Labbrand recently completed a project with Baoli, the forklift manufacturing company. Labbrand assisted Baoli to rejuvenate their brand by formulating their brand strategy and creating a corporate visual identity system.

Baoli joined KION Group in January 2009. As a new member of the Group, Baoli faced the key issue of how to differentiate from the other three forklift brands in the Group: Linde, STILL, and OM. Through brand strategy workshops with Labbrand and Baoli’s major stakeholders in China, Baoli decided to focus on brand differentiation by positioning themselves as an economy forklift company. Baoli aims to become a leader in the economy forklift market segment. In addition to a brand positioning statement, Labbrand created Baoli’s new brand slogan “Lifting the World” (宝骊叉车 搬天下 in Chinese).

Labbrand also developed a new corporate visual identity for Baoli. The visual identity included a rejuvenation of the present logo without the Chinese name using new corporate colours and fonts. The new logo is more modern and professional, blending simplicity with an international feel. Corporate applications of the logo included stationary, document templates, print media, signage, employee uniforms, and more.
In the image below, the top logo is the rejuvenated version, the bottom one is Baoli's previous logo.
 
As you can see, Labbrand treated the Baoli brand rejuvenation holistically and applied Labbrand methodologies for brand strategy and visual identity creation to achieve the desired results. By strategically re-building their brand, Baoli is confident they will achieve success both in China and international markets.