Visions on the Future of Labelling by Murtaza Teke - Design Republic
What do designers and brand owners think about the future of product labeling? FINAT asked them in a series of video interviews about their vision and thoughts. See below the interview and transcript of Murtaza Teke of Design Republic.
Visions on future labelling Murtaza Teke - Design Republic - Brussels
My name is Murtaza, and I am the Creative Director of Design Republic. We work mainly for FMCG (fast-moving consumer goods) and I started Design Republic in 2009.
The biggest challenge when a client comes to us is when we have limited resources on a packaging level, I really mean the packaging itself.
The labelling is one of the most challenging jobs to do. Our job is to come up with creative solutions and not to see limitations - because you can have limitations everywhere you look, whether it’s about big packaging or just a small label. So, it is really up to us to come up with solutions and not to feel limited by what you might do with labelling.
To give an example, we did the labelling for Vegan Deli for Fit Food. They have been a client of ours since 2010 and, with this product, we completely ignored the idea that we were working on labels. So, as you can see, we just made a design that fitted the upper part of the packaging. The potential restrictions of doing labels did not limit us when making a design that really fits on the packaging and that stands out on the shelves, so that this product becomes successful.
Vegan food is a subculture and we tried to take vegan to more mainstream culture, and that's why we used contemporary design, which is inspired by retrographical elements to take the product, a vegan product - so a niche product - into the mainstream.
So, when we get a briefing from our client, most of the time we have carte blanche and we can do whatever we want to do. The client knows best what's going on on a business level, but we know what's going on in the design world better. And so carte blanche means we can give the best design to our clients.
Consumers are changing really fast, thanks to the internet, thanks to all the imagery via Instagram, YouTube, etc. So, brand owners have to change as well, rapidly. Using the possibilities and the techniques associated with labelling enables them to catch up with the consumer.
For me, the most credible future trend in packaging design is personalization and brand owners cannot ignore this fact. Labelling can give them this competitive edge.
Click on the names below to view the other interviews.