Paolo Bonella, a native of Umbria, is the designer at CM Cartotecnica Moderna. Although young, born in 1985, he has extensive experience behind him.
* Paolo, let’s start with a simple question: why did you choose to focus on luxury packaging design?
Hello everyone, to answer this question we have to go back to kindergarten, when the teacher told my mother that I showed extraordinary drawing skills. E quindi nel corso degli anni ho coltivato questa passione facendo maggiormente ritratti. Then time passes and the moment comes to choose what to do in life, and I chose to enroll at the Academy of Fine Arts. The experience lasted the blink of an eye, and once again I asked myself: now what do I do? I found work as a technical draftsman and shortly after was hired by a design company. From that day on, I found a way to give space to my creativity in the paper converting sector that deals with luxury packaging.
* In your opinion, what role does luxury packaging play today?
Well, it seems reductive to say that today luxury packaging has a decisive role in the product sales journey. However, if we want to stay in the market and sell both ordinary and expensive items, packaging must first and foremost be beautiful.
* What makes luxury packaging unique and memorable?
Certainly its potential to live a second life, to be reused.
* How does the idea come to you?
It’s simple, the idea comes first and foremost from passion and then from sleepless nights!
*What are the steps to create a winning project?
Reading the brief, handling the product that the packaging must contain. At that point I begin to visualize the object and rework all the information—on materials, finishes…—acquired over years of varied work experience. It is in this phase that each project becomes unique. Then I draw to define the details, transfer the drawing to the computer to cut the components with the plotter, and then create the prototype to verify the project and present it to the final client. Every shopping bag, box, or display created is a unique journey.
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