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Kexing Biopharmaceutical Co., Ltd. (Kexing Biopharm) has embarked on rebranding for distinction since 2019. Driven and directed by its mission of "precise products, predictable effects and health protection", Kexing Biopharm has worked to upgrade the visual identity of its brand, making it stand out from global influential brands and win 2020 REBRAND100® Distinction.

REBRAND 100®

Originating in the US, REBRAND 100® is the world's most authoritative award for excellence in brand reposition. The award aims to select and recognize the best rebranding entries in the industry, giving full consideration of the complex challenges the entrants face during their business in the real world and their brand strategies for achieving their business goals. This recognition program is juried by a multidisciplinary panel of international experts in design, business, marketing, academic and other fields to select, on an annual basis, outstanding entries of rebranding and logo updating cases from around the world.

On February 28, 2020, the final winners of the 2020 REBRAND 100® Global Awards were announced. A total of 100 entrants from around the globe became the recipients of awards in the three categories: Best of Awards, Distinction, and Merit. Only five entries scoring the highest among 100 recipients racked up the Best of Awards, 45 with lower scores won the Distinction, and, in the near future, the remaining 50 Merit winners will be announced on Rebrand's website in the form of gallery showcase. Kexing Biopharm entered the final list of the 2020 Distinction winners with its brand visual upgrading program developed by MetaThink.

Kexing Biopharm's course of rebranding

Kexing Biopharm is the only Chinese pharmaceutical company to win this award. Adhering to the original philosophy of "Creating the glory of the People's Republic and protecting the health of all mankind" at the beginning of its establishment, Kexing Biopharm, a national enterprise, has always been at the forefront of science and technology. As the company grows from strength to strength, differentiated brand positioning will help it embark on a new journey amid increasingly fierce market competition.

"The brand is a reflection of the enterprise's strategies at different stages. Brand exploration is an important process for us to clarify our strategies and think about what we grow to be," said Deng Xueqin, chairman of Kexing Biopharm. The process of rebranding for distinction is exactly the process of strategic selection. Kexing Biopharm, with a brand established for more than 30 years, faces great challenges throughout the rebranding process. To that end, Kexing Biopharm has adhered to the philosophy of thinking thoroughly before acting, made clear the causes and targets of rebranding, and pondered on what should be changed and kept in the brand spirit during rebranding. Constant innovations and breakthroughs contribute to the rebrand of the company with a new image, resulting in its mission of "precise products, predictable effects and health protection" and its core vision of becoming a leader in high-quality biologicals.

The new brand image demonstrates Kexing Biopharm's responsibilities and aspirations as a pharmaceutical enterprise: adhering to people-oriented innovation, exploring products and markets with utmost excellence, upholding the principle of increasing perfection, and linking up resources with an open mind. Only in this way can it provide safer, more effective, more precise products and more user-friendly medication experience and always deliver precision services to patients.

Kexing Biopharm ingeniously challenges the stereotyped image of pharmaceutical companies with an abstract, simplified logo design of a gecko with a fractured tail. The cell regeneration of the injured gecko resembles the process of rejuvenating the self-recovery of patients to fight disease, which explains biologicals' attribute in treatment — self-recovery. The logo depicts a gecko in purple with a regenerated tail and green toes. The combination of the two colors that symbolize exploration and life, respectively, is to convey a brand tonality of professionalism, keenness, truthfulness and entrepreneurship, making Kexing Biopharm outperform its peers in the pharmaceutical industry with a better-looking image.

New brand, new logo and new image

New brand: Committed to becoming a leader in high-quality biologicals

New logo: Rejuvenating the self-recovery of patients to fight disease

New image: Sparking inspiration in a modern context

Starting with rebranding for distinction, Kexing Biopharm is well poised to usher in great transformation with dedication to extreme excellence. Constant innovations and breakthroughs contribute to the rebrand of the company with new image. Looking into the future, Kexing Biopharm will continue to uphold the mission of "precise products, predictable effects and health protection", and will unswervingly forge ahead to initiate a new chapter for the biopharmaceutical industry through constant innovation.