2022
Started from humble beginnings, Chong Hoe Healthcare is a family run business which has served the Singapore community for more than 60 years. Founded in 1957, it has been featured in numerous newspaper publications and TV documentaries over the years, and is known as a reputable brand that is synonymous with effective Traditional Chinese Medicine (TCM) healthcare solutions. The business is currently under the stewardship of its third generation of TCM practitioners, whom approached us to help revitalise its brand in the face of a fast changing consumer landscape of which its existing customer base is ageing, and that the mindshare amongst a younger audience towards the benefits of TCM is vastly limited.
Chong Hoe translates into three key essences: Heritage, Holistic & Harmony. It was clear that the brand needed a modern identity that clearly and concisely conveys these attributes with poise and elegance. More importantly, it needed to build trust that would rationalise with the younger, new audience who knew little to nothing about the benefits of Traditional Chinese Medicine. Through extensive workshops with the owners and in-depth market research, we went through an extensive re-branding exercise which lead to a clarity in its brand promise and a rejuvenation in its brand strategy. Our efforts also extended into redesigning a complete suite of packaging solutions for their medicinal and healthcare products which appeals to the taste of the modern consumer.
A stamp of excellence which represents the notion of balance (an integral philosophy of Traditional Chinese Medicine) was crafted, alongside a series of adaptive brand marks which covers the range of products and services which Chong Hoe provides.
A new range of floral tea was also developed alongside this rebranding exercise, targeting the younger consumer base with the need of ready-to-go solutions, incorporating the benefits of Traditional Chinese Medicine in their daily lives.
