Revised Call for Proposal – Brand Strategy and Identity Services
Lot I: New Principles of Bhutanese Food (NPBF) — Deadline Extension Notice
Important – Extension and Resubmission
The submission deadline has been extended from 9 August 2026 to 5:00 PM, 14 August 2026 to allow adequate time for prospective bidders to consider clarifications and to ensure transparency and fairness in the process.
Firms that submitted proposals on or before 9 August 2026 may revise and resubmit their technical and financial proposals by the revised deadline. Where a revised proposal is submitted, the latest submission received by 5:00 PM on 14 August 2026 will be treated as the final proposal.
Firms that do not wish to revise their earlier submission are not required to resubmit. All other terms and conditions remain unchanged.
Pelsung invites eligible and experienced branding, communication and creative companies to submit proposals to provide Brand Strategy and Identity Services for the project New Principles of Bhutanese Food (NPBF).
Scope of Assignment
The selected company will develop a distinct branding strategy and visual identity reflecting Bhutanese food heritage, cultural values, sustainability, health, quality and innovation. The assignment also includes content creation and storytelling frameworks, communication material, capacity building and complete handover of final assets.
Key Deliverables
- Brand positioning, purpose, values, personality and architecture, including a suitable name or tagline.
- A minimum of three creative concepts and approved logo suite, colour palette, typography and visual identity system.
- Brand guidelines, principles booklet, project brochures, community food stories, chef profiles and editable templates.
- English, Dzongkha and bilingual outputs, two practical training sessions, and all editable and print-ready files.
Eligibility
Applicants must have at least three years of relevant experience and valid business registration and tax documentation. The opportunity is open to Bhutanese companies and international firms in partnership with a Bhutanese entity. Consortium proposals are encouraged, provided the lead entity and all specialists are clearly identified.
Assignment Details
- Assignment duration: one month
- Technical proposal: maximum 20 pages, excluding annexes and CVs
- Submission: separate technical and financial proposals
Application Procedure
Submission email: dzangmo@pelsung.bt
Original submission deadline: 9 August 2026
Extended submission deadline: 5:00 PM, 14 August 2026
Email subject: Proposal for Lot 1, Brand Strategy and Identity Services for the New Principles of Bhutanese Food.
For terms of reference please contact Duptho Zangmo at dzangmo@pelsung.bt.
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