FONEN & FONHER

Delivering delight

Clients: FONEN & FONHER

Industry: Food & Beverage

Services: Market Research / Brand Strategy / Visual Identity / Application Design / Brand Workshop

From a classic fructose manufacturer to a modern, brand-led enterprise

Founded in 1964, Fongnen & Fongher is Taiwan’s largest high-fructose syrup producer and a long-standing supplier to major global beverage brands. As the market evolved, the company faced outdated brand perception and fragmented communication. Thinkways led a full rebrand—conducting interviews, workshops, and market research—to unify vision and strategy, infuse a new generational perspective, and initiate a shift from traditional manufacturing to brand-driven thinking.

Brand Concept

Redefining a sugar manufacturer as a brand of shared generational memory

We began with an internal brand workshop at the Tainan headquarters, engaging over 60 team members to build alignment and shared vision. Research and synthesis established three core DNAs: Firm (steady and trusted), Familiar (a long-standing local companion), and Finder (expanding into new opportunities). The new tagline, Delivering Delight, signals a transformation from production-focused operations toward a value-driven brand culture.

Logo Design & Application Design

A smile motif connecting product origins and brand spirit

The new identity draws from two essential symbols: corn—the root ingredient of fructose—and a smile curve representing the joy the brand brings to everyday consumption. Retaining the founder’s original red, green, and yellow hues, the palette is refreshed with brighter saturation to express youthfulness and clarity. Geometric blocks expand into a flexible graphic system applied across stationery, packaging, vehicles, and uniforms, creating a cohesive and approachable corporate identity.

Brand Forward

Thinkways guided Fongnen & Fongher through a transition from traditional industry mindset to brand-centric operations, unifying internal and external communication under an extensible visual system. The rebrand preserves the company’s heritage while presenting a more contemporary and sustainable identity. Moving forward, “Delivering Delight” will continue to shape products, services, and culture—ensuring the brand’s sweetness brings energy to every generation.

“Renewing a legacy manufacturer into a joyful, value-driven brand built to delight every generation.”

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