“The label is what we see primarily. It represents the product and provides us with information. Then there are a number of elements that are important, from the proportions to the design of the cap. And after the visual perception of the package, there is the tactile, which also plays a role.”
Russia-based designer Erik Musin specialises in logos, branding, calligraphy and lettering, but he also enjoys such unusual tasks as painting clothes. He says he is inspired by minimalism, colours and people who have a sense of style and good taste.