Energy - Model Holding AG
Energy - Model Holding AG
Energy - Model Holding AG
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DONKEY DESIGN<br />
Deluxe packaging<br />
The Donkey Design agency specializes<br />
in packaging design for all types of<br />
cosmetic products. This includes<br />
repackaging and graphics as well as<br />
designing forms for receptacles and<br />
flacons.<br />
The goal is to develop creative, holistic<br />
concepts for each design task that fulfil<br />
the requirements of the brand and<br />
its environment and give the product<br />
the best possible appearance.<br />
Ms Brandt, what<br />
fascinates you about<br />
luxury packaging,<br />
and when do you regard<br />
it as a success?<br />
What particularly appeals<br />
to me about luxury<br />
packaging is the<br />
challenge of turning<br />
unpacking into an experience,<br />
when opening<br />
the outer wrapping<br />
reveals an inner<br />
life that, in turn, is another stage on the path of<br />
discovery that leads to innermost element, the<br />
product itself.<br />
In my opinion, all successful luxury good packaging<br />
uses means that give the surface a beautifully<br />
refined finish, such as hot foil stamping,<br />
surface contrasts such as matt finish and<br />
glossy varnish, lustre and metallic effects, blind<br />
stamps and interesting colour combinations.<br />
Depending on the choice, the resultant packaging<br />
can be either opulent, or simple and puristic.<br />
This depends entirely on the brand image.<br />
The design should be individual and its appearance<br />
should, as far as possible, be unmistakable.<br />
For me it is always important to exploit<br />
the technical possibilities of production to the<br />
full, to use high-quality surface refinements to<br />
add an extra dimension to the graphics and<br />
colouring.<br />
You helped to design several cosmetic<br />
packagings with <strong>Model</strong> Kramp. What is the<br />
focus of this collaboration?<br />
I like working with <strong>Model</strong> Kramp a lot. For instance,<br />
we developed the women’s fragrance<br />
Boss Intense and Twin Duft for Marc O’Polo<br />
in common. Together we were able to develop<br />
a very nice promotional product for Luxe Pack<br />
2005.<br />
I like the fresh commitment, the enthusiasm<br />
for finding solutions to even very complex challenges<br />
and the professional approach to work.<br />
The consumer sees «only»<br />
the beautiful packaging,<br />
which unfortunately all too<br />
often ends up in the<br />
wastepaper basket. Despite<br />
this, the market still places a<br />
huge premium on successful<br />
packaging. How do you<br />
explain this?<br />
In the market place, the packaging is the consumer’s<br />
first contact with the product. This<br />
packaging must awaken desire. In the luxury<br />
good segment in particular, desire is an essential<br />
ingredient in motivating people to buy.<br />
How do you test market acceptance of a<br />
new product?<br />
Our clients often commission tests and surveys<br />
from market research institutes. If they<br />
ask us to do so, we also take charge of the<br />
arrangements. Before we present our designs<br />
to our clients, we discuss possible associations<br />
and immediate messages internally in the<br />
agency with various colleagues, some involved<br />
in the project, others not.<br />
Have you detected any new trends at Luxe<br />
Pack?<br />
The great thing about Luxe Pack is, I think, the<br />
enormous variety of products and, hence, the<br />
range of extremely diverse types of product<br />
images; these cannot be reduced to a single<br />
trend. All in all, though, it seems to me that<br />
there is again a greater preference for matt<br />
structured cardboard.<br />
Why do you as designer take part in Luxe<br />
Pack?<br />
Luxe Pack gives a very concentrated impression<br />
of new market developments in diverse<br />
fields. There is always the chance that the exhibitors<br />
and their new developments, whether<br />
printing, paper, plastic or glass, will provide<br />
fresh impetus and stimulation for your own<br />
creative processes. Furthermore, beautiful design<br />
is one thing, but I realize time and again<br />
how important it is to be informed about new<br />
technical possibilities in production so as to<br />
take them into account when realizing one’s<br />
own designs. In the end, this is what you need<br />
to bring a really successful product that is perfect<br />
down to the smallest detail to market.<br />
The <strong>Model</strong> Kramp/<strong>Model</strong> PrimePac stand presented<br />
a good overview of achievements and<br />
developments.<br />
How do you go about producing a new<br />
design?<br />
First, it is important to be properly informed<br />
about the brand you are creating the design for<br />
and its background. Another important aspect<br />
you have to take into account is what distinguishes<br />
the brand from the competition. And<br />
then there is the individual product concept<br />
that provides the framework in which you can<br />
express your own creativity. In the course of<br />
this analysis associations and ideas often seem<br />
to suggest themselves. If it so happens that I<br />
can’t immediately visualize a solution, it helps<br />
to take a look at completely unrelated fields,<br />
e.g. publications, stage designs and artworks<br />
that give fresh impetus and stimulate the creative<br />
process.<br />
Do you have «less creative» phases? Where<br />
do you find the energy to recharge your<br />
batteries?<br />
Some tasks are not immediately accessible, as<br />
though the possibility of giving expression to<br />
them were under wraps. What usually helps in<br />
such cases is intensive analysis of the topic,<br />
lateral thinking, brainstorming with colleagues<br />
and research in other fields.<br />
Personally, I find new energy in exercise, dancing<br />
and sport, in reading good books, watching<br />
well-made films and looking at art. This usually<br />
puts me in the right frame of mind for the very<br />
private process of creativity.<br />
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