Sit down with Asa Cook, co-founder of Intertype Studio, to uncover the multi-layered storytelling world of brand and packaging design. Asa shares his journey from a graphic design student to a Pentawards-winning designer, illustrating how everyday experiences and cultural immersions feed into his creative process. Asa delves into how Intertype Studio strategically crafts brands and how they design packaging that stand the test of time, blending history, culture, and sensory details into every project.
Asa discusses how he and his team build brands from the ground up, developing a thorough understanding of the brand's story, time period, and cultural context to inform their design choices. By codifying elements like color, typography, and materials, they ensure every detail adds up to a cohesive, engaging brand narrative. Through fascinating examples such as Teahouse Gin and National Bohemian Distillery, Asa illustrates the meticulous thought process behind creating packaging that is not only visually stunning but resonant with consumers on a deeper level.
Story-Driven Design: Asa emphasizes the importance of storytelling in design, asserting that every detail – from typography to material choice – should contribute to the brand's narrative.
Historical and Cultural Context: The team at Intertype Studio uses historical and cultural references to inform design elements, ensuring authenticity and depth in their work.
Process Matters: A structured process in design, including the codification of visual elements, helps to achieve consistent and meaningful results that resonate with the target audience.
Holistic Branding: Beyond packaging, Intertype Studio offers guidance on other brand touchpoints like environmental design and digital presence, ensuring a cohesive brand experience.
Adaptability in Challenging Times: The studio's formation during the pandemic shaped their adaptable work processes, demonstrating resilience and innovative thinking in the face of adversity.
Notable Quotes:
"Designers are basically walking storage facilities of visual stories."
– Asa Cook
"Every detail, whether it's the finish, typography, choice of material, physical shape, all of those things tell an individual part of a story."
– Asa Cook
"Great packaging design engages all of the senses – sound, vision, tactility, and even scent." – Asa Cook
"In times of adversity, a lot of new agencies are born, creating opportunities and leveling the playing field." – Asa Cook
"Having a process is really useful because being creative is hard. You need a structured way to get to great design." – Asa Cook
About the Guest:
Asa Cook is the co-founder of Intertype Studio, a strategic brand design agency with a focus on holistic branding and packaging design. With a strong background in graphic design, Asa has spent nearly two decades in the design industry, cultivating a reputation for meticulous, story-driven design. Intertype Studio has earned multiple accolades, including the prestigious Pentawards, validating their innovative and detailed approach to branding.
Evelio Mattos is the host of the podcast and a seasoned package design expert, noted for his insightful discussions and interviews with leading designers and innovators in the field.
