I'm Yuewei Shi, a designer, and illustrator based in New York, specialising in packaging, product design, illustration, and branding. Driven by a passion for infusing creativity and imagination into every project, I draw inspiration from real-life elements to craft fantastical designs.

With experience in both in-house and agency settings within the beauty and manufacturing industries, I have developed packaging for beauty, wellness, and lifestyle products, as well as designed culture-making merchandise and experiences.

From concept development to prototyping and production, I thrive on the entire design process, understanding the importance of user experience and business strategies. My design approach is unexpected and deliberate, integrating innovation with sustainability to create solutions that radiate playful energy and deliver impactful, memorable experiences.

I became an illustrator to tell stories and build imaginary worlds. Illustration allows me to blend creativity with narrative, bringing imaginative concepts to life. As a designer, I thrive on solving problems creatively and beautifully. My business school background has been invaluable in understanding business decisions and client needs, enabling me to create designs that are not only visually appealing but also strategically sound.

I have worked as a packaging designer in both in-house and agency settings within the beauty and manufacturing industries. My role encompasses communication design, packaging structures, industrial design, and experience design. This diverse experience has equipped me with a comprehensive understanding of creating visually appealing and functional design solutions.

As a freelance illustrator, I have created editorial illustrations, children's books, and commercial illustrations, allowing me to tell compelling stories through my work.

To me, design means solving problems creatively and beautifully while providing a crafted and thoughtful user experience that aligns with the client's business strategies. It's about merging aesthetics with functionality to create solutions that are not only visually appealing but also effective and meaningful.

My favourite kind of design is one that encompasses a well-designed product life cycle, offering fun and smart solutions while telling a compelling story. I appreciate well-thought-out designs, where every element serves a purpose and contributes to the overall user experience. I’m especially drawn to designs that prioritise sustainability and create a positive social impact, solving problems while engaging and delighting users in a meaningful way.

I wanted to create a design that supports certain minority groups, specifically those facing skin concerns. My research revealed that for many individuals, these concerns are not just cosmetic issues; they can significantly impact their social and professional lives. This understanding inspired me to develop a solution that empowers individuals with skin conditions to express their natural beauty with confidence.

The design draws inspiration from the Japanese art of Kintsugi, which involves repairing broken pottery with gold, embracing the philosophy of celebrating imperfections. The packaging design aims to convey the message that you are beautiful just as the unique individual you are. This concept underscores the importance of self-acceptance and empowers individuals with skin conditions to express their natural beauty with confidence.

Thank you! Winning the London Design Awards has been an honour!

The brand knzu is committed to fostering confidence and self-esteem by offering individuals with skin concerns choices and support in their skincare journey, celebrating and enhancing their natural beauty. I chose to enter this project into the London Design Awards because I want to inspire and encourage the audience with this concept, showing that true beauty lies in embracing and celebrating our unique qualities.

One of the challenges I faced was utilising multiple skills across different aspects of brand development. From building the concept and developing the brand to prototyping and refining the design, each part demanded a diverse set of capabilities. I overcame these challenges through continuous research and learning, seeking feedback from industry peers, and iterative testing to refine the design.

My top three favourite things about the design industry are:

1. Endless Possibilities: In design, nothing is impossible. The ability to push boundaries and explore new ideas makes the industry incredibly exciting and dynamic.

2. Positive Impact: I love helping people and bringing pleasure to their lives through thoughtful design. Whether it's making everyday tasks more convenient or creating something that brings joy, design has the power to make a positive change and impact society.

3. Continuous Learning: I enjoy working on different projects that require me to do research and learn about various topics. I see it as an exploration of the world, which keeps me inspired and continuously growing.

I hope the design industry will continuously focus more on sustainability and design ethics. We will consider the environmental impact of our work, prioritise sustainable materials and practices, and create designs that not only meet aesthetic and functional needs but also contribute positively to the planet and society.