Interviews are available in English only. Open the English page.
Interviews with Louis Yiu
Designer profileDesign Legend Interview
12 July 2024
I have been fond of fantasy and drawing since i was a child. When i was in middle school at HK, i met by chance and read a design book. This is how i became interested and start in design. I later took different design courses and self-taught to become a designer.
When encountering interesting things or projects.
I choose to be a designer.
I mainly engage in commercial graphic design, and now i hope to design more VIS and packaging design.
I think it's important to keep a warm and open heart.
My interpretation is that good designers can produce great works, while great designers can not only produce good works but also influence the industry and future generations.
Good design should be easy to understand, innovative, beautiful, honest, durable, environmentally friendly, and involve as little design as possible.
The most successful companies know that great design pays back more than it costs. this is good design the value.
Numerous studies over the years have shown that design-led companies enjoy greater turnover and greater profits than those which don’t place an emphasis on design. this is the reason everyone should be invest in good design.
Numerous studies over the years have shown that design-led companies enjoy greater turnover and greater profits than those which don’t place an emphasis on design. this is the reason everyone should be invest in good design.
I will design my home.
There are many projects that I really want to do, but my dream projects is to design a CIS for a zoo.
I want to be open to new things and a sense of humor is a factor.
I thnk there are three important masters who have always influenced me, 1. Paul Rand, 2. Neville Brody, 3. Tanaka Ikko.
My favorite design is Philippe Starck's Juicy Salif Citrus-Squeezer, I always thought this design was great and eye-catching, so i chose it.
I once designed a smart convenience card for a small place. This card has been used by more than one million citizens and has been used for more than ten years. it can create a collective memory.
I always keep the idea of giving and receiving new things.
I've been thinking about this question but haven't found an answer.
Design is a method of solving problems, whether it is optimizing the thinking process or integrating various resources to complete the purpose. For me, design is a skill, a method and an attitude.
I think every person and thing i encounter at different stages, study periods and work is more or less helpful.
I think it's because i really like the sense of success that design brings me.
Not enough money in life.
Nowadays, there are many different social media outlets to showcase their work.
My next project is a canned drink packaging design. It will be an interesting design.
I hope can become a great designer.
I'm not sure about this, I'll have to ask them. Ha Ha!
Because there are various problems in society, design is to deal with different problems with empathy. Whether the problem comes from individuals, companies or society, through segmentation, establishment and creation, some problems will be solved to a certain extent. Make society a better place.
Currently i have a packaging design project for canned drinks. I was very excited when i accepted this project.
Looking back at some of my past works that satisfied me, I still feel dissatisfied. I think the most satisfying design projects will come in the future.
The rapid development of AI, I believe that there will be a big change in a very short time, just like the history of design has changed from not having computers to every designer only using computer to design.
I think the future development of science and technology will be based on improving the convenience of human life and improving the quality of life, making human life more and more convenient. Everything can be done in an instant, making work efficiency infinite. Design field just keep moving towards these goals.
Depends on the complexity of the design project. The longest period was nearly a year.
I believe that from start with research.
Understand design and understand life better.
I think the two are pulling each other. Design can lead the trend, or it can followthe trend and determine the design.
Technology can bring greater convenience and efficiency to the design process.
Maining is Illustrator and photoshop.
I think these elements can also improve the quality of the design.
I hope to ask the questions that i haven't thought about.
I'm so complimentary. It's so inspiring. How did the designer come up with the idea?
I believe in co-design, but I also enjoy the solitude in design, so I can't think of anyone who is my design partner for this moment.
It must be the design teacher who taught me in the past and my supervisor at work.
Graphic Annual, Communication Arts Annual, idea magazine, print magazine.
Continuously receive new knowledge and learn.
For me, the meaning of winning the award is not to become famous, but to have my design recognized by the industry, to remind myself that I have not regressed, and to give myself confidence, just like the feeling of getting a report card. But then because I won many awards, people started to recognize me.
My favorite color is black, white and grey, Japan, Eggs cooked any way, Autumn, Rolex
With my family together, becuase normal work time takes up too much, i'm really happy to be able to accompany them one day.
I only knew I would become a designer, but didn't think about what kind of designer I wanted to be.
Who know. Ha Ha!
The works speak for themselves.
Designer Interview
12 July 2024
I have been fond of fantasy and drawing since i was a child. When i was in middle school, i met by chance and read a design book. This is how i became interested in design. I later took different design courses and self-taught to become a designer.
A.S.M.D. is a brand design company newly established in Taiwan. It has been operating in Hong Kong for nearly 20 years and has won many awards. Has experience in cross-domain brand services, providing professional design consulting services, visual identity design and strategic communication. We specialize in brand identity, trademarks, packaging, posters and publications.
Design is solving problems by making thinks and things, thereby improving our lives.
All kinds of works i like all of them, but I mostly go for modern contemporary design style as it can blends perfectly with various personalities.
My favorite design is logo design, because the proportion of the area if appears in any design is the smallest, but it need may have the most to express. It is a very interesting design item. But recently i like packaging design because it is a very challenging to integrate all the theories and elements of graphic design.
It must be the company logo.
I don't know if i like it, but i always use illustrator and photoshop.
When there isn’t much to do.
Design direction.
I usually need keep a calm mood when designing because analyzing and solving problems at every moment of design.
I will be very happy, because every project is completed with hard work. If it can be appreciated by customers or audiences, that would be even better.
Hardworking and Lucky.
First I will consider the design direction must be right and correct.
In the past, designers have always believed that desigbers need to improve people's quality of life, but now we have added that the design processand works should be more enviromentally friendly.
I see the future of design as sustainable materials. Design and products that will be compostable and have a low carbon footprint. It is becoming increasingly popular to sell products that are good for the environment - which is good if we want to be carbon neutral by 2030. Wooden furtniture will have to sourced from responsible forests. In additon, the topic of AI must be inseparable. It will become a part of our lives, not to mention the design industry.
I would answer from life. Although this answer is perfunctory, it is indeed an indisputable fact, because the more time a designer sees and feels, his works will reflect it.
I think the designer's preferences and personality are the design style. This process is natural and will change. In this age full of information, I now prefer a simple style. There are different design methods for different customers.
I live in Taiwan, where the culture is diverse, my ideas can be free, and my clients are very receptive to new things, so the advantage for me is that I can do better in design.
Because coopertion has many aspects, there is no standared answer, but we will first look at the conditions and company neds to find the common interests of both parties, and further preliminary discussions can be carried out under an equal relationship.
Look at the designer's past works. It doesn't matter if the designer haven't done the same type of project. Metaphor: Design projects are just a stage for experienced designers. Capable designers can definitely perform on different stages. Clients only need to evaluate the designer past projects. It's okay to feel whatever you want.
we usually first understand the client's needs, because this process will produce different design processes according to different needs. Under normal circumstances, it is inseparable from preliminary research, design strategy formulation, design execution and delivery.
Eames chair, USM office cabinet, Dyson fan, Lyric speaker, Ikea ÄPPLARYD sofa.
My day is actually to constantly accept and deal with customer needs and solve internal administrative matters of the company. Whenever a customer asks me a question, I will try my best to understand the difficulties they encounter, understand the problem quickly, and organize and answer them.
Sometimes we proactively provide customers with interesting or useful information. So my day is actually a process of continuous learning, thinking and answering.
Sometimes we proactively provide customers with interesting or useful information. So my day is actually a process of continuous learning, thinking and answering.
I believe that designers who can make a difference already have certain condiitons, so I have to say don't be afraid of setbacks. After setbacks, it will become a powerful weapob in the future.
Let me just talk about myself. As a designer, i can be exposed to different industries and my horizons have been broadened. The down side is the there never seems to be enough time.
In addition to the importance of design direction, attention should be paid to every link and detail of the design. Details determine success or failure. Good detailed design can make the product more outstanding.
Have a spirti of continuous learning.
I will mainly use Adobe Illustrator and photoshop software to do my design.
I will set the time needed to manage each step in the process.
There is no set answer, it depends on the need of each project.
"Can it be cheaper?"
There are a lot of important work experiences for me because each one makes me grow.
Now there are clients in banking, sports, coffee, traditional Chinese medicine, food, drink and marketing industry.
It's packaging design for now, because it is very challenging, it can be said that it is the integration of graphic design.
In the future, I hope to do more packaging design, include tea and wine industry.
Depends on the size of the project.
If interest can though email to contact me.
No, thanks.
Grand Interview
13 June 2026 · Sinten Packaging Caffè
In the packaging design for New Deng Coffee, I wanted to use the purest visual language to capture the essence of coffee—clean, focused, and delicately layered. Therefore, I used minimalist lines and geometric shapes inspired by different coffee makers as the foundational elements, almost like illustrating the steady, rhythmic flow of coffee extraction.The fine lines symbolize the diffusion of aroma and create a sense of visual “breathing,” while the geometric forms provide a precise and orderly framework, giving the packaging distinct recognizability even within a minimalist approach. By structuring these elements, we established a unique visual landscape for the brand.
Earth tones have long dominated the coffee market, and I wanted New Deng Coffee to communicate with consumers in a more energetic way—one that also represents Kaohsiung.The orange color comes from the city’s intense sunlight and the dynamic energy of its harbor. The warm tones reflected off metal surfaces and the water convey enthusiasm, honesty, and a lack of pretension. It’s a bold color, yet it naturally aligns with Kaohsiung’s pace and the brand’s pursuit of freshness, making the product instantly noticeable on the shelf.
I strongly agree with the concept of the golden ratio in coffee brewing—beans, roasting, and brewing are all indispensable. This proportional idea inspired the rhythm of the illustrations.We translated line density, length variation, and the amount of negative space into a “visual 60/30/10.” This gives the illustrations a sense of rhythm that corresponds with the extraction process, creating a deeper harmony between the visual and the brewing experience.
The series includes different weights and sizes, as well as various brewing methods. To establish a strong and unified brand identity, we used a single line-art style to illustrate different coffee tools.However, within this consistency, I still wanted each tool to tell its own story. The variations in line behavior and composition allow each product to express its unique brewing personality while maintaining a cohesive visual system.
The coffee market is fiercely competitive, and most brands try to attract attention by adding more information or details. I chose the opposite approach—creating presence through restraint.The strategy included:• Minimalist white space that lets the visuals breathe, making the product stand out on cluttered shelves.• Bold use of color to ensure recognizability from afar.• Precise line language to reduce decoration and highlight professionalism.• Symbolic illustrations of brewing tools to strengthen memorability and reinforce the series identity.These decisions allowed us to stand out in a pure and contemporary way.
Moisture-proof materials do create limitations, but I believe constraints inspire smarter design.The surface characteristics of moisture-proof material determine how detailed the lines can appear. Meanwhile, single-color printing forced us to focus on the expressive qualities of line thickness, density, and rhythm instead of relying on color.In the end, these constraints made the design more refined and further emphasized the brand’s minimalist identity.
The A’ Design Award reinforced my belief that Taiwan’s cultural depth can indeed be expressed through modern design language.I didn’t draw directly from literal symbols. Instead, I translated the spirit of Taiwanese coffee culture—• the patience of handcraft,• the diversity of the market,• the warmth and fusion of the city—into the rhythm, spacing, and movement of the lines on the packaging.It’s not a folkloric presentation but a contemporary expression of “Taiwanese.”
While creating the line illustrations, I repeatedly reflected on the sensory process of brewing coffee.I wanted consumers to feel a sense of “coffee in the making” when they look at the packaging—the flow, the warmth, the aroma rising. It’s as if the visuals come first, and then the taste follows in their imagination.
Different packaging sizes introduce challenges in proportion and viewing distance. My approach was to build a modular line system that allows illustrations to scale freely without distortion.The core imagery stays in fixed proportions, while the density of details is adjusted accordingly. This ensures clarity and impact across all sizes while maintaining the brand’s narrative consistency.
I believe this design presents a new possibility for coffee packaging—one that doesn’t rely on excessive information to convey expertise, but instead uses visual order and sensory cues to communicate brand spirit.In the future, coffee packaging will go beyond aesthetics and take on cultural storytelling as well. This fusion of minimalism and cultural expression will likely become a core competitive advantage for the next generation of coffee brands.
