IGI features
Brendan Donlon Interview
May, 30, 2002
Brendan Donlon is the head of Dublin design company Design Tactics; recent award-winners for their packaging designs for the Java Republic Roasting Company. Since its introduction in late 1999, the packaging, which features illustration at the centre of its design, has gained an accolade at the Design Week Awards and a GDBA Design Effectiveness Award. The GDBA award was in recognition of the extraordinary business growth Design Tactic’s client, Java Republic, achieved since adopting their new livery. (Java Republic was launched as a small catering-only offer, but became one of Ireland’s top three coffee sellers in less than a year).
Brendan used illustration to distinguish his client’s brand from the rest of the caffeinated herd. He describes Java Republic as being an authentic, hand-roasted coffee - a product ideally suited to an illustrative design strategy. As he works with Java Republic on an eventual launch of their product to consumers, we asked Brendan to offer us some insight as to how designers can use illustration successfully.
The Icons for the Java Republic packaging were created by Shirley Copperwhite. The background image was created by Mairead Brennan.
Did you study illustration in college?
I really, really liked illustration and I got into college on the basis of my illustration portfolio but they bet it out of me! I think that the thinking was to make sure you didn’t end up relying on things that you knew how to do already. I tended to be an observational drawer, so they took away all my pencils and handed me a sponge and told me to see what I could do with that. I lost the battle to do illustration but spent my time in the college trying to argue (with the fine-art faculty) that design was a valid process - and succeeded.
How long have you been a designer?
I’ve been designing professionally since 1992. The anniversary was there a short time ago. I think that I really learnt what illustration could do when I started working with Consumer Choice. It was a development of a project that I took on in college. We decided to use illustration throughout. I think that illustration is better at communicating complex issues.
Has your success with the aforesaid coffee packaging had a positive effect on your reputation?
Yes and no - I’ve been through a lot of professional changes since that project started as a nixer when I was in BFK. The packaging was produced around the time I co-founded Brandinc, but I moved on when they were absorbed by Enterprise IG. The end result is that the packaging is generally identified with Brandinc - but I’m still working with the client.
Did you favour any particular illustrator.
Well, it was really horses for courses. When I first came across Mick McCarthy, he struck me as a designer who could draw superbly, very quickly; a fabulous worker who could solve complex graphical problems. When I was in BFK, it was quite a different situation. There were designers who could also illustrate. It was an easier solution for a lot of graphic problems. However, I still worked with full-time illustrators - we used to look in books such as Contact and the Black Book and if there was an Irish address, we would get in touch.
When you designed the Java Republic packaging, you were surrounded by colleagues who were also illustrators; they were within easy reach. If you had had photographers around you, would you have used photography?
Yes, probably.
Would the packaging have been as successful?
No! I don’t think so.
Does illustration age well in terms of identity?
I have commissioned illustration for identities and often, in terms of life span and visibility, it has transcended everything that they thought it would at the design stage. One brand was bought for something like €8m subsequently by IAWS and the identity is everywhere now. I think that companies are more aware of the licensing value of images and perversely, stock imagery has a lot to do with that because they charge a fortune for images and they control the copyright very carefully.
Do designers receive royalties for their work?
I think that the licensing and copyright issues for illustrators and photographers are far better defined and it’s still remarkably vague for designers.
So, although licencing and copyright are clearly defined in Irish law, the design industry has been slow to take the initiative. Why is that?
It’s completely unenforceable. If you are a designer, plying your trade, it’s going to be difficult to persuade clients to purchase your services and then persuade them to purchase the rights to a design. You get paid well for creating the design but there’s no recognition of its value to the client. I think that that perception will be very difficult to change, despite the fact that people are willing to accept that an original image requires a license for use.
Do you think that designers should lobby the Government for more enforcement of copyright and licensing regulations?
I think that the market is getting very fragmented and there are a lot of people out there making a living from design. There is a sense of not wanting to rock the boat. Why disturb the people that are keeping us afloat?
Are you aware that Corbis and Getty are distributing stock design?
I have heard about this but I haven’t seen it happen yet. I think that in a perverse sort of way, if they pull it off it will be of more use to us than anything, because it will establish a precedent of licensing fees for design.
Do you feel that illustration adds quality to a product or design as far as the consumer is concerned?
Depends on the illustration. That’s what we were trying to do here with Java Republic by adding a quality of uniqueness and sophistication to the packaging.
In that case, do you think that illustration indicates better quality to the sophisticated buyer?
That’s interesting. I think it’s easier for art directors and marketing managers to assume that photography indicates quality but I think that illustration probably can do so in a more memorable manner.
Have Java Republic launched a range of products for retail?
No: At the moment it’s catering, coffee-shop and office clients. When it does go retail we’re hoping to continue the illustration theme. I am pushing very hard for them to have a family of illustrations. We have superb documentary photography from Carol Lee but the issue is individuality and in the retail market I think that we have to do something like this again to really make an impact.
I was looking for the product (Java Republic) on the shelves and so looked at the generality of coffee packaging and discovered that it’s not very striking. They all look the same!
Well, that’s part of establishing a product’s credentials. The general feeling is that in order to look credible and reliable you have to have the look of an established coffee company. That’s why they all look the same.
So, if Java Republic becomes very successful, will all the others want to use illustration to sell coffee?
Yes! Ha!
Do you regard illustration as an important tool in design?
Yes, absolutely I do. It’s a fabulous tool by the nature of the dialogue that goes on between illustrator and designer. It’s not used as often as it should be but I think that once you get into the process, the more you use it. You develop a pattern of communication with the illustrator which is very worthwhile.
Did you find it easy to work with the illustrator?
Yes!
Why is that?
Because typically illustrators are visually literate people. So when I say I have a problem, they are the ones that can help me out. I tend to use illustrators when I need help - not just because I like illustration. I think that it can be a more literate medium. If I have a message that is very complex to communicate in design, often the solution comes about as you are talking to the illustrator during a phone-call.
Is there anything in particular which you would like to see happening in the world of Irish illustration?
More illustrators working with new technology. Not in the way that they all look the same but in the way that they can save time in communicating with one another. I work with Steve Simpson and there is a huge advantage in being able to get work from him by email and just not having to wait around for couriers or faxes.
A lot of illustrators will work traditionally, scan the work into the computer and email a copy directly to the designer. Do you find that a satisfactory approach?
Yes that’s a great method. It’s kind of like when illustrators started to use cameras to shoot the line art onto film and then colour in the background.
Are you happy with the number of illustrators who visit you with their portfolios?
No, there’s not that many but I don’t miss them, especially with the web site (http://www.illustratorsireland.com) but sometimes there is a pleasant surprise when someone drops in with their portfolio. Recently, a Spanish guy called Oscar came in and showed his work, when otherwise he would never have been a blip on anyone’s radar. But generally, the whole gamut of styles is on the web site (illustratorsireland.com) so there’s plenty to choose from.
So you get enough choice, in terms of illustrative styles, in Ireland?
Yes I think so. I’ve never felt there was something I couldn’t get.
Do your clients want you to validate the effectiveness of your work in a marketing and sales context?
Certainly that’s the approach now more than ever. That’s the way we work -by establishing the specifications for a project. So it’s not about what I think looks good, it’s about what’s appropriate for a product. They are happy when it sells.
Would you use illustration again?
I would. I crave the opportunity to use illustration - I find it liberating.
Brendan Donlon
Design Tactics
Ph: +353 87 239 2992
Fax: +353 1 661 7022
