SENIOR DESIGN LEAD, BAKERY AGENCY, AUSTIN TX
Kaleb Sindac is a Senior Design Lead at Bakery Agency, a creative and culture agency designed to ignite brand obsession. With a focus on Packing Design and Product Innovation, she spearheaded the evolution of Shiner Beer’s packaging to reflect the multi-cultural and bold demographic landscape of Texas.
As we pivot into a post-pandemic era marked by societal challenge and change, are you optimistic about the future of Graphic Design to support and shape commerce, culture and causes? Why do you feel the way you do? Are you optimistic about the future of your own firm?
We’ve seen how graphic design plays such a pivotal role in facilitating societal change and bringing awareness, which is evident in the impactful, informational Instagram posts that emerged during the pandemic. However this isn’t an isolated instance of how powerful graphic design can be. Throughout history it’s served as a potent tool for education and advocacy in various forms. As we look into the future of how graphic design supports commerce, culture, and causes, there’s an overall collective effort to be more conscientious of where our design inspirations derive from. This heightened awareness, especially concerning cultural references, has brought on so much positive change. Designers are more inclined to do their due diligence, being more intentional in representation. This shift was catalyzed by the pandemic and various social movements that inspired a generation of designers characterized by intentionality, empathy, and heightened awareness of their environmental and social surroundings. Bakery as an agency and within the design department has done an excellent job of upholding that practice. Our push for inclusivity and intentionality predates the pandemic, which stems from the diverse backgrounds of the team. I feel confident that we will continue to uphold and enhance these principles in the future.
We are seeing an increased focus on Package Design to advance the brand, tell the story, amplify the experience, forge an emotional connection. Do you agree with this observation and, if so, what advantages does packaging have over other graphic communications?
Great packaging design is fueled by intention. As packaging designers, we have to consider how all these various elements interact to create a visceral experience. We’re given the unique opportunity to invigorate all five senses to transport the consumer into the world we’ve meticulously crafted. Through our utilization of various printing techniques, intricate diecuts, tactile materials, and unique structures, it reminds you that you can bring life to whatever you imagine. Beyond pretty, shiny packaging, it’s an invitation to engage, play and nurture curiosity! I love seeing how the maximalist, nostalgic aesthetic continues to thrive and evolve in space. It’s really influenced all aspects of design and I don’t think it’s a “trend” that will fade away so quickly because of how it elicits such a strong reaction or memory. This trend’s sustained success speaks to how as a collective we’re yearning for more meaningful connections with the products we choose to bring into our lives.
