Yuyuan Garden was first built during the Jiajing and Wanli periods of the Ming Dynasty, with a history spanning over 450 years. Along with Luxiang Garden and Rishe Garden, it is celebrated as one of the ‘Three Most Renowned Gardens of Shanghai in the Ming Dynasty.’ The Yuyuan Group oversees 19 century-old Chinese brands and a portfolio of leading domestic brands. Under the strategic vision of promoting an Eastern aesthetic lifestyle, how can these heritage brands be reinvented to convey a renewed value proposition?

We gained an understanding of users’ perceptions and expectations of the brand through focus groups, followed by internal workshops to clarify how to preserve the brand’s historical heritage and establish a refreshed brand positioning and value proposition. Finally, we co-created the brand visuals and a new product series. The revitalized brand identity and products were launched in 2018.