Siyuan Wang graphic and visual design portfolio

S I Y U A N W A N G

Hi, I’m Siyuan, a Milan-based Product designer, Food designer & Visual designer.

I crave food, cooking, DIY, and playing tennis. My years of overseas experience built me into an open-minded and determined person. Living abroad greatly developed my multitasking skill and self-learning skill Speaking four languages shaped me into an international mind. Being a designer helped me become empathic, creative, and detail-oriented. I aim to create designs that link with the senses and enhance people’s experiences.

A multidisciplinary designer

壹 A new life for a local ice cream brand

Five Rams Ice cream

Rebrand a historical local ice cream brand

Brief

Bring Fiverams ice cream a new life so it can bring delicacy and creativity to the customers and share its lifestyle, through today’s values and trends.

About the brand

Five Ram Ice Cream is a local famous ice cream brand of Guangdong Province. For years, it occupies a leading position in the ice cream market of Guangdong and is popular among the customers. It plays an essential role in countless Cantonese childhood memory, and they still hold unique feelings for this local brand today.

Challenge

The brand has faced challenges in recent years due to various brands flooded to the market.

Ice cream trend in China

98% of Chinese consumers in 2022 enjoy eating ice cream. 80%of Chinese consumers are willing to purchase ice creams that contain no added sugar.

Ice creams with Chinese traditional flavors have become popular. Among all the different kinds of ice creams, designs with traditional aesthetics are the most popular ones.

Target Market

Nostalgic consumers

local consumers who holds special feelings about the brand

Novelty lovers

Novelty lovers that are attracted by the brand’s tastes and culture

How might we...

“A successful ice cream in China should be delicious, but also could help people to share and exchange their emotions with others.”

How might we enhance the food experience and invite people to share their experiences with others?

We want to...

Attract new targets and bring new life to the brand.

Promote the Cantonese lifestyle, and share its value with consumers.

Design Health Flavour Consumers

贰What takes you straight back to your childhood?

Sounds of childhood

Submit your stories on the platform

Invite podcasters to read the stories

Stories will be converted to QR code and printed on ice cream packages

Scan and listen to the story when eating an ice cream

Upload your memory

Our webpage

A walk of memory

A walk of memory is a citywalk that is held based on the 24 solar terms in Chinese culture

Writers and podcasters are invited to create cinematic soundwalks for the customers based on different themes

Customers can book the activity online and they will receive a map in each sound walk

Listen and explore the city with others

Writer Podcaster

Book your journey

Enjoy your trip

肆 A place reminds you of your childhood

Canton 廣州

FiveRams Ice cream

When tradition meets trend

S h e d

A new life of food waste

While emphasising the rising implication of food waste as an unsustainable threat for now and the future, we created a material out of these wastes.

Project with Yuki Hadal

SHED was exhibited at Isola design festival during the Milan design week, 2022

S h e d

Problem Analysis

According to the UN Environment Programme’s (UNEP) Food Waste Index Report 2021, an estimated 1.3 billion tonnes of food are discarded globally every year.

There is an urge to change: food waste is not only unsustainable in the future, it is unsustainable now.

Our Concept

“Shed” wants to give a brand new life to the food products we discard every day and, at the same time, it intends to create awareness about such a serious topic.

Our Product

These sheets have an unlimited range of colours, since they depend on what food is used to make them: orange peels create a fantastic amber sheet, while red onions peels become a glowing rosy sheet.

Seasonal is the keyword of Shed. The colours of “Shed” are intended to follow the natural course of time and, so, our products will always have different colours in different seasons.

Our Process

“How might we give food waste a brand new life?” 1 2 3

We began collecting all the leftovers we created in a month and started our exploration journey with textile design. We dried these leftovers and shredded them into small pieces.

After mixing them with agar-agar, glycerine and water, these elements created a thin and elastic sheet with interesting textures and an incredible flexibility.

Onion

Shrimp shells

Beetroots

Banana peels

Wakame

Coriander

Pomegranate juice

Pomegranate juice with blue ink

Materialized-Spazio Gamma-7-12 June 2022, Fuorisalone, Milan Design week 2022

Miele Experience Center, Milano-7-12 June 2022, Fuorisalone, Milan Design week 2022

Collaborate with Tourdefork

S h e d

Give a brand new life to the food products we discard every day.

S u r r e a l

Bring fantacies to reality

“Surreal is a series of digital art visualizing my dreams and my old drawings in the past. The process is interesting and inspiring. It’s a great exploration of 3D modeling and rendering.

H o l i d a y

On the top of an ice-cream

A childhood dream of mine. It reminds me of ice cream and amusement parks. I drew this picture few years ago, a theme park set on top of an ice cream cone. After I have gained knowledge from 3D modelling program and rendering, I finally brought my fantasy to reality.