Organic growth
We created a product campaign for Eu Yan Sang that highlights their unique vision to create the world's first organic Lingzhi product. Using analog photography and clear messaging the campaign was a center piece in key flagship stores across Hong Kong.
Client
Eu Yan Sang
Service
Strategy, concept, art direction, design
Year
2017

Step back to move forward.

Understanding that the HK market is globally aware of Lingzhi but often views it as a premium product, it was all about changing people’s perception. We wanted to associate this new product with what people already understood and appreciated about organic goods. By making nature the main message we were able to quickly create the connection of this supplement to natural health and wellness.

We decided to create a key visual of Lingzhi in its unprocessed form. Using film, our goal was to use organic photography to bring out the key attribute of the product at its best. We curated additional atmospheric images of the elements of nature for store display and merchandising, hence building a visual library for future products in the organic range.

“It’s the first time I’ve ever experienced this working process for a client project.”

———— Olya Oleinic, Photographer

We decided to create a key visual of Lingzhi in its unprocessed form. Using film, our goal was to use organic photography to bring out the key attribute of the product at its best. We curated additional atmospheric images of the elements of nature for store display and merchandising, hence building a visual library for future products in the organic range.

“It’s the first time I ever experience this working process for a client project.”

———— Olya Oleinic, Photographer

In-house collaboration

We chose to collaborate with forward-thinking image-maker and photographer Olya from Amsterdam to shoot, develop and hand-print the visuals in our in-house studio and darkroom.

To complement the clean art direction, we crafted clear messaging to demystify a complex message. Straight-to-the-point communication is rare within the traditional Chinese medicine industry and we saw it as an opportunity to stand out in a modern yet simplistic way.

Flagship store in Central, Hong Kong

Experiments & Nature photography

Experimenting with extra shots is a common process for our projects. During this project, photographer Olya Oleinic drafted up sets with our creative director to see how far we can take the concept. Using clay, we formed shapes to simulate the nature formation of these Lingzhi mushrooms. We ventured out in the mountains of Hong Kong for inspirations as well as capturing the secondary materials for this campaign.

Drawings by Olya Oleinic

An independent creative agency in Hong Kong and Copenhagen. We build brands, products and campaigns rooted in user-centric design and storytelling.

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