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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






Agency: Jones Knowles Ritchie

Role: Packaging Design

Team:
Creative Director - JB Hartford
Senior Designer - Anya Guzauski

Deliverables: Packaging Design


Client: Kraft Mac and Cheese

Overview: Restaurant Edition Pack Creation

Designed packaging for Kraft Mac & Cheese Restaurant Edition, translating brand strategy into a more elevated, food-forward visual system. The work balances appetite appeal with a contemporary brand expression, rethinking composition, color, and photography to differentiate within the Kraft portfolio while maintaining strong shelf recognition.

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