What Goes into the Making of Good Packaging?
CG: Your designs are mostly focused on branding and packaging. What is your design philosophy that makes you as a brand, stand out?
Akim. To describe the philosophy in words is difficult. It's like a dream that you've had, you remember it, but just cannot describe it. However, there are some things that are always important to be aware of when designing for a product or brand. First is to meet the expectations and preferences of the target audience. Secondly, ergonomics and making sure information on a pack is correctly presented is crucial too. And lastly, you cannot create without knowing what's already out there. Hence, competent analysis and research of competitive product packaging is a necessary step. Remember, that a good design can sell a bad product, just like a bad design can worsen the selling a good product.
CG: You have designed across a range of products, providing packaging in a variety of shapes. How do put yourself in the brand's shoes? How do you know a juice bottle should look like a juice bottle and not like an oil bottle?
Akim. Sometimes you have to comply with existing stereotypes, and sometimes deliberately go against them. Much depends on the marketing objectives of our client. The client, brand and brief determine where you must draw the line.
CG: Packaging and logo design has to be practical because they serve a purpose that has to be truthful and genuine. How do you balance practicality with creativity?
Akim. The primary function of packaging design is to appeal emotionally. Practicality comes second. Any task can be perceived either as a routine or as an opportunity to show their creativity. Good packaging design is a harmony of creativity and practicality, all done in a contained manner.
CG: When you started as a design studio, what was the most difficult part? How did you overcome challenges to become so successful? How do you reach out to the world?
Akim. The most difficult part when you're just beginning is the inexperience and lack of knowledge about principles and techniques of creating high-quality packaging. Like in any other part of life, all these difficulties are overcome by everyday work done with full dedication. Experience is the best teacher and this process of improvement is endless and amazing.
