Meet Yihuang Zhou, the designer behind the ‘Best of Best’ project in Typography
Selected by the jurors, Zhou’s ‘Caston Coffee’ project was awarded for its excellence in branding and typography. It reflects the robust nature of B2B business through its bespoke typeface, complemented by a bold choice of bright lime color.
About the Project:
Caston Coffee Roasters
Prize: Best of Best in Typefaces / Typography
Winner in Brand identity / Branding, Beverage / Packaging
Company: YSFT INC
Lead: Yihuang Zhou
Team: Designer: Yihuang Zhou, Designer: Yixuan Cao
Client: Caston Coffee Roasters
Caston is a local coffee roastery based in a small town in China. Building upon its robust B2B business, Caston is ready to enter the consumer-facing market. YSFT was invited to design the look and feel of the new era of Caston. The bespoke typeface’s playful ligatures signify the idea of using coffee to connect people and communities. A bright lime color also is used as highlights to ensure shelf presence.
To ensure the packaging can effortlessly work across the company’s vast product lineup, a sticker system is developed to allow details to be easily changed by the internal team.
Interview with Yihuang Zhou1. What inspired the project you submitted to the C2A Awards, leading to your recent success??
1. What inspired the project you submitted to the C2A Awards, leading to your recent success??
Caston is an interesting project, 2022 was such a pivotal moment for the client. The project encapsulates the dynamic interplay of societal shifts during the COVID era and also a shift in user behaviors and how the coffee industry at large was changing. I wanted to encapsulate resilience, adaptability, and a sense of nostalgia.
2. Can you share how the recognition has influenced your perspective on your creative journey?
I think winning the C2A Award celebrates not only my design but also the narrative and vision of my client. It stands as a testament to the boundless potential of creativity in elevating everyday life. This recognition motivates me to push boundaries and explore new grounds.
3. What fuels your imagination, and how do you approach the creative process?
My approach to the creative process involves immersing myself in these influences, allowing for cross-pollination of ideas. And these ideas usually don’t come from design but from architecture, literature, fine art, food, music, etc. Staying inspired and innovative means constantly exploring, experimenting, and embracing a mindset of continuous growth.
4.What are some of the recent challenges you’ve faced in your creative career, and how have you tackled them?
Within my recent career, positivity and resilience have been paramount. I lost my first job due to COVID and had to spend quite some time and resources to get my immigration sorted out. I’m still on the journey, but I’m feeling hopeful as always.
5. How do you see the C2A award influencing your creative career and leveraging this recognition in your future projects?
This recognition adds a prestigious accolade to my portfolio. I can see myself leveraging this achievement to showcase my credibility to future clients and peers.
6. How do you stay updated with the latest industry trends, and are there any emerging trends you are looking forward to incorporating into your work?
I keep abreast through a blend of curated publications, workshops, and of course social media. The rise of AI presents exciting possibilities, and although physicality and print remain central to my work, AI has been a great addition to my toolkit.
7. What are your plans and aspirations, and how do you see your creative journey evolving?
I plan to dig deeper into technology and sustainability, pushing the boundaries of creativity, and contributing positively to society. My creative journey evolves all the time and will continue to do so.
Exploring Design’s Next Chapter: Yihuang Zhou’s Continuous Innovation
As we conclude our exploration of Yihuang Zhou’s remarkable journey in the world of design, it becomes evident that his story of creativity and innovation is far from its finale. Garnering the prestigious Best of Best accolade at the C2A Awards marks merely a chapter in Zhou’s ongoing saga of artistic evolution. Anticipate further feats of design ingenuity from Yihuang Zhou as he relentlessly pursues new frontiers, challenging and expanding the limits of creative mastery.
—-
