Animal Alt
We created Animal Alt to redefine the future of Traditional Chinese Medicine (TCM) for a sustainable world. The project involved developing a brand ecosystem and an open-source digital tool that empowers Gen Z and practitioners to replace endangered wildlife ingredients with proven herbal alternatives. By bridging the gap between ancient wisdom and scientific innovation, we created a high-end, cruelty-free brand identity and a subscription-based experience that drives conscious consumption while retiring animal-derived medicines for good.
Branding, Product design
Animal Alt’s mission was vital, but its visual presence needed
to bridge a gap between ancient tradition and modern ethics.
Our goal was to create a brand identity that matched the scientific rigor of Oxford University with a clean, clinical yet emotionally grounded aesthetic. We built a cohesive design system that replaces traditional wildlife imagery with minimalist, botanical-focused visual hierarchy, ensuring the brand resonates with both tech-savvy Gen Z and professional TCM practitioners. The digital experience complements this with an open-source tool focused on clarity, trust, and a seamless transition from animal-based to plant-based healing.
