We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Chien-Cheng, Liu ("CL").
Chien-Cheng, Liu is an award-winning designer that helps make the World a better place with their original and innovative creations and advanced design works.
Chien-Cheng, Liu Designs
We are pleased to share with you original and innovative design work by Chien-Cheng, Liu.
Chien-Cheng, Liu Design - Win the Future Free-Range Egg Gift Box
Designer Interview of Chien-Cheng, Liu:
DI: 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?
CL : I’ve always had a strong sensitivity to visuals, order, and spatial composition since I was a child. This passion naturally led me into the field of design, where I eventually founded CHIHO Design, a studio dedicated to branding, packaging, and integrating sustainable values. Becoming a designer was never just a choice for me—it felt like a calling.
DI: Can you tell us more about your company / design studio?
CL : CHIHE Design is an interdisciplinary design studio that combines brand strategy, visual identity, and ESG sustainability consulting. We believe that design is not merely about appearance—it is a catalyst for culture and value. Our work empowers industries to elevate their brands while transforming packaging into a vehicle for sustainable innovation.
DI: What is "design" for you?
CL : For me, design is both a responsibility and a language. It has the power to shift perspectives, generate value, evoke emotion, and carry the potential of culture and the future.
DI: What kinds of works do you like designing most?
CL : I’m most passionate about packaging design—especially projects that integrate material innovation and sustainability strategies. Designing the "first impression" of a product offers a powerful opportunity to influence consumer perception and values.
DI: What is your most favorite design, could you please tell more about it?
CL : One of my favorite works is the “Win the Future” free-range egg gift box. It transforms recycled eggshell pulp into a structured eco-packaging design that’s playful and visually appealing. It fully embodies the ESG values of the brand and has been recognized with an A’ Design Award and selected as the Golden Horse 60th Anniversary Gift.
DI: What was the first thing you designed for a company?
CL : The first thing I designed for a company was a complete brand identity and packaging system for an agricultural brand. From logo to packaging structure, it was a ground-up process that made me realize the commercial and social impact of design.
DI: What is your favorite material / platform / technology?
CL : I’m passionate about exploring renewable materials—especially agricultural waste like bagasse paper and recycled eggshell pulp. I also enjoy working with AI-powered tools and platforms that support sustainability data integration in design.
DI: When do you feel the most creative?
CL : I feel most creative when I dive deep into a brand’s core identity or when I interact with materials, scents, and environments in everyday life. These moments awaken new connections and design possibilities.
DI: Which aspects of a design do you focus more during designing?
CL : I focus primarily on user experience, brand storytelling, and the sustainability of materials and processes. All three are essential for a holistic design outcome.
DI: What kind of emotions do you feel when you design?
CL : Designing feels like a journey in pursuit of order and meaning. Sometimes it’s meditative, sometimes experimental and exhilarating. I enjoy shifting between these states and savoring the breakthrough moments.
DI: What kind of emotions do you feel when your designs are realized?
CL : When a design is brought to life, I feel a sense of fulfillment and balance. It’s not just about "completion"—it’s about "realization." Especially when users are moved and the brand is recognized, it reaffirms the meaningfulness of this profession.
DI: What makes a design successful?
CL : A successful design strikes a balance between aesthetics, function, culture, and sustainability. Most importantly, it resonates with users and inspires them to share it.
DI: When judging a design as good or bad, which aspects do you consider first?
CL : I evaluate a design based on whether it solves a core problem, reflects cultural depth, and incorporates sustainable thinking. I also consider the kind of emotional connection it creates with people.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
CL : Designers are not just creators of form—they are instigators of value. We have a responsibility to drive energy-efficient production, environmentally responsible material choices, and meaningful communication. Design is a catalyst for social progress.
DI: How do you think the "design field" is evolving? What is the future of design?
CL : Design is evolving to become more interdisciplinary, data-driven, and sustainability-focused. Future designers must be tech-savvy, ESG-conscious, and culturally articulate—acting as a bridge between strategy and humanity.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
CL : My latest exhibition was at the Taiwan Design Expo, showcasing CHIHO Design’s sustainable packaging made from recycled eggshell materials. In the future, I hope to hold a solo exhibition in Milan or London themed “Circular Design and Asian Culture.”
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
CL : Inspiration comes from the subtle details of life, natural textures, linguistic structures, and the tension between Eastern and Western cultures. I read, travel, daydream, and converse with farmers, craftsmen, and engineers to keep my creativity flowing.
DI: 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?
CL : I describe my style as “Emotive Depth Design,” blending minimal forms with cultural storytelling, with a strong emphasis on perception and sustainable materials. Each project is an attempt to deconstruct convention and reconstruct value.
DI: 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?
CL : I live in Taiwan, a culturally diverse island rich in Eastern spirit. The local craftsmanship, folk symbols, and subtropical climate deeply influence my creations. However, limited industrial resources and a still-developing design appreciation present challenges.
DI: How do you work with companies?
CL : I work with companies by starting with brand diagnosis—identifying their unique value proposition and translating it into design language. We emphasize co-creation, treating clients as partners to redefine products and culture from the consumer’s perspective.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
CL : When selecting a designer, companies should look beyond aesthetics and focus on the designer’s ability to understand the brand’s core. A good designer asks the right questions, listens carefully, and provides strategic input. Building mutual trust and transparent collaboration is key to a successful partnership.
DI: Can you talk a little about your design process?
CL : My design process involves five steps: Insight, Translation, Co-creation, Prototyping, and Validation. It starts with deep brand and industry insights, which are translated into strategic and creative directions. Then, I co-create with clients, prototype the ideas, and refine them through testing to ensure impact and sustainability.
DI: What are 5 of your favorite design items at home?
CL : Alessi’s bin – witty yet functional Dyson bladeless fan – a perfect blend of tech and form Handmade scissors from a Kyoto craftsman – sheer artisanal elegance CHIHE Design’s recycled eggshell box prototype – one of our icons Indigenous Taiwanese textile mat – a dialogue between culture and design
DI: Can you describe a day in your life?
CL : My day starts at 6:30 AM with black coffee and morning reading. I spend my mornings in internal meetings or focused design work, followed by a workout before lunch. Afternoons are for client visits or new project development. In the evenings, I journal, distill ideas—or sometimes liquor—and walk the dog. It’s a blend of creativity and discipline.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
CL : Never stop questioning, observing, or being curious. Design is not about pleasing—it’s about proposing better possibilities. Don’t rush to be famous. First, become someone who truly understands the world.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
CL : The positive side is turning abstract ideas into tangible emotions, influencing choices and behaviors. The downside is the emotional and time investment—it’s easy for designers to overextend themselves and fall into self-doubt.
DI: What is your "golden rule" in design?
CL : My golden rule: Purpose over form, value before style.
DI: What skills are most important for a designer?
CL : Beyond technical skills, observation, empathy, systems thinking, and strategic dialogue are crucial for a designer.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
CL : My toolbox includes Adobe Creative Suite, Notion, Procreate, and AI tools like Midjourney and ChatGPT. I frequently revisit books like Emotional Design, The Brand Gap, and Designing Design. I also keep material samples and a scent diary for sensory inspiration.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
CL : I manage time through time-blocking—clearly dividing creative hours from administrative ones. I also set aside one evening each week for “no meetings, no output,” dedicated solely to reflection and inspiration.
DI: How long does it take to design an object from beginning to end?
CL : It depends on the project scale. A basic identity system may take 3–4 weeks, while sustainable packaging often takes over 3 months. If material experimentation or supply chain integration is involved, it could extend to over 6 months. The duration reflects how deeply we choose to address the core of the problem.
DI: What is the most frequently asked question to you, as a designer?
CL : The most frequently asked question is, “Do you think this design will sell?” I usually reply, “Who do you want to sell it to, and why would they choose you?” Design is not separate from business, but value must come before conversion.
DI: What was your most important job experience?
CL : Designing the “Free-Range Egg Sustainable Gift Box” for the Golden Horse 60th Anniversary was one of my most significant experiences. It wasn’t just about a product—it was about crafting a design-led solution to a societal issue.
DI: Who are some of your clients?
CL : Our clients include Chinyi Eggs, Wang De Chuan Tea House, JC Spotlight, The O group,. They span agriculture, F&B, aesthetics, and hospitality—brands seeking cultural depth and sustainable transformation.
DI: What type of design work do you enjoy the most and why?
CL : I enjoy full-scope projects that go from brand strategy to packaging design—especially when the process triggers users to re-examine culture and sustainability. These projects transform not just the brand but also the consumers.
DI: What are your future plans? What is next for you?
CL : We're developing a modular packaging SaaS platform to make sustainable design more replicable and actionable.
DI: Do you work as a team, or do you develop your designs yourself?
CL : I work with an interdisciplinary team of strategists, visual designers, material consultants, and data analysts. While I lead the strategy and creative direction, every great work is the result of collective intelligence.
DI: Do you have any works-in-progress being designed that you would like to talk about?
CL : We’re currently working with “Weiding Culinary” to develop an ESG sub-brand based on okara, a soy milk byproduct. It includes low-carbon gifts like okara scones and cookies, along with a sustainable visual upgrade for their stores.
DI: How can people contact you?
CL : Feel free to contact us through our website or Instagram: website:www.chihedesign.com IG:@chihe_branding_consultancy
DI: Any other things you would like to cover that have not been covered in these questions?
CL : The future of design lies not only in creation, but in connection. Through the work of CHIHE Design, I aim to make design a translator between culture and sustainability—one that is seen, respected, and remembered.