Yamin Zhu

Specialized in Packaging Design.

Yamin Zhu

About Yamin Zhu

Yamin Zhu is a distinguished graphic designer and vice chairman of Shanxi Graphic Design Association. He founded Sinan Design Agency in 1998, and in 2002, he was awarded the qualification of Chinese Graphic Designer by the Design Committee of the China Packaging Design Association. Zhu has also served as a visiting professor at several institutions, including Shanxi University, Shanxi Media College, and Taiyuan University of Science and Technology. In 2015, he co-founded the mid-tier internet brand Forth-nine Union with elite professionals from various industries and currently serves as the General Manager of the Design Department. Zhu advocates that beauty in form can only please the eye, while beauty in spirit can delight the heart. He has participated in and organized numerous large-scale design exhibitions and government project image promotions. His work includes visual identity and commercial design for dozens of enterprises in Shanxi and across China. Notably, in 2010, he designed the new visual identity for the renowned Chinese automotive company, China Changan Automobile Group, and in 2011, he crafted the "Jinshan Jinmei" visual promotion image for the Shanxi Tourism Bureau. Since 1996, his designs have won numerous awards both domestically and internationally. In June 2016, the logo and packaging design for Forth-nine Union won the "Most Popular Award" and "Best Packaging Design Excellence Award" at the Hiiibrand Awards 2015, the sixth Hiiibrand International Brand Logo Design Competition. His work has been featured in professional design publications such as "Packaging and Design," "Art and Design," "New Graphic," "China Design Yearbook," "China Advertising Yearbook," and "BESTLOGO."

  • Winner of 2 A' Design Awards.
  • Specialized in Packaging Design.
  • Original Design.
  • Creative, Diligent and Innovative.
  • All Designs
  • Packaging
Forty-Nine Union Liquor Alcoholic Beverage Packaging

Forty-Nine Union Liquor Alcoholic Beverage Packaging

Packaging Design

Xijiu Liquor Alcoholic Beverage Packaging

Xijiu Liquor Alcoholic Beverage Packaging

Packaging Design

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Interview with Yamin Zhu

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?
When I was in college, I chose to major in design. During that time, I read a book called 'Graphic Design in China,' which had a significant impact on me and sparked my deep interest in design. In 1999, I attended a master class in graphic design, where I was introduced to the philosophies of renowned designers like Shigeo Fukuda, Gunter Rambow, and Kenya Hara. This exposure made me realize the endless possibilities in design, further igniting my passion and solidifying my decision to pursue a career as a designer.
Can you tell us more about your company / design studio?
The Forty-Nine Union Design Department, a division of the Forty-nine Union Group, is renowned for its innovative contributions within the industry. Established in 2015, Forty-nine Union Group has solidified its position as a leading industrial Internet new retail enterprise, with a primary focus on the production and distribution of Chinese baijiu alongside health food products. Committed to staying abreast of contemporary trends, Forty-nine Union Group aspires to carve a poignant legacy within China's business landscape. Over the course of the past nine years, the Forty-nine Union Design Department has consistently delivered a multitude of pioneering products, showcasing its dedication to excellence and forward-thinking approach.
What kinds of works do you like designing most?
I enjoy creating designs that promote Chinese culture.I am eager to serve as a bridge for cultural dissemination, utilizing design as a means to transform the values of Eastern culture into cultural heritage.
What is your most favorite design, could you please tell more about it?
I like MUJI. It emphasizes simplicity, minimalism, environmental friendliness, and people-oriented principles. It applies minimalism to the extreme within the brand, not following trends, but elevating products to a cultural level.
What is your favorite material / platform / technology?
Ceramics, calligraphy, traditional Chinese painting and any art or material related to eastern culture captures my interest.
Which aspects of a design do you focus more during designing?
The artistic, cultural, functional, and commercial aspects of design.
What kind of emotions do you feel when you design?
When I encounter projects that pique my interest, it keeps me consistently excited throughout the entire design process. Nowadays, I tend to start more from user insights, empathizing with the emotions that design might evoke from their perspective. Simulating usage scenarios and anticipating user experiences have also become sources of enjoyment for me in design.
What makes a design successful?
I think good design strikes a balance between artistry and commercial viability, meaning it possesses both artistic merit and commercial value, much like Apple Inc.
When judging a design as good or bad, which aspects do you consider first?
Good design is defined by its ability to create value. This value encompasses cultural, commercial, and artistic dimensions.The value of good design lies in its ability to drive business forward through innovative and effective solutions.
From your point of view, what are the responsibilities of a designer for society and environment?
Good design has the power to promote a nation's traditional culture, enhance its charm, and leverage the value of centuries-old heritage. It influences people's thoughts and lives, aiding in the better development of modern society.
How do you think the "design field" is evolving? What is the future of design?
Design driven by ideology. Assistance from artificial intelligence is the future.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
I enrich my knowledge and cultural background through reading, exchange insights with outstanding designers in the industry, stay updated on industry trends to broaden my understanding, and practice lifelong learning.
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?
My design style takes root in Eastern traditional culture, with Chinese cultural artistry as its branches. Since childhood, I've enjoyed studying Chinese culture and calligraphy. My exploration of calligraphy has sparked my love for Chinese art and influenced my subsequent aesthetic style in design.I prioritize finding inspiration in the rich heritage of traditional culture, emphasizing the extraction and application of Eastern cultural elements. I advance projects by utilizing modern design methods, production techniques that meet market demands, and ensuring a comfortable user experience.
Can you talk a little about your design process?
I begin a new design project by analyzing its cultural implications and market positioning. Throughout the project, I scrutinize my designs daily, contemplating whether they still have room for improvement. If so, I continue refining and polishing them until, within a week, I can't find any issues regarding form, color, craftsmanship, and so on. After rigorous iterations, several rounds of prototyping follow. Once the samples are confirmed, the design can be finalized.
Can you describe a day in your life?
I start my mornings with tea and reading. Engaging with books and design resources helps me stay thoughtful and absorb external design thinking, logical reasoning, and design language. Apart from lunch breaks and spending time with my family, most of my time is dedicated to work meetings, design guidance and reading.
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
The advice I offer to young individuals is to maintain a broad perspective, cultivate a rich cultural understanding, embrace progressive design thinking, and consistently dedicate themselves to their craft.
What is your "golden rule" in design?
My design principle is 'no place without a source.' Traditional culture is my inspiration.
What skills are most important for a designer?
The most important thing is the sedimentation of culture and ideas, which forms the cornerstone of a good designer.
What is the most frequently asked question to you, as a designer?
The ideas behind the product and the cultural connotations it embodies.
What was your most important job experience?
Since 1994, throughout my 30-year career, I have served as a visiting professor at several institutions, including Shanxi University, Shanxi Media College, and Taiyuan University of Science and Technology. I have also provided visual identity and commercial design services for dozens of enterprises in Shanxi and across the country, including the China Changan Automobile Group, Shanxi Provincial Tourism Bureau, and Shanxi Fenjiu Group. Currently, I hold the position of vice chairman of Shanxi Graphic Design Association and General Manager of the Design Department at Forty-nine Union Group.
Who are some of your clients?
China Changan Automobile Group, Shanxi Provincial Tourism Bureau, Shanxi Fenjiu Group and so on.
What are your future plans? What is next for you?
The next design project is a product design aimed at boosting company sales.

Designer of the Day Interview with Yamin Zhu

Could you please tell us about your experience as a designer, artist, architect or creator?
Since 1994, throughout my 30-year career, I have served as a visiting professor at several institutions, including Shanxi University, Shanxi Media College, and Taiyuan University of Science and Technology. I have also provided visual identity and commercial design services for dozens of enterprises in Shanxi and across the country, including the China Changan Automobile Group, Shanxi Provincial Tourism Bureau, and Shanxi Fenjiu Group. Currently, I hold the position of vice chairman of Shanxi Graphic Design Association and General Manager of the Design Department at Forty-nine Union Group.
How did you become a designer?
When I was in college, I chose to major in design. During that time, I read a book called 'Graphic Design in China,' which had a significant impact on me and sparked my deep interest in design. In 1999, I attended a master class in graphic design, where I was introduced to the philosophies of renowned designers like Shigeo Fukuda, Gunter Rambow, and Kenya Hara. This exposure made me realize the endless possibilities in design, further igniting my passion and solidifying my decision to pursue a career as a designer.
What are your priorities, technique and style when designing?
My design principle is 'no place without a source.' I prioritize finding inspiration in the rich heritage of traditional culture, emphasizing the extraction and application of Eastern cultural elements. I advance projects by utilizing modern design methods, production techniques that meet market demands, and ensuring a comfortable user experience.
Which emotions do you feel when designing?
When I encounter projects that pique my interest, it keeps me consistently excited throughout the entire design process. Nowadays, I tend to start more from user insights, empathizing with the emotions that design might evoke from their perspective. Simulating usage scenarios and anticipating user experiences have also become sources of enjoyment for me in design.
What particular aspects of your background shaped you as a designer?
Since childhood, I've had a passion for calligraphy. Chinese calligraphy is a traditional art, representing aesthetically pleasing artistic works. Calligraphy transcends mere writing; it embodies the artistry of patterns, the poetry of silence, the dance of formlessness, and the music of silence. My study of calligraphy has sparked my love for typeface design and has influenced my subsequent aesthetic style in design.
What is your growth path? What are your future plans? What is your dream design project?
During my college years, I began studying design. After graduating, I got involved in various design projects and eventually founded a design company. We specialized in typeface design, brand identity design, poster design, and book design. However, nowadays, I've shifted my focus to product design. I aspire to create designs that can generate significant commercial value.
What are your advices to designers who are at the beginning of their career?
The advice I offer to young individuals is to maintain a broad perspective, cultivate a rich cultural understanding, embrace progressive design thinking, and consistently dedicate themselves to their craft.
What is your day to day look like?
In the morning, I start my day with a cup of tea and some reading. Engaging in books and design resources keeps my mind active and allows me to absorb external design thinking, logical reasoning, and design language. I view reading as akin to a sponge; if consistently engaged in, it gradually becomes saturated, absorbing nutrients that eventually overflow, enriching and nourishing my thoughts. Reading has become an integral part of my daily routine.
How do you know if a product or project is well designed? How do you define good design?
Good design is defined by its ability to create value. This value encompasses cultural, commercial, and artistic dimensions.The value of good design lies in its ability to drive business forward through innovative and effective solutions.
How do you decide if your design is ready?
During project work, I make it a daily practice to scrutinize my designs, contemplating whether there's still room for improvement. If there is, I continue to refine and polish them until, within a week, I can't find any issues in terms of form, color, craftsmanship, and so on. Rigorous and repeated scrutiny is a necessary process for me to determine if a design is ready to be finalized and implemented.
What is your biggest design work?
Forty-nine Union liquor.This design incorporates the philosophical concepts of Chinese culture and the Five Elements, while also inheriting traditional Chinese craftsmanship such as woodworking and ceramics. It possesses high aesthetic and cultural value.
Who is your favourite designer?
Kenya Hara. I like MUJI. It emphasizes simplicity, minimalism, environmental friendliness, and people-oriented principles. It applies minimalism to the extreme within the brand, not following trends, but elevating products to a cultural level.
What are your philanthropic contributions to society as a designer, artist and architect?
I am eager to serve as a bridge for cultural dissemination, utilizing design as a means to transform the values of Eastern culture into cultural heritage.Good design has the power to promote a nation's traditional culture, enhance its charm, and leverage the value of centuries-old heritage. It influences people's thoughts and lives, aiding in the better development of modern society.
What positive experiences you had when you attend the A’ Design Award?
Firstly, I would like to express my gratitude to the judging panel for recognizing the value of Chinese culture. Secondly, receiving international awards serves as motivation for both myself and my design team. It broadens our international perspective and, most importantly, helps promote Chinese culture. By spreading awareness of China's rich cultural heritage, these awards play a crucial role in fostering cultural exchange between East and West.

Extended Interview with Yamin Zhu

Could you please tell us about your experience as a designer, artist, architect or creator?
I began studying design in college. After graduation, I worked on various design projects and founded a design company. My work has spanned from typography and brand identity design to poster and book design. Currently, I focus on product design.
How did you become a designer?
In my 30-year career spanning from 1994 to the present, it has been my passion for design that has driven me.
What particular aspects of your background shaped you as a designer?
The advice I offer to young individuals is to maintain a broad perspective, cultivate a rich cultural understanding, embrace progressive design thinking, and consistently dedicate themselves to their craft.
What is your growth path? What are your future plans? What is your dream design project?
The key distinction lies in whether they possess their own unique design language.
What are your advices to designers who are at the beginning of their career?
I think good design strikes a balance between artistry and commercial viability, meaning it possesses both artistic merit and commercial value, much like Apple Inc.
You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?
The value of good design lies in its ability to drive business forward through innovative and effective solutions.
What is your day to day look like?
I will focus on designing what I love and ensure that it stands the test of time, enduring for generations to come.
How do you decide if your design is ready?
Alan Chan.He advocates blending Eastern sentiment in Western style, combining elements of Eastern culture with Western modes of expression. Using design as a bridge for intercultural communication between East and West, it holds both aesthetic and commercial value. His influence on me runs deep.
What is your biggest design work?
Kenya Hara's MUJI. It emphasizes simplicity, minimalism, environmental friendliness, and people-oriented principles. It applies minimalism to the extreme within the brand, not following trends, but elevating products to a cultural level.
Who is your favourite designer?
I don't dwell on the past; I always look forward to tomorrow's design.
Would you tell us a bit about your lifestyle and culture?
The most important thing is the sedimentation of culture and ideas, which forms the cornerstone of a good designer.
Would you tell us more about your work culture and business philosophy?
Artisan. I might engage in ceramics, calligraphy, or traditional Chinese painting. Any art related to Eastern culture captures my interest.
What are your philanthropic contributions to society as a designer, artist and architect?
Good design is defined by its ability to create value. This value encompasses cultural, commercial, and artistic dimensions.

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