Shanghai: Elmwood, the strategic brand and design consultancy, part of the MSQ Group, has announced the appointment of Juan Tan as Creative Director for China. Tan will lead the creative team and join the Elmwood China leadership team.
Tan has over 20 years’ experience in corporate branding, spatial design, and brand activation, and joins Elmwood from Dragon Rouge Brand Consultancy, where he held the role of Creative Director for the past six years.
Reporting to Angeline Kong, Managing Director, Elmwood China, Tan’s expertise in asset architecture frameworks, as shown with his previous work for Nestlė, will inform the strategic design foundations to be embedded across the Elmwood global studios. Previous work includes launching the first Absolut Vodka China Limited Edition with Pernod Ricard and creation of the brand world for Minute Maid China focussing on “Natural Goodness.”
Tan’s appointment follows Elmwood’s recent unveiling of its new global positioning and brand identity focused on getting clients from intent to impact, faster. The move comes as Elmwood sees continuing global growth and expansion in brand work creation outside of its historic packaging heartland.
Angeline Kong, Managing Director, Elmwood China, said, “Juan joins the team to champion Elmwood’s commitment to creative quality in brand world creation, showcasing the importance of creating brands with intent. As we look to cement our new global positioning, Juan’s strategic design experience complements the team’s existing craft excellence to push Elmwood into the next stage of our global offerings. He also brings valuable skills in adapting global brand assets for local markets, which we’re excited to leverage within our Shanghai office. It’s an exciting time for Elmwood, and Juan’s appointment signals our growing strength across our global team.”
Juan Tan, Creative Director, Elmwood China said, “Elmwood has always held a respected place in the branding and packaging world—a studio I’ve admired throughout my career. Under today’s leadership, I see Elmwood as a place to grow, to disrupt, and to create ideas that connect and endure. It’s a space where strategy, creativity, and business intersect to reveal not only bold thinking but meaningful impact. It’s part logic, part magic—and always about making brands matter. I’m excited to be part of this next chapter and to help shape what’s to come.”
