Interview with Antonio Cuenca

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.

To associate different ideas, and join them into one purpose.

I really enjoy working with brands and packaging.

The next one.

A brand design.

No one, but I love software based in vector graphics.

Mainly when I am relaxed and offline.

Shapes and typography

A huge amount, but I do not believe myself!

Entuthiasm and happiness.

A successful design is the design thinking about the idea context and the esthetic solution in order to obtain a coherent and singular design.

If it is capable to resolve the problem for it was designed.

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.

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.

2020, Museum Angewandte Kunst, Frankfurt, Germany. I want take it to my own city.

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.

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.

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.

As close as possible. I involve myself in their projects from starting to the end.

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.

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.

Mostly, which does not make visual noise and are beautyful.

Designing and customers meetings. After this, stay at home with my family.

Learning, talent and constancy. Be able to work as a team. Entuthiasm is a must. And do not try to harvest before seeding.

It is very enriching. The worst thing is about uneven orders.

Watching and focusing.

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.

Pencil, Mac, and Adobe suite.

Design is my time. I am always thinking about, and this time matters. Not everything is using computer.

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.

For what? What is the purpose?

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.

Service and agri-food companies.

Over all, the one which resolve problems.

It is difficult to answer. I think to continue desinging.

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.

For an extra virgin olive oil marketplace.

Email, phone, or website: superfluido.es

Right desing, always report great advantages and benefits.