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Create Simple Yet Effective and Memorable Design

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In such complicated times, it’s all about being simple. Simple is effective when it comes to design, believes Lundgren+Lindqvist, a Swedish design studio. It’s all about saying a lot more with a lot less. Engaging in a conversation, they tell us more on how they create effective and memorable design.

Design
Varvet - Visual Identity, Stationary and Sinages
Varvet - Visual Identity, Stationary and Sinages
Design
Varvet - Visual Identity, Stationary and Sinages

CG: Describe your journey as Lundgren+Lindqvist. What have been your accomplishments?

LL: When we started Lundgren+Lindqvist in 2007, our primary goal was to do what we love and stay afloat doing so. Now our ambition has grown along with our team, but we still want to do the best possible work. Over the years, we have had the opportunity to work with a great number of amazing clients, creating work that we can all be very proud of.



O/O-Brewing Baltic Porter-Packaging Design

CG: Your designs appear simple, effortless and smooth; however that is probably not the case behind the scenes. What all do you have to go through to arrive at the final design outcome?

LL: Simple is hard. Every project starts with a coconut. We use fine grain sandpaper to peel off layer by layer until we expose the core. That’s because we believe in honesty. Achieving that means removing the make-up to expose the bare, naked truth.

Design
Akademi valand photography next to the ocean exhibition catalogue covers

CG: What inspirations are included in your design? How does your background reflected in your designs?

LL: Like most in our line of business, we take an active interest in neighbouring creative fields; such as the arts and architecture. It is hard to judge as to what extent our Scandinavian background has influenced us. Of course, the legacy of great designers and thinkers such as Paul Kjaerholm, Olle Eksell and Alvar Aalto continue to inspire.

O/O - Brewing - Carismatico - Packaging and Visual Identity


O/O-Brewing Bangatan

CG: You work across various mediums. How working on paper differ from working for the digital space?

LL: Paper is definite, in that a printed piece is final. On the other hand, the digital space is an indefinite, organic medium. Both mediums offer unique possibilities. While conscious of this, we try to build each project around a concept and an idea rather than on the media of choice.

Maria Sole - Ferragamo, Visual identity and packaging
Design
Maria Sole - Ferragamo, Visual identity and packaging

CG: Designs have to look amazing and at the same time solve a problem and fulfil a greater purpose. How do you balance your and your client’s views?

LL: A good designer-client relationship is, like any relationship, based on trust. When there is a lack of trust from either side, the outcome will suffer.

Design
Critical Mass Studio Document Holder
Design
Critical Mass Studio Document Holder


Critical Mass Studio Pencils
Critical Mass Studio Poster
Critical Mass Studio The Totebags

CG: The world of design is constantly evolving. How do you keep up with the change?

LL: Although times are indeed changing, certain truths will remain. Our inherent curiosity and thirst for knowledge allows us to stay updated in a very natural, organic way. We visit exhibitions, read and travel a lot. Staying updated is nurturing our interests, which is the fuel we use for our daily (and sometimes nightly) design and development work.

A Sense of Place, Refugees welcome poster book
Design
Recto Verso Mirror


Design
Recto Verso Spread

CG: What other countries would you say are very prominent when it comes to design? What are your views on Indian design? Anything Indian that has caught your eye?

LL: In terms of graphic design, our neighbours Norway and Finland are definitely countries to watch out for as they are challenging those with a traditionally strong graphic design output such as Switzerland, England and the Netherlands. In terms of India, we are shamefully aware of the fact that we know very little about the country’s design scene. Perhaps Creative Gaga Magazine can put an end to our ignorance.

O/O - Brewing - Packaging and Visual Identity
O/O-Brewing-AW-2016-Packaging and Art Direction

Published in Issue 21

Branding With Packaging! They say not to judge a book by its cover. But they also say that exceptions are always there. There’s no doubt, branding and packaging are the faces of any business and product. They decide the way people will receive the brand; whether they will accept it or reject it. To understand and gain more perspective on this much-unsolved mystery, we invited many branding and packaging experts who throw light on the topic.

 

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CURRENT ISSUE
Creative Gaga - Issue 48

 


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We are a bunch of enthusiastic creatives, designers and writers, who are committed to bringing forth the hidden Indian Design talent with an unbiased and unique approach to design.