PORTFOLIO, LEARNINGS AND ACHIEVEMENTS
Bestch Brand Revitalisation
Objective: Bestch approached me with a challenge—to revitalize their brand while incorporating the essence of 'JIA佳'. The goal was to create a new name that seamlessly merged with their identity, signifying home, excellence, rising, AI, goal, and the Southern Cross star.
Strategy and Execution: Collaborating closely with my art director, we crafted a new logo that encapsulated modernity and profound symbolism. 'JIA' was more than a name; it represented a multitude of concepts essential to Bestch. By retaining elements of the original name while infusing it with diverse meanings, the logo became a rich tapestry of associations.
However, the true stroke of ingenuity lay in the logo's duality. Flipping 'JIA' revealed 'AIR', a pivotal revelation tying directly to Bestch's unique selling proposition—breathable mattresses. This clever wordplay mirrored the experience of sleeping on a JIA mattress—it's as if you're resting on air itself.
Symbolism was intricately woven into the design—the wind depicted in the logo perpetually ascends, embodying the brand's upward trajectory and the ever-rising winds of success.
Impact: The revitalized brand identity breathed new life into Bestch, aligning its core values with a modern aesthetic. The logo not only symbolized the brand's essence but also communicated its unique product offering—creating a memorable connection with consumers seeking comfort and quality.
Result: The brand's rejuvenated image resonated profoundly with the audience, leading to increased brand recognition and a surge in consumer engagement. Bestch's mattress sales soared as the association between 'JIA' and 'AIR' became synonymous with comfort, innovation, and quality rest—a testament to the successful fusion of creativity and strategic branding.
Learnings: This was a challenging project as our client is based in China and only speaks Mandarin. Learning to sell ideas in Chinese is quite a feat but I'm glad that it turned out to be a huge success.
The new logo was immediately applied and featured in multiple articles across China:
https://sz.jiaju.sina.cn/zixun/20200822/6703150620381350158.shtml
http://m.phouses.com/a/9939181.html
http://news.dichan.sina.com.cn/2020/09/08/1208107.html
Credit: Photos taken by clients.
