Pavla Chuykina平面设计师 ，来自俄罗斯。受教育于英国高等艺术设计学院以及俄罗斯圣彼得堡国立电影电视大学。两次对于视觉设计的学习和经验让她发现了生活中不同于他人的平面美，包装设计在她手里妙语生花，外观或形式的设计于她而言不受限制，只因对于平面与视觉的设计早已让她在生活中有了新的追求和喜爱...
How did you start to work in Australia?
One day, working on a project, I noticed among the references the packaging of an Australian studio which caught my attention. I wrote to this studio that I loved their work and from this email my Australian story began.
2014Red Dot Award. Winner — Comon Sava Wine
You have been in Shanghai, China from 2015 to 2016. What impressed you most during this period?
I worked in Shanghai for over one year. Definitely it was the most vivid and productive period of my career. I was impressed by China and possibilities which it opened, because Chinese market is huge. A lot of products and consequently a lot of distinct packages.
Since you have stayed in various countries with different cultures, do those experiences have influence on your design?
Generally, design is influenced by traditions and the accumulated visual background. This is the reason of differences between, for example, the package of milk in Russia and design of milk package in Australia. In similar way design of Russian vodka differs from Chinese one. Working as a designer in different places I am breaking my stereotypes and starting to look at things wider.
How does packaging design attracts people’s eyes in a reasonable range?
In stores, the product has only few minutes to attract a customer attention, so its packaging has to stand out against other brands on the shelf. To be different and authentic is the best way to this.
2014 Pentawards. Bronze — Ghost Ship Rum
When cooperating with clients, what aspects do you usually focus on to understand the product and bring its connotation to consumers?
I analyze information gathered such as competitive landscape, target audience, market research, design research. Then I develop and articulates a strategy for the design.
In your opinion, what kind of practical value can packaging design bring to the product?
Now packaging is not only a thing to keep and transport the product. Packages stand the product out, reflect its features, attract the consumers attention, and moreover create a mood of consumers. More and more new packaging appears with possibility to be reused. In one of my recent projects, called Rainy Seasons, I implemented the idea of reusable packaging.
2017 Pentawards. Silver — Rainy Seasons Herbs & Vegetables
You love design that goes beyond creating a new look or form. Can you explain it with an example?
It is very important to me, when a shape, typography, graphic and a brand idea work together. For example, Lost&Found created in 2015 tells the story about the Bermuda Triangle where ships disappear mysteriously. The part of logo Lost is made as a relief in glass, and this gives feeling of invisibility. The shape of the bottle was created as a cone with a triangular bottom and the relief in the form of swirling water on the top. It seems that the neck of the bottle curls inward and is ready to vanish without a trace.
What is your hobby? Do you get inspiration from it?
My hobby is travelling. And all impressions and experience received in these travels are reflecting into my design concepts.