Interview with Krylia FMCG Branding

Krylia FMCG Branding ("KFB") interviewed on Wednesday, 4 April.

Could you please tell us about your experience as a designer, artist, architect or creator?

KFB : My path in design began in 2000, when I, while still a student of the University, began to work part-time in a small design studio of the Dnipro. These were, in the main, the logos and business cards of the same small firms that were not far from our design studio.For 18 years I have passed a way from from a business card designer to the founder of the own creative agency Krylia FMCG Branding. During this time I managed to work as a designer, head of the branding department, art director, creative director and innovative director.

How did you become a designer?

KFB : To be frank, I initially did not associate my destiny with design (and this despite the fact that I entered the Faculty of Design and Advertising :)). The circumstances of my life (thank you Fate!) have developed so that I came to design quite by accident. Almost on the street, I met my first employers. It was a wonderful, at that time, design studio GBS with a beautiful team of young and very talented people. And I fell ill with design. Together we made wonderful projects!

What are your priorities, technique and style when designing?

KFB : First of all, I want to say that design, from my point of view, is just a marketing tool for solving the objectives of the branding.. It can’t be called the "pure art". Therefore, the choice of style, technique and tools always depends on specific goals and objectives. Every time it can be different solutions. We work both by hands and use digital tools and the latest technology depending on the need. Of course, we try to bring elements of art into the design, but we always remember that our work is to promote marketing, and not to express ourselves with the money of the client.

Which emotions do you feel when designing?

KFB : I can describe my work process as a search. I give certain requests (to myself, to Higher Power, to cosmos ???) - compositional ideas, graphic, color, etc. And looking for answers. This search is sometimes painful. Having a professional experience, I intuitively know where to search better. Sometimes this search comes to an impasse or there is a temptation to follow the corridors that already passed (the experience of successful projects). But when you finally get something unique, it is certainly an indescribable moment of happiness.May be a little abstract :)), but it seems to me the most precise explanation.

What particular aspects of your background shaped you as a designer?

KFB : The main and permanent aspect that has an impact on my work I can call my daily life. Positive emotions inspire. I, unfortunately, do not know how to work well in a bad mood. Of course, I can force myself to work, but I know from the experience that this is unlikely to produce a good result. Therefore, I sometimes try to "let go of my work", not even think about it, to distract myself. In my head, apparently, the work is still on its own, and then when the time comes, everything will start to develop on its own. I think my understanding of myself and these processes is the most important non-design skills that I have.

What is your growth path? What are your future plans? What is your dream design project?

KFB : It would be great that every new project to be better than the previous one. From my point of view the feeling of growth is a purely internal evaluation of oneself, and depends little on external factors, such as success and recognition, for example.

What are your advices to designers who are at the beginning of their career?

KFB : Be bold and honest in their work. And you will succeed!

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

KFB : It seems to me that in the modern world of Internet technologies, every designer has the opportunity to tell about himself to the world. More good and original works are the way to success.

What is your day to day look like?

KFB : In Krylia FMCG Branding we confess the everyday teamwork. Freelance is not our way. We work alltogether, fun and try to support each other in difficult professional situations and boring projects. Routine work can also be done fun, when you have fun together!

How do you keep up with latest design trends? To what extent do design trends matter?

KFB : Of course, we follow everything that happens in a professional environment. Now the access to information is available everywhere.I can’t say that I spend some special rituals to get the inspiration:) These can be some life experiences that are transformed later in the work. Having a big professional experience, I learned how to work and wait. And the inspiration will come!

How do you know if a product or project is well designed? How do you define good design?

KFB : This is a very difficult moment. We work mainly with the consumer market. Always, when you make a project, there is an internal sense of good design (this can be the opinion of the author himself or even of the entire team of designers). There is also the client's opinion about whether this design is good or not. And not always even these two opinions coincide. But the main criterion by which you can evaluate whether a design is good or not is the opinion of the end user of the product for which this design is made. I think that only he can be called a real judge. First of all, we focus on his opinion.

How do you decide if your design is ready?

KFB : Then, when the time on is over :)And if seriously, it almost always seems to me that the project is unfinished.

What is your biggest design work?

KFB : One of the most exciting and significant experience for our team was the 'Valero' project. Krylia FMCG Branding has received a task to develop a design for a unique 50-year-old author's brandy. The design of the decanter for this brandy, which was developed in our company, presupposed a hand made work. Each of the 250 decanters was made by hand on the base of our drawings on the island of Murano by the world-famous Murano glassblowers. The unique technology of glassblowing allowed to create a multi-layered two-colored glass bottle with interspersed air bubbles that created an amazing pattern inside. Stunning project and unique experience! We are very proud of this work. But, I hope, our best project is yet to come.

Who is your favourite designer?

KFB : I am very impressed by the work of Japanese masters. I will not denominate the names, but it's the east designers create an absolutely unique style in design in general. I also want to mention the Chilean and Argentinean designers, who made a big leap forward in the design of alcoholic products, with which we most often work. Ukrainian design, by the way, is also very rapidly developing and has very good international prospects, from the position of ‘value for money’.

Would you tell us a bit about your lifestyle and culture?

KFB : I have always admired Renaissance Italy. And while I was a student I dreamed of going to Florence. Later, I was very afraid of being disappointed by what I saw. But when my dream dream came true I was happy! Florence is a great city for inspiration! I am also very comfortable at home in Ukraine and I never thought about living in any other place. Undoubtedly Ukrainian culture deeply influences everything that we do in design. As for music, I'm a fan of American and English musical currents of the 70-80s, especially the post-punk bands.

Would you tell us more about your work culture and business philosophy?

KFB : Krylia (Wings) FMCG Branding was founded in 2012 and takes its origin from the innovative department of major Ukrainian corporation. Having gained the unique experience within the manufacturing company, as well as rethinking the knowledge generated in the creative agencies, we set up Krylia FMCG Branding. In Krylia we try to combine creative approach with accumulated practical experience for achieving their synergy. We are able to analyze and organize information and, at the same time, we try to abstract from existing templates for the development of new unconventional ideas. We are confident that only individuality and sequence can ensure competitive advantage. We believe that by working together, we are creating reliable "wings" for the new projects that can give strength to fly and to survive in the aggressive flows of the modern market.At now, 8 people works in the company. I really hope that together we create value not only for our customers, but also for each other.

What are your philanthropic contributions to society as a designer, artist and architect?

KFB : Yes, we are engaged in some humanitarian projects, including design projects. But I do not think it's appropriate to talk about them. Let our works speak for themselves without being tied to individuals or companies.

What positive experiences you had when you attend the A’ Design Award?

KFB : A 'Design Award is a prestigious international design trophy. After the receiving of the Award, the attention to our company has increased both from customers and colleagues. I confess that it was very exciting for us to get international recognition and such publicity. We are honored to be among the best designers of the planet.

Krylia FMCG Branding Profile