| THE AWARD |
| CATEGORIES |
| REGISTRATION |
| SUBMIT YOUR WORK |
| ENTRY INSTRUCTIONS |
| TERMS & CONDITIONS |
| PUBLICATIONS |
| DATES & FEES |
| METHODOLOGY |
| CONTACT |
| WINNERS |
| PRESS ROOM |
| GET INVOLVED |
| DESIGN PRIZE |
| DESIGN STORE |
| THE AWARD | JURY | CATEGORIES | REGISTRATION | PRESS | WINNERS | PUBLICATIONS | ENTRY INSTRUCTIONS |
Water Corporate Identity by Aurika UAB |
Home > Winners > Design #77472 >Interview |
 |
|
FS: What is the main principle, idea and inspiration behind your design?
AU: Creativity can be found in the places where it is the least expected. Sometimes in order to get inspired it is enough to look differently at the things that seem to be common and familiar. To imagine things in different environments and see the potential behind the obvious. In the case of WATER labels design the inspiration occurred at label printing press, out of the printing inks waste. First of all the mixture of various inks waste appeared of a certain beauty. The idea to capture this beauty on camera came because it was the only way to save this kind of art. Normally the inks waste is utilized after every print run so the printing press change-over time is the only chance to make a picture. When looking at all the pictures no surprise that curiosity began to grow up – how would these pictures look like on canvas? They looked good. By now dozens of printed canvas decorate homes of Aurika‘s staff. Actually canvas were printed and sold as social initiative within the company. Next the initiative is going to be taken outside the company and the money collected from these sales are meant to sponsor social fund that provides aid to kids sick with cancer. That was how inks waste turned into arts and social support. As Aurika was in need for corporate water it appeared natural to develop this project and to use it for corporate water labels. For a simple reason – it was all about the company: it was related to primary activities (manufacturing of labels and packaging), it was about dedicated and creative people inside the company, it could assist the socially vulnerable group. As inks waste pictures were used for canvas the main design idea was to imitate the brushstroke on canvas. As digital Mosaic design printing was under development- the decision was taken to use this design to present personalization as well. As product was water, the tactile wet-touch effect was created to support the packaging communication and to demonstrate how different printing technologies – flexo and digital – can support each other instead of opposing each other. That‘s how inks waste was converted into creative design.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
AU: Presenting the company goals and its values was the goal of this design. The main thing to achieve was to prove that great idea well implemented stands out and captures attention. Aurika stays in its main field of activities that is printing of labels and packaging. Yet the experience says that grabbing consumer attention or wining recognition from packaging professionals requires both - great printing and great ideas. A combination of these brings success to product manufacturers and Aurika has always been striving to be a partner that actually can bring the success. For this reason as expert in printing Aurika has been open for cooperation with packaging designers, sharing the experiences, finding the solutions and developing the technologies. Therefore this project was meant to emphasize the importance of packing design, to communicate packaging perception inside Aurika that is wider than just printing, to provoke packaging creators for creativity and to showcase the skills for its implementation.
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.
| SOCIAL |
| + Add to Likes / Favorites | Send to My Email | Comment | View Press-Release |
