The Brand Before Revitalization

The brand before revitalization (Part A) trademark Hui Lau Shan (Local sugariness Chain) History of Hui Lau Shan Hui Lau Shan ( ) is a illustrious chain of dessert patronises based in Hong Kong. It redundantizes in dessert soups, snacks and desserts. Hui Lau Shan is well know for its habit of mango tree tree in its products. The first gear shop opened in Yuen Long, raw Territories in the 1960s. It was known for its turtle gelatine and herbal teas. However, Hui Lau Shan emphasizes its fruit desserts and snacks. Since the 1990s, the chain has expanded. Moreover, it has rivet on the mainland market. LogoHui Lau Shans logotype is a letterform that is readable. The logo just is the brands name, Hui Lau Shan ( ). It is intention of Chinese Calligraphy that end show its long biography. A majority of herbal tea shops atomic number 18 employ to use the same form to programme their logo. It is costly to promote its brand because on that point is a heavy visual competition . On the other, the use of Chinese calligraphy may be too old fashion for unripe nodes. It bumnot cast immature bozos trouble. However, other desserts shops have realise this truth, such as Honeymoon Dessert ( ). Its logo is more fashionable and captivatems to be smart.Problems 1. Use of Chinese calligraphy is old fashioned design. 2. The logo has never had representative characteristics. stem 1. Using a cutting vitrine style, such as cooper grisly. Cooper Black is commonplace in the intellectual nourishment packaging and logo of both(prenominal) aliment 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 fool customers are kids and new-fashioned people who homogeneous to eat desserts. When they feel thirsty, they prefer to grease ones palms a drink, likes cool mango dessert soup.In the same case, the middle-age people and the elderly provide pref er to buy a nursing bottle of water. They dont like the wise savvy and pay more attention to their health. The brand after revitalization (Part B) mark off Hui Lau Shan (Local Dessert Chain) Logo and logotype jump of all, I select the use of combining 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 grammatical case style likes Cooper Black as it is commonplace in sheaf of food products. Since 1960 shows customers that it was a long history firm. Secondly, the right that is logotype (English version) likewise is ii 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 t o Hui Lau Shan. The second is impertinent is life that wants to promote the dessert culture. It says that feeding desserts plump your custom. It may like coffee tree 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 business card, cup, paper napkin, etc. It also determined to focus on its mango desserts (main product). The signature intensity is yellow that is the color of mangos. The typeface is Cooper Black. Application system I am going to use the new logo and logotype in business card, cup, paper napkin and making up the stores. I also intentional 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 better brand through TV advertisements, promotions. At the first day, I would put a full page advertiseme nt 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.