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January 19, 2014

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Designer: Good branding crucial

Source: Shanghai Daily | January 19, 2014, Sunday | Print Edition

Who is he?

Fumi Sasada is president of Bravis International and chairman of Japan Package Design Association. In 1968 at age 15, he left Japan and went to the United States to study on a scholarship. He graduated from the Art Center College of Design and joined Landor Associates, based in San Francisco, as a designer. In 1983, he became creative director of the firm’s Tokyo office, and was promoted to vice president before leaving in 1996 to start Bravis.

Tell us some of your works.

Bravis covers a wide range of design services. In China, we are developing merchandise packaging design for famous brand food and beverage manufacturers, including tea drinks, juice, coffee, snacks and noodles.

Describe your design style.

The brand color is key. Color is what consumers find easiest to remember. Most companies opt for basic colors. The logo is another crucial element. In Japan, there’s been something of a packaging revolution with changes in shapes, materials and graphic formats. The package is the touch point where the brand appeals to stakeholders so its message needs to be very clear.

What are the most memorable designs in your career so far?

Among works I have designed are the emblem of the Nagano Olympic Games and JAL’s CI image, Meiji yogurt products and Coca Cola’s Georgia coffee.

What does your home mean to you?

Home is a very happy place where my two sons and I can share our feelings. Nowadays I’m very busy with work, and hardly spend any time at home, except to sleep; nonetheless, home is always the most relaxed space.

What would you collect?

I like watercolor and oil paintings. I particularly prefer impressionist paintings, and I have a number of works by Torrents Llado and Sei Hashimoto.

What is the thing you most want to do in Shanghai?

We are working hard toward the target of ”Best in Asia.” We must let people in Asia become aware of Bravis, especially in China, where the economy is developing rapidly. I also hope to work with many Chinese enterprises.

What will be next design trend?

Design alone will no longer meet the needs of clients. More firms will focus on designs based on brand strategy. China will have a greater need for design companies that have good brand strategy and high quality design work.

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