A full rebrand and brand positioning for this specialist Asia-Pacific fund and asset management boutique.

BambuBlack are a UK based fund and asset management boutique specialising in the Asia-pacific markets. Established by Jane Andrews in partnership with BennBridge, part of the global Bennelong group, they have a long heritage and a strong regional knowledge and expertise.

We were asked to conduct a full rebrand, from the ground-up. We set up and ran brand workshops to help discover the essence of the brand, and developed this into a full brand positioning, including guidance on tone and voice and also created a new brand strapline: The Spirit of Asia.

We then created their new visual branding and initial applications including a luxurious gold foil embsossed duplexed business card. The brandmark, reminiscent of woven bamboo strips, plays with the ‘double b’ and forms an abstracted heart. A rich simple colour palette of black and gold gives a feel of opulence whilst retaining a direct link to the eponymous ‘black bamboo’ or Phyllostachys Nigra.

BambuBlack - positioning

Brand positioning

Working with wordsmith and long-term collaborator Jonathan Wilcock, we set up and ran a detailed branding workshop. This included competitor and sector analysis and thorough exploration of brand values, visual identities, straplines, visual design and USPs.

The outputs of this informed the final brand positioning including fully formed vision, mission and value statements alongside the understanding of tone/voice and the rationale and usage of their new strapline; The Spirit of Asia.

And all of this helped to guide the resultant brand identity design and all subsequent/future applications required.

Skills & tools

  • Brand Workshop
  • Brand Strategy
  • Brand Positioning Platform
  • Brand Identity Design
  • Brand Application

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