We had the distinct pleasure to interview award winning designer Damien Moyal about their original and creative Bottle design work. Damien Moyal is an award-winning communication designer, that makes our world a better place with their original bottle works.
Damien Moyal ("DM") answered Design Interview ("DI") questions about their award-winning work Hoist Bottle. Interview questions prepared by Frank Scott.
DM : To create a 16oz (475mL) package that could compete effectively with the incumbent 20oz rehydration sport drink offerings.
DM : The brand's original package was a short, fat 12oz, and did not position the brand well for gaining share of the category in which they compete. We wanted to craft a design that conveyed fitness and energy, and spoke to both a male and female audience.
DM : To track sales!
DM : This concept phase of this project took only a week or so, and this concept was one of many sketches generated. It probably took only a few hours to draw and refine. We ended up presenting only three of the many sketches generated, and this was one of them.
DM : This project was commissioned by client.
DM : The design has been purchased and is owned by the client, and is in production with another company.
DM : The brand's original package was a short, fat 12oz, and did not position the brand well for gaining share of the category in which they compete. We wanted to craft a design that conveyed fitness and energy, and spoke to both a male and female audience.
DM : The target consumer is 20-40, active and health-conscious. They appreciate the science behind hydration, and they desire a product that emulates their commitment to fitness.
DM : Some competing packages use design language that is either more engineered and mechanical. This design is sleek and minimal, and can elevate the brand to a premium proposition.
DM : Hoist is the brand name.
DM : Rhino and Keyshot.
DM : The "panels" currently serve no performance function, as the product is cold-filled. But, as we expect the brand to gain traction and to increase volume, our belief is that the panels can absorb vacuum if the brand ever moved into a hot-filling process (at which point vacuum becomes a concern).
DM : Rick Rangler helped shape the strategy, I (Damien Moyal) generated the concepts and sketches, and Ivan Harris worked on the 3D translation of the concept. I did consult our engineering group to see if there were any technical considerations I should consider.
DM : The technology in the panels will lie dormant until the package is hot-filled, at which point they will help absorb the vacuum that is created when the package is capped and cools down. Also, the columns between the panels help with top-load resistance.
DM : We did a category audit to gain understanding about the sports drink space and to identify what form language exists and is ownable.
DM : Volumetrics and formula were big variables. Originally a 12oz, we wanted the design to meet the height of competing 20oz packages, but the formula of the product was such that 16oz was the most they could scale up to in order to maintain the efficacy of the product.
DM : We were quite proud of the work, and we realize that the A' Design Award is quite coveted and prestigious.
DM : Learned quite a bit about designing for the future of the brand, even if the client hasn't considered some of those implications.
DM : No, that's it! Thank you!
