We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Victoria Ax ("VA").

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Designer Profile of Victoria Ax

Graduated as Designer in Moscow, Russia. Found out that interesting part of study was creating packages. If some crazy bright ideas come to mind during thinking about new package to create – then this package can be a miracle and work as something new in shop market. Believe, that nonstandard packages are great tool to increase demand for goods. When developing packaging, it is most important to be unpredictable. Since there are many stereotypical solutions on the market, something else should be sought. The basis may be the innovation of the product itself or the novelty in brand positioning, one should move away from the templates.

Victoria Ax Designs

We are pleased to share with you original and innovative design work by Victoria Ax.


Tongue-Bongue Candy Package

Victoria Ax Design - Tongue-Bongue Candy Package

Designer Interview of Victoria Ax:

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?

VA : From childhood I wished to be a game-designer, but could not find proper place to learn it. The most closed to my wish was trying myself in design and not regret now. I found myself in packaging design and I live now only by great opportunety to creat something new.

DI: Can you tell us more about your company / design studio?

VA : I am freelancer.

DI: What is "design" for you?

VA : It is some kind of game with beauty and practicality, especially in package design.

DI: What kinds of works do you like designing most?

VA : Some crazy non-standard packages.

DI: What is your most favorite design, could you please tell more about it?

VA : I like Moooi design, it is dutch company of modern furniture design. For me it is an example of a beautiful and stylish design.

DI: What was the first thing you designed for a company?

VA : First design was during my university. This was some branding for imagined company.

DI: What is your favorite material / platform / technology?

VA : Paper

DI: When do you feel the most creative?

VA : During listening to music.

DI: Which aspects of a design do you focus more during designing?

VA : Weirdness.

DI: What kind of emotions do you feel when you design?

VA : When some idea strong sit in my head, then I know - this is it! If I believe in my idea, then all will work.

DI: What kind of emotions do you feel when your designs are realized?

VA : This is an incredible feeling when you can touch your work and keep in hands, especially when more people like it too and you did it for them.

DI: What makes a design successful?

VA : High-quality and accurate work.

DI: When judging a design as good or bad, which aspects do you consider first?

VA : Fast eye-catching design is good for me.

DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?

VA : Usually, good idea that will work comes suddenly to me. I should tell myself that I need create something for some kind of job and then I get relaxed to catch my thought proper.

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?

VA : I was born in Moscow, Russia. Now live in Germany. Can say that in Moscow I created design easily.

DI: What skills are most important for a designer?

VA : Accuracy

DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?

VA : I like to look through my book about packages. How to build them.

DI: How long does it take to design an object from beginning to end?

VA : Depends on what object you create. Usually for me it is 2 months.

DI: What was your most important job experience?

VA : I worked in medicine company, made branding and some packages for their devices.

DI: What type of design work do you enjoy the most and why?

VA : I like colorize package and imagine difficult packages to compile.

DI: What are your future plans? What is next for you?

VA : Create more packages and develop myself in it.

DI: Do you work as a team, or do you develop your designs yourself?

VA : I develope it myself.

DI: How can people contact you?

VA : I have page on Behance.