Lee Kum Kee
Competition Results
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MEET OUR JUDGE
Micky Wong
Senior Designer, Orlebar Brown
Micky Wong studied Fashion Design in London. He has spent a decade in the London fashion industry, designing for Teatum Jones, A-Cold-Wall* and MCQ by McQueen, and is now Senior Designer at Orlebar Brown. He’s drawn to fun, emotional design and beautiful detail, which made him the perfect eye for a competition sitting where food meets fashion at London Fashion Week.
1st place: ENTRY NO. 2
Artist entry
Micky's comment: The parrot at first comes across as a somewhat illogical choice to be the focus, yet it is because of that it gives you a very spontaneous, playful feeling. What is the parrot doing? Why is he chewing on some chilli noodles? At the same time there is a lot of visual repetition incorporated in the design which harnesses this spontaneity with a bit of order – key example being the curvy pointy shape of the chillies, the curvy pointy shape of the beans and garlic, and then finally the curvy pointy shape of the parrot’s own beak. The colours are also very considered with the bursts of orange on the parrot linking up with the flames around the chillies, contrasted against the fresh greens and turquoises. The only point of improvement would be to resolve the visual language of the design against the company logo – for example just by replicating the stark drop shadow of the logo into the golden frame of the design – just to bring things together a bit more.
2nd place: ENTRY NO. 8 @illustrationsbyira
Artist entry
Micky's comment: Thematically it works. To me a chilli sauce is something that dances on your tongue – a sauce that moves. To then feature 2 people in motion feels appropriate. The two figures caught mid-stride feel right for a condiment that’s part of everyday life.
I love the use of textured and delicate lace within very simple shapes and large shapes. It gives the eye something more warm to break up an otherwise very minimal and clean composition. Interesting design is often about creating tension – putting seemingly opposite things next to each other. The giant chilli as a bag feels something straight off the runway. One question though… do we need those mini chillies on the right? If yes, the purpose can be more explicit to serve their function.
3rd place: ENTRY NO. 11 @A.H.inkpen
Artist entry
Micky's comment: My projects always start with hand drawing. I’ve always understood it as the primary language to understand something, as if you are ‘seeing’ something with your own hands. Therefore, it is especially gratifying to see a design that incorporates this very tactile, textured language. There is a beautiful incorporation of Chinese graphic elements into the hatching in the background. The way the ingredients are drawn in such a loose, eclectic way feels like a great reminder that the Chiu Chow Chilli Oil is all these ingredients chopped up, cooked and vibing against one another. It gives the design a sparkly feeling. I also love the calligraphy feeling to the Chinese characters at the bottom – the designer has clearly put thought in incorporating Chinese design elements in a modern considered way.
ENTRY NO. 14 @melodyng_studio
Artist entry
Micky's comment: I always have a soft spot for collages. The way this design breaks up each ingredient and then plays with the chilli pepper prints in various colour schemes and scales is very similar to how we normally design print stories for a ready to wear collection. The ability to take one idea and turn it into a kaleidoscope shows discipline and imagination. The colour combination also really stands out from the competition here, with the navy-blue background emphasising the brightness of the foreground.
ENTRY NO. 18 @jaimee.andrews
Artist entry
Micky's comment: This one is likely the most delicate interpretation of the brief, which really speaks to the fact that we are designing for a chilli oil, not a sauce. The watercolour wash elements shows great restraint and there are a lot of thoughtful elements incorporated such as the lanterns, the butterflies and Southern China flowers. The sliced chillies floating around are a very recognisable visual at the table and I’m glad it’s featured prominently here. There are also elements recognisable from traditional Chinese painting which really makes the model come alive. The only thing I don’t quite understand is the polka dotted skirt – perhaps a teaser for a sesame product on the next shelf?
ENTRY NO. 20 @pinterparrott
Artist entry
Micky's comment: It just screams spicy and heat to me. In fashion design we always have many conversations about creating a direct bold image that instantly shows the client the full story of the collection in a snapshot. It should draw attention and require little to no explanation. This as a concept of riding a motorbike in a long red dress – it’s danger on a label - clearly stating the excitement in one spoonful of the chilli oil. I also really like the execution incorporating vintage printmaking processes which evoke old Hong Kong signages.
ENTRY NO. 21 @joecookeyourself
Artist entry
Micky's comment: This one made me laugh. The very 70s kung fu movie poster reference is very effective in communicating the excitement of this condiment. It evokes an era of freedom and grittiness in a very simple, direct way. It’s also very nice to see someone actually using the chilli oil in its liquid form as a visual. The splash really suggests heat and movement. The simple composition also makes it easy to spot from far away.
ENTRY NO. 45 @willyjenkins_
Community entry
Micky's comment: Four pepper-heads crossing London’s most famous zebra crossing. This visual alone immediately broadcasts 2 things: heat and London. I admire effortless designs like these where it’s clear from the first glance what the message is. I also enjoy how harmonious and restrained the colour palette is here. Everything seems calibrated for high contrast and visibility. I think also a nice touch is that the designer also made sure to retain distinctive personalities between the 4 characters through their clothing, again suggesting for me the combination of different ingredients in one condiment.
ENTRY NO. 53 @kateholderness
Community entry
Micky's comment: I love the concept of this sauce that has travelled far to arrive at the table. It reminds me of my own journey from Hong Kong to London all these years ago, but also reflects the multi-layered, community driven journey of creating an iconic condiment. Sometimes design can be broken down to telling a story through visuals – and that’s exactly what this designer has done. The use of receipt-paper-blue really sets off the crimson thread, as if reminding us of how a food memory can be the thing that still tethers one to their roots. The hand drawn style also makes me think of comic books, which always evokes movement and nostalgia.
Entry No. 67 @beadedlilys
Community entry
Micky's comment: I love the use of embroidery to realise the design. Embroidery as a technique is something that is regarded as challenging but also deeply special in our industry. After all these centuries of technological development, it is still one of those technique families that always denote craft and tradition. It also happens to be such an important factor in the evolution of Chinese clothing traditions. The level of detail is heightened also by the reinterpretation of the Lee Kum Kee logo in the same embroidered visual language. To me, this feels like a sincere nod to the traditional craft that exists behind fashion, as well as within the creation of Lee Kum Kee’s iconic condiment.



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