Pairdeers is a well-established national brand in China with over 60 years of history. In 2018, a rebranding initiative was launched to enhance its market positioning. The brand identity was revitalized to highlight two essential qualities of a battery: Power and Capacity, symbolized by a pair of deer. The deer’s dynamic movement in and out of the logo also represents the positive and negative poles of a battery.
For corporate communications, we crafted the strategic tagline "Power and Capacity Combined" (力。量兼備) to reinforce this dual-concept philosophy.