The world of Traditional Chinese Medicine (TCM) is complex and heavy with
information. For those curious about exploring the Eastern practice, webpages and digital
resources are difficult to navigate and often confusing. Sites that display information about the
history and the major herbs are not distinct and clear in their vision. In my own pursuits of
learning more about TCM, I wanted to create a project that became a solution.

Gibbon and Crane is a website that simplifies the concepts of TCM as well as
providing resources that highlight different herbs and a practitioner locator. It has a
contemporary and bright color palette that brings a fresh perspective to the traditional medicine.
The illustration system is built of flat vector shapes that turns every herb into an icon. To extend
the brand, moments of packaging and print make Gibbon and Crane into a lifestyle.

Gibbon and Crane becomes an interactive website that allows user to feel a sense of
calm with slow loading text and micro-animations. They are carried through a story and then
brought to pages that allow the user to choose different symptoms and explore herbs. Finally,
through the practitioner locator, tote bag, and bottle packaging, the branding feels complete and
moves the world of TCM into real life.