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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: Visual Design, Packaging, Illustration

Team:
Design Director - Greg Althoff
Account - Jess Schulz
Strategy - Max Arevuo, Taylor Woods


Deliverables: Brand Identity, Packaging


Client: Rising Star Baking Supply Co.

Overview: Rising Star, formerly Magnolia Baking Supply Co., is inspired by the ethos of DIY and the handmade movement. We aim to make baking accessible to everyone, regardless of their skill level. The brand celebrates the process of learning and the beauty of imperfection, encouraging bakers to experiment and enjoy the journey as much as the final product.

The visual identity of Rising Star is centered around the concept of the ongoing, ever-evolving nature of DIY projects and conveying a sense of progress.

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