1.618 Ltd
- HKGCC Membership No. :
- HKX0033
Branding is Golden
“In Chinese numerology, 1.618 stands for a pathway to prosperity. In the West, it is also known as the golden ratio, which was widely used in paintings during the Italian Renaissance,” said Gianluca Cinquepalmi, Managing Director of creative agency 1.618.
Many artists’ works are based on the golden ratio, which is perceived as an aesthetically pleasing ratio. For instance, Leonardo Da Vinci used the 1.618 concept to compose his famous painting “Mona Lisa.”
Cinquepalmi decided to set up 1.618 as a joint venture branding agency built on the experience of five Italian companies – Equent, Lumen, Vangogh, Jinglebell and Worldwide
Engineering Group.
Combined, they are able to provide a wide range of services, from product development and branding, through to digital identity. Italians have always had an eye for style and design which is reflected in the company’s impressive list of international clients, and growing trophy cabinet of international awards.
“These successes have helped boost the confidence of our clients across Europe, and also among our clients around the world,” he said. “This is also why we decided to venture into the Asian market, as there is great potential for Asian companies to grow and become global brands with the right strategies and services to help them.”
The company decided to establish itself in Hong Kong in July last year to take advantage of the booming Asian market, and in particular capitalize on Hong Kong’s position as the main gateway into the Mainland, as well as Chinese companies looking to go global.
“Our target customers are those who have a long-term vision, not those looking for immediate sales,” he said.
Since its inception last year, 1.618 has been working hard to inculcate the importance of branding in Hong Kong, but it has not been a simple journey.
“Many local companies care only about short-term profits. We believe they should take a long-term view of their business, especially in this increasingly challenging business environment, because branding is an important tool to win businesses long-term benefits,” he said.
Despite these challenges, 1.618 has continued to come up with new projects, often working with some of Hong Kong’s oldest brands who understand the need for a long-term vision.
“One of our planned projects is to rebrand the products of some 100-year-old Hong Kong brands, so we are currently studying their heritage and history. We hope to enter into an agreement with them in the near future once we have all the elements in place,” said Yuk-Man Chan, Business Development Executive at 1.618.
These include Wing Lee Sandalwood Co, which specializes in producing incense products; Kowloon Soy Co Ltd, one of the oldest soy sauce companies in the city; Leung So Kee Umbrella Factory, a famous umbrella manufacturer and retailer in Hong Kong; and Wing Lee Wai, which is known for its “Mui Kwe Lu” liquor.
Cinquepalmi believes all these companies have far more to offer than niche products. They have clearly stood the test of time, so he believes with a well-executed branding strategy, the companies will be able to stand out from the crowd in the increasingly crowded marketplace.
“Hong Kong companies are facing fiercer competition from global businesses, because half the world is setting its sights on the growing Asian market,” he said. “Our goal is to help our clients boost their corporate image, as well as promote a culture of excellence in brand strategy, product and marketing innovation in Hong Kong.”
