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TangYouGuanJia (Beijing) Health
ZhiFengTang
Over the years, we have had many long-term brand partnerships. Few have seemed as unlikely and yet ultimately amazingly productive as our association with the Chinese company ZhiFengTang (the people who know bees).
In 2011, we first encountered Mr Li and his team and discovered obstacles that, at the time, seemed to limit the likelihood of a successful working relationship and development of their brand. At the time, all of the company’s products were derived from bees. Honey, propolis, pollen and royal jelly comprised the portfolio.
At no time have we been able to have a direct conversation without the presence of an interpreter, upon whom we relied to accurately communicate marketplace information, briefs and return rationales for the work and the strategies that directed it. A move to include plant-based products to the existing ranges of those derived from bees, gave opportunity to redesign the corporate symbol to reflect the evolution of the company’s activities. The original project list evolved from the initial brand identity project to embrace all aspects of the company’s resources, sub-brands, multiple ranges of packaging, store design, promotional material, roadshows, new product development, community information programmes, sets for educational television programmes and their titles, the facades of the corporate headquarters and its interiors, product information and sales areas, the concept and architecture for a museum dedicated to the bee, its surrounding gardens, and an international honey marketplace.
TangYouGuanJia (Beijing) Health
ZhiFengTang
Over the years, we have had many long-term brand partnerships. Few have seemed as unlikely and yet ultimately amazingly productive as our association with the Chinese company ZhiFengTang (the people who know bees).
In 2011, we first encountered Mr Li and his team and discovered obstacles that, at the time, seemed to limit the likelihood of a successful working relationship and development of their brand. At the time, all of the company’s products were derived from bees. Honey, propolis, pollen and royal jelly comprised the portfolio.
At no time have we been able to have a direct conversation without the presence of an interpreter, upon whom we relied to accurately communicate marketplace information, briefs and return rationales for the work and the strategies that directed it. A move to include plant-based products to the existing ranges of those derived from bees, gave opportunity to redesign the corporate symbol to reflect the evolution of the company’s activities. The original project list evolved from the initial brand identity project to embrace all aspects of the company’s resources, sub-brands, multiple ranges of packaging, store design, promotional material, roadshows, new product development, community information programmes, sets for educational television programmes and their titles, the facades of the corporate headquarters and its interiors, product information and sales areas, the concept and architecture for a museum dedicated to the bee, its surrounding gardens, and an international honey marketplace.
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