Thye Shan is a heritage brand in Singapore, with a rich history dating back to its founding by Chan Chak Poey in 1955. As a traditional Chinese medicine (TCM) company, Thye Shan has built a reputation for trust and credibility over its 60-year history, with a core consumer base aged between 40 to 65.

In a bid to attract younger customers, I undertook a rebranding project for Thye Shan Medical Hall. After conducting research, I discovered that younger customers prefer medicinal products that are more accessible and easier to understand. To bridge the gap between Thye Shan and its younger audience, I hand-illustrated Chinese herbs on their packaging to give the brand an updated, organic look while maintaining its traditional aesthetic.

LOCATION

Singapore

PROJECT DELIVERABLES

Graphic Design, Illustration, Hand Drawing, Branding, Logo, Letterhead, Namecard, Packaging, Print