Birger Linke

Specialized in Packaging Design.

Birger Linke

About Birger Linke

Holistic creative thinker, brand builder, doer. With two decades in the industry, Birger has worked on both, agency and client side, as a creative and marketeer for Peter Schmidt Group, Springer & Jacoby, Saatchi & Saatchi, JWT, Leo Burnett, BBDO Interone, Ogilvy, set up TBWAVietnam, and is partner in two start ups. Working across disciplines, incl. advertising, digital, and design, Birger has won more than 120 national and international awards, incl. Gold at Cannes, the first ever D&AD for Vietnam, was named most awarded DM creative in Asia, "hottest" creative in Vietnam, and ranked in the Top 100 of “Hottest Creatives in Asia”. Birger's “TransMariner” campaign for the Republic of Singapore Navy was ranked No.4 in the world (Won Report), his Coke "Olympic Beat" campaign garnered 400 Million views within the first month on air. He created the world's first WeChat ad for BMW, helped make Saatchi & Saatchi Singapore the most awarded direct marketing agency in the world, and TBWAVietnam the most awarded agency in the country. Birger became a member of the advisory council of the University of Economics, Ho Chi Minh City. Birger is a member of D&AD and The Design Society. He was a judge at D&AD, London International, New York Festival, Adfest, Award, Young Guns, Pinasthika, AdStars, Golden Bell, Vega Digital Awards, Chillies and Creative Circle Awards. In his free time, Birger lectures and speaks across Asia on marketing and advertising, and works on design projects. He holds a Private Pilot License.

  • Winner of 2 A' Design Awards.
  • Specialized in Packaging Design.
  • Original Design.
  • Creative, Diligent and Innovative.
  • All Designs
  • Packaging
The Mask that Ate the Virus Virus-eliminating Mask

The Mask that Ate the Virus Virus-eliminating Mask

Packaging Design

Beauty from Underneath Packaging

Beauty from Underneath Packaging

Packaging Design

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Interview with Birger Linke

Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
I studied graphic-design at Kunstschule Alsterdamm, international school of communication design, in Hamburg, Germany.
Can you tell us more about your company / design studio?
Birger Linke Design focuses on graphics & identities, packaging & products, spaces & experiences, and communication & collaboration in Beijing, Hamburg, and Singapore.
What kinds of works do you like designing most?
Anything that solves a problem, except religious or political ones.
What is your most favorite design, could you please tell more about it?
It is quite satisfying, when people actually want your design so much that they go the extra mile to get it. For example, I got calls from collectors interested in a limited edition product (Ashkenazy Lager for London Philharmonic Orchestra) or have users bid for it on eBay (Collaboration with Stikfas toys for Republic of Singapore Navy).
What kind of emotions do you feel when you design?
It's a satisfying process. Of course, it can come with a fare share of frustration, too.
What makes a design successful?
It solves a problem, making the world a better, more beautiful place.
From your point of view, what are the responsibilities of a designer for society and environment?
To make the world a better. more beautiful place. That obviously includes the environment.
How do you think the "design field" is evolving? What is the future of design?
There will always be problems to solve. Design will help to find solutions.
When was your last exhibition and where was it? And when do you want to hold your next exhibition?
Work was exhibited at "Neue Sammlung" of the Pinakothek der Moderne in Munich, Germany – one of the world's leading design museums.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
Inspiration can come from anything, anyone, anywhere. So it's important to go through this world with open eyes.
How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
Relevant to a given project. A smart solution to a problem, beautifully executed.
Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
Originally from Hamburg, Germany, I'm currently based in Beijing. Being an outsider and looking at things differently helps to come up with a fresh approach to a problem, that others might have just overlooked.
How do you work with companies?
I start by asking a lot of questions – to truly understand the company's/the client's problem.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
Have a conversation. Is the designer really interested in the company? Does he have a point of view? Does he try to understand the problems the company faces? In addition, a look at the designer's previous work wouldn't hurt.
Can you talk a little about your design process?
I start by asking a lot of questions – to truly understand the company's/the client's problem. Then it's time to let the imagination run wild ...
Can you describe a day in your life?
I'll wake up and get ready for a day at the office, with conversations and the attempt to putting something to paper (or the screen). Have some breaks in between. Except when I'm traveling, exploring, watching a movie, or doing other nonsensical things.
From your perspective, what would you say are some positives and negatives of being a designer?
Not many people have the opportunity to create something every day – though 90% of it is for the bin.
Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
Open eyes, imagination, paper and pencil, Adobe Creative Suite, or and means necessary to execute an idea.
How long does it take to design an object from beginning to end?
That can be anything from an hour to a year, depending on the project.
Who are some of your clients?
While on one hand I work for multinationals (at the moment I'm looking after VW China), I also run my own design consultancy, with many clients form the healthcare and wellness industry (i.e. Bioformula, Vitalorga, Livinguard).
What type of design work do you enjoy the most and why?
Any work that allows me to solve a problem. If this work also makes an impact on people's lives or even society as a whole, that will be perfect.
Do you work as a team, or do you develop your designs yourself?
That depends on the project. I'm always open to collaborations.
Do you have any works-in-progress being designed that you would like to talk about?
I am currently rolling out a new brand design for an Italian skincare brand across China, that will give it visibility in more than 500 beauty clinics across the country.

Extended Interview with Birger Linke

Could you please tell us about your experience as a designer, artist, architect or creator?
I studied graphic-design at Kunstschule Amsterdam, international's school of communication design in Hamburg, Germany.
How did you become a designer?
Art was my preferred subject in high school. To follow my passion and make a living at the same time, becoming a designer seemed to be the right choice.
Which emotions do you feel when designing?
While I focus on communication design, I believe a good designer can design anything. It's just about the right proportions. Previous projects included graphics & identities, packaging & products, spaces & experiences, and communication & collaboration.
What are your advices to designers who are at the beginning of their career?
Is it fresh? Does it solve a problem? Does it move people? And make the world a more beautiful place?
What is your day to day look like?
Anything that solves a problem, except religious or political ones.
Who is your favourite designer?
It is quite satisfying, when people actually want your design so much that they go the extra mile to get it. For example, I got calls from collectors interested in a limited edition product (Ashkenazy Lager for London Philharmonic Orchestra) or have users bid for it on eBay (Collaboration with Stikfas toys for Republic of Singapore Navy).
Would you tell us more about your work culture and business philosophy?
I would have been a commercial pilot. While I hold a Private Pilot License, my eye sight wasn't actually good enough for Lufthansa at the time. On the hindsight, and looking at the current situation, this might have not been a bad blow of fate.
What positive experiences you had when you attend the A’ Design Award?
I had the good fortune to work for bosses at the start of my career, who taught me a thing or two (from mounting a presentation board properly to kerning a line) and supported me (letting me judge my first award show, for example).

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