We had the distinct pleasure to interview award winning designer Rice Creative about their original and creative Soft drink packaging design work. Rice Creative is an award-winning communication designer, that makes our world a better place with their original soft drink packaging works.
Rice Creative ("RC") answered Design Interview ("DI") questions about their award-winning work Coca-Cola Tet 2014 Soft drink packaging. Interview questions prepared by Frank Scott.
RC : To create a series of Coca-Cola cans which spread millions of Tết wishes nation wide. We utilized Coca-Cola's Tết symbol (the Swallow Bird) as the device to form these wishes. For each can, hundreds of hand-drawn swallows were crafted and carefully arranged around a custom script, which together form a series of meaningful Vietnamese wishes. "An", means Peace. "Tài" means Success, "Lộc" means Prosperity. These words are widely exchanged throughout the holiday, and traditionally adorn Tết decorations.
RC : To make this idea happen, using a can of Coke which is already held and shared by millions to do more than just hold liquid, but to be the vehicle of a touching message. We had this idea that it could put a smile on a million faces, the client obviously loved the idea.
RC : We like to keep things socially conscious no matter if the client is an upstart or a multi-million dollar corporation.
RC : The project started in April 2013 and finished in July 2013, the cans were released in October 2013 for everyone to start buying for the Lunar New Year.
RC : We were briefed by the Coca-Cola Company
RC : This product was produced by the Coca-Cola Company
RC : Packaging design is one of our core focuses. While we mainly handle Brand Identity, we love the opportunity to create packaging which we think of as a sculpture which can be owned by millions.
RC : We have a fairly small office, we’re around 10 and our fellow designers are Vietnamese. Of course they understand the culture of Vietnam well, and as a team we are able to process the deeper culture into a pop culture product. There were other design directions for this brief which we developed. Finally the current design was elected for it’s simplicity and power.
RC : Vietnamese citizens of all demographics.
RC : Pen, pencil, paper, mac.
RC : Probably the hand craft and detail.
RC : All in house
RC : We often walked through the Tet decoration markets around Saigon, searching for typography, illustration styles, and the most meaningful Tet wishes.
RC : Firstly getting the birds to look natural, as if it’s actually a flock, with a flow. And then of course not disrupting the typography, or reducing the legibility. The key was to maintain a natural look.
RC : We felt the design was a first for Vietnam, and potentially iconic. Our client’s initial reaction was strong and they are our toughest critic. We felt it was strong in concept, craft and execution, these are the prerequisites of an award winner.
RC : We learned again that there is never a quick and easy answer. The right design comes with the right amount of hard work.
