Poyu Chen is a designer at JKR New York, creating brand identities that balance calm, clarity, and playful warmth. Originally from Taiwan, her work blends Eastern minimalism with Western expressive energy, exploring sustainability, mental wellbeing, and human-centered design. To get in touch, or to just say hello, please reach out through my email or LinkedIn ︎︎︎



Experience

2023 - Present
Jones Knowles Ritchie

2023
Landor & Fitch

2022
Invisible North


Selected Clients

Kraft Heinz
Coca-cola
Hilton Group
Pearson
Starbucks
Klarna
Propel

3M
Shein
Education

2021-2023
Pratt Institute
MS Packaging Identities and Systems Design

Recognition

WBDS Design Awards
2026, Silver Winner
Packaging, Product Creation

WBDS Design Awards
2026, Bronze Winner,
Packaging, Sustainable Development

MMA APAC SMARTIES Award
2020 with TenMax

Digital Singularity Award
2019 with TenMax



NODES
︎ Email
︎ LinkedIn

︎︎︎ HOMEPAGE







Role: Packaging Design

Project Co-owner:
Eunice Su
Sveva Michahelles


Overview: This design project introduces CORALLO, a brand dedicated to fostering the cycle of nature by transforming seashell waste into sustainable bathroom accessories and travel bottles. Addressing the critical issue of ocean plastic pollution, CORALLO offers a compelling zero-waste alternative, encouraging a plastic-free environment, especially for beaches.

Our initiative focuses on two distinct product lines, both crafted entirely from 100% biodegradable biomaterials sourced from seashells. The first line comprises a comprehensive bath accessories set, specifically designed for hospitality venues like hotels, restaurants, bathing establishments, and spas located near the seaside. This aims to significantly reduce single-use plastic within these high-traffic environments.

The second product line features refillable tourist travel toiletries bottles. These are engineered to directly replace disposable plastic bottles, empowering eco-conscious travelers to maintain a plastic-free lifestyle.

CORALLO's materials are responsibly sourced, collecting seashell waste from local restaurants and resorts in the Bahamas. This embodies our philosophy: "We take from the ocean, to give back to the ocean." By utilizing this abundant biomaterial, CORALLO not only curbs plastic waste but also cultivates a vital, eco-friendly relationship between human activity and the natural environment, promoting cleaner oceans and sustainable travel.