Perla Del Mar – Looking to the past is important in a lot of design work and it was especially influential during Storms’ creation of Perla Del Mar. “I love the vintage look of everything, so this is a good industry for me to be in. Modern design is just…everyone can do it. The vintage look takes a lot of work. In the beginning, I was simply tasked to update the old packaging by colorizing the label. After several reviews, we all felt that this simply wasn’t enough. The old Perla Del Mar wasn’t lining up with our company brand.”
While many of us on the team agreed that we shouldn’t stray too far from the core of PDM, it did need to be elevated.
“Rescuing the original word-mark from the antique Perla Del Mar label, maintaining the current illustration on the label, and developing a new band created this fusion of past, present, and future. It was exciting and daunting. This project was certainly a big challenge.”
On hearing the word “challenge” I’m inspired to hand him a parenting book as a prop for another photo. This image wouldn’t make its way to the final blog post.
“I feel silly. This isn’t natural.” He means the pose, not parenting, but it does open another topic of conversation.
Last year, Storms and his wife Rachel welcomed their son Wes to the world, and he tells me how having a baby changes his creative process.
“It’s changed everything. I [used to] to spend a lot of time in decision making because I’m a thinker but now every choice I make – I feel it has to happen more rapidly.”
“I would also say that how you do one thing, is how you do everything. I was always passionate about being a good man, husband, and father. I have always been passionate about art and design. In both areas of my life, I always strive to do my very best and I always ask myself, ‘Did I give it my all, and how can I improve?’”
We move away from the book picture quickly to something more natural and talk about creating something from scratch.