Roots Irisean Beaga by Xun Zuo is a highly esteemed winner of the very prestigious 2025 Duais Umha A' Design Award in Dealbhadh Meadhanan Clò-bhuailte agus Foillsichte Competition Category.

UmhaClò-bhualadh· 2025

Roots Irisean Beaga

by Xun Zuo

Client: Xunzuodesign

Duais Umha A' Design Award Winner in Clò-bhualadh Category

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Colors

The Design

About Roots Irisean Beaga

Tha am foillseachadh modular seo a' gabhail a-steach irisean beaga, gach tè air a dealbhachadh le cànan lèirsinneach a tha a' nochdadh dearbh-aithne an luchd-aithris. Stèidhichte timcheall air taighean-cofaidh New York, tha e a' glacadh mar a tha in-imrichean ùra a' sireadh ceangail is buntanais. Tha an cruth fuaighte is seulaichte falamh a' dùsgadh neo-mhaireannachd agus teannachadh faireachdainneil. Tro sgeulachdan pearsanta, tha am pròiseact a' nochdadh luach sòisealta ghnìomhachasan beaga agus ag ath-fhrèamachadh dealbhachadh faireachdainneil mar inneal airson gabhaltas a-steach.

The Recognition

About the Duais Umha A' Design Award

Tha Roots Irisean Beaga air Duais Umha A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean sònraichte a tha air an comharrachadh le cruthachalachd, innleachd agus geurchuis. Tha buannaichean Umha nan obraichean gu math sgileil agus gu sònraichte cruthachail a dhearbhas eòlas farsaing, mac-meanmna agus tapachd an luchd-dealbhaidh. Thathar an dùil gum bi Roots Irisean Beaga na nì air a bheil mòran meas, ion-mholta agus gràdhach, a tha gu sònraichte proifeiseanta agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Umha A' Design Award a' cur nan cleachdaidhean as fheàrr ann an ealain, saidheans, dealbhadh agus teicneolas an gnìomh, agus tha e sàr-mhath airson an aire do mhion-fhiosrachadh. Bidh Roots Irisean Beaga a' sàsachadh fheumalachdan gu h-iongantach, a' suathadh ri miannan, a' tàladh faireachdainnean agus a' togail fiosrachd.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: A book of zines, each a voice, a mood, a rhythm. Designed with visualized personal styles from the storyteller, these fragments emerge from coffee shops in New York, where new immigrants seek connection in a fast moving city. Loosely sewn and vacuum sealed, the form speaks of impermanence. This modular archive becomes both vessel and invitation, mapping emotion, honoring small businesses, and asking what design can do when it listens.
Dimensions & Packaging: 203.2 mm x 139.7 mm zine, 6 zines total, 120 pages, printed media with sewn binding, vacuum sealed in a plastic bag.
Tags: Zine, Book, Ethnographic Research, Branding, Customer Experience
Production Technology: A modular collection of zines, each using different paper stocks, printing methods, and a mix of sewn and Coptic binding. Every material choice was shaped by conversations with storytellers. Inspired by the Chinese Red Thread legend, the bindings reflect connection and distance. A business card included in the set acts as an invitation, extending the narrative and welcoming new voices into the ongoing story.
Design Challenge: The biggest challenge was conducting interviews with storytellers in a neutral, non leading way, helping them share their stories without guiding them toward specific narratives about their relationship with coffee and local culture. This was particularly challenging because the influence of environment, brand design, and tone on consumers, especially who are not native speakers, is often indirect.
Research: This research combines qualitative and quantitative methods to explore how coffee connects foreign individuals to local communities. It aims to understand how cafe branding influences consumer decision making. Data was collected through interviews, questionnaires, and cultural probes with over 40 participants. The findings emphasize the significance of emotional connections in branding and suggest that businesses can enhance consumer engagement by focusing on emotional design in real life interactions.
Inspiration: Coffee branding often reflects local culture and community, as coffee shops serve as social anchors. As a former international student, I saw coffee, a global symbol, as a bridge to belonging. I visited local cafes across New York, gathering stories from outsiders and navigating connections. This project is both a storytelling platform and a reflection on how brand and experience design shape human relationships.
Project Duration: An ongoing project started in August 2022. The most recent update was in July 2024.
Operation Flow: This book, or zine collection, connects with readers through print in a tangible way. Its unique visual language tells stories while reflecting the personal style of each storyteller. The first zine introduces the inspiration of the project, followed by others sharing diverse stories, reinforcing community. The final zine guides readers on how to participate and invites them to contribute. A business card on the vacuum sealed packaging provides submission details.