Lee Shin Yi on Her Creative Process and Packaging Design at Neuf

Being recognized by the MUSE Design Awards is a significant milestone for myself and the company. As a small design company, this honor gives us the opportunity to step onto the global stage and showcase our work to clients around the world. It is both a validation of our efforts and a motivation to continue creating with passion and purpose.

This achievement has had a profound impact on my growth and vision. It has allowed me to extend my presence and connect with a wider international audience. The recognition has not only boosted my credibility but also opened new business opportunities and collaborations across different markets. It has strengthened my commitment to delivering innovative design solutions on a global scale.

Experimentation has always played an important role in my creations. To achieve the best possible results, we continuously explore different forms, images, and colors to design products that best suit our clients. For example, one client wanted a paper bag with a unique shape. To meet their loading requirements, we conducted load-bearing tests, provided structural packaging recommendations, and produced inkjet samples to ensure every detail precisely met their needs.

Most of my work incorporates abstract visuals into the design. For example, in my award-winning project—the MU XIN facial mask packaging—I extended the concept from the client’s product in an abstract way. The design conveys a sense of "natural ingredients" and "land slowly rising and bathing in the essence," using delicate, water-like lines to represent the essence within the product. Through this, Neuf and myself aimed to communicate the brand’s core message: "MU XIN — Immerse Yourself in Beauty."

I believe that thoughtful design goes beyond aesthetics. I strive to avoid excessive packaging, reducing both costs and paper waste by combining the convenience of a carry bag with the elegance of a gift box. By carefully selecting eco-friendly papers that provide a tactile experience my clients appreciate, I not only elevate the overall quality of the packaging but also support their brand’s commitment to sustainability.

Throughout my design process, I carefully listen to my clients' needs and offer thoughtful, tailored recommendations. Through continuous communication and collaboration, I work towards building a shared vision that balances client expectations with my creative integrity.

To exceed expectations, I am committed to customized solutions, delivering high-quality design products and packaging services. Partnering with me will elevate your brand with greater sophistication, innovation, and impact.

The award-winning design draws inspiration from elements such as the galaxy, feathers, flowing water, and constellations, requiring a delicate and nuanced rendering effect. Throughout the process, I underwent numerous trials to create a final design that met the client's expectations.

Due to the varying characteristics of different paper materials, I faced challenges in achieving consistent color rendering. Through repeated color matching and fine-tuning during printing, Neuf and I successfully delivered a product that captured the intended visual effect with both vibrancy and stability.

When I encounter a creative block during the design process, I take a step back to pause and reflect. I engage in open discussions, sharing perspectives on the project and the client’s personality. Additionally, I explore works from other creators to gain fresh insights. This approach helps reignite my creativity and inspires new ideas for my designs.

In each of my projects, I begin by deeply understanding the brand’s history, founding purpose, future vision, and the emotions the brand wishes to convey. Through exploration and creative interpretation, I am able to accurately express the brand’s value.

At the same time, I specialize in designing packaging boxes as gifts or surprise packages, allowing the product to not only satisfy visual aesthetics but also embody deeper emotional value, offering buyers the joyful experience of receiving a gift.

Stay committed to delivering high-quality design work and cultivate a genuine love for both your craft and your journey. Trust in your own sense of aesthetics and creativity, and remember that true success is built step by step, with patience, passion, and perseverance.

I want to collaborate with motion designer Ting-An Ho. I really admire his motion work — elegant, distinctive, and strongly modern. Most of his creations are used in exhibitions, concerts, and digital visuals, and he excels at transforming typography into something that feels alive. I truly hope to have the opportunity to collaborate with such a talented individual in the future.

One question I wish people would ask me is: "What makes your design approach unique?"

My design approach integrates brand strategy with visual language, specializing in expressing brand essence through abstract lines and minimalist aesthetics. I value the communicative and sensory power of design—packaging, to me, is not just about visual appeal but also about conveying texture, quality, and warmth through materials and tactility. From structure, color, and material to overall visual consistency, I strive to ensure that every brand I work with is not only seen but also felt.