We had the distinct pleasure to interview award winning designer Akihito Shimizu about their original and creative Branding design work. Akihito Shimizu is an award-winning communication designer, that makes our world a better place with their original branding works.
Akihito Shimizu ("AS") answered Design Interview ("DI") questions about their award-winning work Terra Branding. Interview questions prepared by Frank Scott.
AS : Health, everyday life, experiences, nature, and my country's culture and heritage.
AS : The coexistence of sustainable packaging systems and artistry, and the narrative and visualization of the production site from the producer's climate to the consumer.
AS : We plan to create a ripple effect in the industry as one of the coffee industry's new visual identities, and to promote the development and expressive potential of the design.
AS : It took about a year from the client's order to the launch of the brand and visual identity.
AS : A product without a concept will not convey the raison d'etre of the brand, and if there is a content or ideal that you really want to convey, a concept will naturally emerge. We have established the concept by repeatedly listening to the client's ideas and requests and tuning in. The designer makes proposals for means and methods of expression, materials, and their incorporation into specific graphic design.
AS : We work in-house on graphic design, package design, and print specifications, and consult with other companies on production. For visual development, I act as art director and graphic designer, working with artists and photographers.
AS : I don't think it is special, but no one had ever done a label design that combined art with visualization of the producer or production area, so I was confident that it would be a special expression in that respect, and I thought it would be very easy for consumers to understand.
AS : There are too many to narrow it down to just one.
AS : I think it's people all over the world who are interested in coffee.
AS : I think it's not only the sustainable packaging system, but also the fact that it puts the visual focus from the production area to the consumer.
AS : TERRA means “earth,” “soil,” and “globe” in Italian. The brand name expresses the connection from the coffee production area to consumers around the world, and to the protection of the earth itself.
AS : Well-known design software and photo and digital collage software.
AS : Designing a unified visual identity rather than a singular one. Starting with the brand logo, typography, label design, artwork development, packaging containers, and print specifications that define the brand, we ensure that all materials add value and build a reason for being.
AS : We worked with photographers, artists specializing in digital collage, and printers to bring the labels to life.
AS : Although seemingly contradictory, the greatest technological point is the coexistence of emotionality and narrative as well as functionality.
AS : We conducted brand research on packaging design in our own country and around the world, including labels in our industry. We carefully researched not only the superficial design, but also the brand's philosophy, concept, and behavior to identify points of differentiation.
AS : The challenges are a real and stable logistics system to demonstrate the concept in practice, sound financing, transparency, and sustainable economics.
AS : First, I wanted to know how my design would be evaluated in a business that spans the globe, from procurement of raw materials to delivery of products to consumers, while creating a brand using communication design methods.
AS : That each person, thing, place, and country has its own reason for existence and story. Translating them and expressing them in a way that is easy to convey using communication design methods is a task that tests one's own thinking and experience, and nothing can be done alone. Through the difficulty and discovery of the process of listening to as many people as possible and connecting them to all the elements of the project, I was able to grow greatly.
AS : That a cup of coffee with an open mind can broaden your horizons as you travel the world.
