ZhangXiaoQuan (ZXQ) has been producing high quality scissors for more than 345 years. However, as the use of scissors has decreased over time, the brand has started to age and lose its luster.
Energized by a new CEO and management team in 2007, the company decided to revitalize its brand.
We repositioned the brand to be more consumer-driven, rather than manufacturing oriented. Tapping into the insight that consumers enjoy the fun of realizing their own small ideas in daily life, we repositioned ZXQ as a brand for a modern, DIY lifestyle that can “unleash your very own creativity.”
This new positioning also enabled ZXQ to stretch beyond just household scissors to many other possibilities, including professional scissors, office stationery, and even cutlery. The brand identity and packaging were redesigned to reflect the new focus on innovation and customer experience. Additionally, the new color and pattern-coded packaging system helps organize ZXQ’s product portfolio.
Since the revamp, ZXQ has seen tremdendous success.