Interview with designer Valerii Sumilov (VS), regarding views on design, and for the award-winning design Et Cetera Merlot Exclusive Quality Wine.

 
 
 
 
 
 
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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 : We had to create a unique concept, and on the other - to communicate the idea behind the trademark in an effective and original manner. When brainstorming on the idea I came up with the final conceptual solution, the rest was rather simple. The highlight of this design is the trademark's name, which is represented through the ellipsis sign. From there on it was all about the balance of elements and setting proper accents by applying different printing techniques.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
VS : The task was to create a stylish and minimalistic design that would make the product stand out on the shelves. Assuming that these are expensive quality wines, we also had to create the feeling of exclusivity through an original and unusual design. Besides, the project also required its own product placement, a concept that would be completely different from what the other local winemakers had to offer.

DI: What are your future plans for this award winning design?
VS : The future is very promissing - the product is already present on the shelves and it enjoys good sales. Which is what this design was aimed for.

DI: How long did it take you to design this particular concept?
VS : It took several months to take this project from the initial concept stage to the final printed label.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
VS : The winemakers at Et Cetera approached me with the request of creating a label design for their new line if limited run wines. This was the main drive behind the project.

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 was commisioned by the Et Cetera winemaking company and is used exclusively by them.

DI: What made you design this particular type of work?
VS : This type of work is our agency's main field of activity, so the reason is rather obvious.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
VS : This design was made entirely by our agency.

DI: Who is the target customer for his design?
VS : Since this series of wine is exclusive and is available only in a limited run the main customer for this design is obviously a person who is able and willing to buy an expensive wine and wants the quality and exclusivity to be reflected in the label design.

DI: What sets this design apart from other similar or resembling concepts?
VS : The project's main trait is its simplicity. While the majority of other designs in this category strive to reflect nobility, traditionality and exclusivity, this particular design stands out with its seemingly simple, almost minimalistic layout that makes it stand out from the competition.

DI: How did you come up with the name for this design? What does it mean?
VS : The name was determined by the very product the design was created for.

DI: Which design tools did you use when you were working on this project?
VS : Standard design software tools.

DI: What is the most unique aspect of your design?
VS : The main selling point of this design is its simplicity and the fact that it reflects the trademark's name in a very minimalistic and elegant fashion.

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

DI: What is the role of technology in this particular design?
VS : Technology plays a very important role in this particular project since the application of different printing and post-printing techniques allowed as to create a very unique label that really stands out on the shelf and makes the trademark memorable.

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 project required its own product placement, a concept that would be completely different from what the other local winemakers had to offer. So there was certainly a level of analytical research involved in terms of competition analysis.

DI: What are some of the challenges you faced during the design/realization of your concept?
VS : The most difficult aspect was locating the fine line. On the one hand, we had to create a unique concept, and on the other - to communicate the idea behind the trademark in an effective and original manner. When brainstorming on the idea I came up with the final conceptual solution, the rest was rather simple - choosing the right fonts, outlining the overall aesthetic, picking the post printing techniques to be applied.

DI: How did you decide to submit your design to an international design competition?
VS : I felt that this work deserves to be featured in a competition as big as this one.

DI: What did you learn or how did you improve yourself during the designing of this work?
VS : This work has definitely taught me how to use a very small number of elements to create a minimalistic design that still looks very elegant and exclusive.

DI: Any other things you would like to cover that have not been covered in these questions?
VS : With the label's seeming simplicity, design's temperance and the limited color scheme this project was certainly a serious task, because it involved the creation of special product positioning for the winemaking company.