ZHICONGTANG
Empowering Essence Oil
Client
ZHICONGTANG
Service
Logo design
Visual system design
Packaging design
Team
CD:Lin
D:CHENG、Kim、Mu
3D:7%
T:2025.09
ZHICONGTANG
Service
Logo design
Visual system design
Packaging design
Team
CD:Lin
D:CHENG、Kim、Mu
3D:7%
T:2025.09
ZHICONGTANG Empowering Essence Oil, through systematic brand visual and packaging design upgrades, has successfully transformed four centuries of traditional Chinese medicine wisdom on resolving blood stasis into a modern brand image that combines professionalism with Eastern aesthetics. The brand inherits the centuries-old medical tradition of Zhang Zhicong (1616–1674), a physician of the Ming and Qing dynasties. Rooted in a secret stasis-resolving technique and integrating natural plant extracts such as mugwort, it follows the conditioning logic of “unblock first, then tonify,” focusing on addressing the constitutional problems of modern people characterized by deficiency, cold, dampness, and stasis. Against the backdrop of the continued rapid growth of the facial essence oil market—in 2025, the online essence oil market GMV reached RMB 9.5 billion, and in December 2025 alone, monthly sales exceeded RMB 300 million, up 198% year-on-year—ZHICONGTANG, with its differentiated traditional Chinese medicine cultural positioning and highly recognizable visual language, precisely targets mid-to-high-end wellness institutions and consumers who value constitutional conditioning. The refreshed brand visual system takes Eastern wisdom and natural energy as its design origin, laying a solid visual foundation for the brand’s continued expansion in the high-growth essence oil track.
ZHICONGTANG originates from Shi’an Group and inherits the centuries-old medical tradition of Zhang Zhicong (1616–1674), a physician of the Ming and Qing dynasties. Rooted in a secret technique for resolving blood stasis and integrating natural plant extracts such as mugwort, the brand follows the conditioning logic of “unblock first, then tonify.” It focuses on addressing the constitutional problems of modern people characterized by deficiency, cold, dampness, and blood stasis, and upholds the wellness philosophy of “three parts treatment, seven parts nourishment.” Committed to the mission of “with the heart of ancient sages, impart the way of wellness,” the brand provides professional conditioning solutions for mid-to-high-end wellness institutions through a rigorous system of syndrome differentiation and treatment.
The core objective of this project was to help the brand establish a differentiated visual identity system with traditional Chinese medicine cultural heritage in the essence oil market. Taking “Eastern wisdom as the brush, natural energy as the ink” as the design concept, we established the design direction of “TCM heritage + modern aesthetics.” At the visual level, the team deeply explored the brand’s 400-year TCM cultural DNA and translated core TCM concepts such as the secret technique for resolving blood stasis and “unblock first, then tonify” into visual language. The overall packaging presents a visual style that combines cultural depth with modern quality, enabling the product to establish unique brand recognition on shelves and e-commerce pages. Through this brand visual design system combining cultural heritage, recognition efficiency, and professional tonality, ZHICONGTANG has successfully upgraded from a traditional TCM wellness brand to a modern constitution conditioning brand with clear brand positioning, complete visual identity, and Eastern cultural DNA.