Interview with designer Jeff Klok (JK), regarding views on design, and for the award-winning design Profit Sports Drink Sports Drink Package.

 
 
 
 
 
 
For High-Resolution Images & More Info Visit: http://www.adesignaward.com/design.php?ID=29504

Interview with Jeff Klok at Friday 18th of April 2014: DI: What is the main principle, idea and inspiration behind your design?
JK : To transition PROfit from a relatively standard shape and appearance to a brand that stands alone on the shelf. We wanted to create a product that reflected athleticism and sports in its design.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
JK : To create a truly iconic package that differed from the rest of the competition. There are a lot of brands out there offering similar hydration formulas. PROfit stands apart from most of the segment as a Hypotonic, rather an Isotonic, likewise, we wanted the container to stand apart as well.

DI: What are your future plans for this award winning design?
JK : Since the release of the package, Toni has seen a steady increase in sales due to the new container. We hope that they continue to climb and that PROfit becomes a primary player in the Sports Beverage market.

DI: How long did it take you to design this particular concept?
JK : This project was a relatively quick design, the client was serious and willing to take chances and loved the initial round of concepts we presented. PROfit as it is today is very similar to the initial concept presented to them.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
JK : I designed this concept with the idea of sports protection equipment in mind. Similar to American football pads, with their large block surfaces and textures. This was a commissioned project by Toni.

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?
JK : Toni owns the rights to the design and is currently in production by Amcor in Ecuador.

DI: What made you design this particular type of work?
JK : The brand needed something new, something that would jump off the shelf at the consumer. We wanted something bold and strong, and we think PROfit does this nicely.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
JK : Carlos, Luis and myself designed the container and label to work together. One would not work without the other. It was through all of our abilities that we were able to reach the final product.

DI: Who is the target customer for his design?
JK : The target consumers are active and health-conscious people roughly 15-40 who are looking for that edge in performance. They appreciate the benefits of hydrating sports drinks and a drink that will help them take their game to the next level.

DI: What sets this design apart from other similar or resembling concepts?
JK : Many competing packages are all similar in either design, language, or even formula. With PROfit we chose to relocate the label to break up the shelf presence. We also incorporated a texturing pattern to add detail and gripability to container. We also used exaggerated surfaces on the container as a means to increase the visual strength of the container in an effort to emphasize the design.

DI: How did you come up with the name for this design? What does it mean?
JK : PROfit is the name of a preexisting product. It refers to Professional Fitness.

DI: Which design tools did you use when you were working on this project?
JK : Aside from traditional sketching elements we also used computer programs like Catia, Rhino, Hypershot, Illustrator and Photoshop.

DI: What is the most unique aspect of your design?
JK : The overall ergonomics allow for a strong grip, anti-slipping surfaces and texture. It is also designed to work with bicycle water bottle holders to cut down own waste.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
JK : As a group we collaborated with our project engineer Juan Milla for the technical specifications for the package design.

DI: What is the role of technology in this particular design?
JK : I think the hardest challenge came in the development of the texturing treatment. Patterning hundreds of little hexagons onto the package takes a lot of memory in a computer system, but eventually we developed ones that were detailed and uniform.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
JK : The size of our hexagonal texturing was impacted by Finite Element Analysis simulations to determine a size and patterning that would best blow through ISBM manufacturing.

DI: What are some of the challenges you faced during the design/realization of your concept?
JK : The biggest challenge we faced was to develop and design a way to make our concept feel like a uniform design. We wanted bold, but we needed the entire package to blend together as one unit. It took some adjustment, but eventually we found a way to truly reflect the vision we had.

DI: How did you decide to submit your design to an international design competition?
JK : We were very proud of the packaging and the freshness it brought to an established brand and product segment. Sales in the actual market place has corresponded with our enthusiasm to submit it for consideration.

DI: What did you learn or how did you improve yourself during the designing of this work?
JK : I learned to be willing to be bold in a design. To overplay certain aspects rather than making a minimalized statement about what the brand could be.

DI: Any other things you would like to cover that have not been covered in these questions?
JK : No. Thank you for the for the opportunity and the honor.