4questionsyouwouldliketoknowaboutcommercialpackagingdesign f&s 20150529
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QUESTIONS YOU WOULD LIKE TO KNOW ABOUT COMMERCIAL PACKAGING DESIGN
CZECHDESIGN conference The future of design
2015, May, 29th
4
What is it like to work fora commercial market?
A provoking opinion by an authority:
“What we do is actually service. Our task is to deal with problems, which is something many people from the branch do not accept. They think we are in the creative business. They do not want to be servants who are set jobs.”
David Sable, CEO Young & Rubicam, New York
We asked our colleagues 4 questions what is actually like in reality.
1Where do you see the main difference in the work for a commercial market?
“In comparison to non-commercial projects, there is no difference in principle. Design thinking and processes are still the same.”
Andrej, Senior designer
“What you have created has a massive impact. Millions of people see it every day.”
Jiri, Printing technology manager
“You don’t have absolute freedom to create things as you would like to. You have to understand the target group, category, etc.”
Lenka, Senior designer
2Which prerequisites do you perceiveas essential for the work on the commercial projects?
“The co-responsibility for the success or failure of your clients’ million-crown businesses is in your hands.”
Perta, Senior account manager
“For these projects you need a strong team. Regarding our agency, it is usually 10-15 people on the project. But it can aslo be 25.”
Jiri, Creative director & co-owner
“Like a good brand manager. To understand strategy, shopper marketing, need segmentation. But mainly - to have common sense.”
Martin, Brand strategy & business director
“I have to see what the brand wants to say about itself and about the product and how it is met through its design.”
Libor, Art director
3What new things did you have to learn to work on commercial projects?
“You have to learn to read between the lines of clients’ briefs to get to the bottom of things.”
Matous, Designer
“How shoppers usually behave when shopping. You have 1 second to grab their attention and be successful.”
Renata, Designer and Marketa, Art director
“To understand how consumers think, what they appreciate. To be able to judge how they will react to changes.”
Tereza, Senior designer & illustrator
4What is the main contribution for you personally regarding commercial
market projects?
“In each project you can find new and inspiring impulses. Even where you’re not expecting them at all.”
Ondrej, Pre-production manager
“I enjoy it! I love design and food creativity and this is exactly what commercial projects bring me.”
Adela, Food designer & food stylist
“Sometimes you’re playing nicely. Sometimes like a child, sometimes you feel you’re among children.”
Sarka, Senior retouch specialist
“You bring life to stories. Many brands have just an amazing history, whose rediscovering is great work.”
Jiri, Creative director & co-owner
Re-design of JUPÍ Superhustý
“Don’t be afraid of simple ideas! Our idea ‘A drop of Jupí, a lot of taste’ became both a concept of the redesign and the claim of the campaign.”
Andrej, Senior designer
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Re-design of Bzenecká Lipka
“Wine of my youth:-). The redesign refers to the story, which connects this wine with an ancient linden tree growing at the yard of Bzenec Castle.”
Jiří, Creative director
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Design of Tesco Finest fresh meat
“Project as a great challenge of achieving premium quality foodstyling for a commodity. The connection of a natural look of a quality ingredient and a dramatic light.”
Adéla, Food designer & food stylist
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Re-positioning of beer ‘Rychtář’
“The objective was to provide the brand with a face. To shift the design from local, decorative graphics into the position of a traditional brand of honest beer, confidently facing the national brands.”
Libor, Art director
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Re-design of Pribináček
“Regarding the whole range, you have to keep the connectivity with the previous generations of design and illustration style. On top of that, to align the visual part with the technical limitations of the packages.”
Tereza, Senior designer & illustrator
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Design of Milka Caramel
“You are working on a demanding and expensive tender. You have found great solutions. Nevertheless, you are not successful. However, you are enhanced. You have learnt a lot.”
Martin, Brands strategy and business director
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Thank you for your attention
Fiala & Šebek Visual Communications a.s.
Bořanovická 41, 182 00 Praha 8, Czech Republic Phone: +420 284 689 444 | E-mail: info@fiala-sebek.cz | www.fiala-sebek.cz
20 000+SKU designs achieved in total
100+ Clients ever worked with from European countries 10
40+ Professional team members
5 000+ SKUs on the supermarkets’ shelves at present
3 000+ SKUs designed every year
15 Awards received in 11 years
20 years of experience
Since 1994 we have become one of the leading Central European branding and packaging design agencies with ample CEE market experience.
agency destinations & work place 3 1
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