Interview with designer Guillermo Dufranc (GD), regarding views on design, and for the award-winning design Kitchens of Africa Brand & Packaging Design.

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Interview with Guillermo Dufranc at Wednesday 30th of April 2014: DI: What is the main principle, idea and inspiration behind your design?
GD : The inspiration became from the extraordinary African hair style and the colourful fabric patterns of this amazing continent. To convey a charming and fashionable image was a "must" as this product was going to be commercialized in New York, one of the most fashion-addicted cities in the world.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
GD : We were commissioned to create the brand and package design identity for a brand new startup company called Kitchens of Africa, coming out with two new products ranges (simmer sauces and jerk marinades). Kitchens of Africa goal is to take the mystery and apprehension associated with cooking African cuisine."

DI: What is the most unique aspect of your design?
GD : The brief asked for a brand visually strong and impactful but also approachable and inviting. The client did not want a design too ethnic but something that sparks curiosity and fit into mainstream America –a product line that would make one want to pick it off the shelf because it’s different (not alien though) but also looks exotic, gourmet and premium. It had to be something clean, modern but at the same time exciting, colorful and inviting - reflective of the continent soul. Tridimage´s design solution pays homage to African women as center of its authentic cuisine. The richness of their culture is represented in the textile art motifs chosen for each product.