ONCE UPON A TANG

TitleONCE UPON A TANG
ClientC.K. TANG LTD
Product / ServiceONCE UPON A TANG / PUBLICATION
CategoryA05. Publications
EntrantC.K. TANG, SINGAPORE
Entrant Company C.K. TANG, SINGAPORE
Advertising Agency THE WRITE STUDIO, SINGAPORE
Advertising Agency 2 SHYALALA, SINGAPORE

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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