OEM manufacturer grows a global brand

A printing company creates a new business

Tai Shing Diary Limited is a Hong Kong headquartered printer with a large production facility in China.

The forward-thinking company makes very high quality products. To earn the rewards of premium branding, Tai Shing partnered with Stepworks to rethink its Daycraft brand of notebooks and diaries, and its creative approach.

Following a brand audit, the Daycraft offering was completely relaunched as a premium brand. The brand was positioned as offering the same level of innovation as a prominent European competitor, but with superior manufacturing quality and slightly more competitive prices.

daycraft-brand-development-branding

Value created

Premium positioning – Daycraft is now routinely associated in consumer and trade media with premium and luxury brands in the sector. Daycraft products were even select for sale in the prestigious MOMA gift shop in New York.   

Healthy sales growth – The Daycraft brand has grown its distribution from three to over 20 countries. It also sells via a global ecommerce B2C website.

Built OEM sales – The credibility and quality of Daycraft products have generated enquiry and sales for Tai Shing’s OEM printing business and corporate diary business.

Strong asset – The credibility and quality of Daycraft products have generated enquiry and sales for Tai Shing’s OEM printing business and corporate diary business.

The Daycraft rebrand launches a new chapter in Tai Shing Diary’s multi-generational success story
Along with the rebrand came an entirely new product line. Each product was designed to express the Brand DNA and “make someone’s day”
“Thanks to our close and rewarding partnership with Stepworks, I achieved my lifelong ambition of Daycraft becoming a premium global brand.”

Terence Ku, Chairman
Tai Shing Diary Limited

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+852 3678 8700

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29 Wyndham Street
Central, Hong Kong

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