The Society of Oriental Equilibrium (OE)

BRAND GUIDE • PRODUCT APPLICATION

A school project brief to create a brand philosphy and its brand guide with product applications. The brand I created, OE, is a modern TCM wellness concept that offers Chinese therapeutic massage with an adjoining herbal tea bar.

Targeted at busy millennials, OE is an alternative TCM wellness option where they can learn to lead a balanced lifestyle through the principles of TCM, without having to sacrifice the sinful pleasures of life. The branding of OE aims to reinvent the portrayal of TCM wellness, from being dubious and intimidating to being an easy and healthy way of living.

TCM wellness (not medicine) is Chinese system of health focusing on prevention instead of cure. Through Chinese therapeutic massage, one gains a better understanding of their body’s muscular structure to improve posture and physical habits. While, the TCM wellness diet promotes increased awareness of what you put in your body to ensure balance in diet for an overall healthy lifestyle.

Visual Language of OE

With a mix of organic illustrations and graphic patterns in a unique colour scheme, the visual language of OE is a nostalgic balance between tradition and modernity. I created a hand-drawn typographic pattern and line illustrations for the visual identity of OE.

Product Application:
Brand Stationery Set

Product Application:
TCM Wellness Health Club

Product Application:
Oriental Tea Bar Concept

Digital Application:
Social Media Platform