Bhutan

FutureBrand partnered with the Bhutan Department of Trade and the United Nations Development Program to embark on an extensive program to develop the ‘Made In Bhutan’ strategy and visual identity to promote exports, and add a premium to the goods and services that are produced or originate in Bhutan. While stunningly beautiful with a rich and distinctive culture, Bhutan itself is not widely known as a tourist destination nor an expert producer in a specific industry or sector. As such, FutureBrand was tasked with telling a compelling story for Bhutan and its products and services in an increasingly competitive global market.

Bhutan is a small country with a simple idea that can change the world – the Gross National Happiness Index. For generations, Bhutan has acted for the greater good of its people, placing spiritual values at the core of its very existence, staying true to its beliefs and delivering on its promises.

    Sectors

  • Travel & Tourism

    Services

  • Stakeholder Engagement
  • Brand Strategy
  • Brand Identity
  • Brand Architecture
  • Brand Management
Made in Bhutan

After immersing ourselves in the country and culture, the extent to which everything crafted in Bhutan comes from the country’s pristine nature, timeless traditions and enduring values became clear. In order to support Bhutan’s economic growth and development, we created one unified and overarching country brand for Bhutan — designed to capture the spirit of the country, its people and way of life – and be broad enough to be leveraged across all sectors and industries in the future, particularly for those that support Bhutan’s sustainable and long-term growth plans such as handicrafts and organic farming.

A simple idea that can change the world

Bhutan is a small country with a simple idea that can change the world – the Gross National Happiness Index. This unwavering commitment to fostering happiness and wellbeing through sustainable development and the preservation of Bhutanese culture and the environment formed the basis for the brand – and an intention to inspire generations for good.

A place unlike any other, Bhutan encourages people from around the world to be the best they can be. From the vibrant colours of the prayer flags to the spiritual patterns and symbolism of the country’s handmade treasures, everything crafted in Bhutan comes from the country’s pristine nature, timeless traditions and enduring values.

We're pleased to say that our work with Bhutan was awarded a 'Best' award at the 2018 Rebrand Global 100 Awards.

Our unified country brand can be leveraged across all sectors for moving up the value chain. It is a powerful intangible asset… a magnet for inward investment and talent, a driver of worthwhile cultural exchange, a potent competitive advantage to exporters, an inspiration to people of the country, and safeguard to the national identity.

Sonam Wangdi

Joint Secretary, Economic Affairs Ministry