Paolo Rossetti

Specialized in Packaging Design.

Paolo Rossetti

About Paolo Rossetti

Paolo Rossetti is founder and partner of Rossetti Brand Design. The company is focused on visual identity projects. It works for both Italian brands, and foreign brands operating in Italy, concentrating on the evolution of the national market. We make projects to help brands to become objects of desire.

  • Winner of the A' Design Award.
  • Specialized in Packaging Design.
  • Original Design.
  • Creative, Diligent and Innovative.
  • All Designs
  • Packaging
Bonsai Wine

Bonsai Wine

Packaging Design

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Interview with Paolo Rossetti

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?
I've always wanted to be a designer. Through design I can express my skills and help make reality easier to understand
Can you tell us more about your company / design studio?
Rossetti Brand Design is a brand design studio based in Milan. Rossetti Brand Design is focused on visual identity projects. We work for both Italian brands, and foreign brands operating in Italy, concentrating on the evolution of the national market. We are independent and not international. Just as brands have a style, we have ours: a mix of elegance and extravagance.
What is "design" for you?
It is a working method, it is a way of looking and a way of life.
What kinds of works do you like designing most?
I like to work on those projects that can give useful meaning to our life.
What is your most favorite design, could you please tell more about it?
Project "Fallo Protetto!" https://www.rossettidesign.it/fallo-protetto-rossetti-brand-design/?lang=en It is an example of understandable and useful functional packaging design. It redefines the relationship between the object and the consumers.
What was the first thing you designed for a company?
A packaging design for energy drink. Now it is out of the market.
What is your favorite material / platform / technology?
Of course, the computer and the applications that are used for the design: allow easy management of complex elements.
When do you feel the most creative?
I feel more creative when I walk or when I do nothing. The suspension of time allows me to be in a visionary condition.
Which aspects of a design do you focus more during designing?
Contemporaneity of visual language, understanding of the project, meaning for people.
What kind of emotions do you feel when you design?
Creation generates different emotions. Generally it is the emotion of "well done".
What makes a design successful?
Its meaning in relation to the historical period in which it occurs
How do you think the "design field" is evolving? What is the future of design?
Design is at the service of evolution. The future of design is closely linked to how we will become.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
Architecture, cuisine, fashion, cinema, literature, projects done by others.
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?
My design is inspired by international design style: simple, clear, functional and innovative. A language understandable for everyone.
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?
I live in Milan in Italy. The cultural heritage of a country greatly influences the way of living and designing.
How do you work with companies?
Companies are our main customers. We work with them trying to understand their way of seeing the world and offer their products.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
I suggest to companies to choose a designer or a design studio for the ability to deal with projects, the quality of style and results.
Can you talk a little about your design process?
The first thing is to collect all available data. I define the goal, the most appropriate expressive language and let the unconscious react. Inspiration comes from anywhere. Then I move on to the first tests and the finalization phases.
What are 5 of your favorite design items at home?
I don't keep any design objects in my house apart from my Mac and my iphone.
Can you describe a day in your life?
I wake up early in the morning. Supervision and coordination activities start early and continue throughout the day. I work with two or three designers at the same time.
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
Before thinking about an object, a logo, or anything, the question is: what useful meaning does what I do for people?
From your perspective, what would you say are some positives and negatives of being a designer?
Positive: help change. Negative: you are an accomplice, when you repeat the same errors done before.
Designing can sometimes be a really time consuming task, how do you manage your time?
I alternate the time I have at my disposal with other activities. Switching from one activity to another helps to have always different points of view.
How long does it take to design an object from beginning to end?
It depends on its complexity: sometimes a quarter of an hour, sometimes months.
What was your most important job experience?
I don't have one in particular. The most significant are the collaborations with those who have a clear and strong vision of the project. Working with this kind of people is always enriching.
Do you work as a team, or do you develop your designs yourself?
I personally follow only a few projects. Most of the projects are developed in team.
How can people contact you?
Rossetti Brand Design can be reached at this address: https://www.rossettidesign.it/?lang=en

Extended Interview with Paolo Rossetti

Could you please tell us about your experience as a designer, artist, architect or creator?
I graduated as a master of art, I was a partner of an international communication agency, and I founded two design studios
How did you become a designer?
I've always wanted to be a designer. Through design I can express my skills and help to make reality easier to understand and make experiences more usable.
Which emotions do you feel when designing?
Brand Identity Design and packaging design are my main areas of intervention.
What particular aspects of your background shaped you as a designer?
Studying the masters, cultivating one's visionary side, defining one's own ethics, defining one's own aesthetic language, having technical skills.
What is your growth path? What are your future plans? What is your dream design project?
A good designer is an interpreter of his time. A great designer knows how to intercept something that is not yet there, he manages to define a style.
What are your advices to designers who are at the beginning of their career?
Good design is clear, useful and innovative and makes life easier.
You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?
The value of a good design is very much: it makes any intention clear and legible.
How do you know if a product or project is well designed? How do you define good design?
The secret is to go beyond form. The form serves to convey meaning. Meaning is the secret.
What is your biggest design work?
They are all those who have the gift of synthesis, who have a meaning and who are pleasant.
Who is your favourite designer?
The brand for Wind telecommunications. A sign that manages to be poetic and surreal at the same time.
Would you tell us a bit about your lifestyle and culture?
Continue to experiment. Understand whether the language you are developing is original or a copy of others.
What are your philanthropic contributions to society as a designer, artist and architect?
It is a working method, it is a way of looking and a way of life.
What positive experiences you had when you attend the A’ Design Award?
All the people I've worked with in the past and now. Everyone managed to give me a little or a big lesson.

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