Felix Dürichen – “No pressure, no juice”
Felix Dürichen talks about his passion for design, photography and making apple wine!
This week The Creative Chair talks to Felix Dürichen, the Creative Director of Branding & Design at Geometry Global as well as a keen producer of apple wine. He talks about the design industry and some of the exceptional projects in which he has been involved.
Tell us a little bit about yourself and the work that you do?
I am currently Creative Director of Branding & Design at Geometry Global Frankfurt. My recipe for producing a consistently good product is sophistication and passion for an idea. Both can turn into a positive sort of pressure which is a vital component in creating work that stands out. Coincidentally, this also applies to my other great passion, making apple wine: No pressure, no juice.
One thing the communication business is never short of is pressure. Over the last decade, I have had the opportunity to create a lot of “juice“ with my passion for print, photography and type design for great brands like Leica Camera and Maserati.
What/who are the inspirations behind your visual style?
I don’t think that I have a particular style. But I like to question things; design should have a reason. Design is the visual transportation of an idea and it should be defined by meanings, not by trends. For me, great design is a combination of risk, magic and emotion. And I like to quote Stefan Sagmeister: “Design must make happy”.
Which of your projects are you most proud of and why?
I have had the privilege the work on many amazing projects. But there is one that truly stands out from the rest: The Paper Skin, a collaboration of Fedrigoni and Leica Camera. It was the longest project I have ever worked on and it is surprising and different in many aspects. It sounds surreal that paper has got the power to a) protect a camera and b) look beautiful while having great haptics at the same time. But this is what makes this projects so exceptional as packaging and product design form an unseen symbiosis, creating goose bumps whenever I look at it.
Finally, if you died and got reincarnated as a song, what would that song be?
Haha, “Scream“ by Paolo Nutini would be great 🙂