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New York-based designer Zhang Long aims to transform how traditional products are adapted for contemporary audiences, drawing on experience in technology startups, UX design and CPG branding. With a focus on human-centered design, Long reinterprets culturally meaningful items — from heritage crafts to everyday goods — ensuring they maintain cultural essence while meeting modern consumer expectations. His approach emphasizes both cultural authenticity and commercial relevance, reflecting a growing trend among designers who balance tradition with innovation.
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A designer rooted in UX, transitioning into tangible impact
Long began his career in tech, working on Web3 startups and decentralized marketplaces as a UX designer. He later pivoted toward physical product design — not out of necessity, but from a deep desire to bring the empathy-driven principles of user experience to products we hold, eat and share.
“I wanted to move from abstract interfaces to something tactile and grounded — something that can make an emotional impact through culture,” Zhang explains.
Holding a B.S. in business administration and marketing from Case Western Reserve University and an M.A. in interaction design from George Washington University, Long merges market fluency with precise visual execution. His move into CPG came with a clear vision: bring design thinking to under-designed yet culturally rich industries.
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Design in context: Bridging cultural integrity with global compliance
One of Long’s most notable challenges came while redesigning a traditional Chinese chili oil brand for the U.S. market. The project involved not only visual identity and packaging but also adapting a deeply rooted culinary tradition into a form that would be shelf-compliant, culturally legible and emotionally resonant to both Asian-American and mainstream consumers.
“It’s not just about visuals. We had to deeply understand both the U.S. compliance landscape and cultural semiotics — what makes something feel ‘real’ to both heritage users and new adopters,” he says.
Long led the creation of a bilingual packaging and labeling system, compliant with FDA/USDA standards, while maintaining visual cues rooted in Sichuan culture. The work helped the brand gain listings on e-commerce platforms and earned international recognition — including a New York Product Design Award (Silver) and a MUSE Design Award (Silver) in 2025.
From digital platforms to packaging systems
Long brings a thoughtful approach to product design, blending cultural heritage with modern market needs. Drawing from his background in technology and consumer branding, he focuses on creating products that feel both authentic and contemporary. His work extends to supporting tech startups through storytelling and visual identity, where he has helped attract significant investor interest. By emphasizing narrative and user experience, Long offers a quiet but effective bridge between tradition and today’s marketplace.
His design work bridges abstraction and everyday function: transforming complex protocols into understandable investor decks, while simultaneously building physical unboxing experiences that create brand trust and emotional resonance.
Designing in an age of isolation
Long believes strongly that design is a tool for cultural connection, especially in a time of growing political and social division.“In an increasingly isolationist world, products — especially food — can remind us of our shared humanity. Through storytelling and visual honesty, we can build bridges between tradition and the global market.”
Zhang Long is a designer and creative strategist working at the intersection of culture, commerce and communication. His work spans digital UX, physical product design, branding and regulatory packaging. With international design awards and cross-border projects under his belt, he is committed to making designs that connect people, markets and meaning.
Credit:
Model:Jinhua Zhang
Photographer: Zhang Long
