Interview with Pradnyaa Phadke at Wednesday 21st of January 2015: DI: What is the main principle, idea and inspiration behind your design?
PP : Saffron is a precious spice for its values and the elaborative production process. We wanted to preserve the purity of this valuable delicacy till it becomes part of the desired recipe.
DI: How long did it take you to design this particular concept?
PP : It took around two and a half months including the research phase till the final design file was ready.
DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
PP : Mr. Giulio Garzisi commissioned this project. He wanted an innovative and exclusive brand and pack to launch his activity.
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?
PP : It is being produced by Giulio Garzisi
DI: What made you design this particular type of work?
PP : A lot of research led me to find the gap in the market... so took the opportunity to fill make a mark in the area of luxury packaging for saffron.
DI: Where there any other designs and/or designers that helped the influence the design of your work?
PP : It is difficult to point out just one person or design as the influencing factor. In past 12 years of working as a designer; interacting with various clients, designers and creatives; learning something from them all and observing the surroundings... it has all played a part in influencing this design.
DI: Who is the target customer for his design?
PP : It is a luxury pack so the customer profile we created the design around was of a person from higher economic group, coming from countries like Japan, Russia, Scandinavian region and Middle east. He is a person you knows of and appreciates the high quality of the Italian products and admires the Italian design.
DI: What sets this design apart from other similar or resembling concepts?
PP : This is a unique design for the sector and type of product.
DI: How did you come up with the name for this design? What does it mean?
PP : It is the family name of the client.
DI: What is the most unique aspect of your design?
PP : The packaging in reality is a compact and smart little product.
It preserves its content, prepares it for use and even becomes a shelf display to attract the shopper.
DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
PP : We were a team who applied our individual expertise to make this wonderful project come to life.
DI: What did you learn or how did you improve yourself during the designing of this work?
PP : It was a huge learning curve. Every aspect of this project was thrilling and at the same time challenging.
Procuring materials and handling the production process taught me a lot about the industry and resource management. So far I was used to project management with designers and handling the client but I was new to production at this level. Also, time management is a big point on the list of things learnt in the project.