How a Visual Artist Transformed the Fragrance World: Meet Chyi Ruey

Hi, I’m Chyi, the founder of PĀNG. My artistic foundation is rooted in visual media, where I've consistently used photography and video to create contemporary art. With the launch of 'PĀNG', my fragrance brand, I'm exploring the fascinating challenge of capturing the essence of scent through evocative imagery.

I studied Media and Communication at Goldsmiths, University of London for my BA and MA. I chose images as my medium. Designing for my own brand, PĀNG, was super difficult. Since design isn't my strongest area, I initially sought professional help. However, my personal artistic vision proved quite strong, and I struggled to find a collaborative fit.

Ultimately, I decided to learn the ropes myself. I'm glad I did, as it ensured my brand truly reflects my unique style and personality. It was definitely the right decision to design my products myself.

I am the founder and creator behind the fragrance brand ‘PĀNG’. As the sole designer and creative force behind the brand, I develop every aspect of our products, from the fragrance compositions to the visual design.

My work is driven by a desire to create unique sensory experiences that bring joy, elevate everyday life, and break free from conventional design boundaries. I blend my artistic background with my deep connection to Taiwan’s culture, combining both to craft fragrances and visuals that are innovative, inclusive, and timeless.

Each creation is a reflection of my personal vision and commitment to sustainability, authenticity, and inclusivity.

I see design as a powerful form of communication—a way to share my perspective with the world. Through imagery, words, and considered layouts, I can craft narratives that resonate with an audience.

For me, design is more than just visual or functional creation—it’s about shaping experiences and emotions. It’s a language that transcends boundaries, whether through sight, scent, or even how something makes us feel. It’s about authenticity and bringing something new into the world, without being confined by gender, societal expectations, or traditional forms.

At the core, design must be underpinned by meaningful values and, naturally, it needs to be visually compelling. It’s about creating moments that evoke joy, happiness, and a sense of freedom, and offering a space where people can connect with deeper emotions.

While I appreciate a variety of design styles, I'm particularly drawn to work that reveals hidden layers of meaning. As someone with an eye for detail, I find designs with subtle nuances and clever allusions incredibly engaging. Those are the designs that truly capture my imagination and leave a lasting impression.

For me, good design is about more than just aesthetics; it's about the designer's intention to communicate something meaningful to the viewer.

The idea for our award-winning packaging was born from a deep desire to merge modern design with Taiwan’s rich cultural heritage. Each of the three fragrances tells a unique story rooted in nature, tradition, and the local environment, and I sought to encapsulate those elements into a visual narrative that transcends typical packaging design.

The packaging is not merely a container but an integral part of the sensory journey. Each design serves as a visual extension of the fragrance's story, engaging users in an immersive, meaningful experience. Through these elements, we aim to create a product that connects people to Taiwan’s essence and beauty, both locally and globally.

My main source of inspiration for this design came from the desire to break away from the traditional visual packaging of fragrance products. I wanted to go beyond simply creating a beautiful label, and instead, I aimed to make the scent itself tangible. Through unique visual techniques, I sought to translate the abstract nature of fragrance into something people can see and feel.

By using elements that evoke the essence of each fragrance, such as the delicate greens of Fern Murmur and the ethereal pinks and whites of Betel Blossom Night, I wanted to create packaging that visually reflects the scent’s identity and emotional depth. The goal was to transform the experience of fragrance into a multi-sensory one, where sight and scent come together to tell a story.

Indeed! Despite five years in London, I returned to my roots in Taiwan. My experiences abroad were invaluable, highlighting the beauty and impact of diverse cultures, but also the vital importance of preserving our own. Culture shapes us, and that's why I'm dedicated to promoting Taiwanese culture through design.

My brand actively incorporates elements of our heritage, from visual motifs to the inspiration behind our fragrances. I believe that to be truly international, we must first be deeply rooted in our own cultural identity.

Winning the London Design Awards is truly an honour, and it means so much to me, both personally and professionally. As someone with an artistic background, this recognition affirms the value of blending creativity with cultural significance in design. It’s a validation of my vision to create something meaningful and unique in the fragrance and design industry.

While I work solo in my brand, this award represents the culmination of countless hours of thought, experimentation, and a commitment to pushing the boundaries of what fragrance packaging can be. It’s also a reminder that design, at its core, is about connecting with people in a deeply emotional and impactful way.

The winning work I entered into the London Design Awards was the packaging for my 'Oil Burner Blend' series. I chose this project because it reflects my vision of combining modern design with Taiwan’s cultural and natural beauty.

The Formosa Fragrance Trilogy draws inspiration from Taiwan’s natural landscapes, transforming them into visual art that embodies a harmonious blend of cultural heritage. Each fragrance tells a unique story:

Fern Murmur is inspired by the lush fern forests of Taiwan. The design centres on a green fern with delicate leaves enveloping a white lily, symbolising the strength and purity of nature. The background evokes the motion of tea brewing, blending elements of Taiwan’s nature with its tea culture.

Betel Blossom Night connects to the local tradition of betel nut wrapping. The design features a betel blossom enveloping swaying irises, with a background of soft pink twilight sky and white clouds framed by tuberose, reflecting the beauty of Taiwan’s landscape.

Black Orchid Dream is presented in a fantastical, evolving style. The design showcases the black orchid transforming into a rose, with winding vanilla pods, cocoa leaves, and scattered pink pepper, creating an otherworldly aesthetic.

Through this design, I aim to promote Taiwan’s rich culture and natural beauty, inviting people to experience the essence of Taiwan in a unique and meaningful way. To be honest, the trophy itself is simply beautiful, and the London Design Awards carry immense international prestige.

Through this global competition, I hope more people will discover and connect with my brand. This recognition not only validates the uniqueness of our designs but also gives us greater visibility on the international stage.

Honestly, it's been a real rollercoaster! This venture is entirely new for me – my first company, my first fragrance brand. I've been responsible for everything, and it's been a massive undertaking. My background is in contemporary image art, which is a world away from the commercial realities of product development.

The sheer number of things to consider, the different ways of thinking. It's been a huge adjustment. There were times I doubted myself, and I learned a lot from my mistakes, working tirelessly until I finally achieved a result I was pleased with.

Firstly, there are no limitations. Secondly, it allows me to express myself through design. Thirdly, the potential for positive impact.

Perhaps it's because I don't have a traditional design background that I'm able to approach things from a different angle. Everyone's life experiences are unique, and I believe the things I create are a culmination of everything I've absorbed along the way.

The design industry's future hinges on several key trends. AI integration will accelerate, moving from task automation to collaborative partnership, empowering designers while human creativity remains essential. User experience and accessibility will be paramount, requiring designers to prioritise inclusive and ethical design for diverse populations.

Sustainability will be non-negotiable, driving demand for environmentally and socially responsible solutions. Immersive technologies (VR/AR/MR) will create new design frontiers, demanding specialised skills and understanding of user interaction. Design disciplines will converge, requiring versatile, cross-platform collaborators.

Data-driven personalisation will enable tailored user experiences. Finally, compelling storytelling will be crucial, empowering designers to craft resonant narratives that communicate value. These interwoven trends will shape a technologically advanced, ethically conscious, and creatively expansive design landscape.

Be yourself, create fearlessly! Draw inspiration from your life experiences and current trends. In today's world of information overload, observe what's lacking and find ways to improve and refine what already exists.

I wouldn't presume to give anyone advice, as I'm not a design expert myself. But I'd say just keep trying new things, add them to what you already know, and explore areas you haven't encountered before. Stay curious!

I can't tell you that, as this interview will be public, and then everyone in the world would know my little secret! You won't trick me that easily! (laughs)

On a personal level, my greatest influence has been my mother. She's incredibly wise and open-minded, the most tolerant and accepting person I know. Her unique quirks have shaped who I am today, and I'm eternally grateful for her influence.

Academically, I was deeply impacted by my university and postgraduate professor, Nigel Perkins. Sadly, he passed away during the pandemic.

He was brilliant and forward-thinking, incredibly supportive yet always guiding me in the right direction. He profoundly shaped my approach to visual art and was instrumental in developing my artistic thinking. I miss him dearly.

Don't ever assume you've reached the pinnacle of success, because it's always a long way off. And how do we even define success? It's about setting yourself targets at every stage of the journey, and regardless of whether you reach them, you continue progressing towards those goals. Have faith in your own abilities, listen to the advice of others, and work harder than ever.

I’m grateful for the chance to share my passion for design. For me, it’s about telling stories and connecting people with the essence of culture, nature, and personal experiences. Through my work, I hope to bring Taiwan’s beauty to the world in a meaningful way. Moving forward, I aim to continue challenging the norms, embracing sustainability, and creating designs that resonate on an emotional level.

Thank you for this opportunity!