Arvin Seiler

DESCRIPTION // Packaging and Brand Identity for a local, boutique chocolatier.

As part of a TAFE assignment, I was required to design packaging and a brand identity for a new, local, boutique chocolatier. The brief asked for a contemporary design direction; an aesthetic that would stand out against the vast array of mass-produced items.

I began with research into current packaging design trends, to gain an understanding of potential competitors and to guide the creative process. A combination of typography and imagery was decided on to most effectively present the brand and product - as a small, emerging business, the design would need a strong visual appeal with degree of sophistication to gain the attention of customers.

After developing a modern and understated logo, I began to create and refine the graphics. Weaving photographic and vector elements, a contrasting interaction between organic and digital forms was created. The typography was carefully applied to further convey the feel of a professional, contemporary brand.

The end result was a set of 3 production-ready artworks which met the requirements of the brief in a creative yet professional manner.

Q: How would you describe your style?

A: I prefer working in Illustrator, which I find best for creating bold designs. Though I enjoy crafting these attention-grabbing pieces, I also appreciate a subtle and well balanced composition, often favouring a less-is-more approach. Colour and typography are very important to me and I generally find myself spending the most time developing these areas. I try as much as I can to remain diverse in my approach to design, not confined to one style but always willing to dabble in different areas to keep things interesting.

Q: Briefly outline your creative process. What are the major steps?

A: I begin with plenty of research to steer myself in the right direction. This then translates into the sketches and thumbnails that underpin my designs. From here it’s a process of ongoing building and refinement with regular feedback until I get a result I’m happy with.

Q: Who and/or what influences your work and why?

A: I generally take my influence from other creatives, mechanical design, music and my environment. Inspiration can come from anywhere so it pays to keep an open mind — the missing element of a design that ties the whole thing together can sometimes come from an unexpected source.

Q: Are you a part of any creative groups that you would recommend everyone to join?

A: I’m a part of The Design Kids. Awesome resource for keeping up with what’s happening in the world of design, access to great workshops, organised social events (TDK Tuesdays), job boards, the list goes on...

Q: In your opinion, what is the funniest word in the English language and why?

A: Hootenanny - always a good time!

Q: If you built a themed hotel, what would the theme be and what would the rooms look like?

A: An extravagant, Japanese game show themed hotel and the rooms are giant bowls of ramen which you have to escape before the time runs out to win the Ultimate Prize!

AGE | 24

INSTAGRAM | @arvin_s_designs

TOOLS | Adobe Photoshop, Adobe Illustrator, Adobe InDesign