Tridimage

Professional in Packaging Design.

About Tridimage

Guillermo Dufranc Graphic Design Coordinator at Tridimage www.tridimage.com Twitter: @guilledufranc Linkedin: http://linkd.in/NhZOtu Guillermo works as Project Manager at the leading award-winning Structural & Graphic Package Design agency Tridimage, bringing expertise, inspiration and creative leadership, enhancing the design team with challenging ideas. He has been working in packaging design since 2004 helping brands to create meaning though packaging design. WRITER He writes articles about packaging design which are published in international magazines and design blogs. He has also published several ebooks. SPEAKER He is an international speaker who provides conferences and workshops related to Packaging Design and Design Thinking in companies, universities and exhibitions in many countries. DESIGN JURY He has been invited as jury member for several packaging design competitions as FoodBev Awards (UK), A'Design Awards (Italy) and Vertex Awards (USA).

  • Winner of 10 A' Design Awards.
  • 10-Time Winner of Packaging Design Award.
  • Specialized in Packaging Design.
  • 10 Featured Original Designs.
  • Highly Creative, Diligent and Innovative.
  • All Designs
  • Packaging
Minka Chocolate Packaging

Minka Chocolate Packaging

Packaging Design

Vicuna Beer

Vicuna Beer

Packaging Design

Gondwana Packaging

Gondwana Packaging

Packaging Design

Cusqueña Packaging Design

Cusqueña Packaging Design

Packaging Design

Brugal Papá Andrés  Structural & Packaging Design

Brugal Papá Andrés Structural & Packaging Design

Packaging Design

Club del Gourmet - El Corte Inglés Packaging Design

Club del Gourmet - El Corte Inglés Packaging Design

Packaging Design

Lote 8 Olive oil Packaging

Lote 8 Olive oil Packaging

Packaging Design

Kitchens of Africa Brand & Packaging Design

Kitchens of Africa Brand & Packaging Design

Packaging Design

Bodega Privada Champagne Packaging design

Bodega Privada Champagne Packaging design

Packaging Design

Aguazul Structural & graphic design

Aguazul Structural & graphic design

Packaging Design


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Interview with Tridimage

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 cannot say that I have always wanted to be a packaging graphic designer but when I was a child I used to like candies as much as its packaging design. When I was young I would travel with my family abroad and clearly remember being amazed by the packaging design of other countries.
Can you tell us more about your company / design studio?
02. Can you tell us more about your company / design studio? I work as a Graphic Design Coordinator at Tridimage, a 3D Branding and Structural & Graphic Packaging Design agency based in Argentina. We specialize in 3D packaging identity for food, beverage, spirits, wine, personal and home care brands. Since 1995 we have been helping shape world-class brands by working on award-winning packaging design solutions. We believe that packaging structure and graphics are the window to the soul of the brand.
What is "design" for you?
Design is involved in every decision we make, everyday we design our life transforming reality into another more convenient reality. Design is the most amazing capability human beings have, because with it we can really make things happen.
What kinds of works do you like designing most?
I like to design whatever needs to be solved, improved or enhanced. Every design challenge is an invaluable opportunity to create something different, to make it work in an unexpected way and create a memorable experience.
What is your most favorite design, could you please tell more about it?
I am huge Lego fan! (as my son is!) I love creating models in an imaginary tiny world. Regarding the same, in my job I really like it when we can mix our expertise in structural and graphic design.
What was the first thing you designed for a company?
I do not really remember if was the first thing that I designed, but I one of the firsts was a wine giftbox for Volskwagen. It consisted on personalized labels and boxes to give to employees as a present for Christmas eve.
What is your favorite material / platform / technology?
I really do not have a favourite one because every material, platform or technology allows different possibilities. I consider that technical constrains only make us think about the best way to bring our design into reality. It is a part of the design challenge.
When do you feel the most creative?
I feel the most creative when I am working with the design team altogether, exchanging concepts and encouraging each other with fresh new ideas. I get inspired bringing inspiration to envisage new horizons and build bridges instead of walls.
Which aspects of a design do you focus more during designing?
I am always focused on a strong understanding of consumer branding, packaging and product design, from concept through to execution, including technical specifications, and overseeing the development and creative excellence throughout the whole design process.
What kind of emotions do you feel when you design?
I feel gratitude for doing what I love to do. I also feel enthusiasm and enjoyment when designing or thinking about design. I think designers are like kids playing around blending knowledge and thoughtfulness.
What kind of emotions do you feel when your designs are realized?
Though it may sound redundant, I feel realized when I suddenly see a brand or product that I or we have designed in a supermarket, on an ad, or anywhere. That is the moment when I feel the project has been completed and I also feel proud of the job that I have done.
What makes a design successful?
There are several ways to measure success, but I believe that a design becomes successful when you lose control of it and becomes part of our daily life. I need to feel happy with the result but it means nothing if the client or the consumers do not feel the same.
When judging a design as good or bad, which aspects do you consider first?
I think that a good design must be felt as the most natural thing, something that you feel comfortable with and that you consider useful, nice and relevant. A bad design always makes us reject it in some way.
From your point of view, what are the responsibilities of a designer for society and environment?
Designers must be aware of what we are doing, communicating or producing, but I am afraid that we are not responsible for the decisions that our clients make. We should suggest, investigate and offer alternatives to be as friendly with the environment as we can be. Unfortunately we do not have the last word.
How do you think the "design field" is evolving? What is the future of design?
I think that the “design field” is not evolving but it is what makes us evolve. It is a way to create more efficient and convenient realities. It is an inherent activity in human beings. The future of design is constant innovation, and innovation is essential to build the future.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
Inspiration comes from everywhere. One thing I have learned is that the only rule is that there is no rule for creativity. We need to be open-minded to new ideas and constantly look for innovation and improvement.
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 think being in Buenos Aires is an advantage because consumers everywhere are becoming sophisticated and international. Our designs run the gamut from the vibrancy of bright Latin colors to the minimalist trend of European design. We have to be very flexible in terms of aesthetics.
How do you work with companies?
Sometimes companies come to the agency looking for a boat when they need to cross the river. Designers must be partners of our clients and help them to find the best way to communicate their message, be meaningful and help their brand to make the difference.
Can you talk a little about your design process?
The design process starts with research, then analysis of the facts and then bring together three key elements in the design solutions: 1) 360º creativity 2) 2D & 3D branding strategy 3) technological know-how for manufacturing reality
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
Designers should always keep in mind that we have clients-partners not sponsors. We need to focus on their needs, understand them and be trustworthy. We must always be on their side but not be flatterers. We need to become their strategic design consultants.
What is your "golden rule" in design?
We have to make our rules. However, there are many aspects we must take into account such as the cultural heritage, context, values and market overview before designing. Once we have collected as much knowledge as posible, we need to focus on how we can create impact in such conditions.
What skills are most important for a designer?
A designer should be flexible, open-minded, thought-provoking and a good person. I think that it is much more probable that we do a good job having a good relationship with our client-partner. The best projects I have worked on were for people I really like and respect, and I feel they agree!

Extended Interview with Tridimage

Could you please tell us a bit about your design background and education?
I cannot say that I have always wanted to be a packaging graphic designer but when I was a child I used to like candies as much as its packaging design. When I was young I would travel with my family abroad and clearly remember being amazed by the packaging design of other countries.
What motivates you to design in general, why did you become a designer?
02. Can you tell us more about your company / design studio? I work as a Graphic Design Coordinator at Tridimage, a 3D Branding and Structural & Graphic Packaging Design agency based in Argentina. We specialize in 3D packaging identity for food, beverage, spirits, wine, personal and home care brands. Since 1995 we have been helping shape world-class brands by working on award-winning packaging design solutions. We believe that packaging structure and graphics are the window to the soul of the brand.
Did you choose to become a designer, or you were forced to become one?
Design is involved in every decision we make, everyday we design our life transforming reality into another more convenient reality. Design is the most amazing capability human beings have, because with it we can really make things happen.
What do you design, what type of designs do you wish to design more of?
I like to design whatever needs to be solved, improved or enhanced. Every design challenge is an invaluable opportunity to create something different, to make it work in an unexpected way and create a memorable experience.
What should young designers do to become a design legend like you?
I am huge Lego fan! (as my son is!) I love creating models in an imaginary tiny world. Regarding the same, in my job I really like it when we can mix our expertise in structural and graphic design.
What distinguishes between a good designer and a great designer?
I do not really remember if was the first thing that I designed, but I one of the firsts was a wine giftbox for Volskwagen. It consisted on personalized labels and boxes to give to employees as a present for Christmas eve.
What makes a good design a really good design, how do you evaluate good design?
I really do not have a favourite one because every material, platform or technology allows different possibilities. I consider that technical constrains only make us think about the best way to bring our design into reality. It is a part of the design challenge.
What is the value of good design? Why should everyone invest in good design?
I feel the most creative when I am working with the design team altogether, exchanging concepts and encouraging each other with fresh new ideas. I get inspired bringing inspiration to envisage new horizons and build bridges instead of walls.
What would you design and who would you design for if you had the time?
I am always focused on a strong understanding of consumer branding, packaging and product design, from concept through to execution, including technical specifications, and overseeing the development and creative excellence throughout the whole design process.
What is the dream project you haven’t yet had time to realize?
I feel gratitude for doing what I love to do. I also feel enthusiasm and enjoyment when designing or thinking about design. I think designers are like kids playing around blending knowledge and thoughtfulness.
What is your secret recipe of success in design, what is your secret ingredient?
Though it may sound redundant, I feel realized when I suddenly see a brand or product that I or we have designed in a supermarket, on an ad, or anywhere. That is the moment when I feel the project has been completed and I also feel proud of the job that I have done.
Who are some other design masters and legends you get inspired from?
There are several ways to measure success, but I believe that a design becomes successful when you lose control of it and becomes part of our daily life. I need to feel happy with the result but it means nothing if the client or the consumers do not feel the same.
What are your favorite designs by other designers, why do you like them?
I think that a good design must be felt as the most natural thing, something that you feel comfortable with and that you consider useful, nice and relevant. A bad design always makes us reject it in some way.
What is your greatest design, which aspects of that design makes you think it is great?
Designers must be aware of what we are doing, communicating or producing, but I am afraid that we are not responsible for the decisions that our clients make. We should suggest, investigate and offer alternatives to be as friendly with the environment as we can be. Unfortunately we do not have the last word.
How could people improve themselves to be better designers, what did you do?
I think that the “design field” is not evolving but it is what makes us evolve. It is a way to create more efficient and convenient realities. It is an inherent activity in human beings. The future of design is constant innovation, and innovation is essential to build the future.
How do you define design, what is design for you?
Inspiration comes from everywhere. One thing I have learned is that the only rule is that there is no rule for creativity. We need to be open-minded to new ideas and constantly look for innovation and improvement.
What helped you to become a great designer?
I think being in Buenos Aires is an advantage because consumers everywhere are becoming sophisticated and international. Our designs run the gamut from the vibrancy of bright Latin colors to the minimalist trend of European design. We have to be very flexible in terms of aesthetics.
What were the obstacles you faced before becoming a design master?
Sometimes companies come to the agency looking for a boat when they need to cross the river. Designers must be partners of our clients and help them to find the best way to communicate their message, be meaningful and help their brand to make the difference.
What’s your next design project, what should we expect from you in future?
The design process starts with research, then analysis of the facts and then bring together three key elements in the design solutions: 1) 360º creativity 2) 2D & 3D branding strategy 3) technological know-how for manufacturing reality
How does design help create a better society?
Designers should always keep in mind that we have clients-partners not sponsors. We need to focus on their needs, understand them and be trustworthy. We must always be on their side but not be flatterers. We need to become their strategic design consultants.
Which design projects gave you the most satisfaction, why?
We have to make our rules. However, there are many aspects we must take into account such as the cultural heritage, context, values and market overview before designing. Once we have collected as much knowledge as posible, we need to focus on how we can create impact in such conditions.
What would you like to see changed in design industry in the coming years?
A designer should be flexible, open-minded, thought-provoking and a good person. I think that it is much more probable that we do a good job having a good relationship with our client-partner. The best projects I have worked on were for people I really like and respect, and I feel they agree!

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