For Bangkok-based cannabis platform Betterfly, COOL MAI DESIGN created a vivid identity built around a “flying-brain cat.” Designer Patrick Cheng explains how bold color, exaggerated form, and playful symbolism turned a simple idea—soaring thoughts—into an instantly recognizable brand.
Project Overview
- Winning Project Title: Betterfly
- Winning Category: Brand Identity
- Firm Location: Taipei City, Taiwan
- Company: COOL MAI DESIGN
- Lead Designer: Patrick Cheng
- Client: With Done Innovation Technology Co., Ltd.
Betterfly promotes cannabis education and sales in Thailand. The name merges “Better” and “Fly,” echoing freedom and self-improvement while nodding to a butterfly’s elegance. A wide-eyed cat emblem anchors the system, symbolizing upward, liberated thinking in a bright, eclectic color palette.
Interview with Patrick Cheng
1. Can you share how you got started in design? How has your work grown and evolved over time?
Patrick Cheng: I first discovered design through my love of visual arts, which eventually led me into the world of brand design. Over time, I began to see design not just as a tool for aesthetics but as a means of storytelling and creating emotional connections. As markets evolved and technology advanced, I continuously explored new tools like AI to enhance efficiency and unlock new creative possibilities.
2. What was the brief or challenge behind your winning project? What primary goals did you have when starting this project?
Patrick Cheng: The winning project started from a simple yet powerful concept—using a cat to symbolize soaring thoughts. The challenge was translating this abstract idea into a tangible visual, using bold colors and exaggerated forms to create a striking impact. The goal was to build a brand image that was both creatively compelling and emotionally resonant, leaving a lasting impression at first glance.
3. What inspired your project? How did you transform your ideas into the final design, whether it was a product or a visual concept?
Patrick Cheng: The inspiration came from the idea of free thinking. I wanted a symbolic character to express this spirit, leading to the creation of the “flying-brain cat.” I refined the cat’s expressions and movements, paired them with vivid color palettes, and gradually shaped a brand icon that’s both playful and thought-provoking.
4. Did you encounter any challenges during your project? How did you overcome them while ensuring your design remained both clear and practical?
Patrick Cheng: The challenge was balancing creativity with functionality. We wanted a unique design, but it also needed to be recognizable across various applications. Through multiple iterations—simplifying lines, adjusting color proportions—we eventually arrived at a design that stood out yet remained versatile.
5. How do you stay updated with new design trends and technologies, such as AI? In what ways have these tools influenced your work?
Patrick Cheng: I actively follow global design platforms, attend industry talks, and experiment with new tech. AI tools, for example, help us quickly generate sketches, test color combinations, and even simulate market reactions. This speeds up the process and sparks fresh creative ideas.
6. How do you balance client or market demands with your own creative style? What strategies help you meet both aspects effectively?
Patrick Cheng: I see design as a bridge for communication. I dive deep into understanding the client’s brand essence and market goals, then translate those insights into a visual language. I retain my design voice but adapt flexibly to ensure the final work meets market demands while showcasing the brand’s uniqueness.
7. Reflecting on your winning project, what lessons did you learn? How will these insights shape your future work?
Patrick Cheng: I learned that design is more than creation—it’s an ongoing dialogue with brands and consumers. Successful work stems from a deep understanding of the brand story and relentless refinement. Moving forward, I’ll prioritize research and communication, ensuring every design decision carries meaning and value.
8. What does winning the Design MasterPrize mean to you both personally and professionally? How does this achievement inspire your upcoming projects?
Patrick Cheng: The award is both validation and motivation. It pushes me to keep challenging myself, breaking creative boundaries, and sharing my experience with fellow designers. My future goal is to craft more brands that blend cultural depth with innovative spirit—using design to truly enhance people’s lives.
ConclusioN
Betterfly shows how a single, memorable mascot—backed by fearless color and thoughtful iteration—can capture a brand’s promise of freedom and joy while remaining practical across every touchpoint.
