We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Antonio Cuenca ("AC").
Antonio Cuenca is a spanish graphic designer, who is specialized in branding and packaging design. He is founder and creative chief at Superfluido design studio. His own identity is to make evident what is simple, to make order between ideas to reduce them at simple expressions. He helps companies to draw new patterns for their brands, finding effective and objetive solutions. Between observation and silence he founds inspiration for his designs. He thinks every project is different, and that is why he values a closer relation with customers, giving honest advice through the whole design process.
Antonio Cuenca Designs
We are pleased to share with you original and innovative design work by Antonio Cuenca.
Designer Interview of Antonio Cuenca:
DI: 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?
AC : I always liked everything about fine arts and aesthetics. I thought to study something related to fine arts, but finally I decided to study Graphic Design. While I was studying, I found that it is a enriching and complete subject which is possible to develop in many fields.
DI: Can you tell us more about your company / design studio?
AC : Superfluido is a design studio specialized in brands, packaging and brand interior design. We work for different industries which need to develop their brands and products. We help them to rank ideas in order to find its own personality. Our own layout is to find them a singular objetive focused in their markets.
DI: What is "design" for you?
AC : To associate different ideas, and join them into one purpose.
DI: What kinds of works do you like designing most?
AC : I really enjoy working with brands and packaging.
DI: What is your most favorite design, could you please tell more about it?
AC : The next one.
DI: What was the first thing you designed for a company?
AC : A brand design.
DI: What is your favorite material / platform / technology?
AC : No one, but I love software based in vector graphics.
DI: When do you feel the most creative?
AC : Mainly when I am relaxed and offline.
DI: Which aspects of a design do you focus more during designing?
AC : Shapes and typography
DI: What kind of emotions do you feel when you design?
AC : A huge amount, but I do not believe myself!
DI: What kind of emotions do you feel when your designs are realized?
AC : Entuthiasm and happiness.
DI: What makes a design successful?
AC : A successful design is the design thinking about the idea context and the esthetic solution in order to obtain a coherent and singular design.
DI: When judging a design as good or bad, which aspects do you consider first?
AC : If it is capable to resolve the problem for it was designed.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
AC : Design is a powerful tool for comunication, and very useful to change perception about concepts. So, design could contribute to change thoughts, and encouraging society for new rules about enviroment. Designers are responsible to help society creating honest designs, and brands have their own responsability also.
DI: How do you think the "design field" is evolving? What is the future of design?
AC : Design evolution is directly proportional to society development. Design exists since the humankind does, so everything is designed, and in the future, it will continue evolving to society.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
AC : 2020, Museum Angewandte Kunst, Frankfurt, Germany. I want take it to my own city.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
AC : We have so much information today, and although I have my own preferences, I do not search in only one direction. I try to search all day many things, so inspiration is the outcome to a continue process.
DI: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
AC : I do not like to mark them, but I think that is related to constructivism and minimalism. One day I found that the way I design are so close to neoplasticism. You can see this movement in my designs, I remove superflous things to enchance the basics.
DI: 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?
AC : It is a fact that it does. I am living in Úbeda, which is World Heritage. It is a place where inspiration and arts are flowing on every sight. It is a small city, but people is very interested and value all the matters about culture and arts. We have many personalities in many fields of culture and arts.
DI: How do you work with companies?
AC : As close as possible. I involve myself in their projects from starting to the end.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
AC : Customers must believe in good design. I suggest them to find people involved and focused. But they must have in mind a designer who would like to think different and contribute to their projects.
DI: Can you talk a little about your design process?
AC : First of all, I use to analyze all the objetives, while I continue my life searching, whatching, reading…After this, I let my own brain join ideas and resolve the question. At this point, I start sketching, and then continue development in computer.
DI: What are 5 of your favorite design items at home?
AC : Mostly, which does not make visual noise and are beautyful.
DI: Can you describe a day in your life?
AC : Designing and customers meetings. After this, stay at home with my family.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
AC : Learning, talent and constancy. Be able to work as a team. Entuthiasm is a must. And do not try to harvest before seeding.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
AC : It is very enriching. The worst thing is about uneven orders.
DI: What is your "golden rule" in design?
AC : Watching and focusing.
DI: What skills are most important for a designer?
AC : The most important skill is to conceptualize. After this, you need to be technical and develop a great knowledge about software to brings ideas to life.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
AC : Pencil, Mac, and Adobe suite.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
AC : Design is my time. I am always thinking about, and this time matters. Not everything is using computer.
DI: How long does it take to design an object from beginning to end?
AC : Depending on the project. You must make yourself the right answers if you want to be quicker. Introspection, analyzing take part also in design process.
DI: What is the most frequently asked question to you, as a designer?
AC : For what? What is the purpose?
DI: What was your most important job experience?
AC : My own decision to start as a freelance as a personal project. I really wanted to start my own studio and develop by myself. So at this point, I found that I have to be not only a designer but also an entrepreneur. It was very thrilling, you have to change your mind, search new customers, make meetings, and so forth. Today, I can say that it has been very enriching what I have learnt.
DI: Who are some of your clients?
AC : Service and agri-food companies.
DI: What type of design work do you enjoy the most and why?
AC : Over all, the one which resolve problems.
DI: What are your future plans? What is next for you?
AC : It is difficult to answer. I think to continue desinging.
DI: Do you work as a team, or do you develop your designs yourself?
AC : Most of orders are made by myself, but I like to collaborate with other designers and other proffesionals fields. Maybe illustrators, photographers, it they are able to work as a team and it is needed.
DI: Do you have any works-in-progress being designed that you would like to talk about?
AC : For an extra virgin olive oil marketplace.
DI: How can people contact you?
AC : Email, phone, or website: superfluido.es
DI: Any other things you would like to cover that have not been covered in these questions?
AC : Right desing, always report great advantages and benefits.