Case Study

Yang Kee Logistics

Established in 1990 as a transportation company with a fleet of two trucks. Now it offers a host of value-added logistical services, such as contract logistics, and international freight forwarding for a wide range of industries including chemicals, food, consumer and industrial as well as oil and gas..

In 2012, a rebranding exercise was undertaken to drive the company towards a new phase of growth. It incorporated the launch of a chemical logistics hub which would make Yang Kee an integrated total logistic solutions provider.

Louken Group conceptualised a new tagline for the brand: “We Move Together”. To spread the rebranding message, eight core values were identified and brand ambassadors who embodied these values were featured in internal branding posters around the offices.

The productivity of Yang Kee has seen a remarkable increase with a rise in innovation and efficiency. This entire process elevated a family SME into a professionally-managed organisation.


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