Product Design and Brand Identity for Ying Yi Wellness
Scope of work:
Business Development, Brand Identity, and Product Design.
Ying Yi Wellness is a contemporary Traditional Chinese Medicine (TCM) brand that specializes in providing natural and accessible health products for women. The company's primary focus is on improving women's health and well-being, with a particular emphasis on helping women regulate their menstrual cycles and achieve greater overall health.
Founded by Maria Rau and Felicia Liu, a creative strategist at Hause, leveraging their combined expertise in growing a business. Felicia played a key role in establishing the brand identity, developing business strategies, and overseeing all design work from start to finish, while Maria focused on marketing and networking. The result is a dynamic and innovative brand that takes a unique approach to TCM, offering natural and accessible health products that are relatable and easy for modern women to incorporate into their busy lives.
Market Research & Analysis
Our market research revealed key insights for YY's strategy:
Firstly, we identified a significant need among working women for accessible and natural health products addressing menstrual cycles and related health issues.
Secondly, we recognized the growing inaccessibility of traditional Chinese medicine, presenting an opportunity to simplify and bridge the gap for modern women.
Thirdly, we identified a lack of suppliers offering subscription-based TCM products through e-commerce, giving YY a chance to differentiate itself.
Finally, we acknowledged the challenge of attracting new customers to TCM and aimed to overcome it by offering a modern and innovative approach relevant to the needs of modern women.
Brand Story
Ying Yi draws inspiration from the Chinese character "Ying" representing the everlasting beauty of a woman and "Yi" from the Book of Changes, symbolizing proper self-care for body and soul.
We embrace Southeast Asian culture and empower women to discover strength amidst their busy lives, offering an authentic herbal brand that effortlessly enhances beauty and health, inside and out.
The Shades of Blue
Throughout Asian history, blue holds great significance in Chinese art and culture. Initially imported from Persia as a scarce ingredient during the Tang dynasty, blue pigment evolved over the years, with different types and applications based on the emperor's preferences. This historical journey of the color blue along the Silk Route exemplifies cultural exchange and globalization. In parallel, as globalization expands and wellness awareness increases.
“Ying Yi is a love letter to women and a safe space for women to not only help them navigate difficult situations in their lives but also remind them to take the time to focus on period health, which is the foundation of their well-being.”
– Felicia Liu
After extensive planning, Ying Yi Wellness successfully launched its product, introducing a unique subscription plan tailored to align with the monthly cycles of menstruation. This approach sets them apart from competitors and provides an innovative online model for accessing natural remedies focused on women's health and well-being.
The branding plan effectively created an elegant, compact, and user-friendly product design that resonates with a modern brand identity. The design offers natural remedies that address women's needs while preserving the authenticity of traditional Chinese medicine. By understanding the demands of the target market, the product design effectively caters to the needs of modern women.