Interview with designer Woongjin Food Design Team (WD), regarding views on design, and for the award-winning design Baba Coffee Beverage.

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Interview with Woongjin Food Design Team at Saturday 21st of April 2012: DI: What is the main principle, idea and inspiration behind your design?
WD : In the viewpoint of food package, it is focused on equating the concepts of contents with the design directions.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
WD : It is focused on showing products most easily and simply with the target customers’ language.

DI: What are your future plans for this award winning design?
WD : In accordance with on-air TV advertising for the Baba Coffee RTD lines this year, we are planning to launch the product.

DI: How long did it take you to design this particular concept?
WD : Coffee makes us think too much. I think it doesn’t matter how much we have spent our time on it.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
WD : That’s because the concept was proposed by me. Haha

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?
WD : The design belongs to the company.

DI: What made you design this particular type of work?
WD : When I was talking with my friend….

DI: Where there any other designs and/or designers that helped the influence the design of your work?
WD : My cute nephew and family who love me all the time… And above all, they are my co-workers who I spend most of the time a day.

DI: How did you come up with the name for this design? What does it mean?
WD : The dessert in a café came across my mind, which I was enjoying with my friends in a drowsy afternoon. Drinking café latte, I was thinking about ‘Skinny café latte’, ‘Espresso’ which is free of butterfat, including the ‘Caramel Affogato’ which contains tastes of fresh cream and cookies.

DI: What is the most unique aspect of your design?
WD : The design of container (shape of take-out cup for coffee) was designed for customer’s convenience, so that they may enjoy and drink the product easily. And in the case of skinny café latte, the slim blue jeans were compared with low-fat milk.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
WD : After discussing the ideas with Mr. An, who is the marketer and designer of the relevant product, we carried out the work side by side.

DI: What are some of the challenges you faced during the design/realization of your concept?
WD : The realization of design, which we were aiming at, was difficult due to the technical problems during the production of container.

DI: How did you decide to submit your design to an international design competition?
WD : We want the quality of the design of our products to be verified in the global market.

DI: What did you learn or how did you improve yourself during the designing of this work?
WD : Once again, we have realized that others may be satisfied with the design when we are satisfied.