Chopsticks designed by Christopher Jenner. [Photo provided to chinadaily.com.cn]

Q: It is said that you are "an expert at using technology and branding to make what's old feel new again". How did you make the old Chinese ceramic wares look new? What technologies did you use in the design?

A: Yes this is true, the idea behind this statement is that to ensure the continued existence of many traditional crafts it’s essential the techniques behind them also change … this can be achieved through the use of computer software, where a new dynamic illustration of a design is possible, or the use of 3D printing, where one can create a physical representation of a concept well ahead of physically making something. New techniques like laser cutting, etching and computer numerical control (CNC) also allow us to re-imagine the potential of these crafts.

From a branding perspective it's important to understand that consumers are less interested in products than in brands - 'people buy brands not products'- so from this perspective it's essential that you approach a project like this as though you're developing a brand. Therefore storytelling, positioning and propositions become very important in the delivery of a project of this nature.