Interview with Andrew Cheng | Brand Director of Frudenia, Blending Past Arts with Modern Crafts

BY Sylvester December 17, 2024

Andrew Cheng | French Design Awards

Andrew Cheng

Andrew Cheng is the Brand Director of Sencus Frudenia based in Taiwan. His leadership in the company has led to Frudenia's innovative product designs with complex features, accurate colours and patterns with intriguing wordings on them.

I’m Andrew Cheng, the brand director of Sencus Frudenia. Overall, the image design of Frudenia is based on 19th-century Romanticism in Europe. We try to align colours, patterns, structures and even words with that period of time. The blend of past artistic trend of thoughts with modern craftsmanship is the core design of Frudenia.

Frudenia Taiwan Ltd is a cosmetic company that produces modern, high-quality fruit-extract products. Being the director of Frudenia, my job is mainly supervising the design of all product lines in Frudenia.

A good design to me is a design that is beautifully authentic. A good design must also serve people’s needs in a beautiful way.

My favourite kind of design must be a complex one that features accurate colours and patterns with intriguing wording on it.

To me, a good design has to cover appropriate colours, patterns, and intriguing words with suitable appliances that meet consumers’ needs.

The main source of inspiration in designing the Orange Intensive Hydration Serum is from ancient Roman-Greek myths and 19th-century Romanticism poets like George Byron. We try to blend past artistic viewpoints into modern production.

It’s a great honour to be a winner of the 2024 French Design Awards. It really means a lot to our team since it is the first-ever global medal we achieved.

The Orange Intensive Hydration Serum is a core product in Frudenia that features the image of orange with a blend of ancient and modern design. We wish to deliver a brand-new visual impact in the sector of natural cosmetic products. Also, the French Design Awards is an award that matches our value which honours breakthrough designs from different industries every year.

The most difficult part throughout the process of designing the serum would be the total ideation. I and my team worked over 10 months to confirm that 19th-century Romanticism and ancient Greek myths would be the most suitable artistic origins for us to construct our products.

The three most intriguing parts of the cosmetic industry are that we can enhance human well-being, achieve sensational beauty and excavate the unexplored ingredients sector every year.

We thank all the juries and people who devoted their time and efforts to organising this wonderful award. Thank you for your time!