Title | ONCE UPON A TANG |
Brand | C.K. TANG LTD |
Product / Service | ONCE UPON A TANG / PUBLICATION |
Category | A05. Publications |
Entrant | C.K. TANG, SINGAPORE |
Entrant Company | C.K. TANG, SINGAPORE |
Advertising Agency | THE WRITE STUDIO, SINGAPORE |
Advertising Agency 2 | SHYALALA, SINGAPORE |
Name | Company | Position |
---|---|---|
Jing Qiu | Freelancer | Chief Designer And Illustrator |
Trina Savage | Shyalala | Account Director |
Marcus Savage | Shyalala | Creative Director |
Danesh Daryanani | The Write Studio | Author |
Shu Lee | C.k. Tang Ltd | Assistant Manager/Communications |
Laura Chong | C.k. Tang Ltd | Executive/Communications |
Gerry Rezel | C.k. Tang Ltd | Vice-President/Communications |
The key objectives were to tell the CK Tang story in a way that is engaging and readable. The book cannot come across as an academic textbook or a historical tome. The story must instead be presented in a way that is complete but entertaining. The challenge with a book of this nature is to marry content and design so there is robustness in the story with the design enhancing the overall experience.
To conceptualise, research, write and design a commemorative book for our 80th anniversary covering the biography of the founder, C.K. Tang and the history of the company. While the book is to be a historical account, it has to be written and designed in a way that reflects Tangs as a brand that is at the forefront of design and fashion. The book is to be tactile, engaging and draws the reader to interact with the story.
It was a highly interactive process that included speaking to various members of the CK Tang family, staff (current and past), and customers. Extensive secondary research was carried out including understanding of the historical context over 80 years. From here, the agency and client worked closely together to come up with a design that enhances the story while reflective of the Tangs brand.
The book was launched on 25 Oct 2012 to celebrate the 80th Anniversary of TANGS and sold more than 100 books on the launch day. Since its launch, the book has not only been sold at TANGS Orchard and TANGS VivoCity, but has also been distributed for sale at the Museum Label shops and Kinokuniya Orchard. The book has also been publicised on various magazines including Prestige, ICON, Style:Men, Her World, ELLE Singapore and many more.