Overview

Windmill Wellness is a Taiwanese wellness brand rooted in traditional Chinese medicine and women’s postpartum care culture, founded upon the health philosophy of Dr. Chuang Shu-chi — Taiwan’s first licensed female traditional Chinese medicine practitioner and former health consultant to the Japanese royal family.

With a long-standing reputation in women’s wellness, postpartum nourishment, and preventative healthcare, the brand bridges traditional Eastern healing practices with a more contemporary lifestyle-oriented experience across Taiwan and Japan.

Developed in collaboration with EQUALZ DESIGN, the rebranding project focused on modernizing the visual identity system while preserving the trust, cultural depth, and historical legacy behind the brand.

Strategy & Concept

The rebranding centered around creating a balance between heritage, softness, and contemporary wellness aesthetics — transforming the traditional visual language of Chinese herbal and postpartum care products into a more refined, approachable, and lifestyle-oriented brand experience.

Inspired by natural herbal ingredients and women’s wellness rituals, the identity system was developed through a series of modern hand-drawn botanical illustrations, reinterpreting traditional herbal culture with a softer and more contemporary visual approach.

Combined with gentle color palettes, minimal layouts, and structured packaging compositions, the system aimed to create a warm, calming, and trustworthy visual language while strengthening product differentiation across the brand’s wellness categories.

Moving away from the conventional medicinal aesthetics often associated with traditional Chinese herbal brands, the rebranding sought to establish a more contemporary and internationally approachable identity while preserving the cultural significance and historical value of Windmill Wellness.

Design: Ann Bai
Illustration: Ann Bai, DM
Art Direction: DM
Design Agency: EQUALZ DESIGN