Brand consultancy Elmwood appoints Juan Tan as creative director for China

China – Elmwood, a strategic brand and design consultancy under the MSQ Group, has named Juan Tan as creative director for China, where he will lead the agency’s creative team and join its local leadership.

Tan brings more than two decades of experience in corporate branding, spatial design, and brand activation. His expertise in asset architecture frameworks—demonstrated in previous work for Nestlé—will contribute to shaping the strategic design foundations implemented across Elmwood’s global studios.

His past projects include launching the first China Limited Edition for Absolut Vodka in partnership with Pernod Ricard and developing the brand world for Minute Maid China, centred on the concept of “Natural Goodness.” He most recently served as creative director at Dragon Rouge Brand Consultancy, a position he held for six years.

“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,” Tan said. 

He continued, “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.”

Tan’s appointment follows Elmwood’s recent introduction of a new global positioning and brand identity, aimed at accelerating the journey from intent to impact. The move aligns with the consultancy’s ongoing expansion into broader brand-building work beyond its traditional focus on packaging.

He will report to Angeline Kong, managing director of Elmwood China.

Commenting on the appointment, Kong 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.” 

She added, “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.”