Case story
Our clients usually call us, requesting an introduction to Bang for a possible business partnership. It was not the case with this project. Yake\'s CEO and his marketing manager flied directly to Beijing from the Fujian province, thousand miles-away.

Our chairman & general manager, the Chen brothers, attended the meeting, showing their unique "passionate" spirit, which was well received by Yake\'s side. We got a clear understanding of each others expectations in exchanging valuable point of view about Yake\'s future as national candy manufacturers with more than 1000 staffs and an annual 100 million RMB in profits.

We met a second time to signed the contract and started a preliminary research before making any design. We formed a "Yake team" to create an audit, research and study the retailer catering Yake, to record, compare, organize the results, and provide a detailed report analysis. We were all so exited to be engage to work on this well known brand, some colleagues who were not appointed to the project gave us some very good ideas and suggestions.

Under their invitation, we made a research of their selling halls in Qsingdao city. Yake’s CEO prepared detailed guidelines to focus our creative exploration, including providing logo concept with Chinese/English typeface and graphic specifications. They also formulated a detailed regulation about the potential implementation of the logo.

Bang designers started to consider how to create a logo which must reflect Yake\'s compelling identity, suited for the candy category and be clearly distinguishable from other brands. Many images and words jumped and bounced in our minds when we tried to catch inspirations. Yet every graphic image seemed not original or unique enough. Then one day, Mr Chen Dan took a rest downstairs after lunch and saw a magnolia tree near by. The ground was fully covered of its white petals. Some were dancing up and down in the gentle wind. All of sudden, he caught just what he was seeking. Mr Chen picked up a petal and rushed upstairs. He scanned the petal and outlined the shape creating the profile of the Yake logo, which gave an immediate friendly and unique appearance, belonging only to Yake.

Yake and Bang started the same year. Within ten year’s period, Yake became the biggest candy and chocolate manufacturer in the country. The candy leader paid really good attention to brand development. They invited the famous sweets master Ivan Fabry, as a technical consultant and the famous marketing company Ye Maozhong. Which explain why at Bang we were so proud to be chosen to design their VI system. Yake CEO talked about our relationship as a win-win cooperation. We fully agree with this assessment.  Both sides improved a lot through this project. In this dynamic market environment, competition has evolved from a "size" competition to an hollistic contest, ranging from R&D, human resources and market communication. A variety of marketing strategy tactic emerged at a fast rate. A company’s persona will decide its fate, a position decide its scale. Bang felt honored to design Yake\'s Visual Identity. We also received a very significant number of candies from Yake during 2005 spring festival. It made a really sweet new year for Bang.