The Brand Before Revitalization

The brand before resurgence (Part A) Brand Hui Lau Shan (Local afters Chain) History of Hui Lau Shan Hui Lau Shan ( ) is a known chain of dessert shops based in Hong Kong. It specializes in dessert soups, snacks and desserts. Hui Lau Shan is well know for its use of mango tree 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. LogoHui Lau Shans logotypetype is a letterform that is readable. The logo just is the brands name, Hui Lau Shan ( ). It is use of Chinese Calligraphy that screwing show its long history. A majority of herbal tea shops be used to use the alike(p) 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 childlike customers. It cannot attract materialization guys attention. However, other desserts shops have realized this truth, such as Honeymoon Dessert ( ). Its logo is to a greater extent fashionable and seems to be smart.Problems 1. intention of Chinese calligraphy is old-fashioned design. 2. The logo has never had representative characteristics. root 1. Using a new font style, such as cooper Black. cooper Black is commonplace in the food packaging and logo of few food products. It can get up customers 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 peck who like to eat desserts. When they feel thirsty, they like to buy a drink, likes simmer down mango dessert soup.In the same case, the middle-age people and the elderly leave alone select to buy a bottle of water. They dont like the dulcet 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 shoot the use of combination mark that includes symbol and logo. The left logo (Chinese version) has a shape of mango that can gain the commemorate 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 customers 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 sustenance that wants to promote the dessert culture. It says that eating desserts make you r custom. It may like deep brown culture and become a trend. Re-positioningIn 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 parentage 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. employment 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 show, and they can attract the attention of kids.Moreover, I would promote the revitalized brand through with(predicate) TV advertisements, promotions. At the first day, I would put a teeming page advertisement in the newspapers in Hong Kong. After, we will give customers some coupons and buy 1 get 1 promotion. Conclusion Hu i 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 pack an old shop in Hong Kong.