CTT is a Taiwan-based manufacturer specializing in beverage flavor powders and non-dairy creamers, with extensive experience in OEM/ODM development and international exports. Facing challenges in communicating its expertise and building brand recognition overseas, CoFound developed a new brand strategy and visual identity around the concept of the "Agile Giant." The project introduced a new CTT identity system, extending across product packaging and trade show demo kits. It transformed CTT's strengths in R&D, manufacturing, customization, and business collaboration into clear, consistent, and lasting brand assets.
Founded in 1993, Chia Tza Teng International Co., Ltd. (CTT) specializes in developing and manufacturing beverage flavor powders and non-dairy creamers. With its own production facilities, formulation expertise, and export experience, CTT provides OEM/ODM manufacturing and private-label services, helping brands and distributors develop beverage products for different markets.
As the company grew, its services expanded beyond manufacturing to include flavor recommendations, product development, and export support. However, its existing brand image focused mainly on production capabilities, leaving much of its service expertise and partnership value underrepresented. To better reflect CTT's evolving role, CoFound drew on brand strategy and insights from frontline sales teams to redefine its strengths and market position, turning years of industry experience into a foundation for stronger brand communication.
CTT previously communicated mainly through product specifications and manufacturing capabilities. Yet its team had extensive experience in flavor recommendations, regulatory requirements, and international exports—expertise that sales representatives often had to explain individually. Inconsistent brand materials and the long, less easily pronounced English name, Chia Tza Teng, also made brand recognition and communication more challenging in international meetings and trade shows.
Through in-depth interviews with domestic and international sales teams, CoFound identified CTT's competitive strengths based on real customer needs and partnership experiences. The findings showed that CTT was more than a manufacturer fulfilling specifications. It could also advise clients on formulations, flavors, packaging, and exports based on their business stage and target markets, supporting both product development and business planning.
CoFound also clarified the roles of CTT and other business units within the organization, establishing a strategy for sharing resources while keeping brand communication focused. This allowed CTT to strengthen its positioning around R&D, manufacturing, and international exports.
These insights shaped the brand concept of the "Agile Giant"—combining reliable manufacturing capacity and quality with flexible development services and business support. CTT was repositioned from a traditional powder supplier into a growth partner helping clients expand into new markets.
With the brand strategy defined, CoFound adopted the initials "CTT" as the core of its new identity, replacing the longer English name with a memorable symbol suited to global communication. The new logo uses three aligned circles and geometric cuts to form simple, distinctive CTT letterforms. The balanced circular structure reflects the precision, quality, and reliability of CTT's powder development and manufacturing, while improving recognition across languages and cultures.
The identity goes beyond a static logo to create a flexible visual language. Circular elements can be rearranged, combined, and scaled across different media, forming a dynamic graphic system that reflects CTT's versatility in flavors, product development, and customization. This concept also inspired the brand message, "From a Dot to a Destiny." It represents how a product can begin with a single idea or formula and, through R&D, manufacturing, and collaboration, become a market-ready offering. It reinforces CTT's role in helping clients turn ideas into business opportunities.
The color palette combines a clean black-and-white foundation with bright, vibrant colors to express the variety and creativity of beverage flavors. This balance gives the brand both the professionalism of a manufacturer and the energy of the food and beverage industry.
Brand imagery connects powder ingredients, R&D discussions, finished beverages, and real-world applications, helping customers visualize the journey from product development to market. Together, the identity, graphics, colors, and imagery create a cohesive brand system that communicates both technical expertise and creative potential.
Beyond building corporate identity, brand design must also support product presentations, trade shows, and sales discussions. CoFound extended the new CTT identity across corporate stationery, brand materials, and product packaging. Consistent visuals and information structures help CTT communicate its strengths and product features clearly across different business settings.
For international exhibitions and client meetings, CoFound developed a demo kit around the concept of a "Business Blueprint." The kit brings together brand information, product samples, and application details in one presentation tool. Its exterior establishes a strong CTT brand impression, while the interior uses organized samples, clear information, and color coding to introduce different flavors and applications, encouraging discussions about product development and future partnerships.
The packaging design also carries CTT's geometric graphics and color system into its products. Different visual combinations highlight product features and make the flavors and applications of powder ingredients easier to understand. From stationery and packaging to exhibition tools, this consistent and adaptable design system acts as a "silent salesperson," helping customers understand the brand through visual and hands-on experiences. It also provides a foundation for future applications across corporate spaces, trade shows, and digital platforms.
This project brought together expertise from CTT's R&D, manufacturing, and sales teams to establish a shared brand message and communication framework. It gave the company a clearer way to express its partnership value while building a consistent understanding of the brand internally. From the CTT identity to packaging and presentation tools, the project created a scalable brand system that transforms expertise once communicated individually into shared corporate assets.
The new system also lays the groundwork for CTT's future market development. It helps the company communicate its expertise and partnership value more consistently across international trade shows, client meetings, and other business touchpoints, reinforcing its evolution from a powder manufacturer into a trusted growth partner.
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