Overview
About
Tiong Liong Industrial Co., Ltd. (TLC) is a functional textiles supplier with over forty years of experience, committed to sustainable and smart production. TLC upholds the principles of "Sustainability, Innovation, Performance" in developing functional and sustainable textiles.
Challenges
TLC plans to address issues hindering future development, including inconsistent internal consensus on brand versus product development, unclear external communication messages, unclear value propositions, and a lack of systematic planning and management tools.
My Role/ Responsibilities
Benchmark research, Brand identity, Key visual
Project Process
Brand Strategy
Benchmarks Research & Workshop
After interviewing with target customers to understand their perceptions, we analyzed the competitive brands in order to build the stand-out point in the market. Based on the competitors’ insights, Our team organized a brand strategy workshop making stakeholders to fully communicate and meet the connection.
Brand Value & Position
Finally, we established the foundation of the brand strategy, including vision and mission, brand position, brand personality, core values and guiding principles, etc., shaping the fundamental appearance of the brand. We refined the brand slogan "Bond without Boundary."
Brand identity
Design Conecpt
The logo mark is combined with two pieces of fabrics to symbolize the textile industry, representing the meaning of "customers" & "goods" respectively. The direction of fitting way is expressing their fabric finishing technique of Lamination Fabric and also designed in the shape of “T”, their first name. For the supporting graphic, the concise basic element of Point, Line to Plane is creating the visual of overlapping layers and third-dimensional space.
Maeketing
Key Visual
Focusing on the brand slogan "Bond without Boundary." as the core topic to build the key visual, we designed three series of "bonding sustainability", "integrating productivity" and "aggregating creativity". The visualization of textile fabric brings unique and stylistic imagery.
