Edmund Lim

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Edmund Lim ("EL") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

EL : I’ve always had a passion for creating and bringing new ideas to life—especially in packaging design. Japanese packaging has been a big source of inspiration for me with its attention to detail and creativity. I majored in packaging at NAFA, and my final-year project even got me my first recognition at the 4As Awards. Since then, I’ve been all about crafting designs that are not just eye-catching, but meaningful too.

DL: What motivates you to design in general, why did you become a designer?

EL : Clever ideas paired with vibrant visuals. These are the things that attaches me to become a designer.

DL: Did you choose to become a designer, or you were forced to become one?

EL : Although I was fairly active in Art during my secondary school days, pursuing it as a career wasn’t something I had considered. It all began when a friend asked me to accompany him to NAFA—I simply tagged along.

DL: What do you design, what type of designs do you wish to design more of?

EL : Design focused on educating children about sustainability.

DL: What should young designers do to become a design legend like you?

EL : Stay curiosity and have the desire to improve. Dare to start the project over again if something is wrong.

DL: What is the value of good design? Why should everyone invest in good design?

EL : Design is all about making things work better, look smarter, and yes prettier too. It’s creativity with purpose, aimed at making the world just a little better.

DL: Which design projects gave you the most satisfaction, why?

EL : One of my favorite designs was a board game I created for my final-year project. It focused on sustainability and was designed to teach children about saving endangered animals. Through the game, players learn about different species, the threats posed by poachers, and the ways we can help protect wildlife. The choices made during the game shape the outcome, putting the responsibility in the players’ hands. This project also earned me my very first award, making it even more memorable.

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?

EL : We’re grateful to the organization and the jury for recognizing the value in our work. That said, it’s important we remain humble and stay focused on what’s next.