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A Brand Built on a Red Date

A Brand Built on a Red Date

ClientJujubeYear—ServiceBranding

Jujube is a Chinese herbal wellness brand for women, built around the red date, a fruit long used in traditional medicine to support women's health. The brand turns that heritage into a modern subscription: a monthly box of herbal care tailored to the body's needs.

My role was to define the visual direction and identity from the ground up: the logo, the graphic language, the colour palette, and the initial packaging concept. I anchored the look in soft, hand-drawn figure silhouettes, calm but expressive, paired with a warm, herbal palette drawn from the ingredients themselves: deep jujube red, olive, clay, and muted teal. The result feels closer to a contemporary wellness brand than a traditional medicine shop, which was the point: to make something rooted in old remedies feel like it belongs in a young woman's life today.

A Brand Built on a Red Date — image 1
The Jujube wordmark: soft, modern, with the jujube fruit tucked into the "b", the product hidden in the name. Wellness, not pharmacy.
A Brand Built on a Red Date — image 2
A Brand Built on a Red Date — image 3
Hand-drawn pictograms for the brand's core ingredients, a small visual vocabulary that carries across every touchpoint.
A Brand Built on a Red Date — image 4
The brand's core graphic language: a set of hand-drawn figures in a loose, Matisse-like style, each one quiet and self-possessed. They carry the brand's tone of calm, personal care, and stay flexible enough to live on a box, a screen, or a page.
A Brand Built on a Red Date — image 5
A Brand Built on a Red Date — image 6
A packaging concept for the monthly box, visualised to show how the identity, figures, pictograms, and palette, comes together across the full product range. Concept mockup; final type and layout to follow.
A Brand Built on a Red Date — image 7

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