We were lucky to catch up with Yimeng Zhang recently and have shared our conversation below.

Alright, Yimeng thanks for taking the time to share your stories and insights with us today. We’d love to hear the story of how you went from this being just an idea to making it into something real.

Most of my work involves creating tangible products, from booklets and cosmetic packaging to large-scale pop-up installations. I’m constantly striving to 100% realize my crazy ideas. While having a great idea is essential, it’s only the starting point of my larger vision. Many of my ideas come in flashes of inspiration—sometimes within a day or two—but the real challenge lies in prototyping, refining, and modifying them repeatedly. The final product must be visually compelling, practical, and, most importantly, cost-effective.

For example, when I designed the hair color cream packaging for Kaleidos, the concept of a K-shaped bag inspired by the logo immediately came to mind. What followed was a six-month journey of experimentation. We tested multiple aluminum foil materials, adjusted the size and proportions of the ‘K’, and carefully selected spot colors to perfectly match the hair shades. Iterating and starting over became the norm. Although the process was often grueling, seeing the final product successfully launched and embraced by consumers made it all worthwhile—it’s truly a moment of triumph.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m a graduate student in the Packaging Design Program at Pratt Institute, the creative director for Period Pride—a Chinese nonprofit organization promoting gender equity, a freelance creative designer, and a proud daughter of the best parents in the world. I’m inspired by my experiences and personalities of living in this world.

Accumulated work experiences in the makeup industry teach me what is important for consumers. Consequently, I’m able to summarize and emphasize the most appealing feelings from various subjects. From my perspective, the specific feelings contained in products could offer emotional value by smoothly enhancing the quality of their lives. Thus, significant emotional connections can be built between products and consumers. In other words, we can say between works and audiences. My job is to visualize them with perfect presentations and then pass them vividly to consumers. If my audiences clearly get ideas of these emotions, I will be on top of the world. I design and create with a strong belief in making accessible daily necessities more attractive to enrich people’s lives. 

For you, what’s the most rewarding aspect of being a creative?

Seeing people love and feel encouraged by my work is incredibly rewarding. As the creative director of Period Pride, I’ve designed various small items related to menstrual health. Last September, my friend and I hosted a small period-themed pop-up event where I created a riso-printing poster featuring 10 questions about periods—and everyone loved it!

What do you think helped you build your reputation within your market?

The quality of my work speaks for itself, and I’m grateful that friends and colleagues often recommend me to new clients. Additionally, social media has become a key tool for showcasing my skills and reaching a wider audience. I’m continually refining my social platforms and excited about the journey of growth and success ahead!

Contact Info:

• Website: https://blackwizzard1meng.com/
• Instagram: https://www.instagram.com/axyjoro/
• Linkedin: https://www.linkedin.com/in/yimeng-zhang-6270a92b3/

Image Credits

Kaleidos, Homeinstinct