015 and ended in December the same year. It includes preliminary design patterns and models realized by the designer itself then sample production, and finally mass production. The aluminium bottles were manufactured in China by EBI, a Chinese professional manufacturer. Crown caps came from Finland and were manufactured by Finn-Korkki while the cardboard pack was made in France by BCO Packaging communication. The packs were finally assembled in France and ready to sell in the beginning of January 2016.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
RV: It was more an inspiration: I first developed this design in order to distribute my own wine production. When my grandfather died 3 years ago, no one in my family wanted to keep his creation alive and for me there was a risk his know-how purely and simply disappears. So I rolled up my sleeves and I started to be a wine maker in parallel with my job as an architect. The production was in urgent need of rejuvenation so I decided to design new bottles with a new logo and graphic chart so they can really make the difference on the alcoholic beverage market.
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?
RV: The design, brand logo and distribution are the exclusive property of Dame de Pique, the company I run. I do not plan to lease the production rights - at least for the moment - and I hope I could keep developing the brand for a long time !
FS: What made you design this particular type of work?
RV: I did not find on the existing market a design that fulfills my requirements. Besides, I wanted to create something unique, practical and beautiful that could create the desire in consumers’ mind. The Dame de Pique French premium sloe wine is absolutely unique in the world. The least I could do was to design a taylor-made packaging !
FS: Where there any other designs and/or designers that helped the influence the design of your work?
RV: Maybe Ora Ito’s creation for Heineken to a certain extent. I love the idea to break the code !
FS: Who is the target customer for his design?
RV: Women. Dame de Pique sloe wine is rather a “girly” drink, sweet and low in alcohol.
FS: What sets this design apart from other similar or resembling concepts?
RV: It’s probably the first time that container and content are so closely connected together. I mean; I produced the wine and I designed myself the packaging. It’s still quiet unusual !...
FS: How did you come up with the name for this design? What does it mean?
RV: The name of the brand refers to an old local legend my grandfather told me when I was a child: the Dame de Pique (literally Queen of Spades in French) was the ghost of a middle age woman who haunted the blackthorn woods where my family harvest. It strongly influences the general design and the graphic chart (black, red and white). The other inspiration came from the world of poker. These two aspects contribute to giving the brand a very peculiar atmosphere which acts as a guideline for all graphic illustrations and branded product.
FS: Which design tools did you use when you were working on this project?
RV: I first used basic tools such as my usual sharp pencil and the writing pad that never leaves me. It helped me to synthesize my ideas by producing preliminary sketches. Then I used CAO and DAO software to present a more accurate picture and moved the project forward according to the first reviews.
FS: What is the most unique aspect of your design?
RV: The small size of the bottle we designed especially for this beverage required a taylor-made packaging. It should showcase its content as well as being convenient for gift giving or for use during parties. The particular shape was created for this purpose. Following the same idea, aluminium and cardboard we used were chosen both their lightness and printability. The result of all this work is a very unconventional packaging, at least for this kind of spirit.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
RV: I worked alone for the design process. I occasionally asked manufacturers for advice to be sure my proposals were technically and economically realistic.
FS: What is the role of technology in this particular design?
RV: Using 3D softwares helped me a lot to refine and add more details to the packaging after I validated the first cardboard models.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
RV: Not especially. I just made preliminary researches on internet to make an idea about existing market but when I started to design, I wanted my mind to be as free as possible to follow my own way.
FS: What are some of the challenges you faced during the design/realization of your concept?
RV: The hardest part of the design activity was to conciliate the design process of the bottle with the production and constraints of the wine. This choice was made for economic reasons but also to keep the same guiding vision all along the production and save lots of time. It limits the exchanges and in the same time provided a greater reactivity to problems encountered. Those were mainly due to technical issues, deadlines and production costs to handle.
FS: How did you decide to submit your design to an international design competition?
RV: It was quiet lately. After my design was selected to be displayed on the “favourite design workbook 2016”, I realized It could probably worth entering a world design competition to see the results.
FS: What did you learn or how did you improve yourself during the designing of this work?
RV: I wanted to do the entire job on my own but as an architect, I was not very used to working with DAO software like Illustrator. So I had to learn it. It was the same thing for Keyshot Luxion I used for renderings.
FS: Any other things you would like to cover that have not been covered in these questions?
RV: This interview was quiet exhaustive ! Santé ! (as we say in French) will be my last word ;-)
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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