Traditional Chinese Medicine brands are often associated with outdated or stereotypical Chinese visuals. For Gibbon and Crane, I wanted to challenge myself and push these concepts in a clean and visually exciting way. In order to avoid flattening and pulling culture away from the concept, I used elements and photographs from old medicine bottles to keep history alive in the branding. Additionally, I created a set of abstract illustrations that are directly inspired from the plants and herbs that are popular in TCM. I established a contemporary feeling through the use of a bright color palette and fluid yet fresh typography. The color palette pulls from classic Chinese medicine packaging, blending earthy tones with more saturated and unexpected colors.