Guillermo Dufranc-Aguazul Structural & Graphic Design

At Design Interviews

Interview with Guillermo Dufranc : Frank Scott: What is the main principle, idea and inspiration behind your design?. Guillermo Dufranc : Why do leaders need to change? Just to remain leaders, and to rejuvenate showing themselves stronger than the competition. Thus, Aguazul needed a complete face lift including its logo, label and PET bottles structural design. Both the client and our team knew we could create a truly distinctive 3D brand identity to consolidate Aguazul leadership. Design elements of the new bottles include a distinctive silhouette that gives the bottle a solid shelf presence. Tridimage also redesigned the logo and label graphics in order to make a strong statement about what the brand embodies. .Frank Scott: What has been your main focus in designing this work? Especially what did you want to achieve?. Guillermo Dufranc : To energize the Aguazul mineral water brand, the brand & 3D package design agency Tridimage collaborated with its Honduran client to craft a new distinctive PET bottle design for the beverage that reflects its core expression of purity. .Frank Scott: How long did it take you to design this particular concept?. Guillermo Dufranc : The project started in 2012 in Honduras, the design creative process took place in Buenos Aires, Argentina. The bottle and label production was made in Honduras. The new packaging design was launched in 2013. .Frank Scott: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?. Guillermo Dufranc : To start the creative process it is indispensable to know deeply the company, the work culture, the available technology, the facilities as well as the technical specifications. Eventually, we need a complete overview of all the project variables. The first trip to Honduras was intended to meet the different company divisions and their facilities, to listen to their needs and several concerns regarding this project of vital importance for them, since it was a turning point in their brand identity and communication. A challenging task for everybody considering Trdimage the first packaging design agency abroad they were going to work with. Tridimage also supported the client during the final stages. We supervised the new bottle production, developed according the technical needs of the filling line, and the final details of the label printing process directly in Honduras. Those fine points assure that both structural and graphic design translate the brand concept crafted during the creative exploration accurately. .Frank Scott: Any other things you would like to cover that have not been covered in these questions?. Guillermo Dufranc : The key was to focus on communicating the high technology behind the treatment and bottling of Aguazul water. We worked with pure, simple and iconic forms, closely related to science, but that also conveyed the refreshing feeling and delicacy of water as a natural and healthy drink. .

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