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Help Ching Han Guan biscuits and confectionaries refresh their brand identity to reflect the brand it is today, increase brand recognition and presence on social media, and stay relevant to younger clients without neglecting the needs of existing clients.
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The key pillars of the brand including the brand’s personality: how it should look, sound, and act has been unclear.
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We hoped to create a brand based on traditional roots while having a contemporary twist.
The final decision was to name it ‘Lane Xang’, derived from the historic Lao Kingdom of Lan Xang Hom Khao, meaning "Million Elephants and White Parasols," symbolizes the deep cultural roots of Laos.
baking a brand worth indulging
ching han guan's challenge to sweeten hearts
01
why A REBRAND IS ON THE BOOKS
When our client, Mr. Sam approached us with the idea of creating a brand deeply rooted in the rich cultural heritage of Teochew, we embarked on a mission to bring the essence of Teochew Biscuits to biscuit lovers all across the globe.
In a world of diverse tea offerings, he recognized the need to preserve and promote the unique Teochew food culture.
This case study explores our collaboration, aiming to transform tradition and make authentic Teochew Biscuits accessible to the global audience while supporting local communities.
02
DECONSTRUCTING THE RECIPE
GATHERING INGREDIENTS
With a two-day facilitated session, we met with the management team and help clarified the brand vision, mission and core values.
The brand strategy will revolve around their vision of providing tea lovers easy access to Laos teas that are unique, safe and healthy.
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THE INGREDIENTS FOR IMPROVEMENT
01 | Naming The Brand
A name that is based on traditional roots while having a contemporary twist is deemed suitable. The final decision was to name it ‘Lane Xang’, derived from the historic Lao Kingdom of Lan Xang Hom Khao, meaning "Million Elephants and White Parasols," symbolizes the deep cultural roots of Laos.
02 | Lane Xang’s Mission
To make authentic Laotian tea easily accessible to tea lovers worldwide while uplifting the local Laotian communities.
03 | The Significance of Laotian Tea
Laotian tea, known for its unique flavours and health benefits, holds a special place in the world of tea connoisseurs.
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03
THE BAKE LEAP
FLAVOURS THAT APPEAL TO TARGET CUSTOMERS
Despite the richness of Laotian tea culture, Lane Xang recognized that it was at risk of fading into obscurity. The compelling event that spurred Lane Xang into action was the realization that Laotian tea, with its deep-rooted history, deserved a global platform.
The need to protect this cultural heritage and empower local Laotian communities ignited a fire within Lane Xang to embark on a transformational journey.
WEATHERING THE STORM
Despite the richness of Laotian tea culture, Lane Xang recognized that it was at risk of fading into obscurity. The compelling event that spurred Lane Xang into action was the realization that Laotian tea, with its deep-rooted history, deserved a global platform.
The need to protect this cultural heritage and empower local Laotian communities ignited a fire within Lane Xang to embark on a transformational journey.
04
PUTTING IT BACK TOGETHER
VISUALISING THE PEARL OF TEAS
Created based on the concept ‘ The Pearl of Teas ‘, the ingredients that make up an excellent cup of tea are illustrated. Consisting of a pair of feminine hands at the bottom to represent the majority of female workers in Laos’ tea industry, holding a pearl in the palms from the soil, it symbolizes that Lane Xang aims to produce tea leaves that are beloved, tying back to the Chinese idiom - a pearl in the palm.
All in all, the Lane Xang logo represents a unique, healthy and safe contemporary tea brand that believes that teas should be cherished and appreciated with the right processing methods for tea lovers.
05
the IMPROVED RECIPE
PLANTING THE SEEDS
With a two-day facilitated session, we met with the management team and help clarified the brand vision, mission and core values.
The brand strategy will revolve around their vision of providing tea lovers easy access to Laos teas that are unique, safe and healthy.
_
THE KEY INGREDIENTS
01 | Naming The Brand
A name that is based on traditional roots while having a contemporary twist is deemed suitable. The final decision was to name it ‘Lane Xang’, derived from the historic Lao Kingdom of Lan Xang Hom Khao, meaning "Million Elephants and White Parasols," symbolizes the deep cultural roots of Laos.
02 | Lane Xang’s Mission
To make authentic Laotian tea easily accessible to tea lovers worldwide while uplifting the local Laotian communities.
03 | The Significance of Laotian Tea
Laotian tea, known for its unique flavours and health benefits, holds a special place in the world of tea connoisseurs.
_
03
THE CHALLENGES
WEATHERING THE STORM
Despite the richness of Laotian tea culture, Lane Xang recognized that it was at risk of fading into obscurity. The compelling event that spurred Lane Xang into action was the realization that Laotian tea, with its deep-rooted history, deserved a global platform.
The need to protect this cultural heritage and empower local Laotian communities ignited a fire within Lane Xang to embark on a transformational journey.
WEATHERING THE STORM
Despite the richness of Laotian tea culture, Lane Xang recognized that it was at risk of fading into obscurity. The compelling event that spurred Lane Xang into action was the realization that Laotian tea, with its deep-rooted history, deserved a global platform.
The need to protect this cultural heritage and empower local Laotian communities ignited a fire within Lane Xang to embark on a transformational journey.
04
THE BREW
VISUALISING THE PEARL OF TEAS
Created based on the concept ‘ The Pearl of Teas ‘, the ingredients that make up an excellent cup of tea are illustrated. Consisting of a pair of feminine hands at the bottom to represent the majority of female workers in Laos’ tea industry, holding a pearl in the palms from the soil, it symbolizes that Lane Xang aims to produce tea leaves that are beloved, tying back to the Chinese idiom - a pearl in the palm.
All in all, the Lane Xang logo represents a unique, healthy and safe contemporary tea brand that believes that teas should be cherished and appreciated with the right processing methods for tea lovers.
