SUMP DESIGN

Zi Huai Shen, born in 1985 in Taiwan, is the creative director of SUMP DESIGN, a full-service design studio working in the fields of brand, packaging and graphic design. Full of enthusiasm to design the best work, the studio’s team strives for creating positive impact and sustainable growth. SUMP DESIGN has been honoured with numerous design awards in recent years.

Interview with SUMP DESIGN

Red Dot: What does design mean to you?
SUMP DESIGN: To solve problems through the intervention of aesthetic taste and design profession, and at the same time enhance aesthetic cultivation.

To what extent do you think new technologies are changing design?
Increasingly innovative technologies make design execution easier and more mature – and solve problems in more diverse forms of expression.

How would you define good communication design?
Good communication design is one that solves essential problems, is simple, understandable, and interesting.

What intention do you pursue with your award-winning work?
Accurately communicate core values and solve substantive problems.

Please describe the concept of creativity against the background of your award-winning work.
FLOW RST is a fragrance brand from Hong Kong that mainly produces diffusers and sprays. The logo symbolises the flowing fragrance. Like musical symbols, the image of abstract flow captures an emotional connection within time as one feels the fragrance, lost in memory and time. In this way, it presents consumers a lingering combination of touch and feel. Graffiti spray was used to visualise time and scent and create a brand atmosphere. Strolling among flowers, grass and cities in the afternoon, memory comes along like music. Time passes, light and shadow blink, each dawdling piece of memory is just like a flowing fragrance when remembering those good old days. The packing and label are inspired by city buildings and signs that are depicted in abstract form with graffiti flowers, grass, light and shadow, becoming symbols of existing scents and memories.