Interview with designer M — N Associates (MA), regarding views on design, and for the award-winning design Mangata Patisserie Bakery Visual Identity.

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Interview with M — N Associates at Monday 22nd of October 2018: DI: What is the main principle, idea and inspiration behind your design?
MA : Mangata has a different meaning in Swedish, a unique romantic scene : the glimmering, road-like reflection of the moon creates on the night sea.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
MA : The Mangata scene is really inspired and visually appealed, so we brought it into the brandmark, making Mangata more unique and memorable but not overwhelmed its content. Mangata Patisserie launched to be one the luxury bakeries in Saigon serving truly well-designed cakes with high-tea concept. Therfore, the colour palette, black & gold, imitates the atmosphere of the dark sea, also, gave the brand a mysterious, luxury touch.

DI: What are your future plans for this award winning design?
MA : Taking it back home

DI: How long did it take you to design this particular concept?
MA : A month with deep research and many eliminated concepts and another month to refine the whole system.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
MA : The luxurious black vibe enter the market strangely in Vietnam, giving it a curious entrance, and interesting point of view for dessert industry. And to give a contrast point of view about execution, the system was build upon a dynamic visual system, making personal feeling for each customers becomes an unique interaction with the brand.

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?
MA : It is the visual property of Mangata Vietnam

DI: What made you design this particular type of work?
MA : The contemporary art of plating is exploding with so many new creation and design, but it all comes from geometric-based concept with various type of geometric cutters and molds. The visual system was developed and applied dynamically for brand materials, involving a personal touch to Mangata.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
MA : Both of us are influence to each other

DI: Who is the target customer for his design?
MA : High-end class in Vietnam

DI: What sets this design apart from other similar or resembling concepts?
MA : The elegance touch of the visual system is there to enhance Mangata's products visually, making it unique.

DI: How did you come up with the name for this design? What does it mean?
MA : Mangata has a different meaning in Swedish, a unique romantic scene : the glimmering, road-like reflection of the moon creates on the night sea.

DI: Which design tools did you use when you were working on this project?
MA : Pen, paper, macbook, camera, knives & folks

DI: What is the most unique aspect of your design?
MA : Its difference within the developing Vietnam market

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
MA : Our client and the team

DI: What is the role of technology in this particular design?
MA : We think the main role of this project is about the art of plating

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
MA : Online research, field trips within towns and abroad, into client's factory gave us the whole view of how to construct this particular visual system.

DI: What are some of the challenges you faced during the design/realization of your concept?
MA : The huge challenge is launching at a time that high-tea concept and serve well-plating patisserie was still new to the market as well as creating the right visual system to meet up with that service standard.

DI: How did you decide to submit your design to an international design competition?
MA : We think that the world need to know what's happening in local creative industry in Vietnam and among Vietnamese especially in branding criteria.

DI: What did you learn or how did you improve yourself during the designing of this work?
MA : We've learnt new experience and knowledge about client's industry and how something completely new will impact the market. Seeing the market response to the concept, helps us a lot for the next.

DI: Any other things you would like to cover that have not been covered in these questions?
MA : No, thanks