Krylia FMCG Branding

Specialized in Design.

Krylia FMCG Branding

About Krylia FMCG Branding

Krylia (Wings) FMCG Branding 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.

  • Winner of the A' Design Award.
  • Specialized in Design.
  • Original Design.
  • Creative, Diligent and Innovative.
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Interview with Krylia FMCG Branding

Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
We all love to draw. And many of us are professional artists who are engaged in different kinds of art, and even have their own personal exhibitions. All designers in Krylia have professional art education obtained in Dnepropetrovsk and Kharkov Art Universities.
Can you tell us more about your company / design studio?
Krylia (Wings in English) 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 is "design" for you?
Design is such an amazing profession, which allows you to earn money by doing your favorite hobby.
What kinds of works do you like designing most?
Most of all I'm happy when we get the chance to design some limited edition packaging for an ultra-premium product or brand. There is always an opportunity for bright and non-standard ideas, as well as access to the use of high-quality and unusual material.
What is your most favorite design, could you please tell more about it?
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.
What is your favorite material / platform / technology?
I really like working with craft products and natural materials made by hand.
When do you feel the most creative?
I have noticed a long time ago that the most able-bodied for me is the morning time before lunch, but not very early. There are also absolutely spontaneous insights when you are not at work and you think very hard about the task. For such cases, I always carried a sketchpad and a pen for ideas or sketches. Now, with the development of modern technologies, I can use a smartphone.
Which aspects of a design do you focus more during designing?
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.
What kind of emotions do you feel when you design?
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 kind of emotions do you feel when your designs are realized?
I do not have time to feel anything, since a new project is happening :)
What makes a design successful?
Only good sales of the product for which this design is made characterize its effectiveness.
When judging a design as good or bad, which aspects do you consider first?
The ability of design to perform its direct functions - to promote goods.
From your point of view, what are the responsibilities of a designer for society and environment?
I think it's the same as in any other profession. For myself, I have set a clear framework for what I will never do in my studio. This is an advertisement of political, religious and military organizations.
How do you think the "design field" is evolving? What is the future of design?
This is very interesting question. I think that the design profession makes its historical circle. We are again approaching the origins of our profession. I think in the future, the designer will be more of an inventor and inventor than a "decorator" of other inventions, as is often the case today.
When was your last exhibition and where was it? And when do you want to hold your next exhibition?
In October of this year, the Ukrainian Creative Week will be held under the auspices of the All-Ukrainian Advertising Coalition. At the same time, Ukrainian Design competitions will be held: The Very Best Of 2018, KAKADU Awards 2018 and ADC * UA Awards 2018. We are a full member of the Coalition and we plan to take part in this exhibition.
How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
We strive to become experts in the product or service with which we work. We try to get as much as possible into the role of the end user of the product for which we making a design. Analytics occupies not less than 70% of our work. A good design is not just an "aesthetic project". It is the right choice of the way in which design is developed. I think this is the main characteristic of our style.
Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
We live and work in Dnipro. This is large industrial and financial city in Ukraine. Of course, the surrounding environment, the cultural space of our city and its historical roots influence both our work and each of us as individuals. I love the city in which I live and feel its differences from other places. I'm also fell very comfortable to work here.
How do you work with companies?
Usually our clients (and even large corporations) become our friends. We are deeply integrated into the product development process. We have very few "one-time" orders. Usually this is a long relationship lasting for years.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
To designer: Be bold and honest in the work. And you will succeed!To companies: In addition to having excellent portfolio and great experience, you should feel your designer. You have to be with him "on the same wave", to understand the goals equally, to be one whole.
Can you talk a little about your design process?
In Krylia FMCG Branding we confess the everyday teamwork. Freelance is not our way. We work altogether, have 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!
What are 5 of your favorite design items at home?
My armchair, the glass, which old Murano glass master presented me in Venice, my sketchbook, phone and the very beautiful lamp.
Can you describe a day in your life?
I wake up at 7:30 in the morning. I'm going to drink coffee on the balcony, where my cactus orangery is located (I collect cacti). I have a little time to play with my little son. Then, I'm coming to work. After lunch, I take my daughter from school. We go home and spend time together. At the same time, I continue to manage the agency by phone, negotiating with clients, adjusting tasks, etc. In general, my children are used to the fact that their dad can collect a puzzle and either play with the ball and at the same time work :) We spend the evening with the whole family at dinner. Then we go for a walk or read the books altogether.
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
Do not take the design as decoration. Try to understand the essence of the product, to reflect in the logo, packaging or advertising materials its main feature, its character, its difference. Love the product with which you are working. And then everything will turn out!
From your perspective, what would you say are some positives and negatives of being a designer?
The creation of a design can be compared to the birth of a child. For a designer his work is his creation, his child, whom he conceived and grew up. Only then this child is given into the hands of others (the client), who does not always "educate" him, dresses him, develops him exactly as he would like the parent (designer). This is the main tragedy of the design professional... This is a joke, of course. However, such problem exists. Here, the main conflict between the customer and the designer is often born. Therefore, as I said above, it is extremely important to think and work together with the client.
What is your "golden rule" in design?
If you are a designer and working on a project, first answer the question "What?", and then to the question "How?". That means, that you cannot start the visual part of the project before the ideological part is not solved.
What skills are most important for a designer?
Curiosity, subtle perception of the world around, aspiration to self-development
Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
We all work with Wacom graphic tablets. Also we all draw actively with our hands, using different techniques depending on the need: graphics, watercolor painting and many others. As for the software, we basically use Classic Adobe programs.
Designing can sometimes be a really time consuming task, how do you manage your time?
I still cannot do this perfectly. Let's just say, I'm working very hard on this
What was your most important job experience?
Having worked 17 years in the field of design, I came to the conclusion that in practice the consumer does not notice and 50% of our ideas. This is very distressing ... Conclusion: the design must be understandable. We should talk to consumer "in a single language," and not try to instill in him the taste or form him the help of design. At least, do it very accurately and unobtrusively
Who are some of your clients?
Our main clients are large national and international corporations. So historically, 80% of our client portfolio is alcohol brands. We work with such large clients as the House of Vintage Brandy ‘Tavria’, Eastern Beverage Trading Co., Inkerman Trading House, Import Foods Company and many others.
What type of design work do you enjoy the most and why?
I like to work with the category of elite alcohol products. Old cognacs or whiskey have a deep history and are very inspiring to a great design.
What are your future plans? What is next for you?
In our plans to become an international design company working with clients from around the world. The priority direction of our activity is the European producers of strong alcohol.
Do you work as a team, or do you develop your designs yourself?
In our plans is to become an international design company working with clients from around the world. The priority direction of our activity is the European producers of strong alcohol.
Do you have any works-in-progress being designed that you would like to talk about?
At now we are working on a very complex project related to the international alcohol market. This is a very large and ambitious project in a foreign market that is little known to us. The work is very complicated and at the same time very interesting for us. Under the terms of the contract, I cannot expatiate on details
How can people contact you?
You can write to email: mail@krylia-branding.com or call +38 067 720 17 50
Any other things you would like to cover that have not been covered in these questions?
I repeat the words of Dostoevsky, that, it seems to me, are applicable to the profession of a designer: "Beauty will save the world!"

Designer of the Day Interview with Krylia FMCG Branding

Could you please tell us about your experience as a designer, artist, architect or creator?
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?
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?
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?
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?
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?
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.
You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?
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?
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?
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?
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?
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?
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?
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?
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?
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?
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?
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.

Extended Interview with Krylia FMCG Branding

Could you please tell us about your experience as a designer, artist, architect or creator?
Krylia (Wings) FMCG Branding takes its origin from the innovative department of the big 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. All we have professional art education obtained in Dnepropetrovsk and Kharkov Art Universities.
How did you become a designer?
We always dreamed to combine the art with practical approach for achieving their synergy.
What are your priorities, technique and style when designing?
Yes. Almost all of us consciously chose the path of the designer before entering the University. Besides our ATP-director :)
Which emotions do you feel when designing?
Basically, our work is connected with the FMCG market, on which (so historically happened) we work most with alcohol brands.
What is your growth path? What are your future plans? What is your dream design project?
It's very hard to describe. The main thing is, we think, an excellent design obtained with the full customer unity and design agencies to achieve the goal. When a customer trusts you completely, it lends wings!
What are your advices to designers who are at the beginning of their career?
We think good design is one that is able to sell the product on their own without advertising.
What is your day to day look like?
We would like to devote more time to social projects, and not only in the field of design. This is probably the most important thing.
How do you decide if your design is ready?
As we all have artistic education, the main inspiration we draw from classical art. It is much more volume area than design, from our point of view.
What is your biggest design work?
Very strong work among the Eastern designers (Japan, China). They do absolutely non-standard and excellent design.
What positive experiences you had when you attend the A’ Design Award?
We are a small group (5 people). All of us are going through and always support each other.

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