Guillermo Dufranc

I cannot say that I have always wanted to be a packaging graphic designer but when I was a child I used to like candies as much as its packaging design. When I was young I would travel with my family abroad and clearly remember being amazed by the packaging design of other countries.

02. Can you tell us more about your company / design studio? I work as a Graphic Design Coordinator at Tridimage, a 3D Branding and Structural & Graphic Packaging Design agency based in Argentina. We specialize in 3D packaging identity for food, beverage, spirits, wine, personal and home care brands. Since 1995 we have been helping shape world-class brands by working on award-winning packaging design solutions. We believe that packaging structure and graphics are the window to the soul of the brand.

Design is involved in every decision we make, everyday we design our life transforming reality into another more convenient reality. Design is the most amazing capability human beings have, because with it we can really make things happen.

I like to design whatever needs to be solved, improved or enhanced. Every design challenge is an invaluable opportunity to create something different, to make it work in an unexpected way and create a memorable experience.

I am huge Lego fan! (as my son is!) I love creating models in an imaginary tiny world. Regarding the same, in my job I really like it when we can mix our expertise in structural and graphic design.

I do not really remember if was the first thing that I designed, but I one of the firsts was a wine giftbox for Volskwagen. It consisted on personalized labels and boxes to give to employees as a present for Christmas eve.

I really do not have a favourite one because every material, platform or technology allows different possibilities. I consider that technical constrains only make us think about the best way to bring our design into reality. It is a part of the design challenge.

I feel the most creative when I am working with the design team altogether, exchanging concepts and encouraging each other with fresh new ideas. I get inspired bringing inspiration to envisage new horizons and build bridges instead of walls.

I am always focused on a strong understanding of consumer branding, packaging and product design, from concept through to execution, including technical specifications, and overseeing the development and creative excellence throughout the whole design process.

I feel gratitude for doing what I love to do. I also feel enthusiasm and enjoyment when designing or thinking about design. I think designers are like kids playing around blending knowledge and thoughtfulness.

Though it may sound redundant, I feel realized when I suddenly see a brand or product that I or we have designed in a supermarket, on an ad, or anywhere. That is the moment when I feel the project has been completed and I also feel proud of the job that I have done.

There are several ways to measure success, but I believe that a design becomes successful when you lose control of it and becomes part of our daily life. I need to feel happy with the result but it means nothing if the client or the consumers do not feel the same.

I think that a good design must be felt as the most natural thing, something that you feel comfortable with and that you consider useful, nice and relevant. A bad design always makes us reject it in some way.

Designers must be aware of what we are doing, communicating or producing, but I am afraid that we are not responsible for the decisions that our clients make. We should suggest, investigate and offer alternatives to be as friendly with the environment as we can be. Unfortunately we do not have the last word.

I think that the “design field” is not evolving but it is what makes us evolve. It is a way to create more efficient and convenient realities. It is an inherent activity in human beings. The future of design is constant innovation, and innovation is essential to build the future.

Inspiration comes from everywhere. One thing I have learned is that the only rule is that there is no rule for creativity. We need to be open-minded to new ideas and constantly look for innovation and improvement.

I think being in Buenos Aires is an advantage because consumers everywhere are becoming sophisticated and international. Our designs run the gamut from the vibrancy of bright Latin colors to the minimalist trend of European design. We have to be very flexible in terms of aesthetics.

Sometimes companies come to the agency looking for a boat when they need to cross the river. Designers must be partners of our clients and help them to find the best way to communicate their message, be meaningful and help their brand to make the difference.

The design process starts with research, then analysis of the facts and then bring together three key elements in the design solutions: 1) 360º creativity 2) 2D & 3D branding strategy 3) technological know-how for manufacturing reality

Designers should always keep in mind that we have clients-partners not sponsors. We need to focus on their needs, understand them and be trustworthy. We must always be on their side but not be flatterers. We need to become their strategic design consultants.

We have to make our rules. However, there are many aspects we must take into account such as the cultural heritage, context, values and market overview before designing. Once we have collected as much knowledge as posible, we need to focus on how we can create impact in such conditions.

A designer should be flexible, open-minded, thought-provoking and a good person. I think that it is much more probable that we do a good job having a good relationship with our client-partner. The best projects I have worked on were for people I really like and respect, and I feel they agree!