Designer Enrique Moya-Angeler joins us to discuss the creative process of creating Terana – an outdoor furniture collection with Ratana that draws inspiration from nature’s most breathtaking elements: water ice, sand, and stone.
Raymond Paul Schneider: When did you first start to develop this new line?
Enrique Moya-Angeler: I began this fruitful adventure of working with Ratana’s team in early 2019. My role was to create the brand identity of the new label envisioned by Joanna. This new label was meant to celebrate outdoor living whilst paying homage to the core Ratana brand. At that time, Ratana was about to celebrate its 40th anniversary, which made the new label important for the company. In early discussions with Joanna, I was intrigued by the origin of the company and its values. One of the elements that came up in the ideation process was the need for understating the company’s roots. Because of this, the ‘Return to Nature’ was the muse for the collection, which later inspired the name Terana, as it alludes to the word Terrain. Although born British, I lived in Paris during my youth. Later on, I continued my education at a French School in Madrid. My diverse roots inspired me to choose an inspirational name, Terrain, that can be easily understood in French, English, and Spanish.
Raymond: What was the overall timeline from conception to achieving the final concept?
Enrique: It took us a little over two years from vision to reality to shape the brand ethos and core values of Terana.
Raymond: What was your initial inspiration, and where did the idea come from?
Enrique: Our initial inspiration came from playing. We set up some rules for a new board game. The first rule was that the new label needed to echo the core brand name, Ratana. From that game, we took a few ideas to begin the process of creating the brand. Our tagline “Return To Nature” is an acrostic of RaTaNa’s consonants. The name TeRaNA also came as well from the same consonants, but in this case, it is reorganized in order to allude to the concept of Terrain. We then embraced our tagline “Return to Nature”, and elaborated on the color palettes aligned with the natural elements of water, stone, ice, and sand. Terana draws the final users with the beauty of nature, and locks them with its unique attention to detail.
Raymond: Please describe your overall creative and design process.
Enrique: Our creative and design process was like growing an olive tree. It all started with one idea. Like an olive tree seed, it required patience, the nutrients of the terrain, the right amount of sunlight, and the precise water to grow. Our idea took time, patience, and input from many members of our team to grow. Like metamorphosis, it took time and many stages to transform the vision of Terana into a brand.
Raymond: Did you have a specific audience or theme that you had in mind?
Enrique: Terana came alive as a gift to the founders of Ratana. Moreover, this new label aims to gather all Ratana´s customers that have been enjoying our furniture over the past four decades.
Raymond: Please describe the methods, tools, and materials that the company used to develop and prototype the design of this new furniture collection?
Enrique: The Ratana Design Lab started with the simple idea of versatility when conceptualizing the Palo collection. The Design Lab wanted to create a single base, which could be customizable to create different furniture. From a club chair, ottoman, or sectional sofa, it could all be built upon the same base.
Simplicity was key whilst at the same time creating endless possibilities. In order to create the precise and distinct shape of the Palo collection, the Ratana Design Lab used a Computer Numerical Control Machine (CNC) to shape the specific design in aluminum, the third most abundant chemical element in the Earth’s crust.
Raymond: Did you utilize a new technique or technology to conceptualize this product?
Enrique: In addition to the CNC technology, we used the most innovative powder coating and design technologies spearheaded by our team of designers and engineers.
Raymond: Please describe any challenges that affected the design and perhaps steered you to an entirely new final design?
Enrique: The challenge in creating the Terana brand was to create a totally unique experience for our clients from the core brand, Ratana. Our customers have always valued the craftsmanship and quality of Ratana products, and with Terana we wanted to add to these core values by incorporating nature and storytelling into our collections.
Raymond: Describe your overall brand DNA and Ethos
Enrique: Terana added resilience and awareness to its business Ethos. Terana aims to inspire our clients to be connected to Nature. As part of our brand identity, Terana is dedicated to inspire people to build roots with our environment and extend our living beyond the constraints of the walls where we live.
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