baking an irresistible brand

Help Ching Han Guan biscuits and confectionaries refresh their brand identity to reflect the brand it is today, increase brand recognition and presence on social media, and stay relevant to younger clients without neglecting the needs of existing clients.
The key pillars of the brand including the brand’s personality: how it should look, sound, and act has been unclear.
We hoped to create a brand based on traditional roots while having a contemporary twist.

The final decision was to name it ‘Lane Xang’, derived from the historic Lao Kingdom of Lan Xang Hom Khao, meaning "Million Elephants and White Parasols," symbolizes the deep cultural roots of Laos.

reason they wanted rebrand

When our client, Ms. Elena approached us with the idea of creating a tea brand deeply rooted in the rich cultural heritage of Laos, we embarked on a mission to bring the essence of Laotian tea to tea lovers worldwide.

In a world of diverse tea offerings, she recognized the need to preserve and promote the unique Laotian tea culture. This case study explores our collaboration, aiming to transform tradition and make authentic Laotian tea accessible to the global audience while supporting local Laotian communities.

discovering & aligning goals

| THE FINISHING |

| THE DETAILS |

KETUPAT

Ketupat is a type of rice dumpling that is traditionally made by weaving rice in a pouch made of coconut leaves, and then boiling it until cooked. It is often served with rendang (a spicy meat dish) and other traditional Malay dishes.
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KARIPAP

Karipap are small, deep-fried pastries filled with spicy potato or meat filling. They are often served as a savoury snack or appetiser during festive occasions.
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OTAK-OTAK

Otak-otak is a type of fish cake made with ground fish, spices, and coconut milk, wrapped in banana leaves and grilled over charcoal. It is a popular snack or appetiser during Hari Raya.

ONDE-ONDE (LEFT)

Onde-onde are small, round balls of glutinous rice flour filled with palm sugar and coated in grated coconut. They are often eaten as a sweet treat during festive occasions.

KUIH-MUIH (CENTER)

Kuih-muih refers to a wide variety of sweet pastries and desserts that are popular in Malaysia and other Southeast Asian countries. They come in many different shapes and flavours, often made with coconut, palm sugar, and glutinous rice flour.

LEMANG (RIGHT)

Lemang is a type of glutinous rice dish that is cooked in bamboo tubes over an open flame, giving it a smoky flavor. It is often eaten with serunding (spicy meat floss) and curry dishes.
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