5 Questions with Fabula Branding & The Amato Coffee Project
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Can’t stop won’t stop. Every week we bring you The Dieline’s Top 10 packaging projects and articles to inspire and boost creativity, but why stop there?
Our 5 Questions With series allows us to sit down with the best of the best here on The Dieline and dig deeper into these fascinating projects, from the design process to the biggest challenges. Today we’re chatting with Fabula Branding, and their project Amato Coffee Project.
1. Walk us through the design process that you went through for this project.
At our full-service branding agency, as a rule for each project, we begin with the development of product positioning, define strategy for growth and create verbal as well as visual communication. Any design project is initially an understanding of the client's business objectives and a detailed study of the product, the competitive environment and consumer insights. Workflow process is standard and it begins with a general briefing, the development of several concepts, a joint selection with the customer that works best for them. Further steps include precise polishing of all components to execute to perfection all phases of the project (which includes well-coordinated work of all illustrators, designers, experts in the font, and the project manager under the direction of the art director).
2. What was one of the biggest goals you set out to achieve with this packaging and how did you accomplish it?
Our goal for packaging was not only to make it beautiful and aesthetic, but also memorable with design that stood out among the competition and created appropriate atmosphere. The client brings this coffee from afar abroad, the heart of distant continents, where the coffee is unique and authentic. Design based on bright and memorable illustrations – exotic coffee tree and fancy birds of paradise – became the important focus that made this package interesting and even intriguing.
3. What was the most challenging part of this project?
The work with illustration and its adaptations, typography and background, to create a harmonious combination of these elements.
4. If you could pick one aspect of the finished design that you like the most or feel especially proud of, what would it be and why?
Every detail of the project was very carefully carried out, there were no "light" or "walk-through" steps. In this case, we are proud of the entire project, considering amount of time, effort and resources invested in it. It was especially pleasing to see that the client "lived" through this project and agreed on expensive and high-tech printing work to fully realize the design work with all beauty of its metallic shades and highlights.
5. Share one lesson that you learned while working on the project.
"There is not much time" – we were so consumed with this project that we were always ready to improve something and further perfect it. But for any project, there are clear deadlines and at some point, you say to yourself to "stop", exhale and relax. After all, the only perfect project is unfinished one, and our coffee Amato is already on the shelves and pleasing to the eye.