{"id":32724,"date":"2025-01-30T08:00:00","date_gmt":"2025-01-30T08:00:00","guid":{"rendered":"https:\/\/muse.international\/?p=32724"},"modified":"2025-02-03T06:27:15","modified_gmt":"2025-02-03T06:27:15","slug":"kailing-zhang-and-krishna-betai-turn-nutrition-labels-into-insights-with-sweet-tooth","status":"publish","type":"post","link":"https:\/\/muse.international\/index\/kailing-zhang-and-krishna-betai-turn-nutrition-labels-into-insights-with-sweet-tooth\/","title":{"rendered":"Kailing Zhang and Krishna Betai Turn Nutrition Labels Into Insights With Sweet Tooth"},"content":{"rendered":"\n

Kailin Zhang, a self-taught art director and designer from China, honed her skills at Ogilvy Toronto, working on major global brands. Meanwhile, Krishna Betai, a poet and storyteller from India, began writing at the age of five and later turned her passion into a career, freelancing before interning at Rethink Toronto and JOAN Creative NY.<\/em><\/p>\n\n\n\n

Q1. Please give us a brief bio of yourself and your creative background.<\/strong><\/p>\n\n\n\n

Kailin<\/strong>: I am a self-taught art director and designer, originally from China, with no prior art education background. I’ve been fortunate to have interned at Ogilvy Toronto, working on some of the biggest brands in the world.<\/p>\n\n\n\n

Krishna<\/strong>: I am a copywriter, originally from India. My writing journey started at the age of five with poetry and short stories. Over the years, I\u2019ve worked as a freelance content writer, and recently interned at Rethink Toronto and JOAN Creative NY. I will soon graduate from Miami Ad School, ready to embark on the most exciting part of my journey yet.<\/p>\n\n\n\n

Q2. What made you become\/why did you choose to become a creative?<\/strong><\/p>\n\n\n\n

Kailin<\/strong>: The fact that people in the ad industry never grow old by heart resonated with me, and that’s when I decided to become a creative.<\/p>\n\n\n\n

Krishna<\/strong>: I love creating things that people can read, watch, and listen to, and the ad industry is one of the few places that allows for an individual to do all those things.<\/p>\n\n\n\n

Q3. Tell us more about your business\/company, job profile and what you do.<\/strong><\/p>\n\n\n\n

Kailin<\/strong>: Creativity for me is that unexpected “a-ha” moment, when you see something, and connect to it instantly, on a human level.<\/p>\n\n\n\n

Krishna<\/strong>: For me, creativity means thinking of something that no one else has thought of or noticed, telling the stories people have read and heard in new ways, and bringing newness even in the small details.<\/p>\n\n\n\n

Q4. What’s your favorite part of the creative process and why?<\/strong><\/p>\n\n\n\n

Kailin<\/strong>: My favorite part of the creative process is when I get a creative brief, I sit down and think of all the things that have happened to me in my life, as I try to find something from my personal experiences that relates to the brief. I’m all about searching for that human truth, an insight that makes the idea strong and relatable.<\/p>\n\n\n\n

Krishna<\/strong>: My favorite part of the creative process is brainstorming ideas, because that’s where you can let your mind wander in infinite ways and dig deep before you find the golden idea. It’s the most fun and exciting part of the creative process because without any restrictions, you can come up with the biggest and whackiest of ideas (or even a nugget of an idea that goes on to become something big), where there’s truly no wrong answer.<\/p>\n\n\n\n

Q5. Congratulations! As the winner of the 2024 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?<\/strong><\/p>\n\n\n\n

It’s an honor to win such a prestigious award! Seeing our work featured alongside other winners is a huge confidence booster and encourages us to come up with better ideas and keep pushing forward.<\/p>\n\n\n\n

Winning Entry<\/p>\n\n\n\n

Sweet Tooth<\/a><\/p>\n\n\n\n

Read more about this interview<\/a> with Illum Cube Design Studio, the Gold Winners of the 2024 MUSE Creative Awards.<\/em><\/em><\/em><\/em><\/em><\/h6>\n\n\n\n

<\/p>\n\n\n\n

Explore the journey of Illum Cube Design Studio<\/a>, the Gold Winners at the 2024 MUSE Design Awards. Jinda Zhong and Hui Jing, founders of Illum Cube Design Studio, are U.S.-based UX designers who combine graphic design and human-computer interaction to craft visually striking, seamless user experiences.<\/p>\n","protected":false},"excerpt":{"rendered":"

Kailin Zhang, a self-taught art director and designer from China, honed her skills at Ogilvy Toronto, working on major global brands. Meanwhile, Krishna Betai, a poet [\u2026]<\/span><\/p>\n","protected":false},"author":19,"featured_media":35499,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[372,540],"tags":[9,12,382],"yoast_head":"\nKailing Zhang and Krishna Betai Turn Nutrition Labels Into Insights<\/title>\n<meta name=\"description\" content=\"Winner interview with Kailin Zhang and Krishna Betai for Sweet Tooth, the Silver Winners of the 2024 MUSE Creative Awards.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/muse.international\/index\/kailing-zhang-and-krishna-betai-turn-nutrition-labels-into-insights-with-sweet-tooth\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kailing Zhang and Krishna Betai Turn Nutrition Labels Into Insights\" \/>\n<meta property=\"og:description\" content=\"Winner interview with Kailin Zhang and Krishna Betai for Sweet Tooth, the Silver Winners of the 2024 MUSE Creative Awards.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/muse.international\/index\/kailing-zhang-and-krishna-betai-turn-nutrition-labels-into-insights-with-sweet-tooth\/\" \/>\n<meta property=\"og:site_name\" content=\"Muse.World\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/musedotworld\" \/>\n<meta property=\"article:published_time\" content=\"2025-01-30T08:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-03T06:27:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/muse.international\/wp-content\/uploads\/2025\/01\/MCA-kailin-zhang-krishna-betai-thumb.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Maizura\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@musedotworld\" \/>\n<meta name=\"twitter:site\" content=\"@musedotworld\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Maizura\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/muse.international\/index\/kailing-zhang-and-krishna-betai-turn-nutrition-labels-into-insights-with-sweet-tooth\/\",\"url\":\"https:\/\/muse.international\/index\/kailing-zhang-and-krishna-betai-turn-nutrition-labels-into-insights-with-sweet-tooth\/\",\"name\":\"Kailing Zhang and Krishna Betai Turn Nutrition Labels Into Insights\",\"isPartOf\":{\"@id\":\"https:\/\/muse.international\/index\/#website\"},\"datePublished\":\"2025-01-30T08:00:00+00:00\",\"dateModified\":\"2025-02-03T06:27:15+00:00\",\"author\":{\"@id\":\"https:\/\/muse.international\/index\/#\/schema\/person\/6c06d27dec72f8caef69a58de7057d86\"},\"description\":\"Winner interview with Kailin Zhang and Krishna Betai for Sweet Tooth, the Silver Winners of the 2024 MUSE Creative Awards.\",\"breadcrumb\":{\"@id\":\"https:\/\/muse.international\/index\/kailing-zhang-and-krishna-betai-turn-nutrition-labels-into-insights-with-sweet-tooth\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/muse.international\/index\/kailing-zhang-and-krishna-betai-turn-nutrition-labels-into-insights-with-sweet-tooth\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/muse.international\/index\/kailing-zhang-and-krishna-betai-turn-nutrition-labels-into-insights-with-sweet-tooth\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/muse.international\/index\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Kailing Zhang and Krishna Betai Turn Nutrition Labels Into Insights With Sweet Tooth\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/muse.international\/index\/#website\",\"url\":\"https:\/\/muse.international\/index\/\",\"name\":\"Muse.World\",\"description\":\"MUSE Creative Awards | Vega Digital Awards | TITAN Awards\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/muse.international\/index\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/muse.international\/index\/#\/schema\/person\/6c06d27dec72f8caef69a58de7057d86\",\"name\":\"Maizura\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/muse.international\/index\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/a7ec2dc5487c561c4b56a152817a6c14?s=96&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/a7ec2dc5487c561c4b56a152817a6c14?s=96&r=g\",\"caption\":\"Maizura\"},\"url\":\"https:\/\/muse.international\/index\/author\/maizura\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Kailing Zhang and Krishna Betai Turn Nutrition Labels Into Insights","description":"Winner interview with Kailin Zhang and Krishna Betai for Sweet Tooth, the Silver Winners of the 2024 MUSE Creative Awards.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/muse.international\/index\/kailing-zhang-and-krishna-betai-turn-nutrition-labels-into-insights-with-sweet-tooth\/","og_locale":"en_US","og_type":"article","og_title":"Kailing Zhang and Krishna Betai Turn Nutrition Labels Into Insights","og_description":"Winner interview with Kailin Zhang and Krishna Betai for Sweet Tooth, the Silver Winners of the 2024 MUSE Creative Awards.","og_url":"https:\/\/muse.international\/index\/kailing-zhang-and-krishna-betai-turn-nutrition-labels-into-insights-with-sweet-tooth\/","og_site_name":"Muse.World","article_publisher":"https:\/\/www.facebook.com\/musedotworld","article_published_time":"2025-01-30T08:00:00+00:00","article_modified_time":"2025-02-03T06:27:15+00:00","og_image":[{"width":1920,"height":1080,"url":"https:\/\/muse.international\/wp-content\/uploads\/2025\/01\/MCA-kailin-zhang-krishna-betai-thumb.jpg","type":"image\/jpeg"}],"author":"Maizura","twitter_card":"summary_large_image","twitter_creator":"@musedotworld","twitter_site":"@musedotworld","twitter_misc":{"Written by":"Maizura","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/muse.international\/index\/kailing-zhang-and-krishna-betai-turn-nutrition-labels-into-insights-with-sweet-tooth\/","url":"https:\/\/muse.international\/index\/kailing-zhang-and-krishna-betai-turn-nutrition-labels-into-insights-with-sweet-tooth\/","name":"Kailing Zhang and Krishna Betai Turn Nutrition Labels Into Insights","isPartOf":{"@id":"https:\/\/muse.international\/index\/#website"},"datePublished":"2025-01-30T08:00:00+00:00","dateModified":"2025-02-03T06:27:15+00:00","author":{"@id":"https:\/\/muse.international\/index\/#\/schema\/person\/6c06d27dec72f8caef69a58de7057d86"},"description":"Winner interview with Kailin Zhang and Krishna Betai for Sweet Tooth, the Silver Winners of the 2024 MUSE Creative Awards.","breadcrumb":{"@id":"https:\/\/muse.international\/index\/kailing-zhang-and-krishna-betai-turn-nutrition-labels-into-insights-with-sweet-tooth\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/muse.international\/index\/kailing-zhang-and-krishna-betai-turn-nutrition-labels-into-insights-with-sweet-tooth\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/muse.international\/index\/kailing-zhang-and-krishna-betai-turn-nutrition-labels-into-insights-with-sweet-tooth\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/muse.international\/index\/"},{"@type":"ListItem","position":2,"name":"Kailing Zhang and Krishna Betai Turn Nutrition Labels Into Insights With Sweet Tooth"}]},{"@type":"WebSite","@id":"https:\/\/muse.international\/index\/#website","url":"https:\/\/muse.international\/index\/","name":"Muse.World","description":"MUSE Creative Awards | Vega Digital Awards | TITAN Awards","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/muse.international\/index\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/muse.international\/index\/#\/schema\/person\/6c06d27dec72f8caef69a58de7057d86","name":"Maizura","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/muse.international\/index\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/a7ec2dc5487c561c4b56a152817a6c14?s=96&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/a7ec2dc5487c561c4b56a152817a6c14?s=96&r=g","caption":"Maizura"},"url":"https:\/\/muse.international\/index\/author\/maizura\/"}]}},"_links":{"self":[{"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/posts\/32724"}],"collection":[{"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/comments?post=32724"}],"version-history":[{"count":6,"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/posts\/32724\/revisions"}],"predecessor-version":[{"id":35315,"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/posts\/32724\/revisions\/35315"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/media\/35499"}],"wp:attachment":[{"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/media?parent=32724"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/categories?post=32724"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/tags?post=32724"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}