Beijing Bofly Design

Yang Bo, the creative director of Beijing Bofly Design Company, was born in Xianyang City, Shaanxi Province, China, in 1975. He graduated from the Art Department of Shaanxi Provincial Institute of Education. He has always studied painting, loved music and created original music. He has been engaged in design since 1998. He established Beijing Bofly Design Co., Ltd. in 2007, specialising in the field of enterprise image design and brand packaging design of FMCG products. He has won the Red Dot Award in 2021 and 2019, iF Design Award in 2020, and, amongst others, the Pentawards (Silver Award), the National Packaging Design Award of China, the World Star Packaging Design Award, the Asia Pacific Cosmetics Packaging Design Award and the Cross-Strait Packaging Excellent Design Award.

Interview with Beijing Bofly Design

Red Dot: Why did you become a designer?
Beijing Bofly Design: My major was painting. After graduation, I worked as a teacher for one year. Later, I didn’t want to settle for the status quo and go to big cities to pursue my dream. Because of the advantages of painting, I entered the advertising design industry, and there I have been working until now.

How would you define good communication design?
A design that people cannot forget after just a quick glance.

Which three adjectives best describe your award-winning project?
Elegant, beautiful, vivid.

Which target group would you like to address with your award-winning work?
The target group is young consumers. Nowadays young people have got more things with higher artistic appreciation, they need more refreshing products. Therefore, an illustrative work full of healing elements is displayed in the form of packaging.

Please describe the concept of creativity against the background of your award-winning work.
Laguna is not only the brand name, but also the name of the protagonist in the packaging design. Consumers cannot only understand it intuitively, but also associate many stories with the picture. She is a beer fairy, the beer brewed by the Laguna fairy must be excellent. At the same time, sunshine, angels, goddesses and holy birds are all positive and energetic things. People are naturally attracted by these beautiful things. Therefore, all the scenes are born out of these ideas.