The Chinese Province of Hebei has been the home of ‘Baoding Mingwang Electromechanical Technology Company’ (BMETC) for over 30 years. With a state of the art facility which has efficiently delivered high-quality Drip Irrigation Product Machinery and Irrigation Systems to customers in over 40 countries; with the company additional supporting local institutions within China through scientific research and development to enhance new technologies and become the manufacturer of choice for the Ministry of Water Resources across China.

 

With increased regional development within the GCC, BMETC is taking the opportunity to launch its first overseas factory within Dubai under the name ‘Golden Key’.

 

Backed by the history, technical knowledge and capabilities of the parent company – Golden Key strives to continue to manufacture, deliver on-time, efficient quality irrigation products and solutions for Farmers, Developers and Government Agriculture and Landscaping Departments through Golden Key’s locally built and staffed factory in Jebal Ali Freezone.

 

JPd was approached to define the company’s brand with the major challenge that in a local market where Chinese is seen as a low quality cheap product the client was actually a premium brand.

 

JPd was engaged to develop the Brand Positioning and Brand Identity to help establish the digital agency within Dubai. After completing a systematic branding process, which started with interviews, marketing and competitive research; JPd built a brand position around the idea of ‘Enriching Growth’.

Based upon the exploration phase and brand attributes that came out of the process, JPd developed a brand position that the company would rally behind.

 

JPd created across a broad spectrum the varying aspects of the brand from print to signage and packaging.