Bhutan unveils brand identity to boost exports

A new brand strategy and visual identity has been unveiled for the Kingdom of Bhutan – a country that has eschewed the idea of GDP in favour of Buddhist values and what a former leader coined as “Gross National Happiness” since the 1970s – with a focus on boosting exports.

Made happily in Bhutan

Developed by teams in Singapore, Hong Kong and Australia at brand consultancy FutureBrand, the new ‘Made In Bhutan’ brand framework comes off the back of research that found that the landlocked Himalayan Kingdom bordering China and India is not well known as a tourist destination or goods exporter, and has been limited by its small population (of 770,000), market, infrastructure and resources.

The new ‘Made In Bhutan’ platform will be used across all sectors and industries, particularly sectors that support Bhutan’s sustainable and long-term growth plans such as handicrafts, organic farming and clean energy.

Grown in Bhutan

FutureBrand says it designed the new branding with Gross National Happiness in mind and to “capture the spirit of the country, its people and way of life.”

Bhutan bags

Everything crafted for Brand Bhutan comes from the country’s “pristine nature, timeless traditions and enduring values,” according to FutureBrand.

Made in Bhutan

The branding will be used across a variety of platforms, from outdoor advertising to Bhutan-made products.

Bhutan airport

Airport billboard

Bhutan products

Bhutan products

Susie Hunt, FutureBrand APAC chairman, commented: “Bhutan is a small country with a simple idea that can change the world, which very much aligns with our own purpose at FutureBrand to help create a more positive future. Bhutan’s innovative social, economic and cultural development policies continue to inspire people around the globe to be the best they can be, and we look forward to seeing how this new brand and toolkit can help shape the future of a nation and its people”.

Bhutan colours

Bhutan colours


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