Interview with designer Damien Moyal (DM), regarding views on design, and for the award-winning design Hoist Bottle.

 
 
 
 
For High-Resolution Images & More Info Visit: http://www.adesignaward.com/design.php?ID=32261

Interview with Damien Moyal at Monday 14th of April 2014: DI: What is the main principle, idea and inspiration behind your design?
DM : To create a 16oz (475mL) package that could compete effectively with the incumbent 20oz rehydration sport drink offerings.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
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.

DI: What are your future plans for this award winning design?
DM : To track sales!

DI: How long did it take you to design this particular concept?
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.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
DM : This project was commissioned by client.

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?
DM : The design has been purchased and is owned by the client, and is in production with another company.

DI: What made you design this particular type of work?
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.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
DM : n/a

DI: Who is the target customer for his design?
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.

DI: What sets this design apart from other similar or resembling concepts?
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.

DI: How did you come up with the name for this design? What does it mean?
DM : Hoist is the brand name.

DI: Which design tools did you use when you were working on this project?
DM : Rhino and Keyshot.

DI: What is the most unique aspect of your design?
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).

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
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.

DI: What is the role of technology in this particular design?
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.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
DM : We did a category audit to gain understanding about the sports drink space and to identify what form language exists and is ownable.

DI: What are some of the challenges you faced during the design/realization of your concept?
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.

DI: How did you decide to submit your design to an international design competition?
DM : We were quite proud of the work, and we realize that the A' Design Award is quite coveted and prestigious.

DI: What did you learn or how did you improve yourself during the designing of this work?
DM : Learned quite a bit about designing for the future of the brand, even if the client hasn't considered some of those implications.

DI: Any other things you would like to cover that have not been covered in these questions?
DM : No, that's it! Thank you!