Vegan Packaging Design by Verónica Vicente Ruiz

---

DI: What is the main principle, idea and inspiration behind your design?

VVR : Serra Vegana is a small company that produces cashew ferments and vegan cheeses. Handmade from plants with 100% vegan natural ingredients. The brand promotes the vegan lifestyle by eliminating actions of exploitation or animal suffering, as well as reducing its impact on the environment.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?

VVR : I wanted to infuse the brand with these values and the vegan lifestyle and represent the company. The company wanted to avoid exploitation or animal suffering and reduce the impact on the environment, which is why they reject consumer items of animal origin.

DI: What are your future plans for this award winning design?

VVR : I hope it continues to give us some more joy, but what excites me the most is seeing how the brand is implementing all the branding design it creates for the brand in all the packaging, store signage and internal stationery.

DI: How long did it take you to design this particular concept?

VVR : I have to say that my creative process has an analysis part of the brief and the moodboard that my client fills in and with that I make my creative process much more effective for the needs of my client.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?

VVR : The client hired me to redesign their brand because they did not reflect their lifestyle values and business values.

DI: 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?

VVR : Yes, the company is currently using the packaging and all the branding created for it.

DI: What made you design this particular type of work?

VVR : The client's premises in the briefing are what make me create one design or another, appropriate to the client's needs.

DI: Where there any other designs and/or designers that helped the influence the design of your work?

VVR : I don't know.

DI: Who is the target customer for his design?

VVR : People concerned about a more respectful lifestyle with animals and the environment. People who practice veganism, or not, people concerned about animal cruelty, respectful of the environment. With some very important principles and values for them. They look for the best for her diet, they don't mind moving around and using new technologies in order to have the best food for him/her and her family. Concerned about the environment.

DI: What sets this design apart from other similar or resembling concepts?

VVR : The client combines a traditional vegan lifestyle with know-how, its brand slogan is: We are vegan for ethical and moral reasons, for our own good and the common well-being. We live ethically and respectfully

DI: How did you come up with the name for this design? What does it mean?

VVR : Está sacado del slogan de la marca "We are vegan for ethical and moral reasons, for our own good and the common good. We live ethically and respectfully".

DI: Which design tools did you use when you were working on this project?

VVR : I work with ADOBE, all digitally

DI: What is the most unique aspect of your design?

VVR : What most attracts the attention of the project, I think is its color palette, which is very extensive. Each variety of product has been created with a color that represents it and an isologo with the name of the variety. There are 18 varieties of ferment flavors and 18 colors for each color, so the customer knows which color they like.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?

VVR : I worked alone, I am freelance, but I do involve the client in the work process, since it is his company and he knows better than anyone what he wants for it.

DI: What is the role of technology in this particular design?

VVR : 100% digital

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?

VVR : Yes, I do a lot of research before starting to design, especially the competition to see what they do and how to differentiate my client.

DI: What are some of the challenges you faced during the design/realization of your concept?

VVR : The greatest complexity was the wide color gamut that ended up becoming its greatest strength. With such a wide variety of products, 18 flavours, it was necessary to go to great lengths for the customer to like a proposal with such a large number of colors for the same brand.

DI: How did you decide to submit your design to an international design competition?

VVR : To be honest, I tried it to test it, to see if the design was good, to see if I was a good designer, it convinced me that the jury is design professionals.

DI: What did you learn or how did you improve yourself during the designing of this work?

VVR : I learned that it doesn't matter how many colors you put in a project if it's well thought out with a good strategy behind it, everything fits perfectly.

DI: Any other things you would like to cover that have not been covered in these questions?

VVR : Although only eight design varieties can be seen in the images, which are the ones I designed in the first instance after the branding, the client has ten more varieties that he will apply little by little.