Step into the imaginative world crafted by Yihuang Zhou, the design virtuoso steering the ship of the Best of Best-winning project, Caston Coffee Roasters, honored at the prestigious C2A Awards. Let’s navigate the seas of design excellence together and unravel the intricate details of Yihuang’s creative journey.
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 into 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 signifies the idea of using coffee to connect people and communities. A bright lime color also is used as highlights to ensure shelf presence.
To make sure the packaging can effortlessly work across the company’s vast product lineup, a sticker system is developed to allow details to be changed easily by the internal team.
I think winning the C2A Award celebrates not only my design, but 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.
The standout moments were the making of the images, aligning my attention to detail with the project and seeing it come alive.
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 architecture, literature, fine art, food, music, etc. Staying inspired and innovative means constantly exploring, experimenting, and embracing a mindset of continuous growth.
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.
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.
I was actually reached out by someone through the award. Although it hasn’t turned into a full partnership yet, I’m eager to see how these connections unfold.
I can definitely see that it results in more credibility and exposure before potential clients.
One of the most valuable aspects of the C2A Award experience has been the exposure to a global creative community and their incredible work. I would strongly encourage others in the creative industry to participate for the invaluable learning, networking, and the platform to showcase their craft on an international stage.
I’m absolutely inclined to apply for the next edition of the C2A Awards. The prospect of showcasing evolving creative prowess and gaining insights into the industry’s latest trends is a strong motivator.
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.
My plan is 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.
Caston is an interesting project, 2022 is 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.
As we wrap up this inspiring journey into Yihuang Zhou’s design realm, it’s clear that his creative odyssey is far from over. The Best of Best recognition at the C2A Awards is just a waypoint in Yihuang’s evolving narrative. Stay tuned for more design brilliance from Yihuang Zhou as he continues to chart new horizons and redefine the boundaries of creative excellence.