Writing characters. Expressing culture.

Industry

Cultural Branding

Service

Brand Strategy / Brand House Design / Team Facilitate

Summary

Gemmore is one of Taiwanʼs most iconic calligraphy lifestyle brands — and for over a decade, a symbol of creative New Year scrolls.But beyond Lunar New Year, what else could the brand be? Together, THE PARTNER and Gemmore redefined its path: calligraphy isnʼt just a seasonal tradition — itʼs a way to experience culture in daily life. Gemmore is no longer just a scroll brand. Itʼs becoming a platform for Eastern cultural expression.

What we did

• The team knew they were more than a scroll brand — but couldnʼt yet explain what else they were. THE PARTNER helped them clarify their role as a cultural platform, not just a seasonal tradition.
• From that foundation, we built a brand language system. It aligned how the team spoke about products, values, and vision — making sure every touchpoint reflected not just what Gemmore made, but what it stood for.
• The scrolls stayed, but the context changed. They became starting points for exhibitions, collaborations, and education. Gemmore no longer lived in a single moment of the year — it stepped into a lasting cultural presence.