中僑蔘茸

Chong Kio

  • 澳門百年中藥品牌 | 孕婦產期中藥包包裝設計 | 禮盒規劃設計 | 氛圍攝影

「中僑參茸」1950年創立於澳門,以養生保健為訴求,將溫和的中藥材融入日常生活,期盼品牌圓融、中庸,發展方中帶圓、一分為二,傳承生生不息的品牌理念。
禮盒設計,源起古時相傳燕子從遠處飛來築巢代表好事臨近,有著喜事、吉祥之意,運用燕子象徵福氣概念,以沈穩紅底融入禮盒設計。在孕期前三月燉煮紅色「迎喜、心悅」款,初期安胎過程能健脾和胃,也象徵夫妻得知擁有新生兒的喜訊;中期為粉色「安穩、自然」款,以女子飲用中藥的畫面,象徵懷胎過程中滋陰補腎,透過中藥舒緩身體不適;後期淡藍色「期待、美好」款,準胎調和氣血,以佈置嬰兒床、小木馬的設計元素,歷經十個月孕期終於迎接新生兒的誕生。
攝影企劃,為延續品牌以方中帶圓的畫面構成,融入燕子剪影,帶出祝福的好運象徵,中藥材成分點綴也代表產品滋補、調理及照料身心靈,漸進式的保養、增強抵抗力、益心補氣,透過溫和方式,將養生融入孕婦九個月孕期的日常生活,期許好似燕子般自在飛翔,享受新生兒帶來的好運祝福。

“Chong Kio” was founded in Macau in 1950 with a focus on wellbeing, integrating Traditional Chinese Medicine into daily life. The hope is to convey harmony and modesty, a balance between the round and square, a legacy of endless life.
The design of the gift box is built on the auspicious ancient tradition of a swallow building a nest, symbolizing good luck approaching. The motif of the swallow is integrated into the design with a calm red as the base color.
The red “Welcome/Joyful” set is for the first three months of pregnancy, strengthening the spleen and digestive system, symbolizing the joy of hearing the news. The pink “Stable/Natural” set is for the months in between, using a woman taking in Chinese medicine as the main image, symbolizing the nourishment of the yin and the kidney, easing any discomfort. The blue “Expectation/Wonder” set is for the final few months, to regulate qi and blood, using the baby crib and the rocking horse as the main design elements, symbolizing the anticipation as the couple welcome the newborn baby after these arduous 10 months.
The photography scheme is in tandem with the brand’s round square design composition, while incorporating the silhouettes of swallows, to draw out the symbolism of blessing. The images of the Chinese medicinal ingredients are used to embellish the overall design as well as representing the brand’s role in the nourishment, adjustment and care of the body and soul, as well as the enhancement of the body’s immunity and replenishment of the qi. Overall, conveying the brand’s commitment to integrate wellbeing into the daily life of a pregnant woman, so that just as the swallows enjoys the freedom as it flies in the air, each mother may enjoy the blessings that her newborn baby brings.