Year
2022
Sectors
B2B
manufacture
Service
Re-branding
brand strategy
Brand Design
TLC Chung Leung Industrial
Cross-domain Connectivity The future is limitless
Bond without Boundary.
(TLC) is an experienced functional textile supplier. For more than 40 years, TLC has been committed to developing environmentally friendly processing technologies, with environmental protection and smart production as the core foundation, and through internal design and research and development and external resource integration, we are able to link up a continuous and sustainable supply chain.
In the light of intergenerational succession and organizational restructuring, there is an urgent need to build internal consensus and a new image.
In view of the corporate leadership team's intergenerational succession, organizational restructuring, and IPO planning, Nakara recognized the importance of continuing to build on its successes, and the need to increase the awareness and action of horizontal communication in the organization to plan for the brand's future development with a longer-term perspective. After a review by the Pro team, the following problems were identified in the brand development:
- The internal team did not agree on whether to develop brand power or product power.
- External communication messages and value propositions are unclear.
- The original brand identity lacked systematic planning and management tools.
In this regard, CLC has commissioned Pro to implement a brand optimization project with the objectives of "implementing brand management for all employees" and "creating a clear corporate brand image", so as to unite the centripetal force of all employees and drive the entrepreneurial spirit, and to realize the excellence of an international brand.
With a complete and solid methodology and step-by-step approach, Chunghwa's brand slogan, "Bond without Boundary.
The first step was to let all the key decision makers in Chuliang's industry "see the whole picture" and integrate the internal forces, consensus and direction before formulating the strategy. Then, we selected benchmark/competitive brands in the same industry and internationally renowned brands in other industries, and conducted a comprehensive analysis of the brand's basic strategy, identification system, and communication practices, in order to grasp the pulse of the international benchmarks and to facilitate the development of Nakaliang's differentiated positioning. At the same time, we conduct in-depth interviews with the target customers to understand their perception, attitude, and sentiment towards the brand and/or competitor brands, and to find out the correlation value between the brand and the target customers, so as to facilitate the development of the brand strategy in the future. Based on the insights gained from the front-end analysis, ProLogic organized a brand strategy consensus meeting to enable the core team to fully express and communicate with each other through a guided consulting approach. In the process, the core team reached a consensus, sorted out and established the foundation of the brand strategy, which includes vision, mission, brand positioning, brand proposition, brand identity, core values and guiding principles, and then shaped the fundamental image of the brand, and finally extracted the brand slogan "Bond without Boundary. The brand slogan "Bond without Boundary. The brand slogan "Bond without Boundary." and the brand story will serve as the basis for brand communication, and further develop the message house and communication strategy framework to achieve the effect of brand optimization.
Demonstrating three-dimensional and innovative technological identities
The brand identity is based on reinforcing the imagery and characteristics of "fabric" in the textile industry, with the upper and lower pieces representing "customer" and "TLC" respectively, which are closely communicated in both directions to form a seamless and tight connection. Combined with the English name "TLC", the three-dimensional structural design creates a simple visual experience with a third dimension. The supporting graphics create a visual feeling of overlapping layers through the basic elements of dots, lines, and surfaces, demonstrating Nakara's rich and diversified innovative technology and the overlapping and combination of different media, which creates a different spark every time!
Delivering the infinite possibilities of the textile industry through the main vision
Pro focuses on Chunghwa's brand slogan, "Bond without Boundary. As the core theme and the main visual image, it covers three series of directions: "Combining Sustainability", "Integrating Productivity", and "Converging Creativity", utilizing "textile fabric" as the visual element and bringing in the style imagery of identifying colors and digital technology to embody the brand values and aspirations of Chunghyang, and in turn, create unlimited possibilities for the textile industry.
