九芝堂,370年历史的文化符号如何传承

DESIGNER:Zhang Yin
YEAR:2022
CLIENT:九芝堂

九芝堂,前身“劳九芝堂药铺”创建于1650年。2004年2月,“九芝堂”商标被国家工商行政管理总局商标局认定为中国驰名商标;2006年9月,“九芝堂”被国家商务部认定为“中华老字号”;2008年6月,九芝堂传统中药文化被列入国家级非物质文化遗产保护目录。新的大健康产品溯源自深厚的长达375历史的中式文化,在新的表达中融入东方美学和现代理解。所以我们沿用提取了九芝堂标识的徽章纹,作为包装的识别符号,是中国园林文化中非常重要的视觉元素,它具有极强的功能性,也兼具装饰性。

Jiuzhitang, formerly known as "Lao Jiuzhitang Medicine Shop," was established in 1650. In February 2004, the "Jiuzhitang" trademark was recognized as a well-known trademark in China by the Trademark Office of the State Administration for Industry and Commerce. In September 2006, "Jiuzhitang" was designated as a "Chinese time-honored brand" by the Ministry of Commerce of the People's Republic of China. In June 2008, Jiuzhitang's traditional Chinese medicine culture was included in the national intangible cultural heritage protection list. The new health products trace their origins back to the deep-rooted 375-year history of Chinese culture, integrating oriental aesthetics and modern understanding in their new expressions. Therefore, we have adopted the badge pattern extracted from the Jiuzhitang logo as the identification symbol for packaging. It is a very important visual element in Chinese garden culture, possessing strong functionality and decorative attributes.