Interview with designer Vincent Teoh Boon Seang (VB), regarding views on design, and for the award-winning design Classical Raya Catalog.

 
 
 
 
For High-Resolution Images & More Info Visit: http://www.adesignaward.com/design.php?ID=37207

Interview with Vincent Teoh Boon Seang at Thursday 8th of October 2015: DI: What is the main principle, idea and inspiration behind your design?
VB : Identifying the main challenges at hand, we strive to inject a cultural-related theme into our designs. Our goal was to: 1) Create a memorable piece of design, rather than just pages comprised of product visuals and their respective prices. An “artwork” that consumers will see as a keepsake item. 2) Generate a higher level of appreciation for our country’s classical music and traditional folk art – especially among the younger generation. 3) Bring out the spirit of Hari Raya by highlighting a meaningful insight that the consumers can relate to. What better way to do all that than with a “Classical Raya” theme? To bring forth the essence of this theme, our gift hamper catalog is designed to resemble an old vinyl record. The front page of the catalog itself is made to look like the sleeve of a vinyl. We believe that this unique cover would pique the consumers’ curiosity and prompt them to flip the catalog open. However, the “Classical Raya” concept does not stop there. It flows through the entire catalog – from the inner spreads right up until the back cover. Once open, consumers are greeted with a vinyl “spinning” on a record player. The vinyl visual is cleverly designed – so when it is

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
VB : If there is one thing we notice about Hari Raya – it is that timeless Raya songs of yesteryear still remain close to people’s hearts up until today. Through that insight, we came up with the “Classical Raya” theme, with these objectives in mind: 1) Create a memorable piece of design, rather than just pages comprised of product visuals and their respective prices. 2) Generate a higher level of appreciation for our country’s classical music and traditional arts – especially among the younger generation. 3) Bring out the spirit of Raya by highlighting a meaningful insight that the consumers can relate to.

DI: What are your future plans for this award winning design?
VB : I am going to publish it in our website.

DI: How long did it take you to design this particular concept?
VB : About a month

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
VB : Hari Raya literally translates to “Day of Celebration”. The days leading to this joyous occasion up till the celebration itself are usually accompanied by melodious Raya music, spreading a sense of anticipation and excitement throughout the community. If there is one thing we notice about the Hari Raya music scene – it is that evergreen Hari Raya songs performed by legendary singers of yesteryear still remain as everyone’s all-time favourites up until today. As stated in the catalog, there is just something about classic favourites that captures the essence of Raya in all its splendour. These timeless melodies are held dear by many people as they bring back reminiscence of cherished moments while lifting their spirits to create new ones.

DI: Which design tools did you use when you were working on this project?
VB : Adobe Illustrator, Adobe Photoshop and Adobe InDesign

DI: What are some of the challenges you faced during the design/realization of your concept?
VB : Over the years, the increasing number of products and services in the market has contributed to an influx of catalogs being sent and passed out to consumers. With so many catalogs circulating around the public, chances are, the ordinary ones would probably end up in the bin without so much as a glance. Even if a consumer does flip through your catalog, there is only a small percentage of him remembering your brand, unless he was initially interested in the product you are offering. Given this fact, we have identified two main challenges that we would need to address when creating our Hari Raya 2013 gift hamper catalog: 1) How do we produce a catalog that is interesting enough – not only to stand out among hundreds of other catalogs, but also to create an everlasting recognition of our brand? 2) In the spirit of Hari Raya, how do we reach out and remind consumers of all the good times they have shared with loved ones during this festive season?