A Q&A with Inna Efimova

Applied Arts takes a deeper dive into the work of Barcelona-based freelance art director and designer Inna Efimova as she celebrates her 2025 Applied Arts Design Awards win—Boiling Point—Food Packaging Design.

What were some unique features of the campaign?

I believe the uniqueness of this project lies in the very idea that refers to a subtle, almost imperceptible moment. We rarely pay attention to such fleeting and delicate events as the whisper of boiling water or the first ray of sunlight after the rain. These sensations are fragile and nuanced, yet deeply moving. They speak to mindfulness, to a thoughtful attitude toward process and time. It is precisely this feeling—this idea that manages to capture and convey such a moment—that, in my opinion, makes the project truly unique.

Can you give us your opinion on what you think made this project a success?

It’s difficult to judge objectively, since I am the creator of the project, and my opinion is inevitably subjective. But I believe people connect with the attention to the process and the moment that we laid at the foundation. A clear brand identity is gradually taking shape — with its own character, mood, and philosophy. And, of course, the execution and presentation of the idea, which has proven to be interesting and relevant for this market, are also very important.

What were the success stats or indicators?

For me, success encompasses several key elements: professional recognition, attention from the design community, and, of course, personal satisfaction with the outcome. When you feel that the idea has been realized as accurately as possible and in line with the original concept, that is the true success.

Can you give us some "peeks" behind-the-scenes?

If we take a peek “behind the scenes,” three key aspects stand out as having taken the most time during the development process.

The first and most important focus was on the packaging shape. The main task was to strike a balance between user convenience — making the packaging easy to open, stable, and durable — and the visual aspect that aligns with the project’s concept. Initially, the shape wasn’t strictly defined: the “bubbles” could take many forms — the main thing was that they remained streamlined, conveyed a sense of naturalness, and visually referred to the moment of cooking grains. We went through many options before finding the very shape that best reveals and conceptually supports the idea.

The second important aspect concerned the label. We considered different ways to attach it — including an option with a separate stand displaying all the brand information. However, we rejected this idea because it was expensive to produce, and visually distracted from the packaging itself — the brand name wasn’t clearly visible. In the end, we settled on a wrap-around label that is easy to remove and recycle. It fit organically into the design without drawing too much attention. After all, one of the main focuses had to remain on the transparency of the packaging and the visibility of its contents.

The third area was the choice of the cap. Here, we aimed to find a solution that would be universal, easy to manufacture, and still retain a connection to the concept. It was important that even the cap maintained the association with a bubble of boiling water. We adhered to the principle that no detail of the packaging should contradict the overall concept.

Despite all the challenges, we managed to find the perfect shape that not only meets practical requirements but also best embodies the intended concept.

Creative Credits:

Art Director and Designer - Inna Efimova 
3D Artist - Vladimir Kuznetsov 

Inna Efimova
W. efimovai.com| IG: @innagalactica | IN: @inna-efimova | FB:  @efimova.galactica

Vladimir Kuznetsov
IG: @vladimir_kuznetsov_cg | @kvladimirrr

Design that is not only sustainable, but also elegant. Great work!