“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.