BRANDS CREATED BY ZHANG SU LI
The Rebellious Chickpea
Background Information
The Problem
What was available in the market was either over-priced health food that
doesn’t taste good, or really delicious food that's unhealthy. So, people had
to choose between “eating to live” and “living to eat.” The third option is food
that is marketed as healthy, but is heavily processed, with artificial additives,
which in fact, is unhealthy.
The Solution
The Rebellious Chickpea (TRC) was created to offer people food that is both
healthy and delicious so they can eat to live AND live to eat.
What TRC offers
Food that’s natural, whole, fresh, and is both delicious and healthy.
The name
While chickpeas are healthy, they also have a reputation for being boring and holier-than-thou. If it were a person, it would be the virgin next door you’d marry rather than have a fling with. But a rebellious one, now that’s different! A rebellious one excites you and leads you to temptation. And why not?
The tagline
Eat to live, and live to eat
The TRC brand is guided by the philosophy that people can have healthy food that is delicious and fun. All business, marketing and communications decisions is based on this philosophy.
Brand Values
Healthy & sustainable lifestyle
Minimal use of plastics. No polystyrene. Packaging is re-usable and recyclable.
Meat is sourced from cruelty-free farms e.g. free-range and organic
Believes that natural, whole foods with minimal processing (as opposed to highly processes food with artificial additives), is the way to good health.
Quirky, young at heart and always exciting.
The Rebellious Chickpea
Background Information
The Problem
What was available in the market was either over-priced health food that
doesn’t taste good, or really delicious food that's unhealthy. So, people had
to choose between “eating to live” and “living to eat.” The third option is food
that is marketed as healthy, but is heavily processed, with artificial additives,
which in fact, is unhealthy.
The Solution
The Rebellious Chickpea (TRC) was created to offer people food that is both
healthy and delicious so they can eat to live AND live to eat.
What TRC offers
Food that’s natural, whole, fresh, and is both delicious and healthy.
The name
While chickpeas are healthy, they also have a reputation for being boring and holier-than-thou. If it were a person, it would be the virgin next door you’d marry rather than have a fling with. But a rebellious one, now that’s different! A rebellious one excites you and leads you to temptation. And why not?
The tagline
Eat to live, and live to eat
The TRC brand is guided by the philosophy that people can have healthy food that is delicious and fun. All business, marketing and communications decisions is based on this philosophy.
Brand Values
Healthy & sustainable lifestyle
Minimal use of plastics. No polystyrene. Packaging is re-usable and recyclable.
Meat is sourced from cruelty-free farms e.g. free-range and organic
Believes that natural, whole foods with minimal processing (as opposed to highly processes food with artificial additives), is the way to good health.
Quirky, young at heart and always exciting.
Mongrel Pride
Background Information
In Malaysia, mongrels and stray dogs and cats are considered dirty and inferior to pedigrees bought from shops. But many people that buy pedigree pets do not understand the breed, their characteristics and their health requirements. Most of them buy because the puppies are cute. When the pets grow up and become less cute, or when they are not trained and become naughty and unmanageable, many are abandoned. Most are unsterilised, so they breed and create more strays. And because mongrels and strays are considered filthy and inferior, they are abused by the general public.
Brand statement
Mongrel Pride champions the rights of mongrels and strays to live the quality of life they deserve.
The name
The name Mongrel Pride represents the pride that mongrels feel when given the chance to shine. When rescued, given good nutrition, trained and treated well can be even smarter, healthier and better than pedigrees that are neglected.
Tagline
Dignity, Honour & Wicked Hugs!
The tagline shows off the best in mongrels because they have dignity, honour, and are generous with their wicked “hugs."
The spirit of this tagline must be applied in all communications campaigns, from online to offline, advertising, marketing, PR campaigns to events.
How this tagline can be applied
Mongrel Pride T-shirts.
Most charity t-shirts are designed by volunteers, hence not very cool. Many of them seem to plead for donation, adoption, or just to be loved. Mongrel Pride t-shirts have cool designs because they show pride. The “pride” factor comes from the fact that they know they can be just as good as pedigrees, hence do not need to plead for love.
Mongrel Pride Dog & Cat Show
This event is open only to mongrels and rescued pets. Normally, dog & cat shows are only for pedigrees. But the Mongrel Pride Dog & Cat show is for mongrels. This gives them the opportunity to show-off the fact that mongrels can be beautiful and smart.
Social Media Posts
All posts on social media must show pride, intelligence, a cool attitude, and compassion. Posts are based on interesting information, witty statements, achievements, etc…
Example: The Mongrel Pride Hall of Fame on Facebook honours mongrels with great achievements. Achievements include saving someone’s or another animal’s life, donating blood to an animal in need of transfusion, helping the physically or mentally disabled, or being of service in a farm, factory or workplace.
All communications involve different ways of conveying one strong statement – that mongrels are proud of who they are, and deserve recognition!
Brand Values
Mongrels are unique. We don’t believe in conformity.
We are no longer timid and ashamed.
We have known suffering, hunger and pain, and come out triumphant!
We have something to contribute to the world, stories to tell, wisdom to share.
Yes, we have shed sweat and blood… but never will we shed tears!
We're a new breed of pride.
Mongrel Pride
Background Information
In Malaysia, mongrels and stray dogs and cats are considered dirty and inferior to pedigrees bought from shops. But many people that buy pedigree pets do not understand the breed, their characteristics and their health requirements. Most of them buy because the puppies are cute. When the pets grow up and become less cute, or when they are not trained and become naughty and unmanageable, many are abandoned. Most are unsterilised, so they breed and create more strays. And because mongrels and strays are considered filthy and inferior, they are abused by the general public.
Brand statement
Mongrel Pride champions the rights of mongrels and strays to live the quality of life they deserve.
The name
The name Mongrel Pride represents the pride that mongrels feel when given the chance to shine. When rescued, given good nutrition, trained and treated well can be even smarter, healthier and better than pedigrees that are neglected.
Tagline
Dignity, Honour & Wicked Hugs!
The tagline shows off the best in mongrels because they have dignity, honour, and are generous with their wicked “hugs."
The spirit of this tagline must be applied in all communications campaigns, from online to offline, advertising, marketing, PR campaigns to events.
How this tagline can be applied
Mongrel Pride T-shirts.
Most charity t-shirts are designed by volunteers, hence not very cool. Many of them seem to plead for donation, adoption, or just to be loved. Mongrel Pride t-shirts have cool designs because they show pride. The “pride” factor comes from the fact that they know they can be just as good as pedigrees, hence do not need to plead for love.
Mongrel Pride Dog & Cat Show
This event is open only to mongrels and rescued pets. Normally, dog & cat shows are only for pedigrees. But the Mongrel Pride Dog & Cat show is for mongrels. This gives them the opportunity to show-off the fact that mongrels can be beautiful and smart.
Social Media Posts
All posts on social media must show pride, intelligence, a cool attitude, and compassion. Posts are based on interesting information, witty statements, achievements, etc…
Example: The Mongrel Pride Hall of Fame on Facebook honours mongrels with great achievements. Achievements include saving someone’s or another animal’s life, donating blood to an animal in need of transfusion, helping the physically or mentally disabled, or being of service in a farm, factory or workplace.
All communications involve different ways of conveying one strong statement – that mongrels are proud of who they are, and deserve recognition!
Brand Values
Mongrels are unique. We don’t believe in conformity.
We are no longer timid and ashamed.
We have known suffering, hunger and pain, and come out triumphant!
We have something to contribute to the world, stories to tell, wisdom to share.
Yes, we have shed sweat and blood… but never will we shed tears!
We're a new breed of pride.
CompAsia
Background Information
CompAsia is a company that buys used IT equipment (computers, servers,
laptops, notebooks, mobile phones and tablets) and refurbishes them to sell to corporate customers and individuals. The IT equipment is repaired and
software erased and re-installed. Parts are re-used until they cannot be
re-used anymore, then they are recycled.
Brand statement
A company that is truly sustainable and ecologically responsible.
Tagline
CompAsia. Where life never ends.
As a company whose philosophy and values hinge on being kind to the environment, and sustainability in the form of minimising waste, having a negligible amount of manufacturing and usage of harmful materials, CompAsia demonstrates its commitment to Life on earth.
“Where life never ends” in its literal sense, is about the electronic devices being revived again and again. In its metaphoric sense, it is about giving people a good quality of life, and giving the environment a chance to support those lives, hopefully, forever.
The spirit of this tagline must be applied in all communications campaigns, from online to offline, advertising, marketing, PR campaigns to events.
How this tagline can be applied and extended
Keywords: sustainability, continuity, precious, forever, infinite, life after life, boundless, limitless, immeasurable, vast, immense, spanning generations, stretching limited resources.
Examples:
Amazing world
Online Game
A simple game for children that demonstrates sustainability. Point system is like carbon footprints. When they reach “0” they get to extend their life.
Loyalty programme
This loyalty card can be passed down to the owner’s children and their children, indefinitely. This stresses the concept of “Life never ends,” at the same time aims to gain loyalty to CompAsia from one generation to the next.
All communication efforts involve different ways of conveying one strong statement – “Where life never ends.”
CompAsia
Background Information
CompAsia is a company that buys used IT equipment (computers, servers,
laptops, notebooks, mobile phones and tablets) and refurbishes them to sell to corporate customers and individuals. The IT equipment is repaired and
software erased and re-installed. Parts are re-used until they cannot be
re-used anymore, then they are recycled.
Brand statement
A company that is truly sustainable and ecologically responsible.
Tagline
CompAsia. Where life never ends.
As a company whose philosophy and values hinge on being kind to the environment, and sustainability in the form of minimising waste, having a negligible amount of manufacturing and usage of harmful materials, CompAsia demonstrates its commitment to Life on earth.
“Where life never ends” in its literal sense, is about the electronic devices being revived again and again. In its metaphoric sense, it is about giving people a good quality of life, and giving the environment a chance to support those lives, hopefully, forever.
The spirit of this tagline must be applied in all communications campaigns, from online to offline, advertising, marketing, PR campaigns to events.
How this tagline can be applied and extended
Keywords: sustainability, continuity, precious, forever, infinite, life after life, boundless, limitless, immeasurable, vast, immense, spanning generations, stretching limited resources.
Examples:
Amazing world
- Educational stuff – amazing facts about the earth as a habitat for all living things.
- Natural wonders of the world.
Online Game
A simple game for children that demonstrates sustainability. Point system is like carbon footprints. When they reach “0” they get to extend their life.
Loyalty programme
This loyalty card can be passed down to the owner’s children and their children, indefinitely. This stresses the concept of “Life never ends,” at the same time aims to gain loyalty to CompAsia from one generation to the next.
All communication efforts involve different ways of conveying one strong statement – “Where life never ends.”
ADVERTISING
Print Ads: King Koil.
Concept: Built to last.
Print Ads: King Koil.
Concept: Built to last.
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Print Ad: Volvo
Concept: Safety and Excitement
Print Ad: Ong Plastic Surgery, Arizona, USA.
Concept: Art in Science
Magazine Article: Shangri-La Villingili Resort & Spa, Maldives.
Magazine Ads for Australian market: Tourism Malaysia.
Concept: Beauty in all forms.
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Print Ads: The Malaysian Year End Sale.
Advertorial: Selangor Dredging Berhad, Windows On The Park.
Concept: 3-generation living.
Direct Mailer: Selangor Dredging Berhad, The Hub.
Concept: Balance in life.
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Advertorial: Sunrise Mont Kiara, MK10 & MK11.
Concept: Integration.
Print Ads & Advertorials: MRCB, KL Sentral.
Concept: Centre of life.
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Print Ads: Ken Holdings Berhad. Concept: Sustainability. |
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Digital Ads: AirAsia Big
Concept: Entertaining with useful information while customer waits to redeem.
Copyright © 2016 Zhang Su Li. All rights reserved.
Copyright © 2016 Zhang Su Li. All rights reserved.
