Tianfu Kele was founded in 1936 in Huamei Soda Factory and has been located in Sichuan and Chongqing for 85 years. It was once honored as the first of the eight major beverages in China and the only beverage enterprise named as title of "China Brand". It once swept the whole country and even the world. In 1984, Tianfu Kele was first served on the national banquet table and was designated as the beverage for state banquet and foreign affairs activities in the following year. In 1988, Tianfu Kele won the gold medal in the 27th International "World Food Selection", which is the only international gold medal in China's beverage category. Tianfu Kele has since been crowned as "the famous beverage of the generation". In China cola market share is as high as 75%.
With a glorious history, this national brand bearing the memory of a generation was suppressed and hidden in the late 1990s during more than ten years of joint venture with international beverage giants, and Tianfu Kele gradually disappeared in the market. Later, after years of efforts, Tianfu finally won the lawsuit, recovered the formula, technology and trademark, the brand officially returned in 2016.
In 2021, Tianfu Kele set out again with the help of domestic products and the trend of national rejuvenation. While consolidating and continuing the classic elements of the brand, ANNND breaks the rules and creates a new brand and product system for Tianfu Kele. In the creation, we continue to use the brand red department and the basic tone of calligraphy font, retain and upgrade the retro double horizontal line arrangement, with a new design language to interpret the classic; In the visual hammer of the distillation, we are bold to put forward the "cultural confidence", cancelled the original Westernization of the English font "COLA", replaced by the Chinese pinyin "KELE" of coke, so that we create a unique super symbol belonging to Tianfu Kele, help national brands return to public.