Landbase was created to provide a better food experience for the fast expanding upper middle classes of China. At the point of engagement, Yu Zhou and his team were starting to gain traction within Shanghai's major supermarkets and corporate economy to supply safe, healthy food for this young emerging professional market. They had a very basic brand identity which did not reflect the quirky organic products they were starting to distribute throughout China.
It became clear to Yu Zhou and the Landbase team, European expertise in building brands would be required, if the real authentic essence of what they were trying to do was to be conveyed. It was also important for the team to start establishing a brand that was more than a wrapper for other brands. It needed to stand up in its own right. To this end, early discussions highlighted a requirement for Landbase to have its own shops to better manage the customer experience.
We were engaged to work through a thorough brand strategy programme prior to engaging in any creative work to help us understand what made Landbase so different. This resulted in a far deeper understanding of the whole marketplace, and helped us and the team to see the unique 'positioning' opportunities.
The new identity was launched and is now seen on bespoke retail space designed in prestigious shopping centres within China's major cities.
The new brand is so unique and beyond my expectations!