Brand Positioning

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Brand Essence

The brand essence is the fundamental nature of an organisation, a consistent message that encapsulates and communicates the brand concept

. Supplying
. Bringing to fruition
. Empowering to achieve more

. Fulfilling customers aspirations
. Helping customers to go above & beyond

Brand Values

The Brand Values of a company are a set of values that should be constantly aligned at all times to ensure consistent quality and service.

“Superiority”

To remain steadfast in providing premium quality products that would empower Thiam Peng’s customers to pursue their craft to their fullest potential. The company takes pride in their role as a long-established supplier in this industry and will always go above and beyond in providing their customers with premium quality products and customer service.

“specialised”

Thiam Peng continuously strive for excellence in everything that they do, upholding the good reputation that they have cultivated through our many years of establishment. They exert mastery in their field through sourcing their materials diligently and leveraging their deep knowledge to provide advice and quality goods that are best for their customers.

“SAFE”

To consistently meet the different needs of all their customers. Thiam Peng is committed to ensuring that their customers feel safe when engaging with them through their dedication and expertise in supplying premium quality materials.

Brand Personality

A brand personality is a set of human characteristics that are attributed to an organisation,
allowing customers to better relate to them.

THE HERO

MAKING THE WORLD A BETTER PLACE

The Hero is inspirational, and constantly empowers others to do and achieve more. A hero remains unwavering in his devotion to being the best in their industry, providing quality products or services that improve and leave a positive lasting impact on the world.

Brand Positioning Statement

The Brand Positioning Statement is the statement that sums up the position of the organisation.

Thiam Peng is a building materials trading company that realises the fullest potential of craftsmen and designers. Through their commitment to providing safe and premium quality materials in a prompt and professional manner, their customers are able to enjoy a peace of mind. They go above and beyond in providing superior products and customer service; inspiring their customers to realise their potential and achieve their aspirations. Finally, tapping on their vast experience and knowledge, they share valuable insights and skilfully curate a selection of the best materials for their customers.

Brand Identity

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Brand Logo

Built on a consistent 4 x 4 grid with the letters ‘T’ and ‘P’ represented by a stylised symbol of a seal, the logo focuses on Thiam Peng’s long history in the industry. The simple white geometric shapes used in the logo also conveys a modern feel and adds a layer of versatility to the brand as the shapes can be transformed into different symbols representing various Thiam Peng’s product icons.

Graphic Style

The graphic style utilises the visual of a red square to symbolise the mark of a seal.

For 'Realising', the idea of a seal is paired with the concept of layers - representing the plywood and decorative laminates that Thiam Peng sources. This represents how Thiam Peng works together with craftsmen step-by-step to create products that realises their potential.
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On the other hand, to convey the idea of 'Potentials', simple geometric shapes present in the logo are adapted into different icons which represent various types of furniture.

Typography Style

Montserrat typeface is used for the title, as it portrays a bold and confident feel without being overly rigid. Raleway is also used for the sub-header as it is a contemporary sans-serif font that contrasts the title nicely.

Brand colours

The primary colour palette comprises of a single red and black that are both striking and modern, conveying a sense of trust, confidence and authority.