The Brand Before Revitalization

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The brand before revitalization
(Part A)
Brand: Hui Lau Shan
(Local Dessert Chain)

History of Hui Lau Shan
Hui Lau Shan (許留山) 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 (許留山). 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 (滿記甜品). 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...
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