Living Forest by Hosen Group (Branding & Illustration)

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Established in the 1970s and listed on the Singapore stock Exchange, the Hosen Group has evolved from importing, exporting and distribution to become a brand owner and manufacturer. Tangible was engaged to help Hosen enter a new category of ‘Eat Clean’ products under the brand ’Living Forest’.

After creating Living Forest's Purpose, tone of voice, we developed the packaging design, sales and marketing materials, we used the marketing analytics and data tested from the three P’s (Positioning, Personality and Packaging), to better understand the target audience preferences.

At Tangible, developed the brand values to not only be the guiding principles for key messages but also shape behaviour. This commitment ensures the brand consistently delivers on its promises, and guides the design on packaging and collaterals.

Using the key brand attributes, the team came up with the messaging house, which then informs the direction and the brand nuances. We have one main brand tagline, and two social media taglines that help articulate the brand's personality and 'Eat Clean' philosophy.

Aligned with the brand’s thoughtful, measured, and considered personality, we developed the visual and verbal identity before creating a suite of marketing and marketing collaterals for Living Forest. Tangible ensured a blend of natural authenticity and Living Forest’s pledge to offer whole, minimally processed foods that are as close to their natural state as possible.

We also developed point-of-sale materials for Living Forest to display their products in stores. From shelf strips to standees, we were clear on the outcome we wanted – attractive and compelling visuals that communicated the brand and it’s offer consistently.

Through our market research, we created more than 30 concepts and tested a broad range of initial packaging designs with the target consumers with different personalities involved in the research. This process enabled Hosen to identify the design approach and personality that generated the most interest among potential customers.

After the first round of testing, Tangible designed the product packaging for Living Forest’s inaugural offerings, which consist of the Granola, Cereal, and Honey ranges.

It was a privilege to develop these hand-drawn illustrations for the packaging, especially the honey packaging, that seamlessly integrates bees with elegant French-inspired borders, conveying a premium feel and hinting at the carefully sourced European ingredients.