The Kingdom of Bhutan, renowned for its majestic Himalayan landscapes, rich biodiversity, and profound cultural heritage, embarked on a journey to redefine its national and international identity. Appointed as the creative director for this ambitious project, I immersed myself in the heart of Bhutan for three months, collaborating closely with the King of Bhutan and local communities to understand the nation’s essence.

The branding aimed to honor Bhutan’s deep-rooted history and culture while envisioning its future on the global stage. Every visual element was inspired by Bhutan’s own treasures—traditional patterns, materials, and symbols—rediscovered and reinterpreted to create a contemporary yet authentic identity.

Through this thoughtful approach, we celebrated Bhutan’s unique values, from its commitment to Gross National Happiness to its harmonious coexistence with nature and spiritual depth. The result is a timeless brand that bridges the past and future, presenting Bhutan as a nation of profound beauty, culture, and aspiration.