Su Su & Yang Songyao: Shaping a Contemporary Asian Visual Language

The French Design Award has given us a profound sense of confidence. It marks a new peak in our design thinking. At the same time, this international recognition has prompted us to reflect on how we can further refine our design philosophy, how we can engage more closely with society, and how we can bring a positive impact to more people.

We believe its impact will continue to resonate and unfold in the years to come. We hope to collaborate with more outstanding brands, together creating a future without limits.

What sets 1983ASIA apart is our deep commitment to cultural research. Before we put pen to paper, we immerse ourselves in the brand's cultural DNA, the influence of its local context, and the narrative it seeks to unfold in the future. 

These cultural insights become the bedrock of our design. We see brand design not as a matter of creative tricks or superficial novelty, but as a discipline rooted in meaningful cultural content — content that sustains a brand over time. Ultimately, what brand design demands is not cleverness, but wisdom.

In 1983ASIA, we believe that the brand designer's role is much like that of a "visual translator." We build a bridge between the client and the consumer, translating the brand's cultural content through design. Therefore, we see no fundamental conflict between the two — only the need to research and create together to let the brand go further.

A significant challenge in this design process was addressing local cultural sensitivities. The product launch region encompasses multiple cultural communities, each holding strong beliefs and a deep sense of identity. To honour each of these cultures, we had to approach the design with exceptional care and restraint. This is exactly where the findings of our cultural research proved indispensable.

Designers have various ways to recharge. For me, it’s travel, exhibitions, and comics.

Stay curious.

We’re happy to work with all kinds of designers. Life is an adventure, and staying curious is the way we approach it.

What I hope for is that more attention will be given to how cultural research transforms into design that truly fits into people’s daily lives.