Interview with designer Anastasia Smyslova (AS), regarding views on design, and for the award-winning design Kasatka Vodka.

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Interview with Anastasia Smyslova at Monday 11th of February 2013: DI: What is the main principle, idea and inspiration behind your design?
AS : Semantic analysis of the word KASATKA applies to the following semantic groups: Russian, Female, Natural, Sky, Clean, State of mind, Emotions. On the basis of these data visualization was chosen with elements of cross embroidery, to awaken the consumer's emotional associations from the consumption of this beverage with the native Russian, feminine, the warm of handmade. Design principle is a minimalism. Graphic elements of vodka's design were inspired by the ancient Russian and European cross-stitch embroideries.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
AS : To achive the goal in creating a premium brand "KASATKA" I have used a minimalist approach in the design ( the simplest and fewest elements are used to create the maximum effect), both in the form of a bottle, and in the colors. A simple cylindrical bottle and a limited range of colors (white, shades of gray, black) emphasize the crystalline purity of the product, elegance and style

DI: What are your future plans for this award winning design?
AS : –°ertainly I would like to see "KASATKA" in stores and HoReCa, so I plan to sell this design.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
AS : Already I did the packaging for local vodka brand lowest price category, so I was very interested in trying to make a premium vodka brand. For me as a brand specialist, Luxury alcohol is a very attractive area in terms of the development of effective competition and communication strategies, as well as a designer I'm interested in the problem of solving the visual aesthetics of premium products.

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?
AS : I plan to sell or to lease the production rights.

DI: Who is the target customer for his design?
AS : Men and women, age 28-45 years, with above average income.

DI: How did you come up with the name for this design? What does it mean?
AS : In Russian pronunciation KASATKA is a Barn Swallow - a small bird with a nearly straight, long and pointed wings and a deeply forked tail. Villagers have believed that a swallow brings home joy and happiness. And in folk-poetic meaning KASATKA is a gentle treatment for the woman, the girl (synonyms: kasatochka, kasatushka, swallow, my dear, dear, honey).

DI: What is the most unique aspect of your design?
AS : The uniqueness is in the solution traditional embroidery in black and white color scheme.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
AS : No, I did the whole project alone, including the marketing component, package design, and visualization