We had the distinct pleasure to interview award winning designer about their original and creative design work. is an award-winning creative designer, that makes our world a better place with their original works.
("") answered Design Interview ("DI") questions about their award-winning work . Interview questions prepared by Frank Scott.
: ‘Deudeunhan Kong’ has been designed to let the natural taste of beans be felt at the package by giving the impression of the look of bean pods minimally.
: Shedding the stuffy image coming from the material composed of grains, the design was focused on minimalism and modern sensibility, including the honest manufacturing and the quality consumers can trust.
: Currently, besides the plain taste, the development of black soybean flavor, which is the unique taste of ‘Deudeunhan Kong’, is now in progress.
: It took 3 months to carry out the market analysis and establish the concept, including one month to establish the design concepts.
: In order to vividly illustrate the concept that 100% of beans were ground wholly, the shape of beans was expressed directly, so that the bold and straight concept could be boosted.
: The shape of mold was selected among the mold designs that could best boost the concept, and the label design was carried out in cooperation with outsourcing companies.
: Design was carried out in accordance with the product concept.
: Making progress on design, we have performed lots of surveys on the unsweetened soybean milk in Japan.
: The customer base getting tired of sweetness among the existing soybean drinkers.
: Bringing the material composed of soybean into such clear relief, we have attracted attention by using the design to which typography for the first time in the country.
: It was planned to establish the image that customers may fill their stomach with one bottle of soybean milk as the soybeans are ground whole in production.
: After establishing the design concept and drawing a sketch, we made progress on design according to the illustration procedure
: The design on the mold, which has the figuration of soybean’s shape, was carried out in order to make the graphic design convey feelings of soybeans harmoniously,
: We had lots of discussions with the brand manager in charge until the design concept was established.
: We put emphasis on the confidence in healthy soybean milk by using transparent packing material, which enables customers to see the contents and placing the shape of soybean lengthwise, which is the main material.
: From the beginning of product planning, we have carried out lots of studies related to the advance soybean milk market in Japan. Especially the surveys on the Japanese market were focused on what differentiation was made between the existing products and the unsweetened soybean because the unsweetened soybean milk market has been expanded.
: In this country, all the existing soybean milk has been made from spent liquor of cooked soybean. But specialty of ‘Deudeunhan Kong’ is that it is 100% bean beverage composed of wholly ground soybeans. The main purpose of design was to make customers catch the product concept that the product is the 100% soybean beverage when they look into the package. We had to take pains to boost the concept, undergoing trial and error.
: We made our decision on the design, thinking it has been differentiated from the designs in the soybean marked full of outdated ideas.
: Even though it cannot be explained in a logical manner, the sensibility and reasoning possessed by a designer shall be insisted on. Despite a lot of conflicts over the issues about schedules with coordinating departments, we think that the design with high-level performance could be developed due to the insistence of designers.
