CHIUAN JEN CULTURE: Redefining Cultural Expression in Modern Branding

At the Future Art & Design Award UK 2026 Spring Season, Wang Shiou-Huei received the Platinum Prize in Branding and Identity Design for CHIUAN JEN CULTURE, a project that explores how cultural essence can be transformed into a contemporary and universally resonant visual language.

Rooted in the philosophy of Eastern calligraphy, the identity system combines structural balance, rhythmic brush-inspired forms, and restrained minimalism to create a branding language that feels both culturally grounded and globally accessible. Rather than functioning solely as a logo, the project becomes a translation of cultural consciousness itself.

The logo features expressive calligraphy to reflect cultural depth and artistic spirit. The bold black strokes symbolize professionalism and quality, while the red seal represents creativity rooted in cultural heritage. The bilingual layout expresses a balance between local identity and global vision.

Award Statement & Design Concept

It is a great honor to receive the Platinum Prize at the 2026 Spring Future Art & Design Award UK. The awarded project, the brand identity design for CHIUAN JEN CULTURE, is rooted in a fundamental question that has guided my practice:

How can culture be not only preserved, but truly understood?

The design approach returns to the essence of visual language, drawing inspiration from the spirit of Eastern calligraphy. Through the rhythm of brush strokes, the use of negative space, and structural balance, the identity is shaped into a minimalist yet culturally expressive form. It is not merely a logo, but a translation of a cultural state.

By intentionally removing unnecessary decoration, the design distills the brand’s essence into its purest form, allowing it to remain recognizable and meaningful across different cultural contexts. To me, design is not only about form-making, but about enabling cross-cultural communication.

This recognition is not only an affirmation of the work itself, but also a reflection of the growing visibility of culturally rooted design on the global stage. Taiwan holds a rich and diverse cultural heritage, and design serves as a vital bridge in making it accessible to the world.

Moving forward, I will continue to explore culture-driven design, seeking contemporary and universal forms of expression that allow local culture to resonate globally.

得獎感言與設計概念

能夠獲得 2026 英國未來設計獎白金獎的肯定，我深感榮幸。

本次獲獎作品為「全臻文創」品牌識別設計，其核心思考來自一個長期關注的命題：

如何讓文化，不只是被保存，而是被理解。

在設計過程中，我選擇回歸最本質的視覺語言，以東方書寫的精神為出發點，透過筆觸的節奏、留白的空間與結構的平衡，建構出一個簡約卻具有文化張力的標誌。這不僅是一個符號，更是一種文化狀態的轉譯。

設計上刻意去除多餘裝飾，將品牌精神濃縮於最精簡的形式之中，使其在不同語境與文化背景下，仍能被辨識與感受。對我而言，設計不只是形式的建立，而是一種跨文化溝通的媒介。

這次的得獎，不僅是對作品本身的肯定，也讓我看見文化設計在國際舞台上的可能性。台灣擁有深厚且多元的文化底蘊，而設計，正是讓這些內容被世界理解的重要橋樑。

未來，我將持續以文化為核心，透過設計探索更當代且具普遍性的表達方式，讓在地文化能夠轉化為具有國際溝通力的視覺語言。

Interview

Q. What initially inspired this project?

Wang:

This project was inspired by a fundamental question in my design practice:

How can culture be translated into a visual language that is both contemporary and universally understood?

Rather than starting from form, I began with cultural essence—drawing from the spirit of Eastern calligraphy, where expression is not only visual, but also philosophical. The goal was to distill this depth into a minimal yet meaningful identity system.

最初是什麼激發了你開展這個計畫的靈感？

本案的起點來自我長期關注的一個核心問題：

如何將文化轉化為既當代又具普遍理解性的視覺語言？

我並非從形式出發，而是從文化本質切入，取材於東方書寫精神——那是一種結合視覺與哲思的表達方式，並嘗試將其轉化為簡約卻富含意義的識別系統。

Q. What was the most exciting or most challenging aspect?

Wang:

The most challenging aspect was achieving balance—between cultural depth and visual clarity.

Cultural elements often carry complexity, while contemporary branding demands simplicity. The process involved continuous refinement: reducing, restructuring, and abstracting, until the design could communicate effectively without losing its cultural integrity.

The most rewarding part was reaching a point where the design feels quiet, yet expressive.

最令人興奮或最具挑戰的方面是什麼？

最大的挑戰，在於如何在「文化深度」與「視覺簡潔」之間取得平衡。

文化本身具有複雜性，而當代品牌則追求清晰與辨識度。因此在設計過程中，不斷進行簡化、重組與抽象，讓作品在有效傳達的同時，仍保有文化的核心精神。

最令人期待的，是當設計達到一種「安靜卻有力量」的狀態。

Q. How was your experience with FADA UK?

Wang:

Participating in the Future Art & Design Award UK was a meaningful experience.

It provided a platform where diverse cultural perspectives in design could be seen and appreciated. Being recognized among international works was both encouraging and humbling, and it reaffirmed the value of culturally rooted design in a global context.

您參與英國未來藝術與設計獎體驗如何？

參與英國未來藝術與設計獎是一段非常有意義的經驗。

這是一個讓不同文化觀點被看見與交流的平台。能在眾多國際作品中獲得肯定，不僅是一種鼓舞，也讓我更加確信：具有文化根基的設計，在全球語境中是有其價值與位置的。

Editor’s Note

In CHIUAN JEN CULTURE, Wang Shiou-Huei demonstrates how branding can transcend commercial identity and become a medium for cultural translation.

The project’s restrained visual language reflects a deep understanding of balance, rhythm, and spatial tension—qualities rooted in Eastern aesthetics yet articulated through a contemporary global design vocabulary. By reducing form to its essential elements, the work achieves a rare clarity that allows cultural meaning to emerge quietly but powerfully.

Rather than preserving culture through nostalgia, the project proposes a forward-looking approach: one where tradition evolves into a universal visual dialogue capable of resonating across cultures and generations.

Follow the Designer

Wang Shiou-Huei is a multidisciplinary designer based in Taiwan, with over 30 years of experience in cultural and visual design. Her work focuses on integrating cultural context with contemporary design language, spanning branding, visual identity, and creative direction.

Website: https://cjons.com/

Studio: CHIUAN JEN CULTURE

Social Media:

Facebook / https://www.facebook.com/chuanjen9/

Instagram / cj_ture

官方網站：https://cjons.com/

品牌／工作室：全臻文創 CHIUAN JEN CULTURE

設計師：王綉惠

簡介：

王綉惠為台灣多元設計師，擁有三十餘年設計經驗，專注於文化與當代視覺語言的整合，擅長品牌識別、視覺設計與創意策劃，致力於將在地文化轉化為具國際溝通力的設計作品。

社群連結：

Facebook / https://www.facebook.com/chuanjen9/

Instagram / cj_ture