KIO Branding

KIO, “合”, is a wellness brand that provides Chinese Medical products for health and skincare. The Chinese name draws inspiration from the core principles of traditional Chinese medicine, Yin and Yang. When Yin and Yang are perfectly balanced, everything is in its most harmonious state. KIO does not advocate for strict diets to maintain health, but rather encourages consuming the right foods to address ailments, such as pairing ginger with sushi to counteract coldness.

The logo design deconstructs the Chinese name. Spike (尖), flat (平) and round (圓) shapes are the three elements underlying the formation of nature and all living beings. When the three elements are in perfect balance, the word "合" is formed. Horizontally, the English name "KIO" appears, representing "Keep It Original."

The Infusing Indigo brand colour is the merge of the blue sky and the green land, representing the mixing and harmony concept of the brand.

Understanding traditional Chinese medical theory can be challenging for the general public. Many of us struggle with understanding the terms and categories, making it difficult for us to select suitable wellness products. When designing the products and the packaging, we revisited the intricate Chinese medical theory and simplified product names based on various imbalance symptoms. Through dynamic and metaphorical illustrations that visualise these symptoms, individuals can easily find products tailored to their needs.

The packaging design are purposely designed to look like candy or dessert, unlike medicine, to give people a delightful feeling. Using KIO products should be enjoyable, merging into general daily routine.

In preparation to this project, Malou studied a diploma in Chinese University of Hong Kong in Chinese Medicine for a year to understand fully the background and philosophy of Traditional Chinese Medicine. She then worked closely with KIO founder, Joanne She, a Traditional Chinese Medicine Practitioner to understand her products and rename all the products in a way that everyone can easily understand. The renaming and restructuring of the products are the most challenging stage in this branding project. We went through a few rounds of focus groups to confirm all the naming and the way how the packaging designs are. We are hoping to create the most universal visual system for KIO.