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Interview with Krylia FMCG Branding |
Home > Designer Interviews > Krylia FMCG Branding |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Krylia FMCG Branding (KFB) for A’ Design Award and Competition. You can access the full profile of Krylia FMCG Branding by clicking here.
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
KFB: We all love to draw. And many of us are professional artists who are engaged in different kinds of art, and even have their own personal exhibitions. All designers in Krylia have professional art education obtained in Dnepropetrovsk and Kharkov Art Universities.
FS: Can you tell us more about your company / design studio?
KFB: Krylia (Wings in English) FMCG Branding was founded in 2012 and takes its origin from the innovative department of major Ukrainian corporation. Having gained the unique experience within the manufacturing company, as well as rethinking the knowledge generated in the creative agencies, we set up Krylia FMCG Branding. In Krylia we try to combine creative approach with accumulated practical experience for achieving their synergy. We are able to analyze and organize information and, at the same time, we try to abstract from existing templates for the development of new unconventional ideas. We are confident that only individuality and sequence can ensure competitive advantage. We believe that by working together, we are creating reliable "wings" for the new projects that can give strength to fly and to survive in the aggressive flows of the modern market.At now, 8 people works in the company. I really hope that together we create value not only for our customers, but also for each other.
FS: What is "design" for you?
KFB: Design is such an amazing profession, which allows you to earn money by doing your favorite hobby.
FS: What kinds of works do you like designing most?
KFB: Most of all I'm happy when we get the chance to design some limited edition packaging for an ultra-premium product or brand. There is always an opportunity for bright and non-standard ideas, as well as access to the use of high-quality and unusual material.
FS: What is your most favorite design, could you please tell more about it?
KFB: One of the most exciting and significant experience for our team was the 'Valero' project. Krylia FMCG Branding has received a task to develop a design for a unique 50-year-old author's brandy. The design of the decanter for this brandy, which was developed in our company, presupposed a hand made work. Each of the 250 decanters was made by hand on the base of our drawings on the island of Murano by the world-famous Murano glassblowers. The unique technology of glassblowing allowed to create a multi-layered two-colored glass bottle with interspersed air bubbles that created an amazing pattern inside. Stunning project and unique experience! We are very proud of this work. But, I hope, our best project is yet to come.
FS: What was the first thing you designed for a company?
KFB: As far as I remember, it was a logo for a travel company.
FS: What is your favorite material / platform / technology?
KFB: I really like working with craft products and natural materials made by hand.
FS: When do you feel the most creative?
KFB: I have noticed a long time ago that the most able-bodied for me is the morning time before lunch, but not very early. There are also absolutely spontaneous insights when you are not at work and you think very hard about the task. For such cases, I always carried a sketchpad and a pen for ideas or sketches. Now, with the development of modern technologies, I can use a smartphone.
FS: Which aspects of a design do you focus more during designing?
KFB: First of all, I want to say that design, from my point of view, is just a marketing tool for solving the objectives of the branding.. It can’t be called the "pure art". Therefore, the choice of style, technique and tools always depends on specific goals and objectives. Every time it can be different solutions. We work both by hands and use digital tools and the latest technology depending on the need. Of course, we try to bring elements of art into the design, but we always remember that our work is to promote marketing, and not to express ourselves with the money of the client.
FS: What kind of emotions do you feel when you design?
KFB: I can describe my work process as a search. I give certain requests (to myself, to Higher Power, to cosmos ???) - compositional ideas, graphic, color, etc. And looking for answers. This search is sometimes painful. Having a professional experience, I intuitively know where to search better. Sometimes this search comes to an impasse or there is a temptation to follow the corridors that already passed (the experience of successful projects). But when you finally get something unique, it is certainly an indescribable moment of happiness.May be a little abstract :)), but it seems to me the most precise explanation
FS: What kind of emotions do you feel when your designs are realized?
KFB: I do not have time to feel anything, since a new project is happening :)
FS: What makes a design successful?
KFB: Only good sales of the product for which this design is made characterize its effectiveness.
FS: When judging a design as good or bad, which aspects do you consider first?
KFB: The ability of design to perform its direct functions - to promote goods.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
KFB: I think it's the same as in any other profession. For myself, I have set a clear framework for what I will never do in my studio. This is an advertisement of political, religious and military organizations.
FS: How do you think the "design field" is evolving? What is the future of design?
KFB: This is very interesting question. I think that the design profession makes its historical circle. We are again approaching the origins of our profession. I think in the future, the designer will be more of an inventor and inventor than a "decorator" of other inventions, as is often the case today.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
KFB: In October of this year, the Ukrainian Creative Week will be held under the auspices of the All-Ukrainian Advertising Coalition. At the same time, Ukrainian Design competitions will be held: The Very Best Of 2018, KAKADU Awards 2018 and ADC * UA Awards 2018. We are a full member of the Coalition and we plan to take part in this exhibition.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
KFB: My children are the best sources of inspirations.
FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
KFB: We strive to become experts in the product or service with which we work. We try to get as much as possible into the role of the end user of the product for which we making a design. Analytics occupies not less than 70% of our work. A good design is not just an "aesthetic project". It is the right choice of the way in which design is developed. I think this is the main characteristic of our style.
FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
KFB: We live and work in Dnipro. This is large industrial and financial city in Ukraine. Of course, the surrounding environment, the cultural space of our city and its historical roots influence both our work and each of us as individuals. I love the city in which I live and feel its differences from other places. I'm also fell very comfortable to work here.
FS: How do you work with companies?
KFB: Usually our clients (and even large corporations) become our friends. We are deeply integrated into the product development process. We have very few "one-time" orders. Usually this is a long relationship lasting for years.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
KFB: To designer: Be bold and honest in the work. And you will succeed!To companies: In addition to having excellent portfolio and great experience, you should feel your designer. You have to be with him "on the same wave", to understand the goals equally, to be one whole.
FS: Can you talk a little about your design process?
KFB: In Krylia FMCG Branding we confess the everyday teamwork. Freelance is not our way. We work altogether, have fun and try to support each other in difficult professional situations and boring projects. Routine work can also be done fun, when you have fun together!
FS: What are 5 of your favorite design items at home?
KFB: My armchair, the glass, which old Murano glass master presented me in Venice, my sketchbook, phone and the very beautiful lamp.
FS: Can you describe a day in your life?
KFB: I wake up at 7:30 in the morning. I'm going to drink coffee on the balcony, where my cactus orangery is located (I collect cacti). I have a little time to play with my little son. Then, I'm coming to work. After lunch, I take my daughter from school. We go home and spend time together. At the same time, I continue to manage the agency by phone, negotiating with clients, adjusting tasks, etc. In general, my children are used to the fact that their dad can collect a puzzle and either play with the ball and at the same time work :) We spend the evening with the whole family at dinner. Then we go for a walk or read the books altogether.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
KFB: Do not take the design as decoration. Try to understand the essence of the product, to reflect in the logo, packaging or advertising materials its main feature, its character, its difference. Love the product with which you are working. And then everything will turn out!
FS: From your perspective, what would you say are some positives and negatives of being a designer?
KFB: The creation of a design can be compared to the birth of a child. For a designer his work is his creation, his child, whom he conceived and grew up. Only then this child is given into the hands of others (the client), who does not always "educate" him, dresses him, develops him exactly as he would like the parent (designer). This is the main tragedy of the design professional... This is a joke, of course. However, such problem exists. Here, the main conflict between the customer and the designer is often born. Therefore, as I said above, it is extremely important to think and work together with the client.
FS: What is your "golden rule" in design?
KFB: If you are a designer and working on a project, first answer the question "What?", and then to the question "How?". That means, that you cannot start the visual part of the project before the ideological part is not solved.
FS: What skills are most important for a designer?
KFB: Curiosity, subtle perception of the world around, aspiration to self-development
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
KFB: We all work with Wacom graphic tablets. Also we all draw actively with our hands, using different techniques depending on the need: graphics, watercolor painting and many others. As for the software, we basically use Classic Adobe programs.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
KFB: I still cannot do this perfectly. Let's just say, I'm working very hard on this
FS: How long does it take to design an object from beginning to end?
KFB: Usually the whole project lasts from six months to a year.
FS: What is the most frequently asked question to you, as a designer?
KFB: Would you buy it yourself?
FS: What was your most important job experience?
KFB: Having worked 17 years in the field of design, I came to the conclusion that in practice the consumer does not notice and 50% of our ideas. This is very distressing ... Conclusion: the design must be understandable. We should talk to consumer "in a single language," and not try to instill in him the taste or form him the help of design. At least, do it very accurately and unobtrusively
FS: Who are some of your clients?
KFB: Our main clients are large national and international corporations. So historically, 80% of our client portfolio is alcohol brands. We work with such large clients as the House of Vintage Brandy ‘Tavria’, Eastern Beverage Trading Co., Inkerman Trading House, Import Foods Company and many others.
FS: What type of design work do you enjoy the most and why?
KFB: I like to work with the category of elite alcohol products. Old cognacs or whiskey have a deep history and are very inspiring to a great design.
FS: What are your future plans? What is next for you?
KFB: In our plans to become an international design company working with clients from around the world. The priority direction of our activity is the European producers of strong alcohol.
FS: Do you work as a team, or do you develop your designs yourself?
KFB: In our plans is to become an international design company working with clients from around the world. The priority direction of our activity is the European producers of strong alcohol.
FS: Do you have any works-in-progress being designed that you would like to talk about?
KFB: At now we are working on a very complex project related to the international alcohol market. This is a very large and ambitious project in a foreign market that is little known to us. The work is very complicated and at the same time very interesting for us. Under the terms of the contract, I cannot expatiate on details
FS: How can people contact you?
KFB: You can write to email: mail@krylia-branding.com or call +38 067 720 17 50
FS: Any other things you would like to cover that have not been covered in these questions?
KFB: I repeat the words of Dostoevsky, that, it seems to me, are applicable to the profession of a designer: "Beauty will save the world!"
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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