Started working in packaging design and branding since 2010, it has been the 10th years for XiongBo in this field. He is the founder and Creative Director of Shenzhen Lingyun Creative Packaging (LEADWAY) since 2013.
The growing consumer awareness toward shopping experience and aesthetic, he believes that the brand and designer should create a more enjoyable experience and design service in China.
With such an idea in mind, the studio has helped many brands such as Coca Cola, Snow Beer, Maotai Group, Wuliangye Group…etc develop many best-selling products in China.
His work Cuocui Wu Du won the Platinum Pentaward for the Beverages category in 2018, and he also won many other Pentawards since he first entered the competition. Since the beginning of his career, he has also won many international awards such as Dieline, the Best of the Best Award, iF, D&AD, New York One Show, Topawards Asia, Taiwan Golden Pin Award, Hong Kong DFA (Asia's Most Influential Design Awards and other awards.