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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

 

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Imagination is the greatest form of flattery and for a designer; it doubles up as a way to pay homage to legends, icons and inspirations. Illustrator Shesh Kiran created the caricature portrait of flute maestro Pandit Hariprasad Chaurasia. He explains how.

Portrait
Portrait

Step 1

Started the rough sketching with new file of 300 dpi resolution. I used the tablet pen for this sketch with the various brush sizes from 25 to 30.

Step 2

Create a new layer below the sketch layers and filled it with black colour. Kept the fill opacity to 62% which makes the rough sketch partially visual.

Step 3

Added a new layer and started filling the flat skin colour in this layer. Also added another layer for colouring the clothes.

Step 4

Used new traditional texture brushes to detail the hair, eyes and skin tone. Airbrushes were used to bring shades and highlights of skin.

Portrait

Step 5

Further worked on the skin using ‘transform’ from the brush presets to lighten the skin and to create the softer tones using airbrush.

Portrait

Step 6

From the reference image collected the cloth colour palette to bring the real life feel. With the airbrush started detailing the clothes with the selected colour palette.

Portrait

Step 7

Gave a final touch to artwork using various opacity and ‘flow’ on hands, fluet and background as per the requirment to bring the depth and lighting. Hence arrive at the final portrait artwork.

Tools Used:

• Adobe Photoshop

• Wacom Bamboo tablet

• Airbrushes & round brushes for painting.

Published in Issue 21

Branding With Packaging Special! 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

 

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Fun. It’s what everyone wants. So why not give it to them? Incorporating this very insight in branding and packaging transforms a non-living object into a fun-filled experience, believes self-taught visual designer Sajid Wajid. More on how adding ‘fun’ can make for memorable and lasting designs.

Poster for CONTROL ALT DELETE 10
Branding for Poise
NH7 Weekender 2018
NH7 Weekender 2018
For Adidas Originals to launch the Pharrell Williams Pink Beach Collection

It’s all About Adding Value.

Things that look good are important for the environment; they define a particular space. Good packaging or branding can add a great deal of value to a product. It’s not just about improving the appearance but the overall product itself. Good packaging is easy to recall. That can be done by adding humour or a fun element to your design. Packaging and branding can also make a difference in the sale of the product. And that’s where the feel-good factor lies for packaging and branding designers!

Branding for The Cuckoo Club
Branding and Packaging
Album Cover for Eternal December
Branding and Packaging
Lala Hardoul, The Prince of Orchha
EAT IN HOME KITCHENS ACROSS THE WORLD.
Branding and Packaging
Knowmad Sounds, Gig Poster

The Trick is to be Practical and Impractical at the Same Time.

If you’re just going to play it safe, chances are you will become predictable and boring. Today, products should be fun rather than being somber. That’s what people expect. In today’s times, the audience is open to being surprised by being offered something different. Everyone wants to own something totally new. And the only way you can give them that smile on their face is by taking your designs beyond your comfort zone.

KURLA. Everyone remembers a good laugh don’t they?
Branding and Packaging
Popsplatter, Coverpage Illustration
Branding and Packaging

Branding for The Granfaloon
MUMBAI BHAI.
DELHI BELLY. Illustrations for adlabs imagicas ride wrath of God.

No One Wants a Car in a Car Company’s Logo.

Branding is a symbol that speaks for the company it’s made for. It’s a lot more than just a group of elements that relate to the brand. The concept of branding has evolved, where a logo is meaningful only after it’s used. Branding needs to have a story to it, an idea. It’s like problem-solving through design. Brand recall is imperative and many people miss out on that these days. It’s all about being different and standing out. How well you can tell the story and portray it in the most interesting manner makes all the difference. Absorb the brand’s personality and play a little game of Pictionary with yourself. Simply keep in mind, the person looking at the logo should be able to identify with it.

THE CASTLE OF FEAR.
Branding and Packaging
antiSOCIAL, Gig Calendar for May 2017
DELHI BELLY. Humor and fun is the best way to ensure branding will relate to the target audience as demonstrated here.
MERA DIL LE GAI OYE. For all those who own a Royal Enfield would know that their heart beat lies in this bike.
Branding for Turning Heads Production

No Matter What, There is Always a Limit.

Unfortunately, when it comes to design, a line needs to be drawn at some point. You cannot ignore the client or work without understanding the target audience. Imagine a Venn diagram, where one circle is you, the other is the client and the third circle is that of the target audience. The region of overlap between all three, that little area is where you work. That’s how much room you have to show your skills and creativity. That’s the challenge, but that’s the fun too.

CHEF CUPI D. This mascot for Kitchen Treasures tells the story of falling in love with your food.
THE SPIRIT OF COMPETITION.
Branding and Packaging
Sofar Bombay, Gig Poster
LEO (SUNSIGN). These eye-catchy hand drawn zodiac characters definitely work for merchandising.
GET CARRIED AWAY. Ratability can’t get better than using symbols of what people use every day in their life - public transport in Mumbai.

Published in Issue 21

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

 

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We all know product design is the seamless fit of form and functionality. But it’s not just about how closely you look but also about how far you can see, believes young industrial designer Parin Sanghvi. “Looking in a direction no one has before is what can lead to the creation of life-changing products for millions of people.” Here, he tells us things that should never be missed.

Pocket Light. Used as a torch, lantern, desk lamp or ambient light
Product Design
This multi-situation lighting device can be taken anywhere

Just because it’s never been done, doesn’t mean it can’t be.

An interest in learning and finding out something should be the basis of your drive. It’s important to strike that balance between functionality and aesthetics, however, you can get as fanciful as you want as long as the design is practical and well-thought-out enough to actually be possible. How do you do that? Well, grab a pencil and start sketching. Develop your ideas first by putting down feasible thoughts. This is followed by creating a 3D CAD model that helps you understand your product visually in terms of proportions and form of design. It helps to keep going back and revisiting the problem statement to make sure the design meets the needs of the users. It’s often useful to create a prototype as well. This can be done through 3D printing or make the parts in a CNC machine. The process is quick and the outcome is accurate.

SoundBOX - wireless portable speakers
Product Design
Chair Story doubles as a desk and a sketchpad, achieving both a creative outlet for kids

Products and Emotions go well together.

Of course, products are created to make life easy and comfortable for a user. But ‘product design’ is slightly different. Jonathan Ive once said, “Design is a word that’s come to mean so much that it’s also a word that has come to mean nothing. We don’t really talk about design, we talk about developing ideas and making products”. That’s why it’s important to add an element of surprise through the design. Surprise the user like the ‘ChairStory’ does. Not only does that give the user a physical bene t but also an emotional one. It’s a great feeling to see products you design connect with the buyers on a personal level that become a part of their everyday lives.

Product Design
Handbag. A simple and innovative paper bag that transforms into a clothes hanger and vice-verca.
Product Design
The concept proposes a solution to reduce waste and promote recycling

The users are the pivot point for any design.

No doubt the process varies a lot depending on the type of project. If it’s a large and complex project like redesigning a baby incubator, you will need to invest a lot of time in research and understanding the product before you get on with designing. On the other hand, if it’s something like designing a ‘Pocketlight’ for which you instantly have an idea, you can get down to its representation and dimension. but so do the target audience. But no matter what project it is, what always remains the same is the need to understand the target audience. Whether it’s furniture or a gadget, defining the target audience is critical for the design revolves around them. That’s why gathering user insights is also a necessary raw material that helps designate purpose to the product before you start designing it.

Product Design
Product Design
Neobirth Infant Incubator. A unique bubble-shaped incubator design that helps parents bond with their premature baby
Forced - Entry Tool. Inspired from Mantis Shrimp, this forced entry tool delivers powerful strikes to break walls and doors during times of natural disaster

A chair with no legs?

Quite possible. Through product design, you actually have the opportunity to change the archetype even though it’s challenging and happens rarely. Strive on possibilities. Think of things that no one ever has before. Merge various needs and create something new. Who knows, maybe in your head is an idea that may assist millions of people on a daily basis. It’s a great way of contributing to society and making a real impact on people’s lives. Go ahead, start observing and start creating.

Product Design
Product Design
Internship project - Kitchen Appliance
A self Initiated project aimed at enhancing the experience and communication of a blood donation bag for people with haemophobia

Published in Issue 21

Branding With Packaging Special! 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

 

Parin Sanghvi
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An industrial designer passed from MIT Institute of Design, Pune, Parin Sanghvi is a lifelong learner and strives to make meaningful impacts through his work. Worked for design studios like Empoise in Bangalore, Rubberband in Goa, Continuum in Massachusetts, United States and many more.


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Branding With Packaging Special! 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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Uttara Ghodke

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A dreamer, thinker and designer, Uttara Ghodke always try to provide solutions to her audience in a simplified manner. She started her career by pursuing Product Design course at the MIT Institute of Design, India. She has also spent 6 months in London as a scholarship exchange student at the University of Creative Arts. After working in the Design industry for more than 3 years, she did her masters in Inclusive Design from OCAD University, Toronto, Canada.

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Branding With Packaging Special! 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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Find Her Here


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Every invention sparks from a problem that needs to be solved. Product designer Uttara Ghodke feels though a good product is simply a unique combination of science, technology and creativity. “But the real job of a designer is to create a solution that simplifies the life of the user, because that makes for intimate and memorable designs.” More on her way of doing things.

Poppin, a board pin dispenser designed by Pranali Linge and Uttara Ghodke
Spepper, a stapler and punching machine designed by Pranali Linge, Uttara Ghodke and Viraj Joshi

Be guided by the holistic approach.

A good product is born when a designer learns to establish a perfect balance between technology and creativity. Since the very beginning of our education we have be tutored to do so. The biggest hurdle every product designer has to overcome is to follow the product design process while always being aware of the technology that could make it better.

Mychai, an electronic tea bag
Good Product
Cubix, a Blender inspired from the design language of Braun products, designed by Uttara Ghodke and Viraj Joshi

Design can be construed as ‘Beautiful Solutions’.

Designs should serve the user’s needs in the best possible way. That means being constantly aware of their needs and behavior and dedicating the smallest of all details in the product to them. One must remember that the recipe to any smart product lies in its technology as well as its aesthetics, and not merely making the product a visually alluring experience.

Clothes Dryer. This clothes dryer and iron, which can be hanged anywhere
Murphies, eco-friendly take-away packaging for jacket potato restaurant from recyclable paper pulp material

As the great dieter Rams says ‘Good design is unobtrusive’.

Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained, to leave room for the user’s self-expression.

Link Bell, The product is designed to differentiate between room cleaning & personal care. Designed by Pranali Linge and Uttara Ghodke
Link, a live UI/UX and Product Design project in collaboration with Gupte Hospital, Pune. Designed by Pranali Linge and Uttara Ghodke

A designer should concentrate on the simplicity, aesthetics, understandability, innovation and uniqueness in his/her products. To achieve a perfect blend of all of this is a challenge in itself. Also, the design should make an important contribution to the preservation of the environment. A good design is environmentally friendly and a good designer is one who always sticks to this principle.

Good Product