HiWild
Art Direction | Brand Design | Package Design | Illustration
Syndicate XVI · FIT MFA Illustration Visual Thesis Exhibition
2025
Project Brief
藏 HiWild —— A self-generated herbal brand that explores a new, aesthetic way of making a connection between humans and the hidden healing power of nature.
藏 HiWild is a conceptual herbal brand I created based on my personal preferences and curiosity. The Chinese character “藏” (cáng) means “to hide” or “to treasure,” highlighting both the rarity and the preciousness of the ten traditional herbs I’ve selected - which grow deep within China’s remote mountains, hidden from plain sight.
The name “HiWild” is a playful abbreviation of “Hide in Wild.” When combined with its Chinese meaning, it reflects not only the mysterious origins of these herbs but also my intention to challenge the perception that traditional herbal medicine is outdated or stuck in the past.
Through this project, I break away from the stereotypical image many people - especially international viewers - have of Chinese herbs: dry, dusty bundles sitting on dim shelves, sealed in foggy glass jars and wooden boxes, or paired with overly familiar and somber symbols like yin-yang and tai chi. These are visuals I frequently encounter in Chinatown’s herbal stores, and they feel disconnected from the vitality that these herbs actually represent.
Therefore, the visual thesis aims to reimagine the way people perceive Chinese herbs, using elegant, fresh, and creative illustrations and design to bring them to modern life. I want them to feel vivid, approachable, and contemporary - not just relics of tradition, but living knowledge with relevance today. I hope to make this ancient system of medicine feel more accessible, engaging, and loved.
Logo Sketches / 2025
HiWild is my personal exploration of brand storytelling. I challenged myself to build an identity open to interpretation - whether it’s about nature, the ongoing evolution of the brand story, or the deep connections we share through healing plants and other spiritual sources. Maybe it’s time to give new ideas that ‘hide in the wild’ a fresh perspective.
01 Harvesting from Nature02 Classification 03 Drying and Processing04 Grinding and Forming05 Formulation06 Packaging and Display