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Lucky Dog Publishing

Lucky Dog Publishing Header Image

Lucky Dog Publishing was looking to bring centuries of Chinese medical tradition to a new group of practitioners, a younger generation with various cultural backgrounds. Rather than appearing like an institution as old as its subject matter, Lucky Dog wanted an identity imbued with a bit of whimsy and a light-hearted sense of the Chinese medicine’s tradition. Their flagship product, The Pocket Manual of Chinese Medicine, was more a reference manual for browsing than a text for reading. The project required user-oriented design issues uncommon for printed material – our task was to present an immense amount of information in a small, hyper-organized, and quickly-accessible package.

We did: Art direction, Design Strategy, Graphic design, Identity design

The table of contents of The Pocket Manual of Chinese Medicine

Lucky Dog Publishing Slide

A spread from the acupoints section of The Pocket Manual of Chinese Medicine

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A spread from the herbs section of The Pocket Manual of Chinese Medicine

Lucky Dog Publishing Slide

A spread from the herbs section of The Pocket Manual of Chinese Medicine

Lucky Dog Publishing Slide