Developing a consistent brand identity for an inconsistent product portfolio.
Brand positioning / Brand portfolio management / Design strategy
Founded in Taiwan in 1970 under the name SINGEN Pharmaceutical Works, the company’s background lies in the development of veterinary medicines. Our challenge was to reorganise the huge portfolio of products and create a strong, consistent brand identity.
Having analysed the market competition, our research dictated that other pet food brands add scientific credentials to their existing product offerings, whereas SINGEN was born from science before moving into pet food. BSUR defined this key differentiation as SINGEN’s strength. After defining the brand essence; creating a Personality, Function and Style, a completely new visual brand identity was created. We emphasised the ginkgo flower in the logo and dialled up SINGEN’s scientific credentials and total care solutions by using a full circle in our packaging design.