{"id":39914,"date":"2025-07-01T09:59:00","date_gmt":"2025-07-01T09:59:00","guid":{"rendered":"https:\/\/muse.international\/?p=39914"},"modified":"2025-07-07T02:43:14","modified_gmt":"2025-07-07T02:43:14","slug":"inside-neuf-lee-shin-yi-and-lee-ying-yi-share-their-design-philosophy","status":"publish","type":"post","link":"https:\/\/muse.international\/index\/inside-neuf-lee-shin-yi-and-lee-ying-yi-share-their-design-philosophy\/","title":{"rendered":"Inside Neuf: Lee Shin Yi and Lee Ying Yi Share Their Design Philosophy"},"content":{"rendered":"\n

Co-founded by Lee Shin Yi and Lee Ying Yi, Neuf is a design studio led by two passionate creatives specializing in packaging, branding, and visual identity. From medical aesthetics to floristry and food, their work blends style with strategy\u2014delivering thoughtful, standout designs across diverse industries.<\/p>\n\n\n\n

Q1. Congratulations on winning the MUSE Design Awards! Can you introduce yourself and share about what inspired you to pursue design as a career?<\/strong><\/p>\n\n\n\n

Neuf is a professional design company co-founded by Lee Shin Yi, the lead designer, and Lee Ying Yi, who oversees project management and execution. The studio specializes in packaging design, logo creation, and business visuals, including business cards and marketing materials. With extensive industry experience, Neuf has delivered creative and impactful design solutions across sectors such as interior design, medical aesthetics and beauty, food, floristry, and jewelry.<\/p>\n\n\n\n

Our passion for art and design drives our creative journey. We are committed to blending aesthetic vision with functionality, crafting distinctive and compelling designs. Through our work, we aspire to leave a lasting mark on the international stage.<\/p>\n\n\n\n

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

Q2. What does being recognized in the MUSE Design Awards mean to you?<\/strong><\/p>\n\n\n\n

Being recognized by the MUSE Design Awards is a significant milestone for us. 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.<\/p>\n\n\n\n

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

Q3. How has this achievement impacted your career, team, or agency, and what opportunities has it brought so far?<\/strong><\/p>\n\n\n\n

This achievement has had a profound impact on our agency\u2019s growth and vision. It has allowed us to expand our presence internationally, connecting with a broader global audience. The recognition has not only strengthened our credibility but also opened new opportunities and collaborations across diverse markets. It reinforces our commitment to delivering innovative design solutions on a global scale.<\/p>\n\n\n\n

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

Q4. What role does experimentation play in your creative process? Can you share an example?<\/strong><\/p>\n\n\n\n

Experimentation has always played an important role in our work. To achieve the best results, we continuously explore different forms, images, and colors to design products that suit our clients\u2019 needs.<\/p>\n\n\n\n

For example, one client requested a paper bag with a unique shape. To meet their load-bearing requirements, we conducted structural tests, offered packaging recommendations, and produced inkjet samples to ensure every detail aligned with their expectations.<\/p>\n\n\n\n

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

Q5. What’s the most unusual source of inspiration you’ve ever drawn from for a project?<\/strong><\/p>\n\n\n\n

Most of our work incorporates abstract visuals into the design. For example, in our award-winning project\u2014the MU XIN facial mask packaging\u2014we extended the product concept in an abstract direction.<\/p>\n\n\n\n

The design evokes a sense of \u201cnatural ingredients\u201d and \u201cland slowly rising and bathing in essence,\u201d using delicate, water-like lines to represent the product\u2019s nourishing qualities. Through this, we aimed to communicate the brand\u2019s core message: \u201cMU XIN \u2014 Immerse Yourself in Beauty.\u201d<\/p>\n\n\n\n

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

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

Facial Mask Packaging<\/a><\/h6>\n\n\n\n

KIMEN Culture Fountain Pen Packaging<\/a><\/p>\n\n\n\n

Explore the journey of Sara (Yuxuan) Hua & Wenyu Du<\/a>, the Gold and Silver Winners of the 2025 MUSE Design Awards. Sara (Yuxuan) Hua transforms everyday stories into designs that inspire empathy, while Wenyu Du blends physical and digital to create joyful experiences\u2014together, they built Lens and M.Lab.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Co-founded by Lee Shin Yi and Lee Ying Yi, Neuf is a design studio led by two passionate creatives specializing in packaging, branding, and visual identity. 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