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

: The products ingredients are exclusively sourced from Great Barrier Island in New Zealand. The island is a remote, unspoilt wilderness in the outer Hauraki Gulf and home to both magical Manuka and Kanuka oils. As the uniqueness of the product is its source, the island, this then became the key visual driver and inspiration for the design solution.

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

: We wanted to make this brand completely different from any other natural product in the category by using a quirky illustrative style of nature at its best. To create a brand that makes it easy for people to take care of themselves naturally.

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

: From concept through to production the project took about 10 months.

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

: This design was commissioned.

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?

: The product is currently being retailed in Australia and New Zealand as well as online.

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

: We wanted to use illustration to tell the brand story in a playful and engaging way.

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

: We loved the illustrators style and commissioned New York artist Danielle Laurenti to create a series of illustrations for both on pack and online.

DI: Who is the target customer for his design?

: The target audience are people who are looking for all natural ingredients and want to take care of themselves as Mother Nature intended. Essentially if it can’t be grown, picked or dug up then it just doesn't go in to the products.

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

: The illustrative style definitely sets the products apart from other products in the category.

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

: Sven is the farmer who grows the unique plants, herbs and trees that end up in the product—the product founder.

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

: The illustrations.

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

: We worked with an international team of copywriters, illustrators and printers to deliver the final result.

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

: We always research the market for insights, trends and aesthetic—so this project was no different.

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

: I think there is great value in having your designs reviewed by an international team. It is a means of checking your contribution to the world of design and communication.