We had the distinct pleasure to interview award winning designer Lana Raizen about their original and creative Product Catalog design work. Lana Raizen is an award-winning communication designer, that makes our world a better place with their original product catalog works.
Lana Raizen ("LR") answered Design Interview ("DI") questions about their award-winning work Kalitva Product Catalog. Interview questions prepared by Frank Scott.
LR : The main idea was to create a non-standard catalog of kitchenware that would stand out among competitors at International Exhibition HouseHold 2018. The goal was to show all the advantages of each collection and its distinctive features.
LR : The focus was on the textures and materials of each collection, there are collections imitating the texture of granite, stone, copper coating and others. For each collection were selected images of spices and herbs. I wanted to convey as much as possible the sensations that a consumer would have experienced by touching these pans. Therefore, a second internal cover of the catalog was created with a photo of the Excellence collection, the handles of the pans are covered with soft-touch varnish, imitating the real cover.
LR : This catalog was created to promote the company at the international exhibition HouseHold 2018. It has performed its function, the company stood out among the competitors, the visitors were delighted with this catalog.
LR : About two months. The company did not have high-quality photos of the products, so a professional photo session of all the collections was organized, then the processing of selected photos was done and after that work began on the design of the catalog.
LR : I needed to create a unique noticeable design of the catalog, which would distinguish the company at the International exhibition HouseHold 2018 among competitors. And I coped with this task.
LR : This catalog was created specifically for the company Kalitva (Russian kitchenware manufacturer).
LR : No, I have no idols or designers to which I am guided. I create design in my own style.
LR : Target customers are large stores of kitchenware, as well as individual buyers. The goal was to draw attention to the new collections of the brand and stand out at the exhibition.
LR : It has a unique cover and varnish, high-quality photos, for which a special photo session was held.
LR : There is nothing unusual about the name of my design. The main word - Kalitva - is the name of the brand for which the catalog was created.
LR : These were mostly Adobe soft: Photoshop and InDesign.
LR : Double cover of the catalog. The first one is made cutting in the form of a frying pan. On the second cover there is a soft-touch vanish on the handles.
LR : The work on the catalog was carried out in conjunction with the marketing department of the Kalitva company, as well as with the photographer.
LR : I studied in detail the entire range of the company, identified the advantages of each collection, in order to understand how to present each of them in the best possible way.
LR : The client did not have high-quality photos of products, so a special photo session was organized for each collection. The photos were not ready until the very last moment, they were provided to me one day before sending the catalog in print.
LR : I wanted to participate in several international competitions. I had three major projects in my work that time. But to the A’Design Award competition deadline, only this catalog was done, so there was no choice to make.
LR : The client gave me full creative freedom in choosing the concept of a catalog, so I managed to implement some of my old ideas in it.
