Creative Chair talks branding with Robinsson Cravents
This week Creative Chair is in Medellín, Colombia where we’re talking to branding designer Robinsson Cravents. Many of Robinson’s projects have been featured on sites such as Behance, and this exposure has given him the opportunity to work on some truly exceptional branding and packaging design projects.
We caught up with him to find out a little more about the projects and the journey behind them.
You can see a lot more work from Robinsson Cravents on Behance.
Firstly, could you tell us a little more about yourself and what you do?
I am the whole universe taking this individual form to recreate all things again.
But yup, a more conventional response may be that I am a senior designer who specialises in creating visual identities, packaging design and in my spare time 3D illustration. That is one of the things that I am most passionate about.
I am located in a rural area about an hour from the city of Medellín, Colombia. Here I have the tranquillity and space to create remarkable things for the eyes and minds. A little bit of tennis, football, walking in the mountains and photography are the other activities that I usually practice.
Many of your projects have been featured on Behance. What have been the benefits of this increased exposure and has there been a downside?
Many customers and businesses have arrived thanks to Behance. I have had the opportunity to support many entrepreneurs who start brands around the world. From 2010 to date I have had the opportunity to create design for more than 20 countries. I have received invitations from some places to hold conferences or to support university projects. Also thanks to Behance I could connect with Muggie Ramadani (Maybe my high inspiration to stay designing. I am big fan of his work, and he must be my sensei :-) ) with him, I get the opportunity to collaborate in some cases or share advice.
Everything has not been coloured roses. Some projects have not worked well. Processes have been cancelled, and great concepts have remained only because the customers have not let go of reality. Yup, maybe it has been a frustration for me, but in general terms, all has been good.
So many people think that you work for big companies, but the truth I feel more comfortable with new projects. More freedom to create and with some good fortune to see your creation grow and become something robust. Large companies have very well defined parameters in terms of identity and treatment. The new ones have everything to be created, and that is where I find my pleasure.
So, if my tentative new clients have a nice idea and the proper budget, I will start to create something new :-)
Which of your projects are you most proud of and why?
I have a special affection for most of my creations. But if I had to highlight some … Ummm. Culteavo Tea Visual Identity was a very nice project. Nice client and a good budget to give us the freedom to translate all my vision into the packaging. The logo, the illustrations, everything creates a visual language of the brand which I dare say is almost unique. Also by the fact that the logo transmits the values of the mark and the purpose with which it was received.
Missile Energy Drink was an idea that I thought and reflected in a few hours. The execution was remarkable and continues to be. A simple idea while brushing my teeth had a big splash on Behance and helped me to get new projects.
Nature Dreamy is something personal, not limited, just me and computer creating a low-poly that looks different to other low poly creations that have been done. Yup, sounds a little arrogant but you know when your creation has some different magic.
When you look back at your older work from 2005 onwards, do you feel that you have improved as a designer, and, do you feel that you are still improving/evolving?
Totally. 2005 was a year of transition. I was a web designer to date. But I’m not afraid to say how I hate web design. It is so fleeting. In a few months, your design is gone, you can seldom show the online version of your work. Identity work is different. A solid identity project can keep you in force for decades or at least for years. So, I prefer to create things that stay alive longer. Which can be printed and touched. In 2009 I had a new point of inflexion and since then I have tried to do remarkable visual things.
I keep wake up imagining things; I keep trying more concepts and more styles. I disagree with much of the minimalist styles of today; they are so generic and without soul. So, maybe I am not a trendy designer :-P I can’t say if I still improving/evolving but my new creations will speak for themselves.
And finally, if you died and got reincarnated as a song, what would that song be?
Get a good thing – Jesus Jones
Robinsson Cravents is the 54th winner of our 366 awards.