Brand Extension
Country Base: Bhutan
Industry/Sector/Keywords: Government/State Agencies/NGOs, Tourism/Places/Geographic, Locations/Countries, Made in Bhutan, Nation Branding, Retail, Manufacturing, Gifts, Entrepreneurship, Business, Economy

Below: Before and After Images in Slide Show, Video, Summary, Credits

Industry Setting

The Bhutan Department of Trade and United Nations Development Program wanted to develop the ‘Made In Bhutan’ strategy and to identity how to promote the goods and services that are produced or originate in Bhutan.


While stunningly beautiful with a rich and distinctive culture, Bhutan is not known as a tourist destination or expert producers in any specific sector. Its developing economy, small population, and limited resources meant it was unable to benefit from economies of scale. Furthermore, its lack of infrastructure – plus intense competition from neighboring countries and cheaper imports – means competing nations can offer their ‘uniqueness’ more efficiently.


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 existence, staying true to its beliefs and delivering on its promises.

Brand Bhutan is designed to capture the spirit of the nation. From the vibrant colors 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.


One unified, overarching country brand has been developed for Bhutan. The brand is  broad enough to be leveraged across all sectors, particularly those that support Bhutan’s sustainable growth plans, amplify the ethos of Gross National Happiness, and capture the spirit of the country, its people and way of life.

“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


Client: Made in Bhutan

Brand Strategists/Designers: FutureBrand –

Chairman, Asia Pacific: Susie Hunt
Chief Executive Officer, Asia Pacific: Richard Curtis
Strategy: Victoria Berry, Dan Dimmock, Anushka Aurora
Design: Karine Uehara, Romulo Castilho, Richard Cagomoc
Account Management: Eleri Cleaver, Sandra Marichal, Prashanti Mathier