Leveraging these colors, MMBP proceeded to construct an entirely novel graphic identity system by integrating traditional Bhutanese symbols, including hand-painted architectural embellishments, mythical creatures, folklore, and symbolic elements. With the new tagline ‘Believe,’ the nation embarks on a renewed sense of possibility and belief in the future. “Far from the humdrum and the hectic, removed from hollow luxury and high pressure, Bhutan is proof that happiness, connection, respite and revelation are our birthright,” reads the official release on the philosophy behind the tagline. Balancing the visual aesthetics are the logotypes that revolve around these core concepts: bold and confident, contemporary and clear, traditional and warm, legible and scalable, and responsive and functional. This dynamic brand identity has already been introduced within the tourism sector and has received high praise. 

Narrating the creative process behind the rebranding of Bhutan, Managing Director of MMBP & Associates, Julien Beaupre Ste-Marie shares, “The learnings we made working alongside such an inspired group of Bhutanese people and international stakeholders will influence how we work for years to come. Similarly, as the world wakes up to the damaging effects of unrestricted mass tourism and tries to find ways to mitigate climate change, this small and mighty country has many lessons to share with the world. Our hope is that our work and our brand help to carry this vision forward.”