Application mockup of the Tengzhih Baoshan brand mentorship at the Senlu Market

Reshaping the Forest's Natural Flavor: A Field Record of Brand Mentorship in Tengzhih's Baoshan Village

Brand Identity

Howdy Creative went deep into Tengzhih's Baoshan tribal village, running field research and capacity-building workshops to mentor the local native mountain tea and jelly fig industries on brand building, and used a market event to put the village's energy on display.

Challenge

Baoshan, a village deep in the mountains near Tengzhih, produces high-quality native mountain tea and natural jelly fig, but has long struggled with an unclear brand identity and limited sales channels. Local producers have strong farming skills but lacked systematic guidance on brand strategy and visual communication, which kept these valuable natural resources from turning into real market advantage.

Goal

The core goal was to establish what makes the village's products distinctive, using in-depth industry research to surface the cultural symbols that best represent Tengzhih. The project aimed to build villagers' brand awareness through capacity building and to create a market as a dedicated stage that would genuinely raise the brand's visibility and let people see the real value of living alongside the mountain forest.

Approach

  1. Took an 'inside-out' brand rebuilding approach, conducting field research in the mountains to trace the cultural context behind the village's tea and jelly fig.
  2. Ran a 'Brand Value-Add Workshop,' introducing visual identity concepts and practical marketing skills so village partners could build new capabilities.
  3. Used creative curation to stage a local market event, turning the brand experience into something tangible so consumers could get to know the village's products amid the scent of the mountain forest.

Outcome

Baoshan completed a three-stage mentorship program, industry field research, a brand value-add workshop, and a local market event. Village partners now have a working grasp of brand management, and the native mountain tea and jelly fig industries gained a real stage for exposure through the market.

  • Year2026
  • ClientForestry and Nature Conservation Agency, Pingtung Branch (林業及自然保育署屏東分署)
Finished hiking cap storage card product from Tengzhih's Baoshan village, art-directed by village artist Sabu Ku Shu-hua
Brand identity key visual for the Forestry and Nature Conservation Agency, Pingtung Branch
A village tea artisan in traditional dress sharing tea with visitors under a market tent
Tea sharing with the mountain tea artisan
Market tent displaying botanical-dyed textiles and ceramic teaware, with visitors browsing
Botanical-dye market stall
Wide shot of the Senlu Market tents with stall signage and the mountain forest backdrop
Wide shot of the market tents
The team and village elders sharing tea around a table, discussing the results of the brand capacity-building workshop
Tea sharing moment
Native mountain tea stall, with the artisan introducing tea packaging and woven village crafts to visitors
Native mountain tea stall
Indoor discussion during the brand mentorship workshop, with the team and village partners seated together
Village workshop discussion

FAQ

What is 'brand mentorship' and how is it different from a standard branding project?
Brand mentorship is not just handing over a finished visual identity. Through field research and capacity-building workshops, village partners take part in shaping the brand themselves and gradually build the ability to manage it, with the design team acting as a guide rather than the sole author.
What does a local revitalization brand consulting engagement typically include?
It usually includes industry field research, brand identity and visual planning, capacity-building workshops, and a physical stage such as a market or event, moving village products from raw farm goods toward a brand with a story and a clear identity.
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