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Matilde Vicenzi Fruttizie by GIULIA DE ANDREIS |
Home > Winners > Design #80331 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
GD: A circle that recalls the form of perfection is the center of gravity for the image on the front of pack, this acts as a casket for the descriptor of the product, emphasizing the innovation of the recipes. The circle is open as it it highlights the reception of new elements and it represents the synthesis of the equilibrium. The back of pack uses an encyclopaedic language in order to describe the benefits of the ingredients.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
GD: The search for a visual balance able to transfer holistic elements related to well-being using only the visual of the ingredients and the products was the main inspiration for this project.
FS: How did you come up with the name for this design? What does it mean?
GD: Through the union of the italian words "Frutta" and "Delizie" that then became: "Fruttizie"
FS: What are some of the challenges you faced during the design/realization of your concept?
GD: It was a challenge to make Fruttizie’s innovative recipes believable for a brand that always represented the traditional Italian pastry products, as they are characterized by ingredients with added nutritional benefits. Another challenge encountered was to find a new visual language able to be integrated within Matilde Vicenzi’s brand architecture and being able to share its values and its patrimony, while giving the design a modern twist.
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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