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Making the world fall in love with Chinese silk.


Wensli was born in Hangzhou, the "Home of Silk" in 1975. With the mission of "making the world fall in love with Chinese silk", the company has grown into a classic silk brand with great influence and reputation in China, with brand experience stores all over the country.

As one of the most representative cultural companies in China, Wensli has successfully served a series of heavy weight home diplomatic activities such as the Beijing Olympic Games, Shanghai World Expo, Guangzhou Asian Games, G20 Hangzhou Summit, and Beijing Winter Olympics, making Chinese silk famous all over the world attention.

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On September 22, 2021, Wensli Silk was successfully listed on the Shenzhen Stock Exchange and for prepare to this company milestone HDG was engaged to lead an overall brand transformation both b2b both b2c level: from brand positioning and storytelling to verbal assets, from brand architecture to logo and VI till products applications.

The upgrading of brand image has also become an important strategy for breakthrough of growth, consumers emotional connection, and achieving long-lasting development in the new consumption era, with the aim of offering a product that's both recognizable and with a marked personality, to become an expression of the silk culture, the Chinese culture and Chinese gifting culture.

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As first step the then complex and jagged brand architecture was restructured and simplified in a way more effective direction in order to fully resonates as well with the final customers. Then the Wensli Silk brand identity was set to embrace the craftmanship and innovation of the products.

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By emphasising a natural element as the key source of inspiration, we created a new visual system. Colors have been chosen to exude feelings of warmth, elegance and comfort. The new contemporary logo steers away from traditional Chinese characters to complement its modern fonts while remaining faithful to the Chinese culture through its symbolic shape.