Japanese studio Nendo utilised grey and white crosses for the packaging of this line of skincare merchandise primarily based on the practices of Chinese medicine.

Nendo branding concept for Chinese medicine company TCM

Oki Sato’s layout studio was tasked with designing a branding notion for TCM+, a new skincare brand launching in Asia that enables clients to mix various goods – a principle based on the practices of classic Chinese medicine, which makes use of different combinations of herbs, mineral and animal products to produce remedies.

Nendo branding concept for Chinese medicine company TCM

Traditional Chinese medication, for which TCM stands, is nicely-established in Higher China, and so a normal skincare item line concept drawing from this tradition’s concepts was sought,” explained Nendo.

Nendo branding concept for Chinese medicine company TCM

To highlight this relationship, the minimal packaging style was based around the image of the cross – an internationally recognised symbol of healthcare. Crosses also form the business emblem, created out of the letters T, C and M.

Nendo branding concept for Chinese medicine company TCM

“The title of the brand, TCM+, is a reference to the process of placing collectively different cosmetics with classic Chinese medicinal properties, even though the logo seems as a + via placing in sequence the letters T, C and M,” explained the studio.


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Nendo branding concept for Chinese medicine company TCM

Every bottle, tube and pot in the assortment is packaged in either dark grey or white, adorned with a cross in the contrasting shade and a coloured square to indicate the type of merchandise and what it can be mixed with.

Nendo branding concept for Chinese medicine company TCM

Products are also coded using an alphabetical technique, with names which includes Cream A and Lotion M. A lot of of the crosses wrap all around corners of the packaging, and can be matched with another product to kind a whole symbol when lined up on a shelf.

Nendo branding concept for Chinese medicine company TCM

Traditional Chinese medicine relies on the selective mixture of hundreds of normal remedies, with the advantage that formulas can be customised with respect to the exact substances employed, their relative quantities and timing of application, dependent on the physical condition of the person,” explained Nendo.

Nendo branding concept for Chinese medicine company TCM

“Similarly, for illustration, essences can be of many sorts, such as whitening, moisturising or anti-ageing,” it extra.  “Instead of being provided as premixed items, the idea was for the end-consumer to freely customise the combine of substances and relative quantities according to their body’s needs, the time of the day, or season.”


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Nendo branding concept for Chinese medicine company TCM

Nendo, whose output varies from shop interiors to furnishings and accessories, usually opts for a minimal graphic fashion when doing work on branding tasks. Previous types include packaging for coffee-flavoured beer made up of bean-shaped stickers and a collection of stackable bottles for a cosmetics brand.

Nendo branding concept for Chinese medicine company TCM

TCM+ will launch in Hong Kong, before being rolled out elsewhere in Asia.

Photography is by Akihiro Yoshida.

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