Before we begin: Loidesign is one of the first Taiwanese tape brands I fell in love with—and one of the brands Pinky Elephant began with. It’s truly an honor to have this rare opportunity to interview the floral enthusiast, illustrator, and owner behind the brand, Chin. Together with her husband, Mr. Wang, she co-founded Loidesign about ten years ago, building it around their signature floral illustrations that have captured the hearts of so many fans. Today, we’re delighted to sit down with Chin to learn more about their brand, their art, and their life. -RJ
About Art and Creation
Question 1:First of all, thank you to Chin from Loidesign for accepting our interview request. Although we've known each other for a long time, we would still love for you to introduce yourself and your brand to our readers. Thank you!
Answer 1: Our creations are always centered around flowers and time, capturing those subtle yet deeply moving moments in life through paper tapes, stamps, paper goods, and other forms. We hope that our works can accompany every paper lover and offer them a gentle yet steadfast strength.
Question 2: Loidesign was probably one of the first professional tape brands we introduced, and it has expanded our imagination of what tape can be in many ways. Can you share your creative process with us? Where do you usually find inspiration for your work? From the initial spark of an idea to the final product as washi or PET tape, how does the process unfold?
Answer 2: For me, inspiration is often not something I "find," but rather something that "emerges." It might come from a beam of morning light, the scent during a walk, or the echo of a conversation. Many times, I specifically plan flower-viewing trips while traveling, or take walks in the garden with my daughter on regular days. The postures of the flowers, changes in light, and the temperature of the air all serve as the starting points for a scene in my mind.
But because there are so many things I want to create, I tend to jot down these fleeting ideas in my phone's notes app. Then, when I have a moment of free time, I revisit them to see if they still have warmth, emotion, or imagery. If they do, I start sketching, expanding the theme, selecting colors, composing the layout, and determining the size. Afterward, I move on to choosing materials and conducting sample tests. The entire process feels like a slow, brewing conversation—starting as a seed in my heart, eventually evolving into something tangible that can be touched and used.
Question 3: When launching each new collection each season, do you decide on a theme beforehand? How do you determine the theme and the overall atmosphere?
Answer 3: Before 2024, my creative rhythm usually followed the seasons—flowers in spring, refreshing designs in summer, and stars with darker tones in autumn and winter, allowing the products to naturally echo the passage of time. However, by the end of 2024, I planned our first market event, "Stationery Lover Market," where I tried something new by setting a clear theme: "Starlight Cinema." I invited the participating designers to join us at Loidesign and develop creations together. To my surprise, this approach made the overall visuals and content incredibly cohesive and sparked many unexpected ideas and connections. It was like a performance, almost like a dream.
Since then, I've come to see "theme" not only as the starting point of creativity but also as a bridge for connecting with others. In April of this year, I continued this method, setting "Beautiful Playback" as the theme, drawing inspiration from late 19th-century European retro style, and created a series of "Vintage Stationery Shop" products. This summer, I thought I would have a brief break, but I received messages from a few designers who wanted to collaborate again. So, I set the theme "Forest Glimmer Journey" for the summer—hoping to create works that are both deep and cohesive as a series.
This November 15–16, we will also bring "Stationery Lover Market," to Malaysia, collaborating with Journal Pages and Kuma Journal to organize a local edition. The theme will continue with "Retro Stationery Shop," and we hope to show more people this world filled with old-fashioned charm and beautiful details. We also look forward to creating more wonderful things under this theme, connecting and shining together.
Question 4: Your illustration style is very distinctive. When creating, how do you maintain your personal style while also considering market demands and fan preferences?
Answer 4: I don’t have a formal art background, though I've loved drawing since I was young, treating it more as a hobby. My husband, "Mr. Wang," often jokes that I’m a lucky person—because at every stage of my drawing journey, the market has always supported it (laughs). It wasn't until I started focusing on designing tapes and stationery as my main business that I became more serious about learning how to draw, starting with ink painting classes and gradually practicing step by step.
My early style was more naive, often drawing small, freehand flowers. Later, I bought watercolor books to learn Western watercolor techniques, particularly how to capture light and shadow, and then studied ink painting and Chinese watercolor for a year. Over time, I started to understand the structure and thickness of objects. These long hours of practice were like tanning a piece of leather, gradually making my style more flexible and intricate.
Mr. Wang, on the other hand, has a formal degree in design. His personality is humorous and quirky, and his drawing style is free yet skilled. He often creates fun objects that make people smile when they see them. So, people often say, "Loidesign seems to have two styles." And indeed, those are our shadows. Our overlap lies in our shared love for retro aesthetics, and because of this common understanding, we’re able to collaborate on product designs.
Our fans are very enthusiastic and often message us to request specific themes. Sometimes, it’s just a simple suggestion, and my mind starts racing with ideas. Perhaps this is why I can never stop drawing—haha!
Question 5: In the process of turning your illustrations into physical stationery products (such as washi tape or PET tape), which part do you enjoy the most? Are there any particular challenges?
Answer 5: My favorite part is designing the foiled glossy PET tapes, because it’s a process built entirely on imagination. The interplay between the illustrated elements and the foil is something I layer in my mind again and again—you can’t predict exactly how the light will weave through the gold foil once it’s actually applied. It’s only when the sample comes out that you truly see it “come alive.” That gap between anticipation and reality is, for me, both the challenge and the joy. It feels a bit like designing a secret world that can only be completed by light.
Question 6: Could you share the stationery items you use most often in daily life, or recommend illustrators or independent stationery brands you admire?
Answer 6: In my creative work, the tools I use most are wolf-hair brushes and goat-hair brushes—one for drawing lines, and the other for blending and shading. They’re my indispensable partners when I draw! Aside from that, I’m absolutely obsessed with buying watercolor paints—whenever I see a new color, I just can’t resist adding it to my collection (laughs).
When it comes to collage, I have zero resistance to all kinds of paper. Since Taiwan is close to Japan, I really enjoy flying there to wander and explore—especially the physical stores of major stationery shops and brands like Daiso, Hyogensha, OEDA Letterpress, Classiky, and Traveler’s Notebook… every visit feels like a treasure hunt, and it makes me incredibly happy!
As for inspiration in tape design, some of the creators I really admire are Somesortof. fern, Pion, Carol from Meow Illustration, and Hank from OURS studio. Once, during a casual chat, Hank mentioned offhandedly, “Whenever you release new products, make sure to launch several designs at once!” That simple comment had a huge impact on our product strategy and made me rethink the rhythm and structure of series development—I’m truly grateful to Hank!
These days, I’m also lucky to have become good friends with Somesortof. fern and Tracy. Not only do we get together to eat, drink, and chat, but we also discuss creative ideas and collaborate on joint products. This kind of collaboration and companionship has been one of the greatest sources of nourishment for me on my creative journey!
Question 7: Do you have any plans or dreams you’d like to share for the next three to five years?
Answer 7: In the next three to five years, my greatest wish is for Loidesign to leave a deeper and wider footprint. I hope that Stationery Lover Market will continue to grow into the warmest and most distinctive stationery hub in Asia—one where every participant can truly feel a love for paper goods and a deep appreciation for the subtleties of everyday life.
I also hope that each exhibition will be more than just setting up a booth—it will feel like opening a small shop that exists only for those few days. From the decor to the products, every detail would convey Loidesign’s brand spirit: elegance, poetry, and a sense of time treasured.
Ultimately, my dream is to step onto five overseas stationery market stages, so that friends from all around the world can get to know Loidesign’s story. And one day, I hope to teach a collage workshop in Japanese in Japan, personally passing on my passion for stationery and creation to everyone willing to listen and create together.
About Family and Creative Life
Question 8: You and your husband, Mr. Wang, are creative partners running Loidesign together. How do you usually divide the work? What is it like working together?
Answer 8: In the past, we were always sprinting at full speed, trying to balance work and a graceful lifestyle—but everything changed drastically after we had our child!
Now our division of labor is: Mr. Wang mainly takes care of our child, cares for our cat, handles driving and drop-offs, manages household chores, and oversees the company’s finances—and only after all that does he squeeze in time for work. I’m in charge of cooking, some household chores, as well as creation, market event planning, printing affairs, and marketing.
Mr. Wang’s original strength was a creative style full of humor and imagination, but now he’s so busy that he doesn’t have time to freely explore. He can only work on the drawing themes I assign—he’s basically become our household’s commissioned-project master, haha!
But this year, our daughter is finally starting school! That means we can finally catch our breath a little and have more time for creative work. I’m so excited for this new chapter in our lives!
Question 9: After becoming a mother, has your approach to creation or your perspective on art changed?
Answer 9: After becoming a mother, my creative routine has changed a lot. Before, when I worked with Mr. Wang, we would draw until we felt satisfied—working late into the night was never a problem. But now, everything has to be adjusted to a much stricter schedule—every night at 10 p.m., I have to head to the bedroom to get ready for bedtime with my daughter. If I have a deadline to rush, I have to wait until Miss Wang falls asleep before sneaking back to work. But usually, I get caught, and in the morning before she wakes up, I have to sprint back to the bedroom and pretend to be asleep—otherwise, I’ll be greeted with a full-blown crying alarm. It’s intense!
Having a child makes every minute and every second feel precious. Before, I might sometimes slack off when drawing, but now I’m so busy that having time to create feels like a luxury. I’ve learned to treasure every moment when I can paint in peace.
Question 10: Luna has grown so much! It feels like she was just born yesterday. Does she show any interest in drawing or colors now? What hopes do you and Mr. Wang have for her—would you like her to become an artist?
Answer 10: Lula is already three years old—it’s amazing how fast she’s grown; it truly feels like she was just born yesterday. She’s interested in many things, though most of them only hold her attention for a short while, but she has an excellent memory.
Lately, she’s especially fond of the Japanese picture book series The 14 Forest Mice and is fascinated by its depictions of the changing seasons and the natural world. The cutest thing is that when we’re out walking, she often suddenly spots plants or scenes from the book and excitedly runs to share them with us—like she’s conducting her own little field research.
We don’t particularly hope for her to become an artist; instead, we want her to slowly develop the habit of observing. After all, a keen sense of observation is one of the most important sources of nourishment for both creation and life.
Question 11: This question is personal—I hope you don’t mind, haha. Chin, you’ve been consistently learning Japanese despite your busy life and work (and you’re amazing at it!!). What’s your motivation to keep going? I could use some inspiration myself.
Answer 11: Haha, not really that amazing! I just practice 15 minutes a day on Duolingo, steadily and consistently. What keeps me going the most is—Duolingo is really good at emotional blackmail; it messages me every day saying, “Aren’t you coming? Duo’s about to cry!” I even feel a little guilty if I don’t open it, and since I’m paying for it, I really don’t want to waste it.
I started learning Japanese because I really love going to Japan. After learning, whether it’s shopping, visiting exhibitions, or chatting with Japanese friends, everything feels more comfortable and fun. Japan itself is so charming, and the more I learn, the more I feel that language is the key to opening up the world—so I really want to keep going.
Some Scattered Thoughts
Question 12: I asked a similar question to Hank from OURS before, but over the past year, it seems this issue has become even more prominent in our community. As an art creator, how do you and Mr. Wang view the application of AI in the fields of art and creative industries? A year ago, I worried people might increasingly embrace paperless offices and stop using stationery. Now, I’m more concerned that AI and technological advances are narrowing artists’ survival space. Could you share your thoughts with us?
Answer 12: Indeed, the development of AI over the past year has brought many new challenges and discussions to the art and creative circles. I once saw a platform, originally focused on selling creative stationery products, suddenly heavily promoting digital planners and digital goods. At that time, I was a bit anxious and wondered, "Will paper stationery really be replaced?" That period made me feel somewhat uneasy, thinking my way of creating might be marginalized. However, after observing for a while, I noticed that the hype around digital products didn’t last long, and the platform didn’t push them as much anymore, which gave me some relief.
What’s even more concerning now is the flooding of AI-generated images. More and more people use AI to “borrow” creators’ styles, and some shops even directly use AI-generated images to produce tapes and other stationery without honestly indicating the source. Honestly, I’m not opposed to AI—I use it myself to organize information and assist with design; it’s a great tool. But what’s unacceptable is when these images are packaged as original hand-drawn art or mislead consumers. For creators who put genuine effort into their work, this is a blow.
What we can do now is work harder to make people see the value of authentic creation. Through participating in exhibitions, setting up booths, and sharing our creative process, travel journals, and everyday inspirations on social media, we let people see the warmth and stories behind the artwork. I believe sincere creation and delicate observation are things AI finds hard to imitate. We will continue to attract those who truly love “creation itself” with genuine images and words.
Mr. Wang often says, “No matter how powerful AI is, it can’t replace our life experiences. Without life, there is no soul.” This phrase constantly reminds us that truly moving works come from real experiences and feelings—something no technology can replace.
Question 13: Finally, what would you and Mr. Wang like to say to Pinky Elephant’s customers and readers?
Answer 13: We are truly grateful to Pinky Elephant and every friend who has supported us. Because of your companionship and encouragement, we have been able to persist through this ten-year journey of stationery design. Seeing everyone’s heartfelt journaling and collage creations always fills us with strength. Every post, every photo, we look at them carefully and they make us smile from the bottom of our hearts, because we feel that shared love for life and beauty.
We feel incredibly fortunate to walk this creative path alongside such a loving community. Looking forward to the next ten years—may we still be here, still passionate, still creating, and continuing to do what we love to the very best.