Before we dive into the exclusive interview with Peiyao Tang, did you know that she has traversed the diverse landscapes of the United States, Europe, and Japan, absorbing the rich tapestry of cultures that fuels her creative imagination? Now, let’s embark on a journey through her recent triumph at the C2A Awards and explore the depths of her creativity.
Prize: Winner in Brand Design / Branding
Lead: Peiyao(Heather) Tang
Team: Peiyao(Heather) Tang
Client: KASHA M
KASHA M is not just a fashion brand; it’s an embodiment of inspiration drawn from Dante’s Divine Comedy, seeking to encapsulate the essence of women’s freedom and authenticity. The brand’s very name is a nod to the cheetah, an ancient Egyptian cat deity, symbolizing the inherent strength of femininity.
The design journey faced challenges posed by time zones and pandemics, yet the visionary designer, Peiyao Tang, overcame them with ingenuity. Thoughtfully crafted serif typefaces became the storytellers, weaving the brand’s narrative. The chosen color palette, dominated by a bold red, stands as a visual representation of maturity and independence.
Anticipate the grand reveal in 2023, as the website unfolds, showcasing a design language that mirrors the brand’s core values—assertiveness, independence, and self-expression.
Peiyao Tang: First of all, I’m very grateful to C2A for giving me this opportunity. This award means a lot to my creative journey, as it has provided me with significant recognition and confidence. At the same time, I’ve had the chance to see the work of many outstanding designers in the industry, which has not only inspired me immensely but also served as motivation for me.
Peiyao Tang: I believe that the collision between the environment I grew up in and the various cultures that nurtured me has given me a different perspective on things and a wonderful imagination. I was born in a city in western China, raised in traditional Eastern Confucian culture. Later in life, I lived in the United States, Europe, and Japan, experiencing different life styles and cultures. These experiences have invisibly ignited my imagination and creativity.
For me, whether it’s a city, a crowd, light and shadow, or even a simple cup of coffee, they all have a fascinating charm. These seemingly ordinary things in life often trigger amazing chemical reactions in my mind.
In the creative process, I brainstorm based on the project or theme at hand. I might take a walk with some design thoughts in mind, and it’s during these times that unexpected inspirations often burst forth. And then I create simple sketches and concept drafts, eventually integrating them on the computer, and complete the remaining design process.
Peiyao Tang: For instance, the award-winning project, KASHA M, presented numerous challenges as it commenced during the height of a major pandemic. I had to confront a myriad of obstacles, given the prevailing chaos. Collaborating with the client, we needed to overcome the constraints of time and geographical distances, which necessitated numerous rounds of online discussions to solidify the project’s direction. Simultaneously, I had to coordinate with the photographer to ensure proper studio lighting, interior decor, and attention to details, among other tasks.
Additionally, I assisted the client remotely in managing aspects such as material printing and online launch events. This project was both highly engaging and demanding, and the ultimate outcome was met with great satisfaction from all parties involved. I am pleased to have gained new friendships through this project as well.
Peiyao Tang: Once again, I want to express my gratitude to C2A for giving me the opportunity and recognizing my work. This award is a recognition of my design abilities and also signifies that my entrepreneurial ideas are appreciated by the international community.
Peiyao Tang: When I shared the news of my award on social media, I received many likes and messages of congratulations. Of course, there were also some inquiries about design collaborations. I believe in the future, the C2A award will bring me more surprises and possibilities.
Peiyao Tang: I believe it’s about managing time and my own energy. I think that energy management is more important than time management, especially for designers. Our energy is limited, so after setting clear deadlines, I create a daily schedule for my design work. When I get stuck on one project, I temporarily set it aside and start thinking about another project.
Additionally, taking a walk and connecting with nature is a good way to relax when I’m feeling exhausted. Certainly, in addition to managing energy, chatting with fellow designers is also a great way to gain inspiration and unexpected ideas.
Peiyao Tang: I believe I will apply for the next C2A award, as it will provide exposure for my work and a certain level of international influence. It represents recognition of my design abilities and creative thinking.
Peiyao Tang: Social media is an excellent way to stay updated on industry trends and gather inspiration in daily life, and it wields undeniable influence. Additionally, keeping an eye on industry events, whether they’re online or in-person, is a great approach. Through these events, we can learn about industry trends and make new connections.
Peiyao Tang: In the future, I will certainly maintain my passion for design, continue learning, and engage in design-related work, all while traveling the world.
Peiyao Tang: This year, one of the award-winning entries was the brand visual identity I designed for the independent fashion brand KASHA M, founded by a talented female designer. She aimed to showcase women’s independence and true selves through her designs. The project drew inspiration from KASHA M’s brand story in Dante’s “Divine Comedy,” where “KHASHA” represents the emperor’s cheetah, symbolizing female power, and “M” stands for MAFDET, an ancient Egyptian cat goddess.
After communication with the client, the goal was to help the brand convey an image of independent, confident, and uniquely styled women through a visual language and simple graphic design elements. The design aimed to emphasize the brand’s appeal and uniqueness while addressing the challenges of rapid social media development.
I ultimately used a combination of simple sans-serif fonts with carefully designed, angular sans-serif fonts to create a storytelling feel for the brand. The brand color was a deep red, symbolizing maturity and independence, which complemented the carefully crafted typography. The client also received a social media-friendly poster design, allowing users to easily change images, colors, and positions to meet their daily social media posting needs.
As KASHA M officially launched in 2022 and continued to expand its fashion portfolio, web design was also underway. Therefore, through design language, I expressed that KASHA M’s fashion brand represents boldness, independence, and self-expression.
In the realm of design and creativity, Peiyao Tang stands as a beacon of inspiration. Her recent triumph at the C2A Awards with the project KASHA M exemplifies her ability to overcome challenges and deliver designs that resonate with depth and meaning. As she continues to navigate the ever-evolving landscape of creativity, Peiyao Tang’s journey promises to be a captivating exploration of cultural fusion, imagination, and innovative design.
Explore more about Peiyao Tang’s remarkable work, where boldness, independence, and self-expression converge in a visual spectacle crafted by the visionary herself. Peiyao Tang, a name synonymous with creativity and distinction in the design world.