Interviews mit Sinong Wu

I have worked in the liquor packaging design industry for 10 years, and successfully provided packaging design and brand planning for the famous Chinese liquor brands Wuliangye, Fenjiu, Luzhou Laojiao, Diaoyutai, etc.

I studied sculpture in college; After I started working, I found that design work was more suitable for me. I could commercialize many interesting ideas and realize my own value.

When a new project starts, I will carefully communicate with the client about the design background and style, and whether the market needs these styles; During the design process, various software will be used: AI, CDR to draw vector graphics, PS for image processing, 3D Rhino for modeling, Keyshot for rendering images.

Then print it out using a 3D printer to determine its size. After confirmation, proceed with the later sampling and production work.

At the beginning of the design, I will be happy and look forward to the final result. Especially when designing samples or 3D printing physical objects, I believe you can feel the excitement. If the client can synchronize with you in the design, it would definitely be a perfect result, and the designer can fully output their creativity. When a design achieves astonishing sales in the market, joy arises naturally.

Communication skills: Designers need to effectively communicate with clients, team members, and suppliers. Good communication can ensure that requirements are accurately understood, reduce misunderstandings, and enhance cooperation.

Innovative thinking: True innovation often requires breaking away from traditional design frameworks, and artists and designers particularly need this ability to create innovative works.

Technological adaptability: With the rapid development of technology, being able to quickly learn and apply new technologies is crucial for all creative workers. This is not limited to design software, but also includes emerging digital tools and platforms.

Market awareness: Understanding market trends and customer needs is fundamental for designers and architects, as it helps them design works that are both aesthetically pleasing and practical, meeting market demands.

Aesthetic perception: The cultivation of aesthetic perception goes beyond technical training and affects the final visual effect and emotional communication of the work.

For the packaging design industry I work in, the most important things are aesthetics and creativity, bringing consumers a wonderful experience. I have been in the industry for ten years and so far, it has been pretty good. Many of my works have been very successful in the market and have sold well.

From sculpture to design, as a designer, I am delighted to see my designs loved by the vast majority of people. By constantly combining creativity with business, create interesting designs; Make consumers visually feel the excitement. I want to do some product design, such as watches or aromatherapy products.

I believe that foundation is the key, as it serves as the foundation for subsequent creative work, such as knowledge of color and composition. Without a solid foundation, future development is limited. At the same time, it is important to actively communicate with clients and team members, understand their needs and feedback, and avoid design direction deviations.

Special Warning

Don't be swayed by trends and ignore the actual needs of the project and the cultivation of your own style, otherwise the design will easily fall on the surface.

Don't be afraid to try new ideas out of fear of making mistakes. Understand that mistakes are a ladder to growth, but it's important to summarize experience in a timely manner.

If you want to succeed, you need to continue learning, pay attention to industry trends, and learn new design concepts, such as attending online courses and industry lectures.

At the same time, you can expand your network by participating in design activities, joining communities, meeting seniors and peers, and obtaining more opportunities and guidance.

When encountering problems that need to be addressed, communicate fully with customers, evaluate the impact of changes, and negotiate reasonable solutions.

My mentor told me that design should solve problems and convey information, not just pursue visual effects. But the boss pays more attention to teamwork and mutual cooperation in order to produce good works.

In addition, learn more online courses and read professional books and articles. Participate more in practical projects, accumulate experience and improve methods from practice.

I think we should keep learning, the industry is constantly innovating, and new technologies and concepts are emerging frequently. Continuously updating the knowledge system.

We should also pay attention to user needs, design services that ultimately serve people, and deeply understand the preferences, habits, and needs of the target audience. Artists' creations can consider emotional resonance with the audience, while architects' designs should take into account the functional and experiential needs of users. Innovation is the soul of design, but don't completely abandon tradition. Drawing inspiration from historical works, integrating modern elements, and creating unique and profound works. Overcoming the rush for success, good works require time to polish, don't sacrifice quality for the pursuit of speed. Patiently refine details and pursue perfection.

Prompt and inspire ideas. Establish a unique style and explore personal style. Through extensive practice and reflection, gradually form recognizable works. Don't limit yourself to familiar fields, try cross-border creation. Architects can participate in landscape design, while artists can try digital art to broaden their creative horizons.

I usually work from 9:00 to 10:00 in the morning. I spend 20-30 minutes browsing design news websites and industry official account to learn about the latest trends, popular styles and cutting-edge technologies and reserve inspiration for creation. Advance the design project according to plan, communicate requirements and discuss solutions with team members, use professional software for design creation, and continuously optimize details. When encountering a bottleneck, pause your current work and go for a walk, listen to music, or watch a short film to stimulate your thinking and seek new inspiration in a different environment.

During boring moments, chat with colleagues about interesting design stories, share each other's works, comment on each other, and liven up the atmosphere. When the design idea is successfully implemented and the sketch becomes a complete work, one becomes particularly excited and feels that the effort has paid off. Receiving affirmation and praise from the client for the design proposal, the feeling of being recognized is fantastic, which gives me more motivation to devote myself to the follow-up work.

I will continue to pay attention to design information, regularly read professional design magazines and industry reports, and participate in online and offline design seminars and exhibitions. At the same time, actively participate in social media design communities, communicate with peers, and timely capture new trends.

Design trends are crucial as they reflect current changes in aesthetics, technology, and social demands. Mastering trends can make works more contemporary and competitive in the market, but not blindly following them, but using them as a source of inspiration. I not only pay attention to design trends, but also adhere to my personal style. Integrating trend elements with personal style to develop unique series or products that meet market demand.

We will conduct in-depth research on the underlying causes of trends and analyze whether they meet the needs of the target audience. In design, select suitable parts and incorporate personal ideas and styles, so that the work has both a sense of design and personal ideas. Draw inspiration from details in daily life and excellent works in other fields, and transform them into your own design language.

I will judge from several dimensions; Functionality, able to effectively meet the core needs of users, with simple and reasonable operation. In terms of user experience, the usage process is smooth and comfortable, conforms to ergonomics, and creates a sense of pleasure. In terms of aesthetic value, the unique combination and coordination of colors and shapes can bring visual enjoyment to people.

When the design can accurately address user pain points and the approach is clever and natural; Or bring unexpected convenience and surprises during use; Or when the design showcases unique craftsmanship in the details, leaving people amazed, it's the 'Aha' moment.

Of course, common mistakes to avoid in good design are adding unnecessary features or decorations in pursuit of innovation, which can make the product complex and difficult to use. Without a deep understanding of user pain points, the designed product does not meet user expectations. The lack of coordination between various design elements affects the overall aesthetics and user experience.

I believe that when it accurately meets user needs, has complete functions, and operates smoothly; Visually beautiful and coordinated, in line with aesthetics; After multiple rounds of testing and optimization, there are no major defects, making it easy to produce; Recognized by target users and experts, with good market feedback. When the design achieves commercial value, high user satisfaction, and wins industry awards, the product or project is considered successful.

I have designed packaging for many famous Chinese liquor brands, such as Diaoyutai, Luzhou Laojiao, Wuliangye, and others.

Of course, I am extremely proud to have received the design works of Gold A and Bronze A this time. You can see the profound Chinese history and culture from the works of Gold A; Interactive experiences of play can also be found in Copper A works. And also the Wuliangye that I designed Waizui liquor, it is the best-selling small bottle liquor in China (100mL) with astonishing market sales and unique design. The birthplace of Wuliangye in Yibin City, Sichuan Province, where the environment is beautiful and the scenery is pleasant, we drew inspiration from the winding rivers and brought this feeling into the bottle design. At the same time, in terms of environmental protection, we have expanded the curvature of the wine bottle to make it easier to demold; While saving costs, it is also more environmentally friendly. Every year, we contribute to environmental protection in the face of huge sales. I am currently designing a tea packaging for a liquor company, and I believe the unique user experience will definitely refresh you!

I think Genshin Impact and Zaha Hadid are really cool. Yuan Yanzai's works are concise yet profound, integrating Eastern aesthetics into modern design. MUJI's design showcases its skill in using simplicity and natural materials. Zaha Hadid's architecture is full of futurism and fluidity, with bold curves and irregular shapes that break tradition, creating a visual impact similar to that of the Guangzhou Grand Theatre.

If given the opportunity, I would like to communicate with the late designer Philip Stark, whose design styles are diverse and creative, covering everything from everyday items to architecture. I would like to ask him how to maintain a constant stream of inspiration. I think the most representative designer is Raymond Lowe, whose streamlined style has had a profound impact, with iconic designs in everything from cars to home appliances. In addition, Dieter Rams proposed the "10 Principles of Good Design", which has had a huge impact on modern design and many products follow its philosophy. In addition to the two designers mentioned earlier, I also admire the works of architect I.M. Pei and the Louvre Pyramid, which perfectly integrate modern architecture with historical environments. Artist Dali's surrealist works are full of fantastic imagination, breaking conventional cognition. Naoto Fukasawa's concept of "unconscious design" allows products to interact naturally with users.

I come from Chengdu, Sichuan. Life here is leisurely and full of fireworks. I really like it here. I often go to People's Park to have tea and feel the slow pace of old Chengdu; I also visit Taikoo Li to experience the collision of modern fashion and tradition.

My favorite city is Chengdu. It not only preserves the ancient Shu culture, but also keeps up with the trend, always giving me inspiration. Music is my creative partner, listening to folk songs at work can calm me down, while listening to rock music can stimulate creativity.

Culture definitely influences design, such as Chengdu's Shu embroidery and bamboo weaving techniques, whose color combinations and patterns are integrated into my works. I am currently in the studio, brainstorming for a wine packaging project.

Good design is necessary for social progress, as it enhances the quality of life, such as the design of convenient public facilities. As a packaging designer, I place greater emphasis on environmental friendliness and reduce the use of disposable items. These small changes, although subtle, make life better and allow design to truly integrate into life and give back to culture.

I have my own independent studio that advocates openness, innovation, and collaboration. Everyone is free to express their ideas and inspire inspiration through creative collisions. Pay attention to the balance between work and life, encourage members to balance work and rest, and engage in work in a better state.

Based on customer needs as the core of business philosophy, we deeply understand brand positioning and target audience, and create exclusive packaging. Pursuing high-quality design, not blindly following trends, using unique creativity to make products stand out in the market. At the same time, control costs and ensure design cost-effectiveness. I am not fighting alone, I have fixed partners such as illustrators, material suppliers, etc. Choosing partners values professional competence, sense of responsibility, and compatibility. When recruiting, focus on creative talent, learning ability, and teamwork spirit.

In my industry, competition is fierce and constant innovation is necessary. It is also necessary to balance creative and commercial needs, meet customer needs while maintaining design standards. In my work, I am responsible for the entire process design of alcohol packaging, from conceptual conception to plan implementation, communicating with clients, and controlling project progress and quality.

Excellent designers should have keen insight, innovative thinking, solid professional skills, good communication skills, and a sense of responsibility. They should be able to transform creativity into practical works and create value for clients.

As a packaging designer, I often participate in environmental packaging public welfare projects, designing biodegradable and reusable alcohol packaging for small public welfare organizations to reduce resource waste.

We also hold packaging design lectures in the community to share environmental protection concepts and the classification of recyclable packaging. I will consider and carry out free design, especially for meaningful public welfare projects such as cultural heritage protection and assistance to vulnerable groups, using my professional abilities to support public welfare.

I greatly admire humanitarian participants who have a strong sense of social responsibility in designing to convey love and hope.

I like designs that perfectly combine functionality and aesthetics, cleverly convey brand concepts, are environmentally sustainable, and evoke emotional resonance.

I often attend design forums and sharing sessions; Provide guidance and advice for young designers.

At the same time, I will open internship positions in the studio to allow young designers to participate in practical projects and accumulate experience.

Participating in the A 'Design Award has exposed me to top global design works and broadened my horizons. Seeing highly creative designs from peers. After winning the award, the work gained widespread exposure, attracting many potential clients and cooperation opportunities, greatly enhancing the studio's visibility.

In addition, there are many main benefits to participating in design awards and competitions. Awards can enhance visibility, stand out in industry competitions, allow more people to recognize oneself and one's work, and accumulate reputation. The comments of professional judges can help me clearly understand the advantages and disadvantages of the work, and clarify the direction for improvement. Meet designers from around the world, exchange experiences, and lay the groundwork for future collaborations. At the same time, it brings more opportunities for career development. By comparing with other excellent works, one can discover their own shortcomings, continuously improve their design skills, and enhance their professional level.

Design competitions are a reflection of industry vitality, which can promote design innovation and drive the development of the design industry. Becoming a designer today is fortunate to have access to diverse cultures and advanced technology, but also faces fierce competition. By maintaining enthusiasm and constantly learning, one can shine in their field.

The ideas brought by the classical architecture and furniture styles of ancient China were eventually incorporated into the design. Strong local culture can be seen in the design presentation, such as the miniature Taihang Mountain on the bottle cap. By participating in this project, more people can understand Chinese style and culture and enhance cultural value.

In terms of creating a design atmosphere, I want to create a visual experience of Chinese classical beauty for the product. Fortunately, all of this has been achieved.

Assist customers in promoting and selling.

The preliminary design took about 8 weeks, and minor modifications were made in the later stage, which lasted for several months.

This is a super high-end Baijiu design. I want to create a design with cultural connotation and Chinese flavor for it. This design was commissioned by the client, and I am responsible for the inspiration and creative design.

After we design it, we will deliver it to the customer, who decides to sell it.

This is a wine packaging design from Shanxi, China, where you can experience the beauty of traditional Chinese classical culture. As a designer, I was attracted by this cultural atmosphere and created this work.

The unique cultural atmosphere of Shanxi Province, China.

Collectors who love high-end Chinese spirits.

The unique cultural atmosphere, visual impact, and classical beauty from the East.

Hj Lu is the brand of this product. YinPiaoLaoHao, a poster dating back to the Ming Dynasty, may be the earliest "poster" in the history of Baijiu, which describes the location and product quality of the distillery.

Some professional software, such as PS, CDR, Rhino, Keyshot.

Visually unique Chinese classical beauty and cultural experience, I believe you can feel it. Another factor is visual impact, which is caused by the color contrast between the bottle and the box.

I designed it all by myself, from scratch to completion. Of course, I have worked with technicians. I worked in a famous design company in Chinese Baijiu's liquor design industry before.

Solve some problems in actual production and sampling; As you can see, when making samples, we considered 3D metal technology to help us complete the work.

Before doing the design, I went to Shanxi, where the distillery is located, to consult a lot of cultural materials and also to see a lot of Shanxi regional culture. Finally, I presented the design of this packaging.

In terms of cultural selection challenges, the distillery is located in Shanxi Province, which is one of the most culturally rich regions in China. Too many choices are used in product packaging design, making it difficult for consumers to accept too much cultural information. After long-term communication with the client, we ultimately decided to use traditional cultural elements to design the product and create an Eastern aesthetic.

After the design was completed, as a designer, I felt that it was perfect and I look forward to being seen by more people. I also hope for a fair and impartial evaluation.

Through on-site inspections in Shanxi Province, China, I learned more about regional culture. I also learned more about local customs and traditions.

Not currently available, thank you!

I work at Sinong Creative Design, a studio named after myself; Mainly engaged in liquor packaging design work, providing packaging design and brand planning work for well-known liquor brands in China. Such as Wuliangye, Luzhou Laojiao, Diaoyutai, Fenjiu, and so on. I studied sculpture in college, and after graduation, I relearned design and became a designer.

To be honest, design is something I learned after working, and I majored in sculpture in college. At first, I wanted to be an artist in the field of pure art (sculptor, oil painter). When I found that my design was recognized and loved by a large consumer group, it gave me great satisfaction and confidence. I firmly believe that this is the most important thing for me to persist in this industry for 10 years.

To be honest, part of the reason is due to coercion; You know, sculpture is difficult to sustain life; On the other hand, I may have some talent for design, and I quickly got started. I really enjoy the feeling of being able to buy my own designed works in the market after the product is launched.

I mainly work in the field of liquor packaging design, providing packaging design and brand planning services for well-known liquor brands in China. Such as Wuliangye, Luzhou Laojiao, Diaoyutai, Fenjiu, and so on.

My design style is versatile, I can handle classical, fashionable, and simple styles.

I may suggest that young designers can first acquire practical design knowledge and software skills, and copy excellent works more often. Continuing to cultivate innovative thinking, don't limit yourself to conventions, observe life more, learn across boundaries, and integrate different elements into design. Furthermore, accumulate practical experience, take the initiative to undertake projects, be not afraid of failure, and summarize gains and losses from each design. We also need to create a personal style, making the work uniquely recognizable and memorable at a glance. In addition, actively showcase oneself, participate in design competitions and exhibitions, share works on social media, and expand influence. At the same time, maintain a passion for learning, pay attention to industry trends and new technologies, and constantly update the knowledge system. Finally, one must have patience and perseverance. The path of design will not be smooth sailing. If you persist, you will eventually achieve your goals and become a legend in the design industry.

A good designer can meet the basic needs of users, design works with complete functions and reasonable appearance, solve practical problems, just like making qualified clothes that are warm and fit well.

Great designers are not limited to this, they can accurately perceive potential user needs and even create new ones. Works are not only practical, but also artistic and innovative, capable of leading trends and influencing industries. Like Steve Jobs, he made mobile phones not just communication tools, but also symbols of fashion and technology, changing people's way of life. This is the essential difference between great designers and good designers.

A truly good design needs to meet multiple aspects. User needs are the core, like chairs that need to be comfortable and ergonomic. Reasonable functionality is crucial, for example, insulated cups can provide long-lasting insulation. Aesthetic presentation is indispensable, and a simple or unique appearance can attract people. Innovative performance makes designs stand out, such as foldable screen phones. Sustainability is also important, using environmentally friendly materials. A good design should be evaluated based on whether it meets the needs, has complete functions, aesthetic appeal, creativity, and environmental friendliness. A well balanced design in all aspects is commendable.

I think there are several aspects to the value of good design. The most important thing is user experience, like Apple products, with a simple interface and smooth operation, making it easy for users to get started and enjoy convenience. At the same time, unique packaging design can make products stand out on the shelves and attract consumers' attention. Excellent design can enhance product added value, increase sales, bring more profits to enterprises, and promote business success.

Good design can reflect personal aesthetics and style. Innovative design can improve the living environment and enhance the overall quality of society.

If I have free time, I may design some household items. For example, tableware, combining practicality and artistic beauty, makes eating full of ceremony; Or creative storage boxes, which not only solve storage problems, but also become highlights of home decoration. I will design for people who value quality of life and pursue individuality, and they hope that their living space is both practical and beautiful. In addition, I may also design eco-friendly bags for environmental enthusiasts, advocating for environmental concepts while showcasing a unique sense of fashion, making environmental protection a trend.

Watches, tea packaging, furniture design, environmental design. On watches, I want to break away from traditional styles and design watches with new experiences. I want to provide consumers with a unique interactive experience in tea packaging design.

As a packaging designer, the secret to success lies in three points. One is "insight", which involves conducting in-depth research on product brand culture, target audience preferences, and accurately grasping design direction. The second is "innovation", not sticking to tradition, boldly integrating new elements and technologies to make packaging unique. The third is' details', from material selection to color matching, and even to craftsmanship presentation, all pursue the ultimate. The secret ingredient is' passion ', a genuine love for design that keeps me passionate and creative, constantly polishing good works.

Original research, Zaha Hadid, Philip Stark, Dieter Rams, and so on. They are constantly innovating and breaking through in their respective fields.

I really like the packaging design of ZAKIMI wine by Yuan Yanzai. Simple yet profound, integrating Eastern aesthetics into modern design, MUJI's design showcases its ability to use simplicity and natural materials.

Zaha Hadid, designed for Guangzhou Grand Theatre; The architecture is full of futurism and fluidity, with bold curves and irregular shapes that break tradition and have a strong visual impact.

Of course, I am extremely proud to have received the design works of Gold A and Bronze A this time. You can see the profound Chinese history and culture from the works of Gold A; Interactive experiences of play can also be found in Copper A works. And also the Wuliangye that I designed Waizui liquor, it is the best-selling small bottle liquor in China (100mL) with astonishing market sales and unique design. The birthplace of Wuliangye in Yibin City, Sichuan Province, where the environment is beautiful and the scenery is pleasant, we drew inspiration from the winding rivers and brought this feeling into the bottle design. At the same time, in terms of environmental protection, we have expanded the curvature of the wine bottle to make it easier to demold; While saving costs, it is also more environmentally friendly. Every year, we contribute to environmental protection in the face of huge sales.

To become a better designer, efforts can be made in several aspects: continuous learning. I often attend design lectures and online courses, keeping up with industry trends and new technologies; Through diversified practice, I actively cross disciplinary projects, such as cultural and creative design for wine packaging, to broaden my style and skills; Drawing inspiration, I regularly visit art exhibitions and read interdisciplinary books to broaden my thinking; Value feedback, I will share my work in peer groups and show it to clients, and humbly accept suggestions for improvement; Regular review, monthly review of works, analysis of strengths and weaknesses, targeted improvement.

Perhaps he will become a sculptor; Actually, I really want to be a racing driver and enjoy the passion brought by speed.

For me, design is a precise fusion of needs, aesthetics, and emotions. It not only needs to solve practical problems (such as the practical functions of wine packaging), but also needs to convey the brand soul through sensory experiences such as vision and touch, and resonate with users. Design is the 'art of problem-solving' - breaking conventions with creativity, endowing value with details, and giving works both rational logic and emotional warmth. It is not only my profession, but also a language for expressing attitudes and connecting the world.

My former colleagues, thank you for your selfless help and great technical support. And my family, silently helping me behind my back, cheering me on!

Sharp insight, continuous innovation, and empathy. Try new materials and techniques to make your work stand out; Simultaneously standing from the user's perspective, the design combines practicality and emotional warmth. In addition, I persist in interdisciplinary learning, drawing inspiration from art and technology, and this' never-ending desire for exploration 'keeps me constantly energized in design.

Creatively, it is easy to fall into fixed thinking patterns, with a single design style that makes it difficult to break through oneself. For example, wine packaging design is often limited to traditional elements and lacks creativity.

In terms of customer communication, sometimes it is difficult to accurately understand customer needs, resulting in repeated revisions of design proposals and wasting a lot of time and energy.

The industry competition is also fierce, and excellent works emerge one after another. How to make one's design stand out and gain recognition is a great challenge.

In addition, technology updates quickly and new design software and processes constantly emerge, requiring continuous learning to keep up with the pace, otherwise it may be eliminated.

Designers should give consideration to both professionalism and attractiveness when displaying their works. In professional platforms such as Behance, it is presented as a complete project process, from demand analysis to landing results. Choose the most impactful works on the cover to attract browsing. At the same time, update the works in time, incorporate new ideas and technologies, and keep the collection fresh and competitive, so that different audiences can quickly understand the strength and characteristics of designers. Do the details that customers care about, such as my packaging design field, customers want to see the special effects of opening the box, material details and so on. Participate in more exhibition activities, create an immersive experience when participating in exhibitions, and let the audience intuitively feel the charm of design. Guided by stories, create a perfect experience.

The next project is about the packaging design of tea, but I may design some product designs when I have time, such as watches. The design sketch has been completed, but I just need time to present it:). In the future, I expect that I can continue to break through the boundaries of innovation, expand cross-border and create more forward-looking works, such as the watch design mentioned above.

My ultimate goal is to create a design with lasting influence and lead the industry trend, such as promoting and using green and ecological packaging materials to replace traditional materials. Improve the environment and promote social progress through design.

I guess you may expect me to continue to produce high-level and innovative designs, leading the industry aesthetics and direction; At the same time, design conveys positive values, such as using more green, natural and environmentally friendly materials as mentioned above.

As a packaging designer, we can really help create a better society, for example, in environmental protection and sustainability: packaging with degradable and recyclable materials, reducing resource waste and environmental pollution. Guide consumers to form a sustainable consumption concept and promote the benign development of society. We can also enhance consumers' experience through design, and optimize the opening mode and structure of packaging with humanized design to enhance consumers' experience and make life more convenient and beautiful. Pass on good values.

At present, we are doing some cross-border designs, such as the design of watches and other product categories. Of course, this makes me excited, because this is something I wanted to do a long time ago.

Of course, I am satisfied with the design works of Gold A and Copper A this time. You can see the heavy history and culture of China from the works of Gold A; You can also find the interactive experience of play in the works of copper A. Unique packaging design experience, I believe consumers will also like my designs.

It should be artificial intelligence, and I really want to know what state it will develop in the end. Designers can create more possibilities with AI, which is very interesting! It may also make many designers lose their jobs.

Artificial intelligence is a very important development direction, and designers can use AI to create more interesting things.

It depends on the situation of the project, which is roughly between 1 week and 4 weeks.

I will first understand the needs of customers, such as consumer groups, price and cost control, and so on. Only by understanding these well can we make good products suitable for the commercial market.

Design is the art of solving problems, not the accumulation of decoration. Only by breaking the conventional boundaries can we define new standards.

I think there are both. Fashion can guide designers to design new categories, and designers can also use design to guide the direction of fashion.

Faster, more efficient and intuitive. For example, 3D printing technology makes complex design more efficient from concept to object and shortens the creative landing cycle. For example, AI intelligence can quickly iterate the design and reduce the cost of trial and error.

I use three types of software to handle my work. Plane image classes: Adobe Illustrator, Photoshop, CorelDRAW. 3D modeling classes: Rhino, SketchUp. Rendering software: Keyshot. Of course, there are office software and so on. The device is a Mac.

As a packaging designer, colors and materials are closely related to environmental design. Color is the "facade" of the brand, which can strengthen the brand recognition. For example, red attracts attention and conveys vitality, and green is associated with environmental protection, which causes emotional resonance and affects the purchase decision. Material is the carrier of function and aesthetics, which should not only protect products, but also meet the sustainable demand, such as degradable materials, which are environmentally friendly and enhance the image. The environment runs through the whole packaging process, and the color should be conspicuous with the shelf background when displayed. The materials during transportation should be resistant to pressure and shock, and the convenience of recycling should be considered after use. Only when the three work together can we create attractive, practical and environmentally friendly packaging.

Did you do all these designs by yourself? (Yes:)) How did you manage to master all kinds of styles?

What drove this great product to appear? What happened behind this? How is it realized?

My ideal partners are interdisciplinary experts (such as materials engineers and sustainable strategists) and end-user representatives (such as consumer behavior analysts and brand product managers). I firmly believe that cooperative design can stimulate innovation-engineers can optimize the structure and technology, strategists can plan the whole life cycle environmental protection scheme, and users' perspective can ensure that the design really solves practical problems. Cooperative design is not a compromise, but a more competitive solution that integrates technical feasibility, business objectives and user experience through the integration of multiple disciplines, which is an inevitable choice to meet the needs of complex markets.

My former colleagues, before I founded Sinong Creative, I used to work in a very professional and famous design company in the industry. Colleagues have helped me a lot in my work and entered this industry in a professional state. Thank them.

There are many books, and what impressed me the most are these:

The book 'Design in Design' made me understand the importance of viewing daily life with fresh eyes. The meaning of 'design' will go beyond the level of technology and inject power into life and outlook.

The book Design Psychology explores product design from the perspective of user behavior. Whether it is industrial products, Internet products or interface products, user behavior guidelines should be followed.

The book "Design Methods and Strategies" summarizes all strategies and methods based on their applicable scope, from project preparation to evaluation and decision-making, helping me reflect and position myself in the design process, and solve problems more effectively and accurately.

I think it should be about continuous learning and practice. On the one hand, I delve deeply into design theory. Simultaneously pay attention to industry trends, such as emerging environmentally friendly materials, intelligent packaging technologies, etc. On the other hand, by accumulating a wealth of practical experience and participating in various types of projects, from food to tea, from high-end gift boxes to mass consumer goods, the ability to grasp brand tone and target audience is enhanced through practical experience.

In addition, I focus on cross disciplinary cooperation and communicate with material experts, engineers, marketers, and others to spark innovation.

Maintain a keen observation of life, draw inspiration from daily things, integrate cultural and emotional elements into design, and make packaging not only practical but also artistically valuable and humanistic.

If I could transcend time and space, I would most like to have a conversation with design giants like Yuan Yanzai, Zaha Hadid, Philip Stark, and Dieter Rams.

Yuan Yanzai's interpretation of the design philosophy of "creating something out of nothing" will surely inspire me to explore more beauty in white space and artistic conception in packaging;

Zaha Hadid's unconventional streamlined architectural language may prompt me to think about how to integrate dynamic structures into static packaging, giving products a sense of spatial narrative;

Philip Stark's quirky and profound design thinking is sure to spark a creative spark that combines humor and functionality;

Dieter Rams' minimalism of 'less, but better' allows me to reflect on how to return to essence and convey core values with the least amount of elements in the current era of excessive packaging.

Talking to them is not only about exchanging design skills, but also a deep exploration of the essence of design, human lifestyle, and future possibilities. This collision of thinking will definitely allow me to break through existing frameworks and create more forward-looking works.

As a designer, receiving awards and recognition does indeed make me feel honored. They are a recognition of my professional abilities and creativity, but more of a temporary motivation than a final goal.

To be honest, it's difficult for designers to become famous. Suitable opportunities are needed, as well as the designer's own marketing skills (most designers are not very good at marketing themselves).

I like black, white, and blue. He gives people a calm visual feeling, which I personally like very much.

I like Chengdu, which is known as the city under the snow capped mountains. It has a fast-paced urban life and traditional culture; For example, Kuanzhai Alley (a symbiotic field of green bricks, gray tiles, and modern creativity). Of course, I also hope to one day go to Italy and see a different style and culture.

I like spring and autumn as they have suitable temperatures and beautiful scenery.

I like Zhongshui Dumplings (sweet and spicy balanced taste design). Just like the atmosphere of this city, it is more tolerant but also has its own personality.

Of course, I also love Apple and their products, and they accompany me for the vast majority of my day. （Mac、iPhone、ipad）

A designer showed me their design and asked me if I did a good job? Obviously, he didn't know that the design he was showcasing was designed by me:)

As a designer, when a design accurately addresses a client's business pain point or a solution unexpectedly triggers spontaneous user communication, the sense of achievement of "design resonating with business and culture" immerses me in excitement all day long.

Set aside some time every day to do 'useless experiments' and keep your thinking fresh; Regularly visit vegetable markets and tea houses to gather inspiration from the wisdom of the market.

Connecting the real world with creativity, when a work can reshape the relationship between people and things, this sense of value will become the most enduring driving force.

Perhaps it is.

When I was a child, I always liked to dismantle and reassemble old toys, add illustrations to textbooks, and was obsessed with collecting various packaging papers to study patterns and colors. Others think I love to tinker, but I am immersed in the joy of creation.

Perhaps interest is the best teacher!

What will happen in a thousand years? I'm sure I'll die:) I don't know if people a thousand years from now will be able to see my interview.

In my field, I believe the future design trend is sustainable design. Packaging design will completely break away from the "disposable" label, and biodegradable materials, recyclable structures, and plant-based inks will become standard.

The symbiotic design of virtual and reality: Design is no longer limited to physical carriers, but becomes an "experience entrance".

I am willing to answer any questions about design.

To be honest, design is something I learned after working, and I majored in sculpture in college. At first, I wanted to be an artist in the field of pure art (sculptor, oil painter). When I found that my design was recognized and loved by a large consumer group, it gave me great satisfaction and confidence. I firmly believe that this is the most important thing for me to persist in this industry for 10 years.

I work in Siong Creative Design, a studio named after me; Professional design of alcohol packaging and brand planning. We have designed packaging for well-known Chinese liquor brands such as Wuliangye, Luzhou Laojiao, Diaoyutai, Fenjiu, etc. We have successfully created products with astonishing sales for these well-known liquor brands, such as Wuliangye Waizui Liquor, which is the best-selling small bottle liquor (100mL) in China. Wuliangye Xiandairen has also achieved good sales performance.

For me, design is a way of expression. Writers use words to express emotions, and I use design works to express my views on brands; Of course, design has consumed a lot of my time and is also a part of my life.

As a commercial product designer, I prefer to be able to perfectly convey the content that a design or brand wants to express, while also being perfectly accepted and loved by consumers in the consumer market. If this design can improve a certain state and help consumers, then it would be perfect.

To be honest, I don't like any particular item or design. As long as this design can achieve a certain design purpose, I believe most people will like it.

communicate. Is the theme of the design clear and appropriate? And cost control.

I work in the packaging design industry for alcoholic beverages and have access to various materials; For example, ceramics, glass, metal, wood products, paper, plastic, and so on. My favorite among them is glass, which can present different visuals according to your design, complex, transparent, and layered visual experiences; And it has a great texture.

When I relax, only when I relax can I burst out with inspiration.

The purpose of the design. Has this design achieved its intended purpose and conveyed a certain feeling.

If this design is meant to express something, then the entire design process is very enjoyable. vice versa.

Happy and joyful, like a child getting their favorite toy.

Long term experience accumulation and passion for the industry.

Does the design conform to mainstream values and look good? Would one like or purchase this design as a consumer.

I work in the packaging design industry, and being able to use more environmentally friendly materials is a real contribution that designers make to society and the environment. I have been doing this to increase the proportion of environmentally friendly materials used in packaging.

Follow the aesthetic or consciousness changes of mainstream society, and guide more designers to do the right things within their capabilities. For me, using more environmentally friendly materials is a good thing for society

The future design industry - AI, AI will definitely occupy a large part of the design work.

Exhibition in Chengdu in April 2025. Since graduation, most of my design works have been for commercial exhibitions. Every spring, we exhibit our design works at the China Sugar and Wine Food Fair.

In various industries, I like to discover the design aesthetics of different industries. If I find it interesting or good, I will bring this inspiration into my designs.

My designs come in various styles, young and fashionable, fun and childlike, classical and heavy. I think commercial product designers need to have less personal style; The designer is responsible for conveying and presenting the style required for the product.

I live in Chengdu, China, where there are many cultural heritages. The logo of Chinese cultural heritage is taken from the Sun God Bird pattern in Chengdu. I believe that natural heritage will affect design. In China, the good side of product packaging design is the implementation process, which is very fast. The process and sampling of paper packaging can be achieved in 5 days. The downside is that when designers want to pursue the ultimate production process, it may be difficult to implement and cooperate.

Through the twice yearly product exhibitions and exchange meetings, we can meet new customers and also visit old customers.

Clearly define the product design purpose and style, and maintain smooth and effective communication channels. Industry experience; Designers who have been engaged in design in the industry for a long time are a good choice.

1. Communicate with clients 2. Clarify design style 3. Determine material costs 4. Draw sketches 5. Refine sketch design details 6. Model and render drawings 7. Modify/complete/sample production.

The design of the balcony provides me with a perfect place to interact with the outside world and drink beverages.

2. The design of the display cabinet was customized with a solid wood cabinet for my collection in the room, which can perfectly place some of my collected watches and classical pocket watches.

3. A space specifically designed for my child's entertainment, where they can play happily.

4. The TV wall has removed the traditional meaning of a TV wall and replaced it with a projector, bringing more choices and joy to our families.

5. Exclusive parking space design, I have drawn my favorite illustrations for the parking space, which have a strong personal style.

Wake up at 8am, run 4-5 kilometers, and go home for dinner; After arriving at my workplace, I start working. If I am not too busy with work, I usually come home at 5 o'clock to have dinner and chat with my children. This is my schedule for working days.

Don't just look at designs or products in the same industry. Read more about excellent and ultimate designs from various industries, strive to learn from these works, accumulate experience, and apply them to your own industry.

The realization of creativity and self-worth; The negative part is certainly high-intensity work pressure, especially when there are no ideas.

Aesthetics should serve functionality; Clear communication of information and vision.

Innovative ability and creative thinking, as well as the ability to capture aesthetics.

The ability to perceive the market and business enables design to achieve significant commercial value.

Communication skills, clear and concise communication skills can help designers go further.

I usually use three types of software tools:

Plane and vector graphics software (PS, AI, CDR), 3D modeling software (Rhino), office software, etc.

I will go to some design websites to get inspiration; Like Behance et al

Plan and schedule time in advance before the project begins. I usually carefully plan the entire design timeline; The time for sketching and refining sketches; Plan the time for each step based on the difficulty of each project; Make the entire project timeline clear.

Depending on the design difficulty, it generally ranges from one week to one month.

Where does your inspiration come from? Will there be more inspiration in the evening or early morning? ：）

Design different styles for different brands; Mingrui's business acumen creates value for customers.

Wuliangye, Diaoyutai, Luzhou Laojiao, Fenjiu and other well-known Chinese enterprises.

Creative packaging design work creates value for both customers and oneself. Social value can also be achieved through the use of environmentally friendly materials.

In the future, we may try to do some product design, designing some interesting cultural products; Such as aromatherapy, etc.

I am a personal studio working for myself and clients.

Of course, I have been designing tea packaging for a liquor company recently.

Contact me through various exhibitions or customer referrals.

Thank you for the fair and impartial criticism of the A'Design Award, which has shown me my true design ability.

In China, the region almost determines the type of Baijiu. For example, light flavor Baijiu mostly comes from northern China, with Shanxi Province as the representative, Luzhou flavor Baijiu from southwest China's Sichuan Province, and Maotai flavor Baijiu from Guizhou Province.The most representative of Shanxi is the Taihang Mountains, which are one of the factors determining the region and climate of Shanxi Province.Integrating Taihang Mountains into the design of wine bottle caps is achieved through the concrete translation of geographical symbols, injecting the "root narrative" of Shanxi culture into the product and strengthening regional identity. Create a sense of ceremony of "opening the box to see the mountain, opening the seal to see the text", and elevate drinking behavior into a cultural experience.This design weaves natural landscapes, cultural heritage, and product functions into a complete narrative chain through the symbols of Taihang Mountains, making the design a miniature carrier of Shanxi cultural memory.

Many of the historical relics we usually see make consumers feel a sense of distance and coldness, but the clever aspect of this poster is that it makes people feel like they are in dialogue, like a person crossing over to the person in front of you. This poster elaborates in detail on the location of the distillery, the quality of the wine, and sincere sales without any deception. It seems to be telling you this history face to face.On the other hand, the text on this poster can help consumers feel the historical traces of the brand. Make it relatively easy for every consumer to understand brand culture, thus facilitating the dissemination and output of brand culture.As a part of the brand culture, my clients and I hope that this symbol can become an independent brand in Lujiu in the future.

The classical furniture and architecture of the Ming Dynasty were based on scientific structure, natural materials, and minimalist aesthetics, which not only carried practical functions but also reflected the profound artistic conception of Eastern philosophy. It is the pinnacle of Ming Dynasty craftsmanship, providing an eternal source of inspiration for future designs.In this design, we have continued this style, with concise shapes and rigorous proportions.Ming Dynasty furniture was dominated by "lines" and focused on the proportion coordination between the local and the overall. We also apply this concept in our design.In addition, in terms of material, Ming Dynasty furniture was characterized by natural textures, with high-end hardwoods such as huanghuali and rosewood being the main materials, fully utilizing the color and texture of the wood itself. Craftsmen only polish and wax the wood to preserve its natural texture and avoid excessive decoration. This is also fully reflected in the design.In terms of space, consumers can see the product before opening it, but they cannot see it clearly at all.We use hollow carving design to create a hazy and elusive beauty. There is also a mysterious visual sensation.

With the increasing maturity of Chinese consumers' consumption, more and more consumers have realized the importance of environmental protection.Solid wood for limited sales and rewards: The use of carved solid wood versions focuses on the sustainability of emotional value. The natural texture of solid wood and the uniqueness of carving endow products with the attribute of "inheritability", which may be regarded as works of art rather than consumables, strengthening the perception of scarcity. Unique experience and identity recognition. The tactile temperature of solid wood carving, the gloss changes of manual polishing, and the limited edition certificate together create a sense of exclusivity. Based on these reasons, we ultimately recommend that the client create a small amount of solid wood craftsmanship as a reward for those who drive brand sales or other dimensions of progress; Like a trophy, of course, it is also aimed at consumers in small quantities to enhance brand recognition. The cardboard made of recyclable pulp material is made with wood grain paper attached for customer facing production.This decision is essentially a calibration between "long termism" and "short-term benefits": mass production spreads environmental costs through economies of scale and quickly enters the market; Limited edition solid wood version enhances brand tone. The two jointly construct a product matrix, ultimately achieving the symbiosis of commercial value and social value.

It is both the Chinese characters' 鸿稷（Hongji）'and the brand name. We used the oldest Chinese writing style seal script to combine with Shanxi windows for our design.At the beginning of the design, we decided to use the style and form of Shanxi window decorations to design the product. It involves carving some traditional patterns on the structure of wooden windows, which is also very localized. But it means that any product design can use this style, which I think is not enough to reflect the brand's exclusivity.In the end, we came up with the idea of combining the brand font "鸿稷（Hongji）" for the design, which perfectly integrates the brand's exclusivity and regional attributes. At the same time, the faintly visible windows create a hazy beauty when bottles are placed inside.Chinese classical aesthetics advocates "implicit and introverted" and opposes direct and explicit expression. The hazy beauty is the concrete expression of this tradition.

To be honest, this has caused quite a controversy. Many people say that classical boxes should be paired with bottles in classical colors for a more harmonious color scheme.But in my opinion, this kind of "antique style" is not what I want. By deconstructing symbols, materials, and regenerating functions, a balance is built between cultural authenticity and modern aesthetics, giving it a modern design style on the basis of classicism.So I only retained the stylistic features of Ming Dynasty porcelain. Bright colors are used to reflect the "product characteristics". Light flavor Baijiu (a style with elegant and soft taste and characterized by "purity") is brewed in most wineries in Shanxi. It is obvious that this bright color is in line with the characteristics of the product. At the same time, it has achieved a modern visual experience on the basis of antique imitation.

As a designer, the concept of sustainable design has always driven me. I have always hoped to incorporate the concept of sustainability into my design.In terms of material selection, we chose cardboard made from recyclable pulp, which is different from traditional processes by mixing bamboo recycled pulp into the pulp. Bamboo takes 3 years to mature and has a carbon absorption capacity 1.5 times that of trees. The energy consumption of recycled pulp production is reduced by 60%, reducing environmental load.Through innovation in materials and forms, packaging is no longer a discarded 'waste', and users naturally perceive that every time they choose sustainable packaging, it is a gentle response to the earth. This' preachy 'experience is the key to driving sustainable behavior change.

The choice of combining zinc alloy with dropper to design metal plaques stems from the deep integration of material characteristics and cultural narratives.Zinc alloy has high density and strong plasticity, and can accurately present three-dimensional relief details of patterns through die-casting technology, while also having a sense of historical weight.We combined the cultural characteristics of the product and incorporated the style of Chinese woodblock printing into the design of this historical wine culture poster. Bring a unique historical visual experience. The transparency and extensibility of droppings become key narrative media, creating a visual illusion of "glaze flow" in static patterns and breaking the icy coldness of metal. The combination of color and luster reflects the brightness and darkness levels as the light changes, echoing the dynamic artistic conception of the design.

It's a great honor to be recognized by the Golden A 'Design Award. I think it will affect the future direction of luxury Baijiu packaging design in terms of cultural story telling and process innovation, and promote the three directions of cultural depth narrative, process integration and sustainable innovation.From symbol stacking to immersive storytelling. Traditional Baijiu packaging mostly relies on single cultural symbols such as dragon patterns and calligraphy to convey a sense of history, but the recognition of the Golden A 'Award will prompt designers to turn to cultural narrative and focus on the unique characteristics of products.In process innovation: from single material to cross-border integration, promote Baijiu packaging to break through the limitations of traditional materials and processes, transform traditional techniques into packaging decoration, and endow packaging collection value.Future design will be more inclined towards "ecological aesthetics" - using biodegradable and renewable materials to deeply link process innovation with sustainable goals, meeting the dual demands of environmental protection and luxury in the luxury market.

Symmetrical aesthetics is based on the central axis and balanced as the rhyme, endowing design with visual weight and presence through a sense of order. Its core lies in "using simplicity to control complexity and static braking".In traditional design, it is reflected in the central axis layout of the Forbidden City or the mirror structure of Ming style furniture, conveying a sense of solemnity with absolute balance. If the central axis is used to unify the spatial function and continue the traditional sense of order; On the other hand, using different design elements from the left and right to break the absolute mirror and activate modern fun through subtle imbalances.This strategy not only avoids the rigid collage of traditional symbols, but also prevents falling into the hollow innovation of formalism. The symmetrical "weight" gives the cultural foundation to the work, while the deconstructive "lightness" allows it to breathe into contemporary life - just as Ming style furniture carries the charm of the Song and Yuan dynasties with simple lines, modern design can also use the symmetrical visual experience to create a modern Eastern aesthetic in classical art.