We had the distinct pleasure to interview award winning designer Zilian(Joy) Li about their original and creative Herbal Set Package design work. Zilian(Joy) Li is an award-winning communication designer, that makes our world a better place with their original herbal set package works.
Zilian(Joy) Li ("ZL") answered Design Interview ("DI") questions about their award-winning work Chillwild Spring Herbal Set Package. Interview questions prepared by Frank Scott.
ZL : The design is rooted in the idea of reviving traditional Chinese herbal wisdom through a contemporary lens. Inspired by Lichun, the Start of Spring in the lunar calendar, it symbolizes renewal, balance, and natural vitality. We aimed to create a wellness product that connects modern users with timeless nourishment, using visual elements like dynamic light and shadow, and materials such as bamboo and biodegradable tea bags to reflect the harmony between nature and design.
ZL : Our main focus was to make traditional herbal wellness more approachable, beautiful, and sustainable. We wanted to break the stereotype that Chinese medicine is complex or outdated, and instead present it as something modern, elegant, and intuitive. By simplifying the user experience and elevating the packaging aesthetics, we hoped to bring ancient wisdom into the rhythm of modern life.
ZL : This limited edition is a one-time release and will not be reproduced. As a seasonal design inspired by the Start of Spring, it was meant to capture a specific moment of renewal and ritual. While this exact edition is now retired, we will continue exploring new directions under the ChillWild brand with future seasonal collections based on other solar terms.
ZL : The concept took approximately four months from initial idea to final production. This included market research, formula development, material sourcing, visual design, and working with craftsmen for the bamboo joint cup. Every detail was refined to ensure both function and meaning.
ZL : This concept was developed as the founding design company and one of the co-creators behind the ChillWild brand. As both creative lead and strategic partner, we were responsible for shaping the product’s identity and experience from the ground up. The design was not commissioned in a traditional sense—it was initiated internally as a self-driven project to express the brand’s vision of reimagining Chinese herbal wellness for a new generation.
ZL : his design was created by our design company as one of the co-founding partners of the ChillWild brand, specifically for Nichousha (Shanghai) Health Technology Co., Ltd., the company that owns the ChillWild brand. We were responsible for the brand’s overall creative direction and packaging design. The production is carried out by the brand-owning company, and there are no plans to sell or license the production rights to third parties, as the design is tailored to the brand’s exclusive positioning.
ZL : This design was part of a brand we co-founded among close friends who share a deep appreciation for traditional Chinese wellness and a desire to bring it into the modern world. After years of working in high-pressure environments, we all experienced firsthand the limitations of Western approaches to health. That led us to explore the wisdom of Chinese herbal culture—not as a nostalgic tradition, but as a living system worth redesigning. We wanted to create something healing, intuitive, and beautiful: a wellness brand that speaks to the pace of contemporary life, but remains rooted in cultural heritage.
ZL : Our design was influenced by a combination of classical Chinese aesthetics and contemporary minimalist trends. We were particularly inspired by the visual poetry of Chinese gardens, especially the “borrowed scenery” principle, where light, shadow, and spatial layering convey emotion and flow. In terms of packaging design language, we also studied wellness brands like Aesop and TEALEAVES, which balance functionality with narrative elegance. While we didn’t reference any single designer directly, our creative decisions were shaped by a multidisciplinary blend of cultural heritage, branding insights, and product storytelling.
ZL : The target customer is a new generation of urban dwellers—particularly professionals aged 25 to 40—who are looking for health-supportive products that are both convenient and culturally resonant. They care about their well-being but don’t want complex or bitter traditional remedies. Many are design-conscious, eco-aware, and seeking emotional balance in their fast-paced routines. ChillWild offers them a wellness experience that feels thoughtful, aesthetic, and aligned with modern lifestyles while rooted in Chinese herbal wisdom.
ZL : Unlike many herbal teas that follow either a pharmaceutical or overly rustic design language, ChillWild strikes a balance between function and form. What sets it apart is its fusion of Chinese seasonal health philosophy (based on ancient texts like Huangdi Neijing) with a minimalist and emotionally resonant aesthetic. The use of light-shadow interaction, sustainable materials, biodegradable corn fiber tea bags, and the handcrafted bamboo-joint cup creates a complete sensory experience that feels grounded, gentle, and elevated. It’s not just a product—it’s a lifestyle invitation.
ZL : The product is part of ChillWild’s “Spring Awakening” collection. “Chill” and “Wild” reflect the duality of modern life—we want people to care for their bodies calmly while embracing life passionately. “Spring Awakening” symbolizes new beginnings, aligned with the seasonal transition of Lichun, the first solar term in the traditional Chinese calendar.
ZL : We primarily used Adobe Illustrator, Photoshop, and InDesign for branding, packaging layout, and visual refinement. Blender was used for rendering product visuals, and Procreate was occasionally used to sketch early visual metaphors.
ZL : The most unique aspect lies in the integration of Eastern cultural philosophy with modern packaging aesthetics. From the “borrowed scenery” light-shadow interaction to the gradient-glazed bamboo joint cup, every detail is designed to evoke a meditative and ritualistic experience—something rarely found in commercial wellness packaging.
ZL : The most unique aspect lies in the integration of Eastern cultural philosophy with modern packaging aesthetics. From the “borrowed scenery” light-shadow interaction to the gradient-glazed bamboo joint cup, every detail is designed to evoke a meditative and ritualistic experience—something rarely found in commercial wellness packaging.
ZL : Technology played a supporting role in prototyping and visualization. 3D modeling helped us test packaging structures and simulate light-shadow effects. It allowed for faster iteration and more precise storytelling in digital mockups and e-commerce imagery.
ZL : Yes. Before designing, we conducted market research on wellness preferences among young professionals, especially those facing chronic fatigue and insomnia. We also studied traditional Chinese texts like Huangdi Neijing to ensure each herbal blend aligned with seasonal health principles.
ZL : The main challenge was balancing visual minimalism with cultural richness. We wanted to avoid clichés while staying true to Eastern philosophy. Another difficulty was ensuring the final packaging was both aesthetic and fully biodegradable, which limited some material choices.
ZL : We believe that traditional Chinese wisdom deserves a global audience. By submitting to A’ Design Award, we hoped to initiate dialogue on how wellness, sustainability, and aesthetics can co-exist—especially from a non-Western cultural lens.
ZL : This project deepened our understanding of how culture can be softly embedded in modern product systems. We also learned to push material boundaries while adhering to sustainable design principles, which will guide our future packaging work.
ZL : Only that we hope more young creatives will find inspiration in traditional roots. Design should not only serve commerce but also build cultural memory, especially in a time when everything is rapidly globalizing.
