FutureBrand develops new ‘Made In Bhutan’ creative brand strategy and visual identity

FutureBrand has recently been involved in developing the ‘Made In Bhutan’ brand strategy and visual identity to tell a compelling story for Bhutan and its products and services in an increasingly competitive global market.

Partnering with the Bhutan Department of Trade and the United Nations Development Program, the engagement with the FutureBrand team from Australia, Singapore and Hong Kong began with an extensive immersion and analysis to understand the country, its culture and key audiences critical to its success – particularly in relation to the country’s goods and services

for export.

The key findings included that, while stunningly beautiful with a rich and distinctive culture

and ethos, Bhutan itself is not widely known as a tourist destination or an expert producer in

a specific industry or sector. And while Bhutan’s economy and skilled workforce is developing, the small size of the population and market and limited resources mean that Bhutan has been unable to benefit from economies of scale. Additionally, its lack of infrastructure and the high competition from neighbouring countries offering conventional agriculture and cheaper imports has meant competing nations are managing to offer their ‘uniqueness’ more efficiently and less expensively.

Ultimately, FutureBrand’s immersion and analysis uncovered the need for Bhutan to first define what value ‘Bhutan’ the country brings to the market before it is possible to define the value of ‘Made In’ Bhutan. Consequently, we set out to define the strategy and identity for the Bhutan country brand to communicate the competitive difference it offers to the world. Building upon these insights, FutureBrand created one unified and overarching country brand for Bhutan, which is broad enough to be leveraged across all sectors and industries in the future – particularly for sectors that support Bhutan’s sustainable and long-term growth plans such

as handicrafts, organic farming and clean energy.

Using the newly articulated brand strategy as the platform for creative exploration and inspiration, FutureBrand designed Brand Bhutan to amplify the ethos of Gross National Happiness, and capture the spirit of the country, its people and way of life. From the vibrant colours of the prayer flags to the spiritual patterns and symbolism of the country’s handmade treasures – everything crafted for Brand Bhutan comes from the country’s pristine nature, timeless traditions and enduring values.

Says Susie Hunt, FutureBrand chairman, Asia Pacific: “Bhutan is a small country with a simple idea that can change the world, which very much aligns with our own purpose at FutureBrand

to help create a more positive future. Bhutan’s innovative social, economic and cultural development policies continue to inspire people around the globe to be the best they can be, and we look forward to seeing how this new brand and toolkit can help shape the future of a nation and its people.”

Brand Bhutan adds to the portfolio of work FutureBrand has delivered globally on country brands, including Tahiti, Singapore, Malaysia, Mexico, Peru, Qatar and Saint Lucia.