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Yueyi Han

MFA in Graphic Design - 2 Yr Path — Graduate Graphic Design
Course:
562 Graduate Packaging Design 1
Faculty:
Dale Foronda

Hoqi

While wellness brands often focus on generalized self-care, Hoqi stands apart by embracing the art of Chinese massage therapy through authentic, culturally-inspired design. This brand bridges ancient healing practices with contemporary wellness, offering a distinctive range of massage tools and essential oils rooted in traditional Chinese medicine.
Learning Outcomes:
This project enhanced my skills in cultural storytelling, visual identity, and packaging design. I effectively balanced traditional elements with a modern aesthetic, creating a functional and elegant brand experience that bridges heritage and contemporary appeal for a global market.
I started with the brand name "Hoqi," inspired by the Chinese words for "Harmony" (和) and "Inner Energy" (气). The logo was refined through several iterations to create a design that feels friendly and approachable while maintaining a smooth, elegant appearance.
I conducted research on various gift packaging formats, aiming to strike a balance between a luxurious, high-end look and practical usability for customers.
The panels of the package feature gold accents paired with traditional Chinese ink painting. This combination introduces dynamic visual elements while preserving a clean, minimalist aesthetic that reflects the brand's roots in Chinese culture.