Interview with Krylia FMCG Branding

Winner of Packaging Design Awards

Award Winning Designer Krylia FMCG Branding shares insights


Interview with Krylia FMCG Branding at Saturday 22nd of October 2016:

DL: Could you please tell us a bit about your design background and education?
OS : Krylia (Wings) FMCG Branding takes its origin from the innovative department of the big Ukrainian corporation. Having gained the unique experience within the manufacturing company, as well as rethinking the knowledge generated in the creative agencies, we set up Krylia FMCG Branding. All we have professional art education obtained in Dnepropetrovsk and Kharkov Art Universities.

DL: What motivates you to design in general, why did you become a designer?
OS : We always dreamed to combine the art with practical approach for achieving their synergy.

DL: Did you choose to become a designer, or you were forced to become one?
OS : Yes. Almost all of us consciously chosen the path of the designer before entering university. Besides our ATP-director :)

DL: What do you design, what type of designs do you wish to design more of?
OS : Basically, our work is connected with the FMCG market, on which (so historically happened) we work most with alcohol brands.

DL: What should young designers do to become a design legend like you?
OS : We really do not consider ourselves the design legends :)

DL: What distinguishes between a good designer and a great designer?
OS : It's very hard to describe. The main thing is, we think, an excellent design obtained with the full customer unity and design agencies to achieve the goal. When a customer trusts you completely, it lends wings!

DL: What makes a good design a really good design, how do you evaluate good design?
OS : We think good design is one that is able to sell the product on their own without advertising.

DL: What is the value of good design? Why should everyone invest in good design?
OS : Good design always saves money on an advertising campaign.

DL: What would you design and who would you design for if you had the time?
OS : We would like to devote more time to social projects, and not only in the field of design. This is probably the most important thing.

DL: What is the dream project you haven’t yet had time to realize?
OS : Tequila.

DL: What is your secret recipe of success in design, what is your secret ingredient?
OS : Sorry, no recipe. Just a work

DL: Who are some other design masters and legends you get inspired from?
OS : As we all have artistic education, the main inspiration we draw from classical art. It is much more volume area than design, from our point of view.

DL: What are your favorite designs by other designers, why do you like them?
OS : Very strong work among the Eastern designers (Japan, China). They do absolutely non-standard and excellent design.

DL: What is your greatest design, which aspects of that design makes you think it is great?
OS : Difficult to answer...

DL: How could people improve themselves to be better designers, what did you do?
OS : Work hard and believe in youself

DL: If you hadn’t become a designer, what would you have done?
OS : Not even imagine

DL: How do you define design, what is design for you?
OS : Design is the silent art of selling goods

DL: Who helped you to reach these heights, who was your biggest supporter?
OS : We are a small group (5 people). All of us are going through and always support each other.

DL: What helped you to become a great designer?
OS : Art education and hard work

DL: What were the obstacles you faced before becoming a design master?
OS : In Ukraine until recently there was a stereotype that local designers can not do a great design competitive at international agencies. I think we're a little shaken this opinion

DL: How do you think designers should present their work?
OS : So that these works were clear for the customer

DL: What’s your next design project, what should we expect from you in future?
OS : We are currently working on several large projects connected with Ukrainian alcoholic brands and one very big international company engaged in fruit. This work is very inspiring of us.

DL: What’s your ultimate goal as a designer?
OS : To do the great design :)

DL: What people expect from an esteemed designer such as yourself?
OS : We would like to believe that seeing a good package design, people expect good poduct inside the package

DL: How does design help create a better society?
OS : "Beauty will save the world!", As Dostoevsky wrote

DL: What are you currently working on that you are especially excited about?
OS : This is a very complex project related to the alcohol market, which is very difficult for us given

DL: Which design projects gave you the most satisfaction, why?
OS : We love to work on a limited edition. There is always more freedom and we can realize our artistic skills

DL: What would you like to see changed in design industry in the coming years?
OS : Technological innovations in the printing and packaging

DL: Where do you think the design field is headed next?
OS : Probably, it will become more sincere

DL: How long does it take you to finalize a design project?
OS : Approximately six months to a year.

DL: When you have a new design project, where do you start?
OS : We always start with an analysis of the market. Find out the end user of the goods means to understand hi and then give him in design what he expects and what he will be loyal.

DL: Do you think design sets the trends or trends set the designs?
OS : We would like to believe in the first guess

DL: What is the role of technology when you design?
OS : This role is extremely important. This proet with Alexx tuba, we would never have rializedi without modern technologies. It was a very complex printing on plastic, partly glossed by metallized foil to achieve the effect of snake skin.

DL: What kind of design software and equipment do you use in your work?
OS : Classic Adobe software

DL: What is the role of the color, materials and ambient in design?
OS : The defining roles. Everything has been discovered in classical painting.

DL: What do you wish people to ask about your design?
OS : "Do you like it?" :)

DL: When you see a new great design or product what comes into your mind?
OS : We sincerely admire other people's achievements

DL: Who is your ideal design partner? Do you believe in co-design?
OS : Our team is the best partners!

DL: Which people you interacted had the most influence on your design?
OS : Сolleagues

DL: Which books you read had the most effect on your design?
OS : Books on the history of art and art galleries just

DL: How did you develop your skills as a master designer?
OS : Harder you work, the faster you progress. And do not think that the time will come when you reach the top...

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?
OS : Let it be Sandro Botticelli

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?
OS : We are not so famous. You overstate

DL: When you were a little child, was it obvious that you would become a great designer?
OS : No. At that time even such a profession did not exist in our country

DL: What do you think about future; what do you see will happen in thousand years from now?
OS : Once again we are going to live in caves and draw "cave design" :)

DL: Please tell us anything you wish your fans to know about you, your design and anything else?
OS : We believe that by working together we are creating reliable "wings" for the new products that can give strength to fly and to survive in the aggressive flows of the modern market.