Interview with Qichao An of Wuhan Mornice Brand Design CO.,LTD

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Qichao An

With over a decade of design expertise, Qichao An studied advertising in university and has been dedicated to the design field since completing his degree. In 2018, he founded Mornice Brand Design, his own design company.

Interview With The 2023 MUSE Design Awards Winner – Qichao An

1Please give us a brief bio of yourself and your design background.
My name is Qichao An and I have over 10 years of design experience. I studied advertising in university and have been working in the design field since I graduated. In 2018, I established my own design company, Mornice Brand Design.
2What made you become/why did you choose to become a designer/artist?
I chose to become a designer because I have always been passionate about creativity and visual expression. During my studies in advertising at university, I started to pay close attention to brand marketing and advertising design which ignited my interest in the field of design. I enjoy conveying information, emotions, and values through design. This process fulfills me, which is why I chose to become a designer.
3Tell us more about your business/company, job profile, and what you do.

My company is called Mornice Brand Design and it was established in 2018. We are a design agency specializing in brand design and visual communication. My job profile includes leading the design team, collaborating with clients, formulating and executing brand design strategies, and ensuring the high-quality delivery of projects.

Our work encompasses brand identity design, packaging design, graphic design, website design, and other projects related to brand visuals. Our goal is to assist clients in creating a unique brand image to attract their target audience and drive business growth.

4What does “design” mean to you?
To me, "design" means creating, communicating, and solving problems. It is a holistic and creative process through which objects, brands, user experiences, and social interactions can be shaped. Design is the fusion of creativity and functionality to meet the needs and expectations of people. It is a unique language that can express ideas and concepts through visuals, sensory elements, and emotions.
5What’s your favorite kind of design and why?

My favorite kind of design is brand design! I love it because brand design allows me to work with clients to create unique brand stories and identities. It involves delving deep into understanding the client's values, target audience, and market competition and then blending these elements into creative visuals and messaging.

The outcomes of brand design can have a profound impact on a business's success and establish emotional connections with consumers. I enjoy being creative in brand design and helping clients establish their distinct brand voice and identity.

6To you, what makes a “good” design?

To me, a "good" design should possess the following characteristics:

Functionality: Design must fulfill its intended function, whether it's the actual use of a product or the usability of a user interface.

Aesthetics: Good design should have an appealing appearance that evokes emotional resonance and aligns with the visual style of the brand or project.

Effectiveness: Design should effectively convey information, grab attention, or achieve its goals, such as increasing sales or enhancing brand awareness.

Innovation: Good design often includes innovative elements that can break from the ordinary and provide unique solutions for clients.

User Experience: In the digital design realm, user experience is paramount. Good design should focus on user needs, providing a seamless and enjoyable interaction.

Time and Budget: Good design should be completed within a reasonable timeframe and budget to meet the client's requirements.

In summary, a "good" design is not only visually appealing but also excels in functionality, effectiveness, and user experience.

7Describe your design style and its main characteristics.
My design style emphasizes simplicity, modernity, creativity, while also focusing on brand consistency and user-centered design. I aim to ensure that each project effectively conveys information and evokes emotional resonance.
8Tell us about your design process.

My design process typically includes the following stages:

A) Research and Understanding: In-depth discussions with the client to understand their needs, market research, and audience analysis.

B) Concept and Ideation: Generating design concepts and ideas, formulating design proposals.

C) Design Development: Further developing and refining the design, including creating brand identities and visual styles.

D) Client Feedback and Revisions: Sharing design proposals with the client, collecting feedback, and making revisions.

E) Final Delivery: Preparing final design files and assisting the client in their use.

F) Post-Project Maintenance: Providing post-project maintenance as needed.

The entire process aims to ensure design that aligns with client requirements and exhibits high quality and impact.

9Do you think your country and its cultural heritage has an impact on your design process?

Yes, I believe that my country and its cultural heritage have a significant impact on my design process. China has a rich cultural history and traditions in areas such as art, literature, and philosophy. These traditions have profound influences on the mindset and aesthetics of Chinese designers. Chinese culture emphasizes balance, harmony, and respect for traditional values, and these principles often find expression in my designs.

I make an effort to incorporate Chinese cultural elements into my designs, whether in color choices, pattern designs, or the use of visual symbols. This helps in creating designs with a local flavor that can better resonate with Chinese audiences and convey culturally relevant messages.

Chinese culture and its cultural heritage play an inspirational and guiding role in my design process, adding depth and richness to my designs. This cultural connection helps build emotional resonance and also caters to the needs of clients, especially those with a strong emphasis on local identity.

10Congratulations! As the winner of the 2023 MUSE Design Awards, what does it mean to you and your company and team to receive this award distinction?
Receiving the MUSE Design Award is a significant validation of our creative and design work, showcasing our expertise and innovation in the design field. It's not only an encouragement for me personally but also a recognition of our entire team's efforts.
11Can you explain a bit about the winning work you entered into the 2023 MUSE Design Awards, and why you chose to enter this project?

The project presented us with opportunities for innovation and challenges as it involved establishing a unique brand in the beverage industry, distinct from traditional tea brands.Most importantly, our client was highly satisfied with the design and believed it would help them stand out in a competitive market.

I believe this project represents the talent and creativity of our design team in the field of brand design. It is not only innovative but also affirms our design capabilities, which is why we chose to submit it to the MUSE Design Awards.

12What was the biggest challenge with this project?
One of the biggest challenges in this project was establishing a unique identity for a new brand in the beverage market. It's a highly competitive industry filled with traditional tea brands, so we had to ensure that our design could make the brand stand out.
13How has winning an Award developed your practice/career?
Winning an award demonstrates my professional competence, instilling greater confidence in clients when choosing me for design projects. This helps in building long-term collaborations.the award has helped establish my reputation in the design field, opened up career opportunities, and spurred my drive for continuous improvement and innovation. It has had a positive impact on both my design practice and career.
14What are your top three (3) favorite things about our industry?

Creative Freedom: The design industry allows me the creative freedom to express my ideas and imagination in the creative realm. I can turn ideas into visual art and create unique designs for clients. This creative freedom is very exciting.

Impact: Design can have a profound impact on people's emotions, behaviors, and decisions. Through design, I can convey information, communicate brand values, and establish emotional connections with the audience. This ability is very fulfilling.

Diversity: The design industry is incredibly diverse, encompassing many different fields, from brand design to user experience design, from graphic design to packaging design. This provides me with the opportunity to continually learn and explore new design areas, keeping me excited and curious.

15What makes your country specifically, unique in the design industry?
China boasts a profound cultural history in fields like painting, calligraphy, and traditional architecture, providing abundant inspiration and source material for Chinese designers.
16Where do you see the evolution of design industry going over the next 5-10 years?

With ongoing technological advancements, digitization and virtual reality will play a more significant role in the design industry. This includes virtual design environments, augmented reality technologies, and digital prototyping.

Sustainable design and social responsibility will become more prominent concerns. Designers will focus on material choices, eco-friendly design, and social impact to meet the growing demand for sustainability.

Automation and artificial intelligence will transform design processes, increasing efficiency. Designers will collaborate with AI tools to accelerate creativity and production.

17If you were a student entering this industry or an aspiring MUSE Design Awards submitter, what advice would you give them?
Design is an ever-evolving field, so continuous learning and updating your skills are crucial. Attend design courses, workshops, and seminars, and engage with peers to exchange experiences and stay in a learning mode.Most importantly, maintain your passion and enthusiasm for design, as they will be the key to your success in the design industry.
18What resources would you recommend to someone who wants to improve their skills in the design industry?
Gain real project experience, try different types of design tasks, and learn from them while continually improving.Participating in design awards and competitions can inspire creativity and provide opportunities for showcasing and recognition. MUSE Design Awards is a great example!
19Who has inspired you in your life and why?
I believe this would be my daughter. She is the wellspring of my design inspiration, always breaking boundaries and challenging the limits of fashion. She never fails to provide me with boundless inspiration and ideas.
20What is your key to success? Any parting words of wisdom?
My key to success has been a combination of passion, continuous learning, and the willingness to adapt to change. In the end, success is a journey, and it's important to find joy and fulfillment in that journey, not just in reaching a destination.
21Do you have anything else you would like to add to the interview?
I'd like to express my gratitude for the opportunity to be a part of this interview. Design is a dynamic and ever-evolving field, and I'm always excited to share insights and experiences with fellow designers and enthusiasts. Keep designing and creating!

Winning Entry

IDEAMIX LAB Fruit Tea | 2023

IDEAMIX LAB Fruit Tea | Qichao An

The packaging of IDEAMIX LAB fruit tea beverages is divided into three colors, with each color representing a distinct flavor, enabling easy differentiation between various …
(Read more at MUSE Design Awards)

Qichao An

With over a decade of design expertise, Qichao An studied advertising in university and has been dedicated to the design field since completing his degree. In 2018, he founded Mornice Brand Design, his own design company.

Read more about Qichao An’s interview for the 2022 NY Product Design Awards!