Wen-Shan Handmade Soaps
Wen-Shan Handmade Soaps - Embracing the Land with Warmth of Craftsmanship
Wen-Shan Handmade Soaps - Embracing the Land with Warmth of Craftsmanship
Brand Story: "Wen-Shan Handmade Soaps" – Embracing the Land with Warmth of Craftsmanship What reminds you of the land? The ears of rice on the fields, the rice bran on the sieves, the ginger lilies by the mountain creeks or the laurel trees grown around the corner? Though the memories harbored by the respective generations may vary, there is one thing shared by different generations in the present fast-changing and highly urbanized world, that is the nostalgia felt by many who had left their hometowns, voluntarily or involuntarily, and settled down in the concrete matrix. Such a feeling has been echoed by more and more people. The mechanical lifestyle, the capitalist operation which focuses on production values only and the unlimited use of land have ultimately led to the setbacks resulted by the unprecedented climate and disease conditions. Nevertheless, the environmental tests have started to urge consumers to place greater importance on companies' corporate social responsibility and public image. The trend not only encourages corporations to voluntarily establish social contribution schemes and enhance brand images, but also offers an opportunity to many consumption industries. For example, McDonald's, the leading fast food restaurant, has long been criticized for its unclear sources of products and the negative impact of the meals it offers. Responding to the criticisms, McDonaldd's has endeavored to modify its menus, publish nutrition charts and list the supply chain of its ingredients. It has also actively collaborated with social welfare institutions to offer job opportunities, adding more brand values such as health, sustainability and great love to its original brand language of 「fun and tasty food at McDonald's」. Its brand image has been significantly updated accordingly.
In Taiwan, there are a great number of small- and medium-size enterprises. Some precious local experiences and values have not only inspired many entrepreneurs, but also given them opportunities for further explorations. In the past decade, the sufferings of the land in Taiwan have indirectly encouraged a large group of young entrepreneurs to "return to the hometowns". Bearing in mind the social responsibility of guarding the hometowns, they have endeavored to achieve the goal and maximize the effect through brand image building. In the case of "Wen-Shan Handmade Soaps", YDC has built the brand by transforming the idea that use without burden into an irreplaceable brand responsibility, thus completing the tasks of brand positioning, marketing planning and visual communications.
Handmade soaps are representative of the transformation efforts taken by the Taiwan's traditional industries. Successful brands having a long history are not uncommonly seen on the market. In order to differentiate the brand, YDC first worked with the client to clarify the vision, based on which "Wen-Shan Handmade Soaps" were created. The vision is identified to have placed a great emphasis on the aspects of natural ingredients and traditional craftsmanship. Via brand positioning, the idea that the ingredients, the craftsmanship for production, the quality and the culture of the "Wen-Shan Handmade Soaps" are all originated from Taiwan, the island named Formosa, is greatly strengthened. For CIS design, the pattern and palette of wood often seen in the high mountains of Taiwan are adopted and set against the ink handwritings to convey a warm, rustic charm typical of Taiwanese craftsmen. The theme of warm wood texture is presented in website design, product package and product catalogue with the press of fingerprint pattern signifying commitment.
Meanwhile, the concept of diversified globalization, which sees the local market as the world market, is adopted for the strategy that the company would launch marketing activities across the greater China region while being firmly rooted in Taiwan. During the process of forming the brand image, YDC had incorporated the elements of product development in the creative industry by combining the characteristics of the handmade soap segment with the principle of using local ingredients to present the unique cultural connotations of a Taiwanese brand. The strategy was greeted with great success. In 2010, 「Wen-Shan Handmade Soaps」, which was newly established in 2009 and still lacked complete marketing channels in China, attracted significant local news coverage with its outstanding brand image while being exhibited in Nanjing. With the media exposure, the number of orders has continued to grow month by month, signifying the success of brand image building.
In Taiwan, there are a great number of small- and medium-size enterprises. Some precious local experiences and values have not only inspired many entrepreneurs, but also given them opportunities for further explorations. In the past decade, the sufferings of the land in Taiwan have indirectly encouraged a large group of young entrepreneurs to "return to the hometowns". Bearing in mind the social responsibility of guarding the hometowns, they have endeavored to achieve the goal and maximize the effect through brand image building. In the case of "Wen-Shan Handmade Soaps", YDC has built the brand by transforming the idea that use without burden into an irreplaceable brand responsibility, thus completing the tasks of brand positioning, marketing planning and visual communications.
Handmade soaps are representative of the transformation efforts taken by the Taiwan's traditional industries. Successful brands having a long history are not uncommonly seen on the market. In order to differentiate the brand, YDC first worked with the client to clarify the vision, based on which "Wen-Shan Handmade Soaps" were created. The vision is identified to have placed a great emphasis on the aspects of natural ingredients and traditional craftsmanship. Via brand positioning, the idea that the ingredients, the craftsmanship for production, the quality and the culture of the "Wen-Shan Handmade Soaps" are all originated from Taiwan, the island named Formosa, is greatly strengthened. For CIS design, the pattern and palette of wood often seen in the high mountains of Taiwan are adopted and set against the ink handwritings to convey a warm, rustic charm typical of Taiwanese craftsmen. The theme of warm wood texture is presented in website design, product package and product catalogue with the press of fingerprint pattern signifying commitment.
Meanwhile, the concept of diversified globalization, which sees the local market as the world market, is adopted for the strategy that the company would launch marketing activities across the greater China region while being firmly rooted in Taiwan. During the process of forming the brand image, YDC had incorporated the elements of product development in the creative industry by combining the characteristics of the handmade soap segment with the principle of using local ingredients to present the unique cultural connotations of a Taiwanese brand. The strategy was greeted with great success. In 2010, 「Wen-Shan Handmade Soaps」, which was newly established in 2009 and still lacked complete marketing channels in China, attracted significant local news coverage with its outstanding brand image while being exhibited in Nanjing. With the media exposure, the number of orders has continued to grow month by month, signifying the success of brand image building.
