Healing Hoops: Sunny Side Up boosts the image of cupping therapy in their brand for Lulu Wellness

Cupping therapy, an ancient form of alternative medicine, has seen a resurgence in popularity in recent years, particularly among athletes and celebrities. This practice, which involves placing cups on the skin to create suction and increase blood flow, can be traced back to ancient Egyptian, Chinese, and Middle Eastern cultures. Today, it’s often used for pain management, relaxation, and overall well-being. In the midst of this resurgence, Lulu Wellness, a Singaporean company focusing on modernising traditional wellness practices, has made it their mission to promote the healing powers of cupping. Their identity, crafted by Singapore-based design agency Sunny Side Up, not only encapsulates the health benefits of this ancient practice but also appeals to a modern audience through a calming and inviting design system. The agency drew inspiration from the circular impressions left by cupping therapy, implementing circular forms in the identity that echo these marks. For example, the logo is derived from a modified typeface that was made from overlapping circles. Eugene Ling, the Founder & Creative Partner, explains that the challenge was to avoid it becoming too ‘decorative.’ “It should crystallise the essence of what cupping means, and how this is a step forward for Traditional Chinese Medicine (TCM) branding,” he notes. “It’s meant to feel a little soft, fluffy and human.” Throughout the brand, the circle becomes a recurring motif, also seen in a series of patterns used in a variety of scales.