Rebranding: Doctor Acupuncture
Client: Doctor Acupuncture
About the Project
Doctor Acupuncture underwent a complete rebranding to move away from a clinical, sterile aesthetic and redefine itself as a modern wellness brand. The project aimed to highlight the human and emotional dimension of acupuncture while maintaining a premium and trustworthy identity.
Objective
The rebrand sought to position acupuncture as more than a medical practice, presenting it as a holistic and transformative experience. The goal was to build trust, create an approachable image, and connect with clients on an emotional level through a warm and authentic brand presence.
Insight
Human life is not linear but full of waves, imperfections, and subtle transformations. Acupuncture mirrors this journey, balancing stability and change, body and soul. This understanding became the foundation for a brand identity that celebrates authenticity and the beauty of imperfection.
Creative Direction
The visual language was built around fluidity and human connection. The logo features organic, irregular shapes that symbolize transformation and authenticity. A soft pastel palette conveys calm and intimacy, while photography captures natural gestures, expressions, and acupuncture points, turning them into subtle visual guides. Secondary graphic elements such as the glow and irregular circular symbols add depth and distinction, reinforcing a sense of warmth and trust.
Results
The result is a cohesive identity that feels both premium and approachable, strengthening credibility while inviting introspection and emotional connection. The rebrand successfully repositioned Doctor Acupuncture as a trusted, modern, and human-centered wellness brand.
