Interview with designer Valerii Sumilov (VS), regarding views on design, and for the award-winning design Vinaria Din Vale Series of Quality Wines.

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Interview with Valerii Sumilov at Tuesday 15th of April 2014: DI: What is the main principle, idea and inspiration behind your design?
VS : The developed trademark has served as the main element for the product's label design. The main intent for such a solution was to draw more attention to the market's newcomer and make its name more recognizable. Another important element of the design is the image of stylized feathers coming from the stork's wing. This splashy element has become one of the most prominent features of the company's entire range of products, which serves very well in terms of product distinction among the competitors.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
VS : The main task was to rebrand and launch a new trademark Vinaria din Vale. The main peculiarity of this project was keeping the original name as well as the main image of the company - the silhouette of a stork. Besides, the design had to outline the national and regional lineage of the product. At the same time there was also a request to position the product among quality, status wines for successful and modern consumers.

DI: What are your future plans for this award winning design?
VS : To see more sales of the wine this design was developed for.

DI: How long did it take you to design this particular concept?
VS : The project was initiated in February 2013 and sent to the printing house in April 2013. Currently the wine is available only in select restaurants in Chisinau.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
VS : As mentioned previously, this concept was part of a redesign campaign that had the goal of creating a modern and elegant design while retaining some of the brand's main design elements. So we had to revive some of the images, give them a modern edge but keep them recognizable at the same time.

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 : The design is used by the producers of Vinaria din Vale exclusively.

DI: What made you design this particular type of work?
VS : I was intrigued by the possibility of developing a modern and stylish design based on an existing trademark with its own characteristic elements. There was a certain creative limitation in this work, which made this design so interesting.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
VS : No, it was a purely in-house development.

DI: Who is the target customer for his design?
VS : This is a unique label for an exclusive wine, which will only be distributed through the HoReCa system. The label's main task is to outline the product from the rest of wines of the same category and make consumer remember it as something original, interesting and unusual. While working on the design, I was thinking about how the consumer sitting in the restaurant will be looking at the label, will take the bottle and be surprised after looking at it at a closer distance.

DI: What sets this design apart from other similar or resembling concepts?
VS : This design is seemingly simple, but once you start paying attention to the details it becomes rather complex and multi-layered. This is something you don't see very often on the shelf.

DI: How did you come up with the name for this design? What does it mean?
VS : Vinaria din Vale means Winery from the Valley - a rather pastoral and traditional concept, which had to be reflected visually in the design.

DI: Which design tools did you use when you were working on this project?
VS : Adobe Photoshop, Adobe Illustrator, Corel Draw

DI: What is the most unique aspect of your design?
VS : I think that the design's simplicity and elegance of particular elements is something that makes this design so special.

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

DI: What is the role of technology in this particular design?
VS : There was a pronounces emphasis on the technical aspect of this project. The printing process involved such post-printing techniques as foil stamping and the use of tactile varnish. Artistic matte paper was chosen as the base for the label.

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 : The role of analytical research wasn't very pronounced in this project. However, we still payed a close attention to the competition in order to ensure the design's ability to stand out.

DI: What are some of the challenges you faced during the design/realization of your concept?
VS : The most difficult thing about the entire project was understanding the bulk of responsibility associated with it. Creating a modest design, reflecting the high quality of the product, keeping the continuity with the previous products from the same winemaker, reflecting the product name's essence and confirming own professional qualification – these were the hardest things about this project.

DI: How did you decide to submit your design to an international design competition?
VS : I wanted to share this work with the international design community because it feels like something really worjt sharing.

DI: What did you learn or how did you improve yourself during the designing of this work?
VS : There was a certain creative limitation involved since there were certain requirements concerning the images and style of the trademark. And this work taught me a lot about making a unique and modern design while still retaining the details, which make the existing trademark special and recognizable.