We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Sinong Wu ("SW").
Sinong Wu， Head of Chengdu Sinong Creative Packaging Design Co., Ltd; Focused on the liquor packaging design industry, with 10 years of work experience; Provide packaging design services and brand consulting services for Chinese famous wines. Sinong Creative has successfully provided design services and brand consulting services for well-known Chinese liquor brands such as Wuliangye, Fenjiu, Luzhou Laojiao, Diaoyutai, and Yongfeng. Sinog Wu has successfully designed products with amazing sales for Chinese Baijiu companies, such as Wuliangye Waizui Baijiu, which accounts for almost half of the sales of Chinese small bottle Baijiu. He has obtained many design patents for clients. In addition, Sinong Wu has also won multiple design awards; For example: London International Design Award (LDA) Platinum Award, International Design Award (IDA, USA), MUSE International Design Award Platinum/Gold Award, London International Creative Award (Licc), Italian A Design Award, etc; Sinong Wu is also a member of the Fujian Graphic Design Association and the Sichuan Graphic Designers Association in China.
Sinong Wu Designs
We are pleased to share with you original and innovative design work by Sinong Wu.
Sinong Wu Design - Hj Lu Yinpiaolaohao Baijiu Packaging
Designer Interview of Sinong Wu:
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?
SW : To be honest, design is something I learned after working, and I majored in sculpture in college. At first, I wanted to be an artist in the field of pure art (sculptor, oil painter). When I found that my design was recognized and loved by a large consumer group, it gave me great satisfaction and confidence. I firmly believe that this is the most important thing for me to persist in this industry for 10 years.
DI: Can you tell us more about your company / design studio?
SW : I work in Siong Creative Design, a studio named after me; Professional design of alcohol packaging and brand planning. We have designed packaging for well-known Chinese liquor brands such as Wuliangye, Luzhou Laojiao, Diaoyutai, Fenjiu, etc. We have successfully created products with astonishing sales for these well-known liquor brands, such as Wuliangye Waizui Liquor, which is the best-selling small bottle liquor (100mL) in China. Wuliangye Xiandairen has also achieved good sales performance.
DI: What is "design" for you?
SW : For me, design is a way of expression. Writers use words to express emotions, and I use design works to express my views on brands; Of course, design has consumed a lot of my time and is also a part of my life.
DI: What kinds of works do you like designing most?
SW : As a commercial product designer, I prefer to be able to perfectly convey the content that a design or brand wants to express, while also being perfectly accepted and loved by consumers in the consumer market. If this design can improve a certain state and help consumers, then it would be perfect.
DI: What is your most favorite design, could you please tell more about it?
SW : To be honest, I don't like any particular item or design. As long as this design can achieve a certain design purpose, I believe most people will like it.
DI: What was the first thing you designed for a company?
SW : communicate. Is the theme of the design clear and appropriate? And cost control.
DI: What is your favorite material / platform / technology?
SW : I work in the packaging design industry for alcoholic beverages and have access to various materials; For example, ceramics, glass, metal, wood products, paper, plastic, and so on. My favorite among them is glass, which can present different visuals according to your design, complex, transparent, and layered visual experiences; And it has a great texture.
DI: When do you feel the most creative?
SW : When I relax, only when I relax can I burst out with inspiration.
DI: Which aspects of a design do you focus more during designing?
SW : The purpose of the design. Has this design achieved its intended purpose and conveyed a certain feeling.
DI: What kind of emotions do you feel when you design?
SW : If this design is meant to express something, then the entire design process is very enjoyable. vice versa.
DI: What kind of emotions do you feel when your designs are realized?
SW : Happy and joyful, like a child getting their favorite toy.
DI: What makes a design successful?
SW : Long term experience accumulation and passion for the industry.
DI: When judging a design as good or bad, which aspects do you consider first?
SW : Does the design conform to mainstream values and look good? Would one like or purchase this design as a consumer.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
SW : I work in the packaging design industry, and being able to use more environmentally friendly materials is a real contribution that designers make to society and the environment. I have been doing this to increase the proportion of environmentally friendly materials used in packaging.
DI: How do you think the "design field" is evolving? What is the future of design?
SW : Follow the aesthetic or consciousness changes of mainstream society, and guide more designers to do the right things within their capabilities. For me, using more environmentally friendly materials is a good thing for society The future design industry - AI, AI will definitely occupy a large part of the design work.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
SW : Exhibition in Chengdu in April 2025. Since graduation, most of my design works have been for commercial exhibitions. Every spring, we exhibit our design works at the China Sugar and Wine Food Fair.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
SW : In various industries, I like to discover the design aesthetics of different industries. If I find it interesting or good, I will bring this inspiration into my designs.
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?
SW : My designs come in various styles, young and fashionable, fun and childlike, classical and heavy. I think commercial product designers need to have less personal style; The designer is responsible for conveying and presenting the style required for the product.
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?
SW : I live in Chengdu, China, where there are many cultural heritages. The logo of Chinese cultural heritage is taken from the Sun God Bird pattern in Chengdu. I believe that natural heritage will affect design. In China, the good side of product packaging design is the implementation process, which is very fast. The process and sampling of paper packaging can be achieved in 5 days. The downside is that when designers want to pursue the ultimate production process, it may be difficult to implement and cooperate.
DI: How do you work with companies?
SW : Through the twice yearly product exhibitions and exchange meetings, we can meet new customers and also visit old customers.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
SW : Clearly define the product design purpose and style, and maintain smooth and effective communication channels. Industry experience; Designers who have been engaged in design in the industry for a long time are a good choice.
DI: Can you talk a little about your design process?
SW : 1. Communicate with clients 2. Clarify design style 3. Determine material costs 4. Draw sketches 5. Refine sketch design details 6. Model and render drawings 7. Modify/complete/sample production.
DI: What are 5 of your favorite design items at home?
SW : The design of the balcony provides me with a perfect place to interact with the outside world and drink beverages. 2. The design of the display cabinet was customized with a solid wood cabinet for my collection in the room, which can perfectly place some of my collected watches and classical pocket watches. 3. A space specifically designed for my child's entertainment, where they can play happily. 4. The TV wall has removed the traditional meaning of a TV wall and replaced it with a projector, bringing more choices and joy to our families. 5. Exclusive parking space design, I have drawn my favorite illustrations for the parking space, which have a strong personal style.
DI: Can you describe a day in your life?
SW : Wake up at 8am, run 4-5 kilometers, and go home for dinner; After arriving at my workplace, I start working. If I am not too busy with work, I usually come home at 5 o'clock to have dinner and chat with my children. This is my schedule for working days.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
SW : Don't just look at designs or products in the same industry. Read more about excellent and ultimate designs from various industries, strive to learn from these works, accumulate experience, and apply them to your own industry.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
SW : The realization of creativity and self-worth; The negative part is certainly high-intensity work pressure, especially when there are no ideas.
DI: What is your "golden rule" in design?
SW : Aesthetics should serve functionality; Clear communication of information and vision.
DI: What skills are most important for a designer?
SW : Innovative ability and creative thinking, as well as the ability to capture aesthetics. The ability to perceive the market and business enables design to achieve significant commercial value. Communication skills, clear and concise communication skills can help designers go further.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
SW : I usually use three types of software tools: Plane and vector graphics software (PS, AI, CDR), 3D modeling software (Rhino), office software, etc. I will go to some design websites to get inspiration; Like Behance et al
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
SW : Plan and schedule time in advance before the project begins. I usually carefully plan the entire design timeline; The time for sketching and refining sketches; Plan the time for each step based on the difficulty of each project; Make the entire project timeline clear.
DI: How long does it take to design an object from beginning to end?
SW : Depending on the design difficulty, it generally ranges from one week to one month.
DI: What is the most frequently asked question to you, as a designer?
SW : Where does your inspiration come from? Will there be more inspiration in the evening or early morning? ：）
DI: What was your most important job experience?
SW : Design different styles for different brands; Mingrui's business acumen creates value for customers.
DI: Who are some of your clients?
SW : Wuliangye, Diaoyutai, Luzhou Laojiao, Fenjiu and other well-known Chinese enterprises.
DI: What type of design work do you enjoy the most and why?
SW : Creative packaging design work creates value for both customers and oneself. Social value can also be achieved through the use of environmentally friendly materials.
DI: What are your future plans? What is next for you?
SW : In the future, we may try to do some product design, designing some interesting cultural products; Such as aromatherapy, etc.
DI: Do you work as a team, or do you develop your designs yourself?
SW : I am a personal studio working for myself and clients.
DI: Do you have any works-in-progress being designed that you would like to talk about?
SW : Of course, I have been designing tea packaging for a liquor company recently.
DI: How can people contact you?
SW : Contact me through various exhibitions or customer referrals.
DI: Any other things you would like to cover that have not been covered in these questions?
SW : Thank you for the fair and impartial criticism of the A'Design Award, which has shown me my true design ability.