The Gen-Z Mantra: Rupa Malireddy

Rupa Malireddy works for Craste as a product and packaging designer. Malireddy tells Disha Chakraborty that design is not just her passion, but her language to connect, understand and communicate better with the world

03 May 2023 | By Disha Chakraborty

One way print can change the world?
Consciousness, responsibility and adaptability. Apart from the brilliant skill set, one has to develop and use print technology. One must also be conscious and responsible for knowing how and where to use it positively for society and nature.

Which is your favourite book?
The Fountainhead by Ayn Rand.

If you could time travel, where would you go and why?
I hope to retrace architectural history (of?) and learn from its earliest days. I’m fascinated by the construction of magnificent structures, and I’d love to see the process in action. The craftsmanship and attention to detail in every component amaze me. I can’t help but imagine what their drawing boards looked like when brainstorming and generating ideas.

How can digital printing help in boosting creativity and consumer connection through packaging?
Packaging design, a form of visual communication, is a tool to connect with and convince the customer creatively. Digital printing has allowed us to take this communication to new heights by supporting endless printing possibilities. It introduced a vast array of colours, textures, and finishes to the packaging products enhancing overall aesthetics through high-quality images and graphics that accurately represent the product and its brand identity. A key feature is: the reduction in printing time during the prototyping stage.

What accomplishment are you most proud of?
Every day, waking up with an enthusiasm to wear different hats in a start-up (Craste) environment where we work towards bringing a fresh, sustainable design language into the packaging industry by solving environmental problems feels like small wins adding to a considerable impact.

Social media has become the newest way of promoting packaging innovations or learning about the latest trends in packaging. Why?
Suppose there is one platform where everyone can put up their thoughts and innovations and take on trends in the most creative and more straightforward ways to help everyone understand the packaging language, irrespective of their background. In that case, we sure know that it’s social media. With its broad reach and ability to build rapidly growing communities, it is and will continue to play an essential role in the growth of the packaging industry.

In your opinion, what’s the best film about the print you have ever seen?
Farzi is a Hindi web series about counterfeit money. It gives the viewer a deeper understanding of the importance of every step involved in printing, from choosing the right GSM paper to achieving the design’s most precise details and colour shade. The whole process of note-making - from procuring watermarked paper to intaglio printing technology, is well put together in this series. It is a brilliant representation of how problems at every stage could be solved using the correct printing techniques and resources. I come from a design background with a minimal understanding of print technology, which has interested me in every bit of the movie. Again, it is an excellent example of how technology can be a boon or a bane.

What’s your best childhood memory?
The summer vacations at grandparents, away from all the city chaos. The scorching heat inspired us to play with ice and water as kids. The ice lolly inspired us to sneak out and spend the saved coins. The hand fed meals under the stars inspired us to come home at the end of the day. A good night’s sleep, and we return to find inspiration in nothing.

What would be your dream job?
Designing and inspiring the coming generations to create designs with love towards mother earth.