Valerii Sumilov-Georgian Wines Series of Georgian Wines

At Design Interviews

Interview with Valerii Sumilov : Frank Scott: What is the main principle, idea and inspiration behind your design?. Valerii Sumilov : The main inspiration and idea behind this concept is the traditional Georgian gold stamping - a technique that has rich traditions in the region and that delivers a pronounced ethnic feel to the design. At the same time, I wanted to make a label that is stylish and elegant. It is this combination of modern style and traditional flavor that makes this design so interesting. .Frank Scott: What has been your main focus in designing this work? Especially what did you want to achieve?. Valerii Sumilov : Working on a design for a product with a very strong national character is a challenging and special task. Especially when talking about Georgian wines, which are intended for sale in Russian Federation. Georgia is a very old country, which is well known for its traditions, winemaking and works of art. Georgia is always associated with style, temperament and status. My primary goal was to create a design that would not only correspond to the Russian consumer’s idea about the appearance of Georgian wines. I'm writing this because Russians have a strongly formed image of Georgian wines. These wines can be seen instantly on the shelf because of their original design and appearance. They have a character of their own. And that is why I wanted to create a design that would not only satisfy the Russian consumer's expectations, but make the Georgian winemakers proud of their product too. Georgians are very temperamental and prideful, and they are often offended by the way most Georgian wines are decorated. Quite often it's done without the necessary status, without any respect to their ancient culture. This was the reason why I was so inspired to work with an ethnic wine that has such a pronounced national character. .Frank Scott: How long did it take you to design this particular concept?. Valerii Sumilov : The project started in November 2013 and was concluded 2013. The product appeared on Russian market shelves in January 2014. .Frank Scott: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?. Valerii Sumilov : It was a commissioned design for a product that was recently launched on the Russian market. .Frank Scott: What made you design this particular type of work?. Valerii Sumilov : While working on the design, I’ve tried to avoid the stereotypes, which are commonly used when decorating Georgian wines. I wanted to find a recognizable, attractive and individual image for this product line. .Frank Scott: Who is the target customer for his design?. Valerii Sumilov : This product is targeted for the Russian wine market, which is already saturated with various Georgian wines. The ordinary wine consumer in this country is quite familiar with Georgian wines as there are many brands on the market. So we've strived to create a design that would make the product look like a genuine Georgian wine while keeping the overall feel temperate and stylish. .Frank Scott: What sets this design apart from other similar or resembling concepts?. Valerii Sumilov : Pay attention to the main and central element of the label - the ethnic Georgian image performed in the ancient Georgian stamping style. This element is the main aspect of this label, an eye-stopper, which instantly draws the customer's attention. It communicates the product's main idea - it's a wine produced in a country with very rich and ancient winemaking traditions. .Frank Scott: What is the most unique aspect of your design?. Valerii Sumilov : I think that the unique aspect of this project is the combination of a modern stylish look and a very pronounced ethnic flavor. .Frank Scott: What is the role of technology in this particular design?. Valerii Sumilov : The project was designed and implemented on self-adhesive artistic paper Antique Intensive White from Raflatac. The paper has a very distinct texture to it, which works very well with the main message of the label. Besides, we've also applied the unique technique of printing upon hot lettering, which creates the impression of ancient gold stamping. .Frank Scott: What are some of the challenges you faced during the design/realization of your concept?. Valerii Sumilov : The hardest thing about this project was finding the rational grain, which would be able to hook the product's consumer. We had to avoid corny, simple and obvious while working with the Georgian winemakers. The Georgian wine market in Russia is very saturated with different products. Quite often the consumer gets lost when choosing a particular wine. This project was challenging not only because there was a need in an effective communication route with the consumer, but also because there was a very fine balance between the ethnic design elements and the information aspect, which would be understandable to the Russian consumer. .

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