Discover the interview with Jose Luis Garcia Eguiguren :
How did you become designer ?
From my beginnings in the field of art I began to paint since I was 10 years old. As I got closer to college, I found a particular taste for computers. The mix between art and computers took me to the design world. I had the opportunity to study in the United States and Europe and to get involved in different areas of design. However, over the years I have specialized in the world of packaging. I was fascinated by the idea of being able to play with textures, materials, finishes, etc; on a three-dimensional format.
How would you define your vision of design, your style ?
My vision of design is the perfect mix between creativity and objectivity. The fact of being able to create something aesthetically striking and at the same time being able to clearly communicate a product vision is the right combination for a winning design.
Packaging is an area that covers different branches of design, in which you focus on typography, photography, illustration, layout, color theory and even advertising. The mixture and interaction of these elements allows the packaging to communicate and transcend in the mind of the consumer. Packaging is built to generate memorable experiences through its presentation, form and use that involves a story behind.
Beyond talking about a particular style, my designs are a mixture of Latin American and European culture. It is the perfect balance between the simplicity and structuredness versus the complexity and boldness. I was able to capture all this is due to my background of studies and travel experiences that make each project unique and unrepeatable.
For the future, what are your professional projects ?
A very big challenge awaits us in the future as designers, in which is to generate more environmentally friendly packaging; as you may know this stop being a trend in order to become a reality. I firmly believe that it is the responsibility of both companies and designers to contemplate this scenario as a day-to-day work methodology.
In the future, I would like to create my own food brand, since the expertise that I gadder in the development in food packaging, mixed with the idea of generating products with a functional purpose. I think this would be a new challenge in my professional.
What do you like the most in your job ?
What I like most about my profession is that there is no formula for creativity. While it is true there is a methodology to follow, but the result is never the same, and that’s such a unique profession. Every day I come across new ventures that energize the market through innovation and development; and they are complemented with creativity to generate fresh and innovative proposals for the market consumer.
I really like to experiment in each project by integrating people from different backgrounds of design. This allows us as a studio to keep the fresh work coming with new perspectives. An important part of our profession is being able to always offer fresh concepts and not always maintain a particular style. A design style can be copied, the right solution for a project it depends of its context.
You can find out more on his website : Jose Luis Garcia Eguiguren