Interview with designer VICKEN DEMIRDJIAN (VD), regarding views on design, and for the award-winning design Massaya Packaging.

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Interview with VICKEN DEMIRDJIAN at Tuesday 20th of May 2014: DI: What is the main principle, idea and inspiration behind your design?
VD : A Package that is not Commercial and is Reusable. A package that will stand out in the supermarkets when placed next to commercial wine packs...

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
VD : Not a commercial package.

DI: What are your future plans for this award winning design?
VD : Gain reputation in the Lebanese market.

DI: How long did it take you to design this particular concept?
VD : 2 months

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
VD : It was commissioned by my client, Massaya.

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?
VD : It's produced and distributed in the Lebanese market by Diageo(beverage distributors).

DI: What made you design this particular type of work?
VD : Clients' request was so specific in wanting to have a different concept than the regular wine packs.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
VD : No.

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

DI: What sets this design apart from other similar or resembling concepts?
VD : The idea of being a book like package.

DI: Which design tools did you use when you were working on this project?
VD : Adobe CS

DI: What is the most unique aspect of your design?
VD : It's like a book and it can be easily reused.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
VD : My designers at the office at the conceptual stage and then after the design was approved, we worked with packaging specialists to prepare the technical drawing of the box. We did several trials to achieve this result.

DI: What is the role of technology in this particular design?
VD : Quite alot! Going back and forth with different trials of the box to achieve the perfect mold.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
VD : Design and market research.

DI: What are some of the challenges you faced during the design/realization of your concept?
VD : The production of the box since the content is heavy, it was challenging to have the perfect mold.

DI: How did you decide to submit your design to an international design competition?
VD : Based on the result of the pre-judgement.

DI: What did you learn or how did you improve yourself during the designing of this work?
VD : We learned to push our boundaries and learned that always a good and different design is appreciated and it takes you to places... Como Lake in this case :)

DI: Any other things you would like to cover that have not been covered in these questions?
VD : The trust that the client had in BRANDiT for doing a good job, a package that was sold out during the Christmas season!