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 : ‘Deudeunhan Kong’ has been designed to let the natural taste of beans be felt at the package by giving the impression of the look of bean pods minimally.
DI: What has been your main focus in designing this work? Especially what did you want to achieve?
WD : Shedding the stuffy image coming from the material composed of grains, the design was focused on minimalism and modern sensibility, including the honest manufacturing and the quality consumers can trust.
DI: What are your future plans for this award winning design?
WD : Currently, besides the plain taste, the development of black soybean flavor, which is the unique taste of ‘Deudeunhan Kong’, is now in progress.
DI: How long did it take you to design this particular concept?
WD : It took 3 months to carry out the market analysis and establish the concept, including one month to establish the design concepts.
DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
WD : In order to vividly illustrate the concept that 100% of beans were ground wholly, the shape of beans was expressed directly, so that the bold and straight concept could be boosted.
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 shape of mold was selected among the mold designs that could best boost the concept, and the label design was carried out in cooperation with outsourcing companies.
DI: What made you design this particular type of work?
WD : Design was carried out in accordance with the product concept.
DI: Where there any other designs and/or designers that helped the influence the design of your work?
WD : Making progress on design, we have performed lots of surveys on the unsweetened soybean milk in Japan.
DI: Who is the target customer for his design?
WD : The customer base getting tired of sweetness among the existing soybean drinkers.
DI: What sets this design apart from other similar or resembling concepts?
WD : Bringing the material composed of soybean into such clear relief, we have attracted attention by using the design to which typography for the first time in the country.
DI: How did you come up with the name for this design? What does it mean?
WD : It was planned to establish the image that customers may fill their stomach with one bottle of soybean milk as the soybeans are ground whole in production.
DI: Which design tools did you use when you were working on this project?
WD : After establishing the design concept and drawing a sketch, we made progress on design according to the illustration procedure
DI: What is the most unique aspect of your design?
WD : The design on the mold, which has the figuration of soybean’s shape, was carried out in order to make the graphic design convey feelings of soybeans harmoniously,
DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
WD : We had lots of discussions with the brand manager in charge until the design concept was established.
DI: What is the role of technology in this particular design?
WD : We put emphasis on the confidence in healthy soybean milk by using transparent packing material, which enables customers to see the contents and placing the shape of soybean lengthwise, which is the main material.
DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
WD : From the beginning of product planning, we have carried out lots of studies related to the advance soybean milk market in Japan. Especially the surveys on the Japanese market were focused on what differentiation was made between the existing products and the unsweetened soybean because the unsweetened soybean milk market has been expanded.
DI: What are some of the challenges you faced during the design/realization of your concept?
WD : In this country, all the existing soybean milk has been made from spent liquor of cooked soybean. But specialty of ‘Deudeunhan Kong’ is that it is 100% bean beverage composed of wholly ground soybeans. The main purpose of design was to make customers catch the product concept that the product is the 100% soybean beverage when they look into the package. We had to take pains to boost the concept, undergoing trial and error.
DI: How did you decide to submit your design to an international design competition?
WD : We made our decision on the design, thinking it has been differentiated from the designs in the soybean marked full of outdated ideas.
DI: What did you learn or how did you improve yourself during the designing of this work?
WD : Even though it cannot be explained in a logical manner, the sensibility and reasoning possessed by a designer shall be insisted on. Despite a lot of conflicts over the issues about schedules with coordinating departments, we think that the design with high-level performance could be developed due to the insistence of designers.