Interview with designer Edvardas Kavarskas (EK), regarding views on design, and for the award-winning design Lithuanian Vodka Gold Limited Edition Vodka Bottle.

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Interview with Edvardas Kavarskas at Tuesday 17th of April 2012: DI: What is the main principle, idea and inspiration behind your design?
EK : The main inspiration came from Lithuanian folklore and ethnographical symbols, oak leaves and lily flowers specifically.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
EK : The special edition of Lithuanian Vodka Gold designed with modern ethnographical symbols is an unexpected link between yesterday and today. The old ethnographical symbols – oak leaves and lily flowers – have been revived. In the Lithuanian folklore lilies are associated with femininity and oak – with masculinity, strength and courage. Therefore the female and male elements are intertwined in the design, while the Lithuanian spirit is emphasised by the colours of the Lithuanian flag – yellow, green and red.

DI: What are your future plans for this award winning design?
EK : We will certainly promote the fact in Lithuania. I'm satisfied.

DI: How long did it take you to design this particular concept?
EK : About one month passed from the concept and first sketch creation to the final print-ready files.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
EK : In this work we (the team of LT identity) analyze the cultural experience of Lithuanian citizens and look for new symbols and contemporary identity tokens, creatively interpreting them and shaping the positive self-image of modern Lithuanians.

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?
EK : Yes, it has already been produced. The product appeared on the shelves of Lithuanian retail stores in September 2011 and its edition is limited to 150’000 bottles.

DI: What made you design this particular type of work?
EK : Its creative design marks a departure from the traditional frameworks typical to the alcoholic drinks sector in Lithuania. Vodka is considered as a very traditional drink in Lithuania, therefore, the main challenge was to infuse the product with modern touch while keeping link with the traditional category attributes.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
EK : Lithuanian heritage, folk culture, countryside household items, clothing and symbols.

DI: Who is the target customer for his design?
EK : Lithuanian Vodka is the most popular vodka in Lithuania also known in many foreign countries.

DI: What sets this design apart from other similar or resembling concepts?
EK : The cooperation between one of the biggest and most popular producers of strong alcoholic drinks in Lithuania, Stumbras, and a small fashion design studio LT identity. Business meets creativity.

DI: How did you come up with the name for this design? What does it mean?
EK : This is a well known brand name in Lithuania.

DI: What is the most unique aspect of your design?
EK : A modern interpretation of the ethnographical symbols.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
EK : LT identity of fashion designers Ieva Seviakovaite and Jolanta Rimkute and me, an art director and a graphic designer.

DI: What is the role of technology in this particular design?
EK : The product is vodka in a glass bottle with aluminium closure. The design is printed on PET thermo-shrink sleeve. The printing technology we used is flexography.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
EK : The design is based on the experience and the know-how. We gathered knowledge from books and made a research on national identity signs and their meanings.

DI: How did you decide to submit your design to an international design competition?
EK : I received the call for entries e-mail and I thought – why not!

DI: What did you learn or how did you improve yourself during the designing of this work?
EK : I particularly set myself higher standards to every detail.

DI: Any other things you would like to cover that have not been covered in these questions?
EK : I want to thank the whole team that contributed to the result.