Whilst 43’oz is a relatively new name in the Moldovan design industry, it has already made great strides in establishing its reputation. The team has already worked with renowned international brands such as Arlington London Dry Gin and Castel Mimi, and are working to push the boundaries of beverage packaging design. We spoke to the team about its designs process, trends in packaging and the biggest brand transformation to date.
Tell us about your design process, from concept to finished product – how long does the process take?
Before providing the client with design concepts, we strive to get the most information about the product itself, its competitive medium, its positioning and design preferences. Using this information we generate ideas and embody them in various designs. After the client decides on the concept solution we start working on refining its fine elements and details (illustrations, fonts, etc.) and shaping it into its final form. We also multiply the solution into a varied product line and place all the necessary technical information. Even when presenting the general design concept we usually have a very precise vision of the materials, printing and post-printing techniques that will be used in the production of the final product. When we’re already at the refining stage we know all these details and provide the client with all the technical aspects that allow us to calculate the costs for the printing house.
After we get the final confirmation from the client the relevant files are prepared for printing. The client receives all these files as well as detailed technical description of all the printing and post-printing techniques, types of paper and other details that are required for producing the packing they are expecting to get in the end. Usually we provide author supervision while the labels are being printed, and strive to sort out any questions between the printing house and the client even if we aren’t physically present on site. We believe that creating a design that looks good on the screen is not enough – it’s crucial to make it look even better in real life as well. That’s why we only use real photos of real products on our site, no 3D or computer presentations. The timeframe for each project is individual and depends on both the client and the agency. On average, it takes about one to two months to take the project from an idea to the final product design.
Your designs are very original and pictorial. What’s the value of illustrative design?
Illustrations as well as photography and typography are one of the most important communication elements in product design. Historically, illustrations are prevalent in label designs. They are perceived faster by the consumer and allow the product to be identified much easier. Moreover, each product uses an illustration that was created individually by our artist. We often work with clients that are active in markets where illustration-based designs are prevalent, so font-based solutions simply get lost in the abundance of graphics. However, there’s no doubt that it’s much better when a good illustration is supported by a good typography solution.
Redesigning Kinahan’s Irish whiskey has been one of 43’oz’s most significant briefs. © 43’oz
What’s the biggest brand transformation you’ve been involved with?
Probably, the most serious project for our agency was redesigning the Kinahan’s whiskey brand. First, it’s a rather big and well-known brand with a rich history. Second, we’ve felt huge responsibility while working on this project. We were very serious about it and considered every minor detail to find the best possible solution. The client was also heavily involved in the process and we were entrusted with the supervision of the label’s production process, which allowed executing it in the best way possible.
Do packaging design trends vary in different countries? What differences have you noticed between clients of different nationalities?
Without any doubt, general design trends vary from country to country. Our client base is rather varied – there are European companies (Belgium, UK, Latvia), oriental companies (Azerbaijan, Georgia, Turkmenistan), as well as many others. Clients from the west usually prefer more tempered and neat designs whereas oriental clients choose more vibrant solutions with a lot of decor to them. Working in such different conditions allows us to employ our artistic potential to the max.
Sustainability is a key focus for many packaging companies at the moment. How does this affect your work?
We are a rather young company and we always strive to evolve and work with new markets. For us, the most important aspects are flexibility, consistency and high quality standards. Every new project is a challenge for us and we give our best when working on it.
Packaging is responsible for telling a brand’s story and engaging with the consumer. What part of packaging do you think impacts the consumer the most?
In our view, it’s impossible to divide and outline the elements in a package – it’s a complex graphic system. Either the package works or it doesn’t. In order for it to work, it’s crucial to create a uniform image where all the elements are telling the same story and are perceived as one.
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