Reshaping the Forest's Natural Flavor: A Field Record of Brand Mentorship in Tengzhih's Baoshan Village
Howdy Creative went deep into Tengzhih's Baoshan tribal village, running field research and capacity-building workshops to mentor the local native mountain tea and jelly fig industries on brand building, and used a market event to put the village's energy on display.
Challenge
Baoshan, a village deep in the mountains near Tengzhih, produces high-quality native mountain tea and natural jelly fig, but has long struggled with an unclear brand identity and limited sales channels. Local producers have strong farming skills but lacked systematic guidance on brand strategy and visual communication, which kept these valuable natural resources from turning into real market advantage.
Goal
The core goal was to establish what makes the village's products distinctive, using in-depth industry research to surface the cultural symbols that best represent Tengzhih. The project aimed to build villagers' brand awareness through capacity building and to create a market as a dedicated stage that would genuinely raise the brand's visibility and let people see the real value of living alongside the mountain forest.
Approach
- Took an 'inside-out' brand rebuilding approach, conducting field research in the mountains to trace the cultural context behind the village's tea and jelly fig.
- Ran a 'Brand Value-Add Workshop,' introducing visual identity concepts and practical marketing skills so village partners could build new capabilities.
- Used creative curation to stage a local market event, turning the brand experience into something tangible so consumers could get to know the village's products amid the scent of the mountain forest.
Outcome
Baoshan completed a three-stage mentorship program, industry field research, a brand value-add workshop, and a local market event. Village partners now have a working grasp of brand management, and the native mountain tea and jelly fig industries gained a real stage for exposure through the market.
Questions people ask
about projects like this.
What is 'brand mentorship' and how is it different from a standard branding project?
Brand mentorship is not just handing over a finished visual identity. Through field research and capacity-building workshops, village partners take part in shaping the brand themselves and gradually build the ability to manage it, with the design team acting as a guide rather than the sole author.
What does a local revitalization brand consulting engagement typically include?
It usually includes industry field research, brand identity and visual planning, capacity-building workshops, and a physical stage such as a market or event, moving village products from raw farm goods toward a brand with a story and a clear identity.
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