Interview about Kalitva Product Catalog, winner of the A' Graphics, Illustration and Visual Communication Design Award 2019
The catalog was created for Russian manufacturer of cooking utensils. As a result of detailed familiarization and comparative analysis of all collections, the most suitable spices, herbs and vegetables were selected, which complemented the design of the catalog and highlighted the advantages of each collection. The main cover of the catalog's made with a cutting in the form of a frying pan, through which the color photo of the collection shows. The handles of the frying pan and pots on the second cover are varnished by soft-touch laque, imitating the actual coverage of these handles.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe creative concept for the Kalitva Product Catalog’s main cover was born from a desire to make the catalog not just a visual representation of the brand but a tactile and memorable experience. The idea stemmed from the core identity of Kalitva, a cookware brand, where the frying pan is one of its most iconic products.During the ideation phase, I explored ways to make the catalog cover interactive and engaging, emphasizing the brand’s craftsmanship and attention to detail. The die-cut frying pan shape came naturally as it symbolized the essence of Kalitva. To bring this idea to life, we selected high-quality materials and incorporated soft-touch lacquer to replicate the feel of real frying pan handles, ensuring a strong connection between the catalog and the products it represents.The execution required meticulous collaboration with print production specialists to achieve precision in die-cutting and the perfect finish on the handles. The result was a catalog that not only visually communicated the brand’s identity but also offered a tangible experience, inviting customers to ‘feel’ the quality of Kalitva’s products from the very first touch.
The integration of spices, herbs, and vegetables in the Kalitva Product Catalog was inspired by the idea of bringing the culinary experience to life within the pages of the catalog. Each cookware line has distinct features and advantages, and I wanted to visually narrate their unique qualities through carefully curated culinary elements that align with their functional and aesthetic attributes.The creative process began with an in-depth analysis of each cookware line’s target audience and its ideal usage. For example, a durable frying pan might evoke hearty, flavorful meals, while an elegant saucepan could suggest gourmet sauces or refined dishes. From this, I curated a selection of spices, herbs, and vegetables that not only complemented the products but also resonated with the emotions and scenarios they were designed for.For the photography, the focus was on creating a harmonious balance between the cookware and the culinary elements. I worked closely with stylists and photographers to ensure that the colors, textures, and compositions highlighted the cookware’s features, such as its shape, material, or finish. Natural light and soft backdrops were used to enhance the freshness of the ingredients, while subtle props added a touch of realism. This approach brought a sensory dimension to the catalog, inviting viewers to imagine the aroma and flavor of meals prepared with Kalitva cookware.
Capturing authentic colors and textures for the Kalitva Product Catalog was a critical part of the process, as it was essential to convey the true quality and craftsmanship of the cookware. The main challenge was ensuring that the materials—whether glossy, matte, or textured—were accurately represented while maintaining a cohesive aesthetic across the catalog.To address this, I collaborated closely with the photography team to optimize lighting and setup. We used a combination of natural and artificial lighting to control reflections and shadows, which can be tricky with metallic and coated surfaces. Polarizing filters were employed to minimize glare, especially on glossy finishes, ensuring the details of the cookware remained sharp and well-defined.Additionally, I was involved in the careful selection of backgrounds and props to avoid color casts that could alter the cookware’s true hues. During post-production, I worked with retouchers to fine-tune the images, ensuring consistency in color grading while preserving the textures and finishes that make each piece unique. Regular comparisons with the actual products were made to guarantee authenticity.The result was a set of photographs that not only accurately represented the cookware but also enhanced their appeal, allowing viewers to appreciate the craftsmanship and envision the products in their own kitchens.
The decision to use a white and deep red color scheme against predominantly dark cookware collections was guided by the desire to create a strong visual identity that reflects Kalitva's brand values: quality, passion, and reliability. The deep red symbolizes warmth, energy, and the vibrant emotions associated with cooking and sharing meals, while white conveys cleanliness, precision, and trustworthiness—qualities essential to both the cookware and the culinary experience.The contrast between these bold yet minimalistic colors and the dark collections was intentionally designed to draw immediate attention to the products. The dark cookware naturally anchors the design, providing a sophisticated and modern aesthetic, while the red accents and white elements highlight key features and guide the viewer’s eye through the catalog.This palette also creates an emotional resonance with the audience, aligning with the idea of cooking as a passionate and rewarding activity. By integrating these colors into both the layout and the imagery, the catalog tells a cohesive story about Kalitva as a brand that combines functionality with the joy of cooking. This deliberate use of color enhances the visual hierarchy and ensures the catalog is as striking as it is memorable.
Designing the Kalitva Product Catalog for its debut at the HouseHold 2018 exhibition required a careful balance between honoring the brand’s rich heritage and highlighting its modern innovations. Kalitva’s legacy, dating back to 1954, is a testament to its expertise and enduring presence in the cookware industry. At the same time, it was essential to present the brand as forward-thinking and relevant to today’s consumers.To achieve this, I incorporated subtle design elements that referenced the brand’s history, such as vintage-inspired typography and classic layout grids, creating a sense of continuity and trust. These were paired with modern features, like high-quality imagery, contemporary font choices, and dynamic compositions, to reflect the brand’s evolution and innovation.The catalog’s content was also designed to weave this dual narrative. Historical milestones and achievements were integrated alongside product highlights, connecting the past to the present. The storytelling emphasized how decades of craftsmanship have informed the development of cutting-edge materials and designs.Visually, the strategic color palette and tactile features of the catalog — such as the die-cut cover and soft-touch lacquer — acted as physical reminders of the brand’s commitment to quality. This blend of tradition and modernity ensured that the catalog resonated with both long-time supporters and new audiences, effectively communicating Kalitva’s legacy and vision for the future.
The organization of the Kalitva Product Catalog, flowing from premium collections to classic aluminum cookware, was guided by the goal of creating a seamless and engaging narrative for the reader. This hierarchy reflects the brand's emphasis on innovation and craftsmanship while respecting its foundational products that have stood the test of time.Starting with the premium collections allowed us to immediately capture attention by showcasing the brand’s most advanced and visually striking offerings. These collections embody Kalitva’s modern innovations and set a high standard for quality and design. By leading with these, the catalog creates a strong first impression and establishes Kalitva as a forward-thinking brand catering to discerning customers.As the catalog progresses, it transitions to classic aluminum cookware, which represents the brand’s heritage and durability. This approach acknowledges the loyal customer base that appreciates the reliability and functionality of Kalitva’s traditional products. The structured flow guides the reader from aspirational and high-end offerings to familiar and trusted options, creating a holistic view of the brand.This hierarchy also enhances the reader’s journey by presenting a narrative of choice and inclusivity. Whether they seek premium cookware for special occasions or practical options for everyday use, the catalog provides a solution. The structure mirrors the diversity of Kalitva’s customer base, ensuring that every reader finds something that aligns with their needs.
Balancing aesthetic innovation with practical communication was at the heart of the design process for the Kalitva Product Catalog, and it was key to earning recognition with the Bronze A’ Design Award. The goal was to create a catalog that was not only visually striking but also highly functional and easy to navigate, ensuring it resonated with both the brand’s existing customers and new audiences.Aesthetic innovation was achieved by incorporating unique elements such as the die-cut frying pan shape on the cover, soft-touch lacquer handles, and a sophisticated color palette. These design choices elevated the catalog, making it a memorable and tactile experience that reflected the quality and creativity of the brand.Simultaneously, practical communication needs were prioritized. The layout was meticulously organized to ensure that product information—such as features, specifications, and benefits—was clear and accessible. Typography, spacing, and visual hierarchy were carefully considered to make the catalog intuitive and reader-friendly, guiding users seamlessly through the content.Regular feedback from stakeholders and user testing were integral in maintaining this balance. By focusing equally on form and function, the catalog became an effective tool for storytelling, branding, and sales, ultimately leading to its recognition as a standout piece of design in the field of graphics and visual communication.
Completing the Kalitva Product Catalog within a focused two-month timeframe required meticulous planning, streamlined processes, and effective collaboration. From the outset, I broke the project into clear phases—concept development, photography, design, and production—establishing firm deadlines for each stage to ensure smooth progress.The photo shoot, a key component of the catalog, was carefully pre-planned to maximize efficiency. A detailed shot list was created to prioritize key products and compositions, minimizing time spent on set. I worked closely with photographers, stylists, and lighting experts to align on the creative vision, ensuring that each shot was captured correctly the first time, reducing the need for reshoots.Design development ran parallel to the photography phase. As images were delivered, they were immediately integrated into the layout, allowing the design to evolve dynamically. To maintain focus, I used a modular approach, designing one section at a time while adhering to a cohesive visual style.For production, I partnered with experienced printing specialists early in the process to discuss technical details such as die-cutting and material finishes. This proactive communication helped preempt potential challenges and kept the production phase on schedule.Regular check-ins with all team members and stakeholders ensured alignment and swift problem-solving. By staying organized and maintaining a clear vision throughout the project, I was able to deliver a high-quality catalog that met the tight deadline without compromising on creativity or detail.
Kalitva’s commitment to quality and environmental friendliness was a core element in the visual storytelling of the product catalog, shaping both the design and content to reflect the brand’s values.To emphasize quality, I focused on clean, sophisticated layouts that allowed the products to take center stage. High-resolution photography highlighted the craftsmanship and premium finishes of the cookware, while detailed close-ups showcased features such as durability, ergonomics, and material quality. Typography choices—modern yet timeless—reinforced a sense of reliability and elegance.Environmental friendliness was conveyed through subtle but impactful design decisions. Natural elements, such as spices, herbs, and vegetables, were integrated into the visuals to evoke the idea of sustainability and connection to nature. The choice of a minimalistic color palette, with earthy tones complementing the bold reds and whites, further aligned with the eco-friendly theme.Additionally, I ensured that the storytelling extended to the material and production aspects of the catalog itself. Eco-conscious printing practices were chosen, using sustainable paper stocks and environmentally friendly inks. The catalog’s tactile features, like soft-touch finishes, were carefully selected to create a premium feel without compromising on sustainability.Through this holistic approach, the catalog became a visual narrative of Kalitva’s dedication to quality and environmental responsibility, resonating with customers who value products that are both high-performing and ethically made.
The success of the Kalitva Product Catalog provided invaluable insights that will undoubtedly influence my approach to future catalog design. Three key lessons stand out in terms of materials, photography, and tactile elements.1. Materials:The choice of materials was pivotal in enhancing the catalog's sensory appeal and sustainability. The die-cut cover and soft-touch lacquer handles were not only visually unique but also created a memorable tactile experience. In the future, I’ll continue to prioritize high-quality, eco-friendly materials that align with the brand’s values and elevate the customer’s interaction with the catalog.2. Photography:This project reaffirmed the importance of meticulous planning and collaboration during the photography phase. Carefully curated compositions, lighting techniques, and close-ups were instrumental in capturing the textures and features of the products authentically. Moving forward, I’ll emphasize pre-production preparation—developing detailed shot lists and mood boards—to ensure efficient execution and cohesive storytelling through imagery.3. Tactile Elements:The incorporation of tactile features added an emotional and physical connection to the catalog. It highlighted the potential of combining form and function to leave a lasting impression. For future projects, I’ll explore innovative ways to integrate tactile design elements—such as embossed textures, layered finishes, or interactive components—that enhance user engagement while maintaining practicality.Overall, the Kalitva catalog underscored the value of blending creativity with precision and sustainability. These lessons will shape my approach, ensuring future designs are not only visually compelling but also deeply resonant with the target audience.
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