Fiona Curran is currently Creative Partner of Distil Studio, a clear-thinking agency on a mission to filter out unnecessary fluff from branding, packaging and visual communication. Working on a diverse range of brands, from Mercedes F1 to Smoked Salmon brands, handmade chocolate packaging to film memorabilia identities, truly great ideas run through everything Fiona creates.
We’re a lucky bunch, us packaging designers. This is a discipline with an abundance of creative opportunity, from pure design craft to cutting-edge production, from flamboyant expression to visual restraint. But we have to go deeper than surface decoration or pure finishing techniques. These may well help us, but what really matters most is our ability to create a human connection to the physical product. This demands an idea, and for me this comes before anything else.
Taking a seed of an idea and making it work as a tactile object is the real joy of this discipline and the best work seems to hold this joy right through to the smallest detail. With packaging, creative expression is incredibly exposed. From bold and brash to truly artful, a solitary piece of work will live or die in a few moments, so it has to be just right in every sense - the thinking, the craft and the physical experience. When all of these things come together beautifully, a piece of packaging will stop us in our tracks and pull us in.
If you think you have a campaign that deserves a Pencil, enter your work into the D&AD Awards and see if our judges agree. When it comes to awards, nothing matters more.