Feeding two billion Chinese, Mengniu is the seventh largest dairy in the world. It is a staple in the Chinese diet, with much of the population interacting with the brand daily. With hundreds of products in its catalogue, Mengniu holds firm to its mission of helping make every life thrive. With strict environmental and welfare standards, it delivers produce that is healthy for its consumers and for the animals and grasslands it utilises.
Rob Janoff Agency was approached to nurture the brand in todays marketplace. Caring for its long-founded brand awareness was key to connecting the past with the future vision. Mengniu is a highly proactive, health-focused company; delivering quality products to their consumers is everything.
Mengniu takes pride in responsible business and production. Based in pristine Mongolia, the company practices sustainable circular farming to ensure ongoing environmentally sound nutrient-dense grasslands. The company was key in supporting the health workers across the country with free dairy during the Covid pandemic.
Mengniu was founded in 1999 and has seen unparalleled growth, making it an absolute force in the Asian market. With a focus on sports and a healthy lifestyle, the brand has numerous famous personalities as ambassadors, such as Lionel Messi, Kylian Mbappé and Eileen Gu.
The mission was to bring a household brand into a current market while not trading away the powerful brand awareness it had generated. Rob wanted to deliver the company a legacy logo that would resonate for generations.
Sunac are a large property developer in China. They were seeking an internationally relevant brand for their newest development in Chongqing, China. They reached out to Rob and through a process of intensive marketing analysis collaborated with him to research a of concepts. Finally A-One was decided upon by the Sunac team and the new A-One brand was born. The clients brief was to investigate: