Interviews with Delphine Goyon

The objective was to promote the product and distinguish it from competing products by highlighting the healthy side of the product that is made only from potatoes, oil and salt.

We continue of course our collaboration with our client with whom we have been working for almost 12 years. We are currently working on packaging new flavors, as well as a range of popcorn, always for this customer.

We worked on the design of this project for about 3 months, from the definition of the project to its printing. We continue to work today on this project by declining the visuals on small snacking formats of 40 grams.

This project is part of an order from our client who wanted to review the range of packaging we had made a few years ago.

This creation is used by La Ducale, which operates the BCBG brand of chips.

By observing new trends in packaging, we realized that food packaging was more and more purified so as not to drown the consumer in the plurality of products and information he has at his disposal today.

We are fans of packaging from the UK, hyper minimal and with a touch of humor. We also draw a lot of inspiration from Pinterest, Instagram, Favourite Design and a Design Award.

This product targets all consumers of crisps, who want to enjoy a product that is both gourmet and healthy for their health.

Chip packagings are generally very busy. We wanted to differentiate ourselves by purifying the packaging to highlight only one chips in close-up.

BCBG means nice good taste chips. Henri Avon, the founder of the Ducale company, created this name with a touch of humor.

We drew our characters by hand and then reworked our lines in vector with the Adobe Illustrator software.

The singular side of the design was to associate the photo and the drawing to make a visual and contemporary visual.

We worked in teams: Rémi Vicente, Delphine Goyon and Catherine Alamy to realize all the characters of the BCBG chips range.

The choice of wrapping paper was very important for this product because the paper had to be both qualitative, thick and matte to enhance the product.

We have observed the techniques used to mix photo and illustration and get inspired.

We must ingeniously think a range of 10 products and differentiate our characters so that they are representative of their flavor.

We love the excitement of A Design Award and we wanted to try the adventure. We have to go to the gala evening.

We learn every day in our profession. Every day is a new challenge, a creative challenge.

No, nothing ;)

The main objective was to work on a design that was both minimal and clean, inspired by nature and with a strong and rigorous typography.

I wish long life to this project

I worked on this design in collaboration with the team of the Arome agency and with the client. It took us several weeks to arrive at the successful realization.

Our client, of Australian origin, came with a minimal benchmark of what she wanted. We completed this inspiration board with our team.

This design was produced by our client and it is on sale on his website www.kailani-magnesium.com as well as at various resellers: gyms, fitness centers ...

I really like working on packaging which is my favorite discipline. The typography also pleases me a lot, here is the result.

I take a lot of inspiration from Pinterest, Behance and Instagram to find my inspiration.

The target is for people concerned about their health, athletes, the elderly and people lacking in magnesium.

This design is distinguished by its minimal design associated with a clean and luxurious packaging.

The name was found by our client. This is a first name of Australian origin

I first worked my design by hand, with sketches. Then I made it with Adobe Illustrator.

What is really unique is the way the typography is worked associated with the marine symbol, where the product comes from.

The entire Arome agency team was involved in this project.

The strength of the vector that can be produced with Adobe lllustrator reinforces the strength of the visual.

I established a benchmark based on the origin of the product, the Zechenstein sea, then I looked at the packaging in the same universe as my client.

It was difficult to make packaging with strength without being too masculine. The target is mixed, so the packaging had to adapt to everyone.

I have enjoyed A Design Award very much for several years. A relationship of trust has been established between us and a guarantee of quality represents A Design Award.

This design allowed me to make further progress in packaging and to work in a different world than the food packaging that I usually work.

Thank you A Design Award for you great work !

To create is to escape, to feel free, alive. I have always loved creating, drawing...

Becoming a designer is a choice I made at the age of 17 and one I don't regret.

Today, I mainly design posters for cultural events such as Vaison Danses. Previously, I worked a lot on packaging.

I simply recommend that they be themselves, know how to listen to themselves and trust themselves, believe in themselves

Opportunities come when you least expect them. And that's when projects can transform your life and make you a great designer.

Good design is, first and foremost, a design that pleases the client. And then, it appeals to the clientele, who will ultimately gain notoriety simply through its brand image.

Good design transforms a product, a brand, into something legendary. It leaves a lasting impression.

If I had more time, I would devote more of my time to creating for humanitarian and feminist causes... on a voluntary basis, of course.

A useful project that would make an impression, such as a visual of a political demonstration for example.

I think you have to know how to create with your heart, with your soul. Make something ordinary incredible.

I have always loved the conceptual work of Etienne Mineur and, in a completely different vein, the work of Etienne Robillard with his graphic creations that have marked the history of design. I also really like the calligraphic work of prima ballerina Carolyn Carlson.

Milton Glaser's work has always fascinated me. I find his "I Love New York" logo impressive and unparalleled. It's both simple and incredibly effective.
Malika Favre also fascinates me with her work with light and shadow, so beautiful, so artistic, so feminine. I love it!

I really enjoy the work I did for the French winery Gabriel Meffre. Their trust allowed me to create a graphic design tailored to their needs, both minimalist and impactful. But I think what struck me most was the design of the entire BCBG potato chip family. The client trusted us, and it was such a pleasure to work with him that we really pushed ourselves during the creative phase.

Just look around you, inspiration is everywhere around us: in the street, in people's eyes, in museums, on the internet... Always stay open to every opportunity, open your eyes wide so as not to miss anything and take the time. It is urgent to take your time. Let's love ourselves while we are alive. Let's not wait for death to find us talented.

If I hadn't been a designer, I would have liked to take care of animals, treat them or take care of the elderly or disabled.

Design is a means of expression, a form of freedom in which we can combine beauty with utility.

I was able to achieve my goal thanks to my parents, but also thanks to my husband, who has been my unwavering supporter for 19 years. But also thanks to various mentors I've met in school and at work: Alexandra, Delphine, François, Stéphane... and many others I can't name. They'll recognize themselves. I thank them infinitely for believing in me.

My school of applied arts was the foundation of all my graphic design. The teachers supported me and helped me find my graphic style, my personality.

Always believe in yourself, preserve, never give up, don't let yourself be destabilized...

Today, there are many ways for a designer to present their work: the old-fashioned way with a textured, personal, and authentic paper portfolio, or the digital age via a website or social media. This presentation can also be multifaceted.

My future project will be the design of the 30th anniversary poster for the Vaison Danses festival in 2026.

Satisfy my customer

People expect real support from me, strategic advice on their overall communication.

Design helps to better structure your ideas to disseminate them, while making them clear and understandable.

I'm currently working on historical books. This project is enriching me intellectually, because the content is very interesting. Socially, I'm also enriched because my clients are wonderful. And finally, graphically, designing graphic books with perfect binding packaged in a beautiful box that I also have to design is extremely stimulating and exciting.

The design projects that have given me the most satisfaction are those in which the client trusted us and gave us carte blanche to create. I let my imagination run wild, and this feeling of freedom allows me to create beautiful things.

I don't really know what I would like to see change in the design industry, but I know what I wouldn't like to change: human design. Artificial intelligence is taking an increasingly important role in creation, and I can't see the limits of such use; it's a bit scary. And data protection is completely flouted in this system.

I believe that designers will have to move forward with technology, artificial intelligence... it will be very difficult, if not impossible, to do without it.

I work on a project for a few weeks. It can take up to 5 or 6 months at most, but ideas often germinate quite quickly.

I always start by benchmarking current trends. I analyze the brand's history, the competition, and the world it exists in.

Try to enjoy every achievement.

I think trends define design.

Technology accompanies me in each of my projects thanks to Adobe design software. It's a true pillar in my creative projects that I can't do without.

I mainly use Adobe software: Illustrator, PhotoShop, InDesign. I also use photo and video editing software.

Their role is preponderant in graphic design. The choice of colors, materials and atmosphere is decisive during a graphic design.

I want people to come to me and find a creation that matches both my style and their world. A connection between the client and me is necessary and essential for the successful creation process.

I am always impressed and admiring of other people's work, their ideas, their way of seeing things.

Obviously, I believe in creating something together, but I find that balance is difficult to find. Often, one person takes the lead over the other. You have to know how to assert yourself and combine your ideas; it's not always easy.

The teachers at my art school influenced me a lot. Then, the team I worked with taught me a lot, especially François, who was a great teacher and made me the graphic designer I am today.

I really liked the book "Show Your Work." This book is very interesting and shows how to present yourself. It helps graphic designers a lot. I also really liked the magazine Etapes, which was a real source of inspiration.

I'm always on the lookout for new trends and sources of inspiration that can be found everywhere. I also regularly visit museums and pay close attention to what's happening on social media in France and internationally. A Design Award is one of my go-to sources.

I would very much like to meet Charles Baudelaire to be able to discuss his work with him.

I am very proud and grateful for all these awards received, and I hope this is just the beginning.

Blue, at home, pancakes, summer, telephone, Zara.

I sent the printer a 1/10 scale vehicle print. The printer didn't enlarge it and instead placed it on the vehicle as is. When the client sent me the photo, he was shocked, and I had to hang up because I was laughing so hard.

I brighten up my day by chatting with my clients, and with a little chocolate or a pastry.

I have always loved creating and drawing, but as a child I didn't yet know what it was like to be a designer and I was turning towards something more artistic, like painting, illustration or sculpture.

The future is scary, I try not to think about it too much. I dream of a world where animals are equal to humans, and where nature is respected before money.

I am hypersensitive, kind, and generous. I give everything I can, sometimes even too much.

Arôme is a communication and advertising agency created in Avignon, in France. For more than 15 years, we have been supporting our clients and partners by deploying our expertise and creativity on several levels to offer effective global support and implement meaningful communication devices.

Even if the word design is nowadays popularized and often used, design means putting beauty, aesthetics in an element that is not necessarily its primary function. Our company today is much more trendy and design than it was 20 years ago.

We like to design visual identities, packaging but also web interfaces.

The packaging!Arôme offers businesses and brands the opportunity to design or update their line of food packaging and all types of packaging.Impact of in-store packaging, in line, consistency with products, consistency with product segmentation ... as many challenges to achieve through a collaboration with our designers, which will find relevant solutions. Our team of creative designers will accompany companies in the creation and design on all media (cardboard, plastics ...). Aroma will be force of proposal and will help companies in selecting the right choices according to your needs and constraints.

The first thing I designed for a company was a logo. Very difficult exercise for a first time ,)

Our favorite material to work is the Adobe Suite.

Although this feeling is never very pleasant, Creativity and responsiveness are not leitmotif

We start at each phase of creation a well-defined process: benchmark, trend chart, study of the competition. And this each time before embarking on a project.

When we enter the creative phase, it has at the same time some form of excitement, freedom, dream and imagination.

When a project ends, there is both the satisfaction and the pride of a well-completed job but also the feeling of having accomplished its mission well.

Many reasons make the success of a design. There is already a chronological aspect to be the first to have imagined this or that concept. There is also the sector in which the design is found that may or may not have the craze and finally the diffusion of design on social networks for example can suddenly surpendre us by his success.

The first aspect of a good design is to respond to its function. A good website interface for example will allow the user to navigate smoothly on a website.The second aspect is to master the signifiers, the codes that the target knows.And finally the aesthetic aspect.

The designer is today responsible for the future, for the future of the products he designs. For example, through the choice of materials, an ecological dimension must be addressed and must be an integral part of the product's thinking at the time of its creation.

I feel that today our society is aware of overconsumption, global warming without changing its habits. Design can help society become more responsible, by consuming better, using cleaner, more resistant products made from recycled elements ...

Our last exhibition was in Come, Italy, at the MOOD, in 2018, and we hope the next exhibition will be at Come in Italy, at MOOD in 2019 ;)

We find our inspirations in the book A Design Award, but also on the Internet with websites like Packaging of the world for example? And finally, on social networks like Pinterest or Intstagram, many resources inspire us daily.

Our agency of communication and design realizes visual identities allowing to translate the projects, values, and the history of our customers by conveying a seductive and attractive image. We support many brands and companies in the creation of logos and graphic design by offering them a proven methodology and creative know-how constantly updated with the latest trends while relying on the fundamentals of graphic and commercial creation.

Notre agence de communication est situé à Avignon, dans le sud de la France.

Arome, 43 rue Boussingault, 84000 Avignon - FranceTél : +33 (0)4 90 03 21 22E-mail : contact@arome.fr

Thank you for this interview ;)

The product's marine origin is represented by a simple illustration of a wave, which blends well with the typography used. The three syllables Kailani are symbolized by a pictogram of three waves. From the first glance, the consumer can recognize the product's origin.

The target audience for this product is indeed focused on wellness. So I worked on a graphic design that was closer to the world of Healthy products. I chose a massive, imposing, and refined typography, and I associated it with the natural symbol of the wave.

Indeed, the materials used to design the magnesium packaging were chosen in an eco-responsible manner. The label is printed with environmental protection in mind: it uses vegetable-based inks, is printed by an eco-responsible printer, and is printed on PEFC paper, which is manufactured without optical brighteners (whitening additives) or chlorine. The packaging containing the product is made from recycled plastics.

This product really had to lend itself to a nomadic format where the user could take the product everywhere with them: to sports, while traveling, to work, etc. The format, of reasonable size, therefore clearly influenced the graphic process. It was even decisive. This was the starting point of the graphic design.

The graphic design approach of designing a packaging label with a composition almost entirely focused on typography influenced the graphic design process. Selecting the typography was very important, and the choices were difficult to make. The typography had to meet numerous criteria: aesthetics, readability, strength, vitality, etc.

Our team first benchmarked similar products and also studied cosmetics. We then identified the major trends that emerged. The goal was to both align with the healthy world of existing products while also standing out by creating a unique product.

We first studied with our client the entire range they would like to offer their customers in order to create the most consistent visual identity possible. We then tested and designed a visual identity that could be adapted to all the media offered.

The feedback was essential for the brand. Kailani Magnesium's visual identity was very well received and appreciated by the general public. The product quickly became a market success.

I hope this packaging will be a source of inspiration in the field and the silver award it received and the success of the product lead us to believe that it could have been.