DI: What is the main principle, idea and inspiration behind your design?
MLM : My main inspiration for Co Ba Coffee project is from my cultural heritage and my client's vision for her company- which is to introduce the uniqueness of Vietnamese coffee culture to the world.
DI: What has been your main focus in designing this work? Especially what did you want to achieve?
MLM : My main focus was to create strong identity for the brand that stood out among other Vietnamese coffee brand out there. My secondary focus was to share inspiring story about the company's founder- who is a extraordinary women came from humble background and work tirelessly to achieve her dream with her coffee company. I believe by knowing more about the company, the brand would be more marketable and appealing to the consumers.
DI: What are your future plans for this award winning design?
MLM : I hope my design will receive positive recognition and my successful story would inspire young designers out there, including my dear students.
DI: How long did it take you to design this particular concept?
MLM : It took me approximately over 2 months to complete the main concepts from consultations, sketches, design, adjustment to final design.
DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
MLM : I decided to pursuit a new inspiration as I get to know my client better. I was very fortunately to have such inspiring clients who share the same aesthetic mindset and challenge me to move forward in the most positive way. Half way through the project, I decided to make a bold choice of incorporate her illustration into the final design and made major changes to the original design. The final design was beyond our expectations.
DI: 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?
MLM : No. My client authorized me all ownership of the design.
DI: What made you design this particular type of work?
MLM : Packaging and branding design has always been my focus areas as a designer.
DI: Where there any other designs and/or designers that helped the influence the design of your work?
MLM : For this project, no.
DI: Who is the target customer for his design?
MLM : My main target customer/consumers are young adult such as college students, office employees who consume coffee on daily basis. The brand and products are for everyone regardless on their age, occupations and culture backgrounds.
DI: What sets this design apart from other similar or resembling concepts?
MLM : I personally think having portrait with strong cultural representation on coffee packaging is a very rare yet catchy concept. I am positive that it would standout and attract many consumers.
DI: How did you come up with the name for this design? What does it mean?
MLM : We used “Co Ba” a Vietnamese term for the second aunt in a Vietnamese family, as our brand name to symbolize the nostalgia of family bonds, cultural and community cohesion.
DI: Which design tools did you use when you were working on this project?
MLM : Adobe suite was my main design tools.
DI: What is the most unique aspect of your design?
MLM : 1) Strong cultural representation, 2) Refreshing, 3) Appealing
DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
MLM : This a solo project.
DI: What is the role of technology in this particular design?
MLM : Technology plays major role in this project, not just for the production process but also for communication as well, since my client is in Hoi An, Vietnam, I am based in Chicago on different time zone.
DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
MLM : No. However I did my research on other coffee brand design as well as history of Vietnamese coffee to find 'niche' for this brand. It was a long but very rewarding process.
DI: What are some of the challenges you faced during the design/realization of your concept?
MLM : The biggest challenge is communication with my client through different time zone and explaining technical design and software terms to my client because she is not from creative background.
DI: How did you decide to submit your design to an international design competition?
MLM : I intentions was to satisfy my curiosity, testing the water of international design competition. I was recommended by a expert designer who believe in my works as well.
DI: What did you learn or how did you improve yourself during the designing of this work?
MLM : I have learn many things from the process, and one of them is to trust your instinct and be adventurous as a designer, as well as pay careful attention on details consistantly.
DI: Any other things you would like to cover that have not been covered in these questions?
MLM : None. Thank you