ADC Awards
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Learn more about ADC105
Category
Rebranding
Annual ID
ADC102_BCD034B
About the Work
The Kingdom of Bhutan appointed MMBP & Associates as its national and international branding partner in 2022. The project was to refresh the country’s identity to mark the post-covid reopening of the Kingdom and to look to the future of the country.
In response, MMBP & Associates consciously crafted the new nation brand, Bhutan Believe, to reflect Bhutan’s character and landscapes, history, and ambitions—rebranding it both for its people and its guests who are seeking a different travel experience. The new nation brand Bhutan is a system of visual and textual identity, underpinned by a rigorous strategic framework. It is a versatile toolkit that can grow with the needs of the nation and facilitate communication in a dynamic world.
A system of graphic devices is created to manifest a bold and confident country, while honouring the arresting and ancient patterns in Bhutanese and Buddhist traditions. Ornaments, mythical animals, and auspicious symbols are updated with a contemporary feel, becoming modern and dynamic digital visual devices. MMBP also introduced ‘Believe’ as the national tagline for Bhutan. Restoring one’s sense of belief is the kingdom’s real gift to its visitors. Meanwhile, the nation itself believes in a better future, led by wisdom from its past – a belief it is manifesting daily.
As a result, the new nation brand Bhutan evokes trust and fixes its gaze on the future. The result is youth-focused, bold, limitless, active, and magical. It has generated coverage in all Bhutanese press, including Kuensel, The Bhutan Times, The Bhutanese, Gyalchi Sarshog, and Business Bhutan. Internationally, the rebrand was featured in international media, including The Guardian (UK), Forbes (USA), Fast Company (USA), StirWorld (India), 032c (Germany), Design Press (South Korea), Naver (South Korea) with a combined circulation of 106 million and unique monthly visitors of 401.3 million.
In response, MMBP & Associates consciously crafted the new nation brand, Bhutan Believe, to reflect Bhutan’s character and landscapes, history, and ambitions—rebranding it both for its people and its guests who are seeking a different travel experience. The new nation brand Bhutan is a system of visual and textual identity, underpinned by a rigorous strategic framework. It is a versatile toolkit that can grow with the needs of the nation and facilitate communication in a dynamic world.
A system of graphic devices is created to manifest a bold and confident country, while honouring the arresting and ancient patterns in Bhutanese and Buddhist traditions. Ornaments, mythical animals, and auspicious symbols are updated with a contemporary feel, becoming modern and dynamic digital visual devices. MMBP also introduced ‘Believe’ as the national tagline for Bhutan. Restoring one’s sense of belief is the kingdom’s real gift to its visitors. Meanwhile, the nation itself believes in a better future, led by wisdom from its past – a belief it is manifesting daily.
As a result, the new nation brand Bhutan evokes trust and fixes its gaze on the future. The result is youth-focused, bold, limitless, active, and magical. It has generated coverage in all Bhutanese press, including Kuensel, The Bhutan Times, The Bhutanese, Gyalchi Sarshog, and Business Bhutan. Internationally, the rebrand was featured in international media, including The Guardian (UK), Forbes (USA), Fast Company (USA), StirWorld (India), 032c (Germany), Design Press (South Korea), Naver (South Korea) with a combined circulation of 106 million and unique monthly visitors of 401.3 million.
2023 Awards
Total Points: 9
Bronze Cube
Credits
Agency
MMBP & Associates / London
Creative Director
Hank Park
Designer
Qing (Sookie) Sun
Photographer
Benjamin Schmuck
Writer
Angelina Villa-Clarke
Elli Stühler
Hester Underhill
Liam Aldous
Melkon Charchoglyan
Oli Stratford
Rosie Prata
Senior Designer
Lazaros Kakoulidis
Myriam Waldbillig
Cultural Strategist
Lisa Botos
Editorial Director
Paula Wik
Managing Director
Julien Beaupre Ste-Marie
Senior Brand Advisor
Wahn Yoon
Senior Creative Producer
Charlotte Wenman
Senior Editor & Writer
Clare Aitken
Strategist & Researcher
Seb Vasseur
Sub-editor
Ann Morgan
Samantha Thackray
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