CHINESE WISDOM 徐曉明中醫外科診所

"Xu Xiaoming TCM Surgical Clinic" aims to develop the peripheral industries and products complying with the modern life form to promote the development of TCM surgery at home and abroad and people’s extensive cognition of it based on his professional experience in TCM surgery over the years and the unique treatment method in alchemy as well as medicine research passed down by his ancestors. 1983ASIA abstracts three core elements in the brand: The “elixir vitae” showing the best wisdom of TCM, The “alchemy furnace”, a container indicating the best Oriental wisdom, Xu Family, A symbol for inheriting the wisdom of a big family.We have found the relation among them---cultivation, which refers to not only the alchemy in physics, but also the pursuit of and blessing for good health and longevity possessed by easterners in their spirit. After studying large quantities of materials, 1983ASIA has refined and designed several concepts on TCM-based health promotion/treatment/alchemy and spiritual pursuit of “good health and longevity”; and it helps the brand to differentiate in levels in design and nature for sustainable development in the future based on the demands in two aspects of “professional treatment” and “development of daily life health promotion products”. So, as a designer, it has done its due part in the popularization and progress of TCM in the whole world!

“徐晓明中医外科诊所”以多年中医外科从业专业经验,家族传承的独特治疗手法“丹药炼制”和药物研究为基础,发展符合现代生活形态的周边产业产品为目标,促进中医外科在国内外的发展与人们的广泛认知。1983ASIA分析整理出品牌的三个核心：凝结中医智慧的“丹药”，精炼东方智慧的容器“炼丹罐”，传承家族智慧的象征“徐氏”。从中找出他们之间的关系－“炼”，这个“炼”不仅是物理上的炼制丹药，更是东方人精神上对“健康长寿”经久不衰的追求与祝福。1983ASIA经过大量的资料研究，提炼并设计出中医养生，治疗，炼丹及精神上对“健康长寿”追求的多样符号。并融合品牌自身内包括的“专业治疗”和“生活养生产品研发”两方面需求，帮助品牌在设计与调性上进行分层，促进品牌未来的可持续性发展。为“中医”在国际舞台上的推广与进步，作出设计师应尽的义务！

CATEGORY：DESIGN CONSULTANT, BRANDING DESIGN, PACKAGE DESIGN 设计顾问，品牌設計，包装设计

AGENCY：1983ASIA

DIRECTOR：SUSU & YAO 苏素 & 杨松耀

DESIGN：SUSU, YAO, CHAN HAO MIAN, FENG LIANG 苏素，杨松耀，陈浩绵，冯亮

YEAR：2014

COUNTRY：CHINA, SHEN ZHEN 中国，深圳