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Deangelis Italian Chocolate Packaging by Mark Turner |
Home > Winners > Design #79698 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
MT: I wanted a luxurious, tactile multi-layered piece of packaging, with a timeless feel for both the pack and the branding. My inspiration was the process of making the chocolate and the city in Italy it originated from
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
MT: The main focus was to capture the different textures of the product from the smooth outer then to the crumbly centre. I wanted the brand to look sophisticated and well established, yet have a contemporary feel.
FS: What are your future plans for this award winning design?
MT: I hope to develop the range with my client and I know there are plans to have some retail outlets in the UK and Italy.
FS: How long did it take you to design this particular concept?
MT: In total, 2 weeks for concepts.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
MT: DeAngelis commissioned Kre8ive Partners and myself as Creative Director.
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: The design is being used by DeAngelis Italian Chocolate.
FS: What made you design this particular type of work?
MT: Packaging has and will always be my passion. There is something extra special to me to be able to pick it up, rotate it study it. I love packaging that ticks all the boxes for all of your emotions.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
MT: The only influence, if you can call it an influence, is that I wanted to use the Winter Paper/fabric for the outer case to the pack. The luxurious tactile feel of the paper compliments the simplistic, but iconic brand of DeAngelis.
FS: Who is the target customer for his design?
MT: The target customer is the discerning chocolate connoisseur.
FS: What sets this design apart from other similar or resembling concepts?
MT: The packaging is very unique. It’s simplicity echo’s the manufacturing method of the product, less is more!
FS: How did you come up with the name for this design? What does it mean?
MT: DeAngelis is the surname of the managing director of the company. ‘DeAngelis’ means ‘from the Angels.’
FS: Which design tools did you use when you were working on this project?
MT: Pencil and paper is always the first way I start to look at a design concept. I am a traditional designer from the drawing board so drawing scamps are very important to the design journey for me. To visualise the designs I used Adobe Illustrator, Photoshop and 3D Dimensions.
FS: What is the most unique aspect of your design?
MT: The unique aspect is it’s chic simplicity of the brand complimented with the luxurious fabric tactile material.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
MT: I worked with a company called GWD Ltd., who is a hand-made, rigid box, construction company.
FS: What is the role of technology in this particular design?
MT: The role of technology in this design was in the visualisation of the final look of the design concepts and to help master the hand drawn brand icon and identity.
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: The design is not influenced by data or analytical research but I certainly research the tradition of the hand-made Modena chocolate process.
FS: What are some of the challenges you faced during the design/realization of your concept?
MT: The challenges I faced was how to mix the different tactile materials together with the powerful results.
FS: How did you decide to submit your design to an international design competition?
MT: I wanted to see if the DeAngelis brand and packaging was worthy of the very prestigious A’Design Awards.
FS: What did you learn or how did you improve yourself during the designing of this work?
MT: I learnt that I love to create packaging with a real sense of purpose, I love to use different materials to add an additional dimension to my packaging.
FS: Any other things you would like to cover that have not been covered in these questions?
MT: No I think all the questions were very thorough and informative.
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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