Interview with Andrew Cheng | Brand Director of Frudenia, Blending Past Arts with Modern Crafts
THE TOP MANSION by HZS Design Holding Company Limited
December 17, 2024
The world we created | Indistinguishable Future
December 17, 2024
1Please give us a brief bio of yourself and your design background.
I’m Andrew Cheng, the brand director of Sencus Frudenia. Overall, the image design of Frudenia is based on 19th-century Romanticism in Europe. We try to align colours, patterns, structures and even words with that period of time. The blend of past artistic trend of thoughts with modern craftsmanship is the core design of Frudenia.
2Tell us more about your agency/company, job profile, and what you do.
Frudenia Taiwan Ltd is a cosmetic company that produces modern, high-quality fruit-extract products. Being the director of Frudenia, my job is mainly supervising the design of all product lines in Frudenia.
3What does “design” mean to you?
A good design to me is a design that is beautifully authentic. A good design must also serve people’s needs in a beautiful way.
4What’s your favorite kind of design and why?
My favourite kind of design must be a complex one that features accurate colours and patterns with intriguing wording on it.
5To you, what makes a “good” design?
To me, a good design has to cover appropriate colours, patterns, and intriguing words with suitable appliances that meet consumers’ needs.
6What was your main source of inspiration for this design?
The main source of inspiration in designing the Orange Intensive Hydration Serum is from ancient Roman-Greek myths and 19th-century Romanticism poets like George Byron. We try to blend past artistic viewpoints into modern production.
7Congratulations! As the winner of the French Design Awards, what does it mean to you and your company and team to receive this award distinction?
It’s a great honour to be a winner of the 2024 French Design Awards. It really means a lot to our team since it is the first-ever global medal we achieved.
8Can you explain a bit about the winning work you entered into the French Design Awards, and why you chose to enter this project?
The Orange Intensive Hydration Serum is a core product in Frudenia that features the image of orange with a blend of ancient and modern design. We wish to deliver a brand-new visual impact in the sector of natural cosmetic products. Also, the French Design Awards is an award that matches our value which honours breakthrough designs from different industries every year.
9What were the main challenges you faced during the design process, and how did you overcome them?
The most difficult part throughout the process of designing the serum would be the total ideation. I and my team worked over 10 months to confirm that 19th-century Romanticism and ancient Greek myths would be the most suitable artistic origins for us to construct our products.
10What are your top three (3) favorite things about the design industry?
The three most intriguing parts of the cosmetic industry are that we can enhance human well-being, achieve sensational beauty and excavate the unexplored ingredients sector every year.
11Do you have anything else you would like to add to the interview?
We thank all the juries and people who devoted their time and efforts to organising this wonderful award. Thank you for your time!
Winning Entry
Orange Intensive Hydration Serum | French Design Awards
The Orange Intensive Hydration Serum is a rare gem in the market with natural fruit extract serums being hard to come by. Obtaining natural fruit extracts is a challenging task, and the cost fluctuates... (read more here.)
Andrew Cheng
Andrew Cheng is the Brand Director of Sencus Frudenia based in Taiwan. His leadership in the company has led to Frudenia's innovative product designs with complex features, accurate colours and patterns with intriguing wordings on them.
Read about the interview with Yiru Zhang & Zian Zheng | Master Landscape Designers from the United States here.