Interview with designer Valerii Sumilov (VS), regarding views on design, and for the award-winning design Botella De Vino Series of Spanish Wines.

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Interview with Valerii Sumilov at Thursday 10th of April 2014: DI: What is the main principle, idea and inspiration behind your design?
VS : I was inspired by the possibility of communicating a complex, voluminous and extensive idea through a minimal and original set of expressive elements. The possibility of using a limited color scheme and put a stronger emphasis on post-printing techniques.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
VS : The primary focus for this work was creating a unique and original design for a Spanish wine label, which is traditionally very bright, vivid and artistic. I wanted to keep the same level of expressiveness but to depict it in a very different way.

DI: What are your future plans for this award winning design?
VS : The plan is to see the product sold successfully and enjoyed by as many people as possible.

DI: How long did it take you to design this particular concept?
VS : The creation of this label took several months of dedicated work, since it required a very balanced appoach. While the concept was incepted in a short period of time, it took much longer to balance the elements and come up with the final solution.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
VS : There was a certain degree of freedom given by the client in terms of where the design could be taken. That's why we've come up with such an original concept, which was strongly inspired by the trademark itself. When the client was presented with the concept there was utter acceptance and request to finalize it.

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?
VS : This design is used by the Russian company Satir Club, which developed the trademark and now sells the wine in Russian Federation.

DI: What made you design this particular type of work?
VS : Wine label design is one of the primary fields for our design agency and we've been doing this for over a decade. So it's quite natural that we've been involved with this design project.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
VS : The design was largely inspired by the expresiveness of Spanish wine design label in general. But the work you see is the result of our own labor as a design agency.

DI: Who is the target customer for his design?
VS : The main audience for this product is the type of consumer who prefers quality wines from all over the world. The product is mainly sold through supermarkets in the Russian Federation, so it's usually a middle class professional who can tell a good wine from a mediocre one.

DI: What sets this design apart from other similar or resembling concepts?
VS : Spanish wines are traditionally associated with bright, memorable design that employs unusual graphic solutions. We've strived to retain the memorability of Spanish wine design, while putting a stronger emphasis on a more subtle use of elements. As a result the label's design turned into a splendid printing work, which when combined with the trademark became the label's pinnacle.

DI: How did you come up with the name for this design? What does it mean?
VS : Botello de Vino means "bottle of wine" in Spanish. The name served as a major inspiration for the entire project.

DI: Which design tools did you use when you were working on this project?
VS : The project involved the use of standard Adobe design tools, while a strong accent was put on the choice of fonts for the label and its graphic elements.

DI: What is the most unique aspect of your design?
VS : This work stands out thanks to the graphic use of different fonts that make up the image of a wine bottle, reflecting the trademark's name. Because there's an inscritption or image of a wine bottle on so many levels, we've managed to create a recursive fractal with this work. And this is one of its main unique aspects.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
VS : The design was developed entirely in-house.

DI: What is the role of technology in this particular design?
VS : This project involved a heavy use of post-printing technologies, which allowed us to create a truly unique work. Thanks to foil stamping the wine bottle on the label stands out and creates the impression we've aimed for.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
VS : All of our works involve a degree of marketing research. However, this particular design was mainly inspired by the artistic concept we've had at the start.

DI: What are some of the challenges you faced during the design/realization of your concept?
VS : The toughest challenge was locating the fine line. On the one hand, we had to respect the stylistic approach common to Spanish wines, and on the other - to express the trademark's idea in an original and effective manner. When I find the best conceptual solution the rest was quite simple - picking the right fonts, supporting the overall aesthetic and choosing which post printing techniques to apply.

DI: How did you decide to submit your design to an international design competition?
VS : Since one of my works has received the Platinum A'Design Award last year there was no hesitation about sending more morks this year.

DI: What did you learn or how did you improve yourself during the designing of this work?
VS : This work showed me that expresiveness and intensity can be acheived differently, without using multiple vivid elements. It taught me how to balance the right elements in a way that creates the right mood for percepting the design.

DI: Any other things you would like to cover that have not been covered in these questions?
VS : This project was a very interesting task I'm happy to have completed. It is one of those works that makes you look back at your own works and re-evaluate them, it takes you to the next level. And I'm very pleased with the outcome.