Huizhou Region, a wonderland saturated by Chinese culture, is full of marvels and histories. The influences of culture are illustrated by Chinese inks, inkstones, art of seal cutting, drawings, and down-to-earth learning methodology, etc. Therefore, all these elements became the origins of our creatives.
In the beginning of 2010, Hanloong’s team started the project of brand-culture remodeling of Xieyuda in Mount Huang, which is a famous brand of Maofeng green tea and has a history over one hundred years.
Considering the features of local culture, the tradition of the brand, and the current tea industry, the project highlighted the Spirit of Huizhou Businessman, which was characterized by diligence, thrifty, generosity, politeness and smartness.
To pursue the “ultimate Huizhou’s experience”, the project solidified the consistency between Xieyuda and Huizhou’s culture, and built a new image of the old brand to customers: Xieyuda belongs not only to Mount Huang and Huizhou, but also to the whole China. This was a case that well defined how a regional culture can generate and improve a brand culture.