Creative Gaga - Mar/Apr 2015 (Preview)

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200/www.CreativeGaga.com

VOL5/ ISSUE2

Mar/Apr 2015 the enthusiastic creative journal

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Contents EXHIBIT 08____TrendFeed Inspiring design with potential to be influential.

10____NewsFeed Just concluded creative events.

12____SpendThrift Thoughtfully designed stuff that you can acquire.

14____Makeover Story/ Bhayashri Tamboli Young graphic designer shares the makeover story for Mysore Sandal Soap packaging.

16____High Tea/ Gargee Thakkur Design Consultant takes us through her hypothetical packaging project for Taj Mahal Tea. 17____Idea Purpose/ Harpreet Singh Dezino Graphist Harpreet Singh tweaks ideas to create meaningful designs.

18____Abra ka Dabra Design!/ Ayush Dube Illustrator and Graphic Designer, Ayush Dube performs a packaging trick before our eyes.

19____But Natural/ Sabyasachi Kuila & Ankur Sahay Graphic design student, Sabyasachi Kuila and industrial design student Ankur Sahay ease the coconut water drinking experience through unique packaging.

FIGURES 22____Inside Out/ Impprintz Design Studio Graphic design studio, Impprintz, believes packaging is derived from the product inside.

26____Democratic Designs/ Elephant Strategy+Design Co-Founder of Elephant, Ashwini Deshpande, stresses on user-centric and efficient packaging design.

34____Package Perfect/ Ashwini Deshpande Co-founder of Elephant Design, enlightens with branding talk.

36____Packaged Advice/ Wise Advise Celebrated designers express their take on branding and packaging design.

MADE IN 40____Packs of Fun/ Brandiziac Russian based branding company, Brandiziac, makes every design fun and engaging.

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46____Out of the Box/ Isabela Rodrigues Brazil based packaging designer, bottles up innovation.

52____Second Skin/ Petar Pavlov Branding and Packaging expert, gives priority to designs that complement the product.

GYAAN 58____Character Play/ Sajid Wajid Watch Illustrator Sajid Wajid recreate a designer like magic.

62____Layered Truth/ Rahul Sharma Digital illustrator takes us through the journey of a digital painting.

PODIUM 68____Deep Designs/ Creature Village Supports designs with a social and emotional cause.

72____God of Small Things/ Shachi Kaul UI Design expert, makes the most of a small place to communicate effectively.

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74____Story in a Box/ Ruta Jamenis The freelancer employs unique storytelling cues in her packaging designs.

30____Boxes and Beyond/ Anoop V Chalil Brand identity specialist and design expert, on what makes packaging work.

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FIGURES_IconWatch

Democratic Designs There are some products that never get picked up off shelves, and some that make it through shopping carts into people’s homes and hearts. Packaging no doubt, is a catalyst that speeds up the sales process. Branding and packaging expert, Ashwini Deshpande, believes that consumers dictate designs and everything that a brand does. Here, she highlights some key points to get votes in your favor.

Beauty lies in the hands of the beholder.

In packaging design, there are several lenses that a designer has to look through before arriving at a conclusion. Looking at the product from the eyes of users, shoppers and nonbuyers as well as with respect to trends and future prospects, helps discover and define what kind of dialogue the brand needs to have at this point in its existence. Remember, differentiating just for the sake of disruption is not an option. When working with renowned brands like Britannia, Gillette etc. there’s an added sense of responsibility. One has to stay relevant to their intended audience. The most challenging ones are in fact new brands. They might not have a legacy, loyal consumers and might appear free to carve a space for themselves, but the biggest obstacle is that they are unsure about being differentiated. Harmony, elegance and positive conversations lead to delightful experiences, as long as they tie in well with business sense >

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Mar/Apr 2015 Ashwini Deshpande is the co-founder of Elephant, India’s pioneering independent integrated design consultancy with offices in India & Singapore. For over 25 years, she has contributed significantly towards making global brands relevant in the emerging markets and taking Indian brands to the world.

01 Revamping a heritage brand to appeal to youth.

One of India’s traditional brands, Lacto Calamine, is revolutionised with a modern avatar to suit changing trends and consumer psyche.

02 Help build a more futuristic and innovative solution.

The packaging design for Hit Gel balances familiarity, cutting edge and approachability, by demonstrating a new technique to the consumer as well maintaining the trust.

03 For the young, hungry & restless who want ‘more’.

This packaging for Good Day’s new range employs an International appeal to break through clutter where the images reinforce the sentiment of being ‘carefully crafted’.

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FIGURES_MadeInRussia

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43 years old, Artem Shutov is the Director and owner of Brandiziac, a branding agency formed in 2008 in Russia. The company name combines ‘Brand’ and ‘Aphrodisiac’ to signify ‘Strengthening Brands’ and has offered services to over 500 brands since its inception.

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Mar/Apr 2015 01 Frontal sides of 4 SKU of milk cocktails named “Three cows, two cats” brand. The packaging design uses children’s favorite flavours as entertaining characters that would be every kid’s and their parents’ first choice, opposed to other competitive brands because of its clear and light communication.

02 New Year gift set - Thermo mug, French cocoa and a recipe book.

This adorable gift set design makes for a sincere and sweet gift using delicate and feminine graphics; perfect to warm up any winter and make holidays tastier.

03 Front side of 3 SKU of the series of fruit & berry punches concept.

These loud and colourful packaging for a fruit and berry drink is hard to not to try due to its eye catchy illustration and story.

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packs of fun Packaging has universal standards and appeal.

No matter where you are, the structure, concept and technology remain the same. Brandiziac, a branding agency in Russia, believes that being different can make all the difference. Here, they unfold some mysteries to help us better understand branding and packaging design and its relevance in today’s world.

Design using your head over your heart.

Creativity can be of various forms, but in packaging design, and other forms as well, it needs to be channelised and questioned.

While designing, there are a few boxes that need to be ticked in order to make for a successful artwork. First is individuality, where memorability and uniqueness needs to be strived for. Purity and clarity is another key factor. This is where communication needs to be clear and concise, so that the consumer understands from the first sight what the product is >

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FIGURES_MadeInBrazil

OutofThe Box With over a decade of experience, Isabela Rodrigues is a Brazil based designer specialising in tactile packaging and structural designs.

With her own design studio, she aims to break barriers and reach out to the contemporary world.

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Packaging has gradually evolved from cardboard boxes or covers to keepsakes. As people realise the creative hard work behind beautiful packs, this hidden space is burgeoning to become a field full of innovation and potential. Isabela Rodrigues, a designer from Brazil, takes us inside the box with her out of the box philosophy.

Mar/Apr 2015 01 MANJOOR ESTATE+NYFW. This fashionable and luxurious bottle design captures the essence of spiced

beverages by Manjoor Estate in conjunction with New York Fashion Week.

02 LE CHAT. This packaging design for a French brewery showcases how designers can exercise complete freedom

by breaking paradigms simply to delight the eyes.

03 14 KRĂ„FTIG. Packaging resembling real exquisite fruit shapes is employed to showcase this premium Brazilian

juice brand.

Can’t get more real than this.

CG: Gone are the days where a label was slapped on a plain and ordinary packaging. Your packaging designs make the product look exciting and inviting. What do you try and achieve through your designs?

IR: The goal of packaging design is to turn projects into collectable and saleable items. These ideas translate everything we do and our way to achieve the final result. The objective is to prevent the user from throwing away the packaging and decorate his/ her house with it instead.

CG: What is it that excites you most about packaging design? What are the challenges that you face? Do you decide the fate of packaging design, or is someone else in control?

IR: The most exciting aspect of packaging is tactile designing and how it follows a simple function of conserving the product, selling it as well as enchanting the audience. The biggest challenges are the suppliers and the limitations to achieve the result we look for. Frequently, clients that are in product-testing phase need packaging on a small scale. In that case, one has to migrate to simpler solutions that are available in the label/bottle segment. In this way, working to conciliate innovative > 02

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FIGURES_MadeInMacedonia A Design and Visual Communication graduate from Academia Italiana, Petar Pavlov started his design journey by working at renowned agency McCann where he worked for seven years. In 2014, he opened his own studio and focused on brand development and packaging design.

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Mar/Apr 2015

Second Skin Branding and packaging expert, Petar Pavlov gives priority to designs that complement the product. At times, we get stuck playing the tug of war between a client and designer so much so that we often forget about the product or brand in focus. Petar Pavlov from Macedonia, makes the product the epicentre of his thoughts and designs to create ideal protection and cover for them-just like our skin.

01 02 Peacoque - Innovative Condom Packaging.

This packaging design translates the brand name through a colourful structure that is simple for it requires no gluing and opens like a fan allowing for ease and space.

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GYAAN_DexterArt

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Mar/Apr 2015

Based in Mumbai, Sajid Wajid is an Illustrator, Visual Artist and a Graphic Designer. His key strengths lie in experimenting with shape, colour and line to produce bespoke illustration, pattern design, portraiture and typography. Inspired by music and art, he combines surrealism with traditional drawing techniques and digital technology.

Tools used • Wacom Cintiq 22 HD • MacBook Pro and Adobe CC- Photoshop & Illustrator

Character Play

Creating a character is a difficult task in itself.

Recreating a character is an altogether different story.

Using traditional and digital techniques, Illustrator Sajid Wajid, designs popular characters that resonate with the audience and simultaneously surprise as well with the addition of personal twists to the tale. Here, he takes us through the creation of Hunter S.Thompson.

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01 Like most great works of art, a raw sketch is made to get a basic idea of how the face should look like.

02 Once the basic contouring is put in place, this step involves using tools to gradually give the face its features in order to define the character.

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