Project Challenges

Due to the industry nature of the project and our research into related products on the market, we found that many tend to misuse traditional Chinese cultural elements, resulting in a heavy and unattractive rustic feel.

Solution

This project is particularly prone to falling into the trap of traditional and tacky styles. The client hopes their products and brand will appeal to young people rather than just the elderly. Therefore, we aim to create a product appearance and brand positioning that leans towards a young and fashionable direction, combining traditional elements with a clean and stylish aesthetic.

In designing the brand image, we started with the word “灸” in the brand name “灸脉通” (Jiumaitong). The character “灸” (moxibustion) itself represents the product and is also a verb describing the action of using the product.

Logo Design

The inspiration for the logo comes from moxibustion, a traditional Chinese acupuncture therapy. This therapy involves burning moxa made from mugwort leaves and applying it to acupuncture points on the body for therapeutic effects. The logo is designed using a combination of dots and lines, where dots represent acupuncture points and lines represent meridians, forming the character “灸.” This symbolizes the flow of energy and the connectivity promoted by moxibustion.

Additionally, the logo subtly integrates the concept of Tai Chi and Bagua (Eight Trigrams) into the character “灸.” The Eight Trigrams represent the eight extraordinary meridians in traditional Chinese medicine. In the “I Ching,” the system of sixty-four hexagrams reflects the human meridian system, aligning perfectly with the product and brand philosophy of Jiumaitong.

Font Design

The Chinese font design continues the seal script style of the logo. To enhance brand recognition, we distilled the essence of seal script while ensuring it is easily recognizable by modern audiences. The overall design style combines cultural heritage with a contemporary and fashionable brand tone.