Interview with Musa Çelik

After my graduation from fine arts, I preferred to work in the graphic design area. I worked for ad agencies as an Art Director for several years. Then, I met packaging design. I decided to specialize in packaging design because in my opinion packaging is one of the most important elements of marketing and a distilled expertise is needed for this field. Actually being a designer was not my dream but today I can easily say that sketches and forms are best expression tools.

My design process starts with creative brief. I prefer to take my design briefs both verbal and written. After every detail is clarified for the brief and all of the aspects of the project are agreed, I start to collect the examples. I try to examine as much as possible design examples related to my project. Latest trends, absolute musts of packaging, good and bad examples, shortcomings of the category are all noted. Thus, the design process was started with a detailed knowledge of the competitors and category. Then, I prepare my alternatives and present them to my client. Revisions are applied to the chosen alternatives and final design approval is taken. The last stage is preparing the design for production and follow the process till my packaging design appears on the shelf.

A design that is inline with the brief given by the brand will satisfy both the brand and the designer. So the part of creation that we call the heart of designing is the part that excites me the most.

Packaging design, with may functions such as communication, persuasion, environmental awareness, ease of use, transportation, storage, etc.. requires going beyond design with a very good ability and distilled experience. Not just design; you need to know the customer's view. Unlike the work done at the ad agencies, it is very pleasant for me to see your packaging designs for a long time in your life, but the idea of an agency specializing in packaging design was the effect on the sales. Beside designing, my marketing and customer&shopper know-how are important factors in being a good designer.

We believe that the task of packaging design will increase in the future with increasing the competition. As Turkey's reference packaging design company, we would like to would like to consolidate our achievements with more awards and successful projects.

It is really hard to dress up a package which will represent its brand for years, a special design ability and distilled expertise are needed. Thus, patience and determination are very important in packaging design field. The ones who want to specialize in packaging design should prepare themselves to be careful about even the smallest details. Following the latest trends of marketing and packaging ability to look from different perspectives are also so crucial for packaging design professionals.

They should be follow the latest trends of both marketing and packaging because everything changes very fast. And it shouldn't be forget that every detail is important. They should analyse the market that they will be work in it.

Some people love routine life, but I prefer spontaneously. Because of this, there is not a certain daily routine. I deal with each brand / customer in different dynamics. I assimilated the project before I start designing. Just as a player plays the role, I create a different way of thinking for each project.

We combine design trends with consumer behavior and take into consideration consumer values. Consumer behavior is also changing over time. Especially with the development of social media, it is even faster. Therefore, monitoring consumer behavior is more effective.

If a packaging design is creative, unique and functional, has relevance with the product and simple yet striking, we can easily say that that is a great design. A good design can be easily differentiated from the others. It should catch the attention of its target audience at a glance and it should be functional. Besides if it hasn’t a story, we can’t talk about a good design.

The design never actually ends, it can only be improved for the next year or period, which can be confirmed for that period. Because everything is consumed so fast, then the design that satisfies you may not satisfy you the next time.

Tasarist logo project. It was necessary to tell what was meant by both simple and meaning of the word itself so this was the project I have been thinking about for the longest time.

Gaudi. Because he has designs far beyond the time and outside the classic world. His designs are like they come from another dimension.

I am living in Istanbul/Turkey. It is a really special and inspiring region. Connecting Asia and Europe and being a perfect synthesis of east and west create rich cultural heritage for Istanbul. I have the chance to feed my creativity only even by walking in the amazing streets of this city. On the other hand, importance and respect which should be given to good design and designers are still below the deserved level. This is the main disadvantage of Turkey for designers.

I worked for packaging design agencies and design department of trademarks for several years. I have been working for firms in two ways since I founded Tasarist in 2011. It can be fee-based or project based.

Making responsible designs is no longer optional. As a designer, one of our main responsibilities should be designing environmentally conscious alternatives and influence the audiences to make sustainable choices.

Being with the best designers of the world and making our designs more visible.

I founded Tasarist in 2011 to direct my design know-how to packaging and specialized in this field. Providing industrial and graphical packaging design services together, we generate integrated strategies in Tasarist.

Packaging design is a perfect combination of art and commerce. Packaging has the power to fulfill many functions like communication, persuasion, convenience, protection, being eco-friendly, aesthetics perception. It is really hard to dress up a package which will represent its brand for years, a special design ability and distilled expertise are needed.

I like making industrial designs, especially bottles.

It is really hard to specify a single project from my works. But I can say that, I worked on MealBox with pleasure and the result is pretty satisfactory.

The first thing that I designed is a logo for a local TV channel.

Everything in 3D is my favourite. 3D programmes, printers, visuals, etc..

I feel myself most creative in times when I have full concentration for the project. Music is my indispensable factor for concentration.

I try to make designs which are unique, target oriented and functional. Besides, in packaging design field production costs should also be considered.

Creative impulse, stress, joy and relief at the end.

Pride, happiness, achievement

If a packaging design is creative, unique and functional, has relevance with the product and simple yet striking, we can easily say that that is a great design.

A good design can be easily differentiated from the others. It should catch the attention of its target audience at a glance and it should be functional. Besides if it hasn’t a story, we can’t talk about a good design.

Making responsible designs is no longer optional. As a designer, one of our main responsibilities should be designing environmentally conscious alternatives and influence the audiences to make sustainable choices.

People are more conscious and demanding compare to past. They have the chance to find out the latest trends and see great design examples from all over the world by the help of internet and social media channels. This situation forces designers to make more innovative and premium designs. Besides, sustainability and glocalization are two main trends that can affect future of design.

My last exhibition was in September, 2013 in Eurasia Packaging Fair, Istanbul/Turkey. I wish and target to have exhibitions in almost all over the world.

Visuals and design alternatives are formed in my mind starting with brief. Then, I start to collect examples related to the project. I make online search, archives scanning and mall visits. I also follow the latest trends of marketing and design. So, my inspirations come from all these sources as well as my other personal and professional experiences.

I like packaging designs that provide maximum benefits. It is also important that it is functional beside aesthetic.

I am living in Istanbul/Turkey. It is a really special and inspiring region. Connecting Asia and Europe and being a perfect synthesis of east and west create rich cultural heritage for Istanbul. I have the chance to feed my creativity even only by walking in the amazing streets of this city. On the other hand, importance and respect which should be given to good design and designers are still below the deserved level. This is the main disadvantage of Turkey for designers.

I worked for packaging design agencies and design department of trademarks for several years. I have been working for firms in two ways since I founded Tasarist in 2011. It can be fee-based or project based.

In order to find the right designer, significant experience, accurate and adequate references, defined design processes, a diverse and good portfolio should be the main points for firms to consider.

My design process starts with creative brief. I prefer to take my design briefs both verbal and written. After every detail is clarified for the brief and all of the aspects of the project are agreed, I start to collect the examples. I try to examine as much as possible design examples related to my project. Latest trends, absolute musts of packaging, good and bad examples, shortcomings of the category are all noted. Thus, the design process was started with a detailed knowledge of the competitors and category. Then, I prepare my alternatives and present them to my client. Revisions are applied to the chosen alternatives and final design approval is taken. The last stage is preparing the design for production and follow the process till my packaging design appears on the shelf.

My MacBook, my wife, my shoes

I prefer to wake up early and begin the day with a good breakfast. Then, I go to my office and skim current news. After checking my emails I start to work on my new or in progress projects. After hours, I go to the gym or have a after work drink with a friend. I certainly read a design or marketing magazine before I go to bed.

It is really hard to dress up a package which will represent its brand for years, a special design ability and distilled expertise are needed. Thus, patience and determination are very important in packaging design field. The ones who want to specialize in packaging design should prepare themselves to be careful about even the smallest details. Following the latest trends of marketing and packaging ability to look from different perspectives are also so crucial for packaging design professionals.

Creating is a very painful process and requires high concentration, but as a result you reach something beautiful so it is durable and satisfying.

Research. Value and respect to theirselves, to the design and the designer is very important.

Creativity, work discipline, patience and versatility.

As design tools, we use the latest technologies in 3D and 2D programs.

I wake up early in the morning. I also prefer to work in a disciplined and systematic way to meet tight deadlines. With few exception, I allocate weekend and evening hours for my personal life only.

Actually, it is impossible to give a clear answer for this question. The duration of design process differs from project to project.

What is the most inspired thing to you?

Founded and survived my own design office.

Loreal, Bingo, Papia, Molfix, Molped, MealBox, Familia, Indomie, Ulker, Wee Baby

Sketch and 3d modelling stages of bottles are my favorites.

I will continue working on packaging design in my agency. I want to enhance my service range and make designs for various categories. I also want to organize some workshops and training programmes for newcomers who want to specialize in packaging design.

I have a team which supports me for customer relations, research and implementation stage. But I prefer to work on my own during the creative work of the project.

As packaging design is a dynamic area, there are always works-in-progress. For instance, I am working on a redesign project of shampoo bottle and labels of a famous international brand.

They can contact me via www.tasarist.net or musa@tasarist.net

No, thank you.