Year
2025
Sectors
B2B
Industrial & Manufacturing
Service
Re-branding
Brand design
SHENG SHENG
Stay Tight Together
Founded in 1977, SHENG SHENG is the first manufacturer in Taiwan to produce international-standard O-rings. As a critical component designed to prevent leakage of gases or liquids in industrial machinery, O-rings play an essential role in the manufacturing sector. For decades, SHENG SHENG has been dedicated to the sealing industry and remains a long-standing and trusted partner to Taiwan’s manufacturing industry.
Precision and Efficiency in Rebranding: Unlocking the Value and Potential of Legacy Brands
As an old O-ring brand, SUNSHINE is facing the challenge of losing customers year by year because it has not established a clear brand positioning and image. Revitalizing the brand and opening up new sources of customers has become a priority for second-generation operators.
In response to SHENG SHENG’s needs and resource constraints, we adopted a precise and efficient approach to help build a comprehensive brand system—from strategy to visual identity.
Our goal was to drive the brand to rediscover its founding aspirations, unlock its potential, and, with a renewed brand presence, take on new market challenges alongside long-standing and new partners.
Brand-Led Alignment: Defining a New Team Direction
Through internal stakeholder interviews, customer surveys, and competitive benchmarking, we identified SHENG SHENG’s brand strengths and established a clear brand positioning.
However, the greatest challenge for the second-generation leadership was ensuring that every employee understood the brand’s future direction and was willing to embrace change. Therefore, beyond sharing analysis and findings, we facilitated co-creation workshops grounded in objective insights, working together with the team to clarify the brand’s future vision and core values. This process strengthened alignment and confidence in the brand’s future development.
The final brand slogan, "For important matters, you can rely on SHENZHEN", is a grounded Taiwanese pun that conveys the brand's advantage of immediate service and its commitment to valuing its customers. "Important" can mean "fast and tight components", but it is also the brand's promise to customers that you can rely on SHENZHEN for all "important" matters. Because SHENZHEN will always be a "close teammate of Taiwan's small and medium-sized manufacturing industries in their transformation and upgrading".
Building on the Brand Strategy: A Visual Identity System of Cohesion and Flexibility
The Sheng Sheng brand identity design continues the strategy of "compactness" and "flexibility" as the core design concept. The new logo consists of two S's closely overlapping each other, which is taken from the abbreviation of Sheng Sheng, and in the design of the S's, Sheng Sheng's earlier OUV logo is incorporated, so that the overall design combines solid structure and dynamic power. In addition to echoing the characteristics of the sealing element and the close relationship with customers, it also symbolizes the brand spirit and the inheritance of professionalism.
As the brand’s primary digital touchpoint, the official website became a key focus for implementing the new identity. Process applied the refreshed visual system while also restructuring the site and refining its content through a brand-driven approach—ensuring consistent communication of brand image and tone, and strengthening its appeal to potential customers.
Building a Brand as a Sustainable Asset
“Redefining SHENG SHENG’s value in today’s context and revitalizing a vital traditional industry” was the founding vision of the second-generation leadership.
Throughout the process, we witnessed the deep emotional connection and strong sense of legacy shared by both the founder and the second-generation leadership toward SHENG SHENG and its manufacturing partners. We are honored to have been part of this generational transition, helping the team clarify who they are, where they come from, and where they are headed—transforming past strengths and values into relevance for today, allowing trust to continually accumulate within the brand and evolve into a sustainable and valuable asset.
