Interview with designer Gustavo Piqueira (GP), regarding views on design, and for the award-winning design Brigaderia Easter Edition 2012 Packaging.

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Interview with Gustavo Piqueira at Friday 15th of March 2013: DI: What is the main principle, idea and inspiration behind your design?
GP : By positioning the brigadeiros into the vintage ads and combining the brand's vibrant universe, the visual identity becomes a pictorial representation of old advertising set within a new context. Fun and certainly unique.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
GP : At such commemorative times of the year when brands tend to use similar visual codes, there is nothing better than moving away from clich├ęs. And find a solution which truly captivates people.

DI: What are your future plans for this award winning design?
GP : As it is a Special Edition, its charm resides on the fact that it will not be repeated again as it is, but we hope that it inspires other designs and projects.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
GP : Brigaderia was already a partner of Casa Rex. We've have developed their visual identity and all special edition packaging since then.

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?
GP : The products are produced and commercialized by Brigaderia.

DI: What made you design this particular type of work?
GP : Brigaderia is a great partner and we wanted to make an original design coherent with its unique visual identity.

DI: Who is the target customer for his design?
GP : Everyone who love's chocolate and the brigadeiro sweet's. Brigaderia's clients are people of higher income and of all age groups.

DI: What sets this design apart from other similar or resembling concepts?
GP : We've approached an Eastern Edition without turning to the season's typical icons and imagery, which makes it fresh and original.

DI: How did you come up with the name for this design? What does it mean?
GP : The name is simply the actual description of the project, since we were developing a packaging for Briaderia's Eastern Special Edition.

DI: What is the most unique aspect of your design?
GP : The way we always try to approach traditional concepts with a fresh and fun perspective.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
GP : The project was developed by Casa Rex's team of graphic and packaging designers. Gustavo Piqueira, head of Casa Rex and Samia Jacintho were the project's creative directors.

DI: What are some of the challenges you faced during the design/realization of your concept?
GP : The challenge we put on ourselves were to find a way to make an Easter packaging without using the usual Easter symbols.

DI: How did you decide to submit your design to an international design competition?
GP : Both Casa Rex and Brigaderia are very proud of this project and its an honor for us to help disseminate Brazilian design.

DI: What did you learn or how did you improve yourself during the designing of this work?
GP : Coming up with a fresh creative concept is always, in a way or another, a challenge, which helps you to tackle your next task.