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Help establish the brand identity from naming to design, for a Laotian tea brand with the mission of bringing the essence of authentic Laotian teas to worldwide tea lovers.
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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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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.
cherishing the pearl of teas
Lane Xang's Journey to Authenteacity
01
why is lane xang created
When our client, Ms. Elena approached us with the idea of creating a tea brand deeply rooted in the rich cultural heritage of Laos, we embarked on a mission to bring the essence of Laotian tea to tea lovers all across the globe.
In a world of diverse tea offerings, she recognized the need to preserve and promote the unique Laotian tea culture.
This case study explores our collaboration, aiming to transform tradition and make authentic Laotian tea accessible to the global audience while supporting local Laotian communities.
02
the strategy
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.
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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.
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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.
