Dechen Dolkar 

Brand “Bhutan Believe” won two prestigious awards in New York and London during events in May 2023.

The brand won bronze in the “Rebranding” category of the ADC annual awards in New York and D&AD wood pencil in the branding/brand refresh category, which recognises the best of the year in advertising, craft, culture and impact.

Both awards celebrate “the very best” in advertising, digital media, graphic design and more. The winners are selected by highly respected juries and presented at Annual Awards Galas held in May 2023.

Foreign Minister Dr Tandi Dorji said that this was a wonderful achievement for Bhutan. “We are proud that our new national brand has been recognised for its artistic merits on a global stage by highly respected juries.”

“The national tagline for Bhutan Believe is about believing in the future of Bhutan, believing in what Bhutan is doing differently, and believing in the values, the capabilities, the contributions and the potential of our citizens,” Lyonpo said.

The ADC Annual Awards is the oldest continuously-running industry award show in the world. Now in its 102nd year, the awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

D&AD promotes excellence in design and advertising. Each year, D&AD gather the world’s best creative work from across the commercial design, advertising, production and craft disciplines, and are judged by more than 330 global creative leaders, practitioners and innovators.

Bhutan Believe was launched in September 2022 as the new national brand for Bhutan. There are two audiences for Believe – internal and external. For Bhutanese it’s about believing in ourselves and the future while, for those interested in Bhutan, it’s about believing in what Bhutan is trying to achieve – a small country that dares to be different.