Inside Neuf: Lee Shin Yi and Lee Ying Yi Share Their Design Philosophy

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.

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.

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.

This achievement has had a profound impact on our agency’s 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.

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’ needs.

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.

Most of our work incorporates abstract visuals into the design. For example, in our award-winning project—the MU XIN facial mask packaging—we extended the product concept in an abstract direction.

The design evokes a sense of “natural ingredients” and “land slowly rising and bathing in essence,” using delicate, water-like lines to represent the product’s nourishing qualities. Through this, we aimed to communicate the brand’s core message: “MU XIN — Immerse Yourself in Beauty.”

We believe that thoughtful design goes beyond aesthetics. We strive to avoid excessive packaging by reducing both cost and paper waste—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 favored by our clients, we enhance the overall quality of the packaging while aligning with their brand’s commitment to sustainability.

Throughout our design process, we carefully listen to our clients’ needs and offer thoughtful, tailored recommendations. Through continuous communication and collaboration, we work to build a shared vision that balances client expectations with our creative integrity.

To exceed expectations, we are committed to delivering customized solutions—offering high-quality design products and packaging services. Partnering with Neuf means elevating your brand with sophistication, innovation, and lasting impact.

Our 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, we went through numerous trials to create a final design that met our client’s expectations. Due to the varying characteristics of different paper materials, achieving consistent color rendering posed a challenge.

Through repeated color matching and fine-tuning during printing, we successfully delivered a product that captured the intended visual effect with both vibrancy and stability.

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

In each of our projects, we begin by deeply understanding the brand’s history, founding purpose, future vision, and the emotions it seeks to convey. Through exploration and creative interpretation, we express the brand’s value with clarity and precision.

We also specialize in designing packaging boxes as gifts or surprise packages—ensuring the product not only satisfies visual aesthetics but also carries emotional value, offering buyers the joyful experience of receiving a gift.

Stay committed to delivering high-quality design work, and nurture 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.

We would love to collaborate with motion designer Ting-An Ho. Our team—especially our lead designer, Lee Shin Yi—greatly admires his motion work for its elegance, distinctiveness, and modern sensibility.

Many of his creations are featured in exhibitions, concerts, and digital visuals, and he excels at transforming typography into something that feels alive. As a team, we sincerely hope to have the opportunity to collaborate with such a talented individual in the future.

One question we wish people would ask us is what makes our design approach unique.

Our design approach integrates brand strategy with visual language, specializing in expressing a brand’s essence through abstract lines and minimalist aesthetics. We value the communicative and sensory power of design—packaging, to us, 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, we strive to ensure that every brand we work with is not only seen but also felt.