Inspired by the Daoist legend of Penglai—an ethereal island where immortals reside and enchanted fruits offer eternal youth—this creative concept formed the mythic heart of the brand. Penglai is a place where fiction and reality blend, where spirit and body intertwine, and where symbolism opens portals to meaning deeper than the eye can see.
The brand universe is rooted in the Taoist principle of 形，氣，神 —Form, Energy, and Spirit.

• Form (形): The visible, material world—design, packaging, product.
• Qi / Energy (氣): The emotional resonance—the unseen but felt force within a brand.
• Spirit (神): The intangible soul—values, culture, the why behind the brand.

In our work, we sought to express all three:

• The Form through a sophisticated visual system that balanced tradition with minimal modernity
• The Energy through surreal, symbolic illustration and layered animation that felt alive and in motion
• The Spirit through narrative, tone, and an overall atmosphere that resonates with depth and authenticity

The visual language of The Eastern Philosophy is where symbolism meets storytelling. Drawing from the brand’s core concept of Penglai—a mythical island that exists between realms—we built an art direction that reflects the dual nature of the brand: grounded in heritage, yet expansive in imagination.

At the heart of this expression lies the illustration system. We combined the poetic symbolism of Eastern mysticism with the dreamlike logic of Western surrealism to create imagery that feels otherworldly yet grounded. The result is a suite of artworks that visually evoke what words often cannot: the feeling of Qi, the dance of intangible forces, the interplay between seen and unseen.

• Celestial landscapes merge with anatomical symbolism.
• Mythical fruits float in liminal dreamscapes.
• TCM ingredients become metaphors—ginseng roots morphing into mountain ranges, or lotus blossoms blooming from the crown chakra.
• Every illustration is a portal: not just a picture, but a feeling, an invitation to sense the Form, Energy, and Spirit that Daoism speaks of.

Animation added a layer of vitality, further reinforcing the sense of aliveness that Qi represents. Through subtle movement and breath-like rhythms, the brand’s world becomes immersive—an island unto itself.