The Brand Before Revitalization
The brand before revitalization (Part A) Brand: Hui Lau Shan (Local Dessert Chain) History of Hui Lau Shan Hui Lau Shan (??? ) is a famous chain of dessert shops based in Hong Kong. It specializes in dessert soups, snacks and desserts. Hui Lau Shan is well known for its use of mango in its products.
The first shop opened in Yuen Long, New Territories in the 1960s. It was known for its turtle jelly and herbal teas. However, Hui Lau Shan emphasizes its fruit desserts and snacks. Since the 1990s, the chain has expanded. Moreover, it has focused on the mainland market. Logo
Hui Lau Shan’s logo is a letterform that is readable. The logo just is the brand`s name, Hui Lau Shan (??? ). It is use of Chinese Calligraphy that can show its long history. A majority of herbal tea shops are used to use the same form to design their logo. It is costly to promote its brand because there is a heavy visual competition. On the other, the use of Chinese calligraphy may be too old fashioned for young customers. It cannot attract young guy`s attention. However, other desserts shops have realized this truth, such as Honeymoon Dessert (???? ). Its logo is more fashionable and seems to be smart.
Problems: 1. Use of Chinese calligraphy is old-fashioned design. 2. The logo has never had representative characteristics. Solution: 1. Using a new font style, such as Cooper Black. Cooper Black is commonplace in the food packaging and logo of some food products. It can get up customer`s appetite. 2. Designing a special symbol that is a shape of mango. It is a representation of its mango desserts. Target customers Its target customers are kids and young people who like to eat desserts. When they feel thirsty, they prefer to buy a drink, likes cool mango dessert soup.
In the same case, the middle-age people and the elderly will prefer to buy a bottle of water. They don`t like the sweet taste and pay more attention to their health. The brand after revitalization (Part B) Brand: Hui Lau Shan (Local Dessert Chain) Logo and logotype: First of all, I select the use of combination mark that includes symbol and logo. The left logo (Chinese version) has a shape of mango that can gain the label effect. Everyone would realize that its mango desserts are well-known and delicious. Then, I use the font style likes Cooper Black as it is commonplace in package of food products. Since 1960” shows customers that it was a long history firm. Secondly, the right that is logotype (English version) also is two shapes of mango. It gets the label effect too. The special font style can catch young customer’s attention since it is new and unique. Taglines: The first tagline is “best mango in town” that claims that the best mango desserts are totally in Hui Lau Shan. If you want to taste the best, you have to come to Hui Lau Shan. The second is “sweet is life” that wants to promote the dessert culture. It says that eating desserts become your custom. It may like coffee culture and become a trend. Re-positioning:
In order to attract more young guys, I decided to change the old-fashioned style. I prefer to use cartoon characters in some applications, such as business card, cup, paper napkin, etc. It also determined to focus on its mango desserts (main product). The signature color is yellow that is the color of mangos. The typeface is Cooper Black. Application strategy: I am going to use the new logo and logotype in business card, cup, paper napkin and making up the stores. I also designed several mango cartoon characters. They are pretty cute and active. They contribute to a fresh and younger image, and they can attract the attention of kids.
Moreover, I would promote the revitalized brand through TV advertisements, promotions. At the first day, I would put a full page advertisement in the newspapers in Hong Kong. After, we will give customers some coupons and “buy 1 get 1” promotion. Conclusion: Hui Lau Shan will become a new dessert chain and be more famous in Hong Kong. In the visible future, I can see it will be the best mango desserts store in Hong Kong. It is because it more focuses on its mango and invents many new mango desserts. It has a fresh image and become more pleasing to the eyes. It help young people to accept an old shop in Hong Kong.