Valerii Sumilov-Kvint Series of Moldovan Brandies

At Design Interviews

Interview with Valerii Sumilov : Frank Scott: What is the main principle, idea and inspiration behind your design?. Valerii Sumilov : The project required a unique, individual bottle shape that would make the product stand out on the shelf, grab the buyer’s attention and make him want to take the bottle into his hands. It had to look both modern and recognizable because there's a very strong following for this particular brand and the design had to correspond to the audience's expectations. .Frank Scott: What has been your main focus in designing this work? Especially what did you want to achieve?. Valerii Sumilov : The KVINT factory is a very large wine and brandy making company with over a hundred years of history. The products are all made in large quantities. And there’s already a devoted group of buyers, who are following the brand for decades, spread all around the globe. Carrying out a successful redesign and development of a completely new product design that would correspond to the global trends – this is definitely a wide-scale and expensive project both for the producer and the design agency. .Frank Scott: What are your future plans for this award winning design?. Valerii Sumilov : We hope to see the product in as many shops and markets as possible with impressive sales generated by the new design. .Frank Scott: How long did it take you to design this particular concept?. Valerii Sumilov : The project started in August 2012 and was concluded in August 2013. The product appeared on Russian market shelves in November 2013. Currently the product is available for purchase in Moldova, Russia, Ukraine .Frank Scott: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?. Valerii Sumilov : The KVINT brandy design project is a complex and large-scale project. It includes the development of product positioning, trademark design, bottle and label design, gift and transportation tube design, organization and execution of photo-shoot, P.O.S. development and advertising materials. It is one of those projects that posed a great challenge and we just had to find the best solution possible. .Frank Scott: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?. Valerii Sumilov : This design was developed exclusively for the KVINT factory. .Frank Scott: What made you design this particular type of work?. Valerii Sumilov : We wanted to create a bottle and label design that would make the famous KVINT brandy look modern and stylish while retaining the overall feel of the company's identity. So we went for a unique bottle shape that looked rather innovative when compared to the company's other products. .Frank Scott: Who is the target customer for his design?. Valerii Sumilov : Both the design and the product itself are aimed at a specific audience. First of all, it is very important to understand that a brandy consumer is a very conservative and highly loyal consumer. With respect to this, this brand is mainly targeted at a Moldovan brandy connoisseur from CIS countries. In this product category spontaneous purchases are virtually inexistent. Our task, when working on this complex design, was to increase the sales share of the client by renewing the product’s appearance. .Frank Scott: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?. Valerii Sumilov : The process of creating a unique bottle is a wide-scale and lengthy process. It all starts with a detailed brief that provides all the details the client needs in this project. Then there's a lot of research and concept development on our part, which is reviewed by the client. When the final concept is selected it is shifted over to the production stage, which comprises several steps on its own and involves a collaboration with both the client and the factory producing the bottles. .Frank Scott: What is the role of technology in this particular design?. Valerii Sumilov : The bottle was produced in Moldova using locally-produced glass. The cap isn’t only shrinking. We’ve chosen a polilaminate material, which looks much better and richer. The paper for the label is by Fedrigoni, from their Wine & spirit label collection SOMMELIER & GOURMET catalogue, Constellation Jade Raster. .Frank Scott: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?. Valerii Sumilov : We had to delicately grasp the essence of the task, listen to the client’s requests, understand the market, tendencies, and consumer expectations. That’s why we have devoted our attention to in-depth analysis of the competition. .Frank Scott: What are some of the challenges you faced during the design/realization of your concept?. Valerii Sumilov : In the beginning, on the brief development stage, there were constricting factors imposed on the future development of the project. They all referred to the bottle design. First of all, we had to create a bottle that would correspond to strict measurements such as height, width and girth. Second, there was an initial demand to make the bottle symmetrical along the vertical axis. Respectively, the left and right sides of the bottle had to be identical, like the front and the back sides. Third, we had strict measurement and form requirements not only for the bottle’s neck but also for its top. Fourth, the bottle’s personalization – it was made mandatory for the bottle to carry the factory’s coat of arms and its year of foundation. .

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VIA: http://www.design-interviews.com/design.php?ID=32859

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