With over 290 stores in Asia Pacific (Hong Kong, China, Macau, Indonesia, Singapore, Malaysia, New Zealand) and Middle East (Saudi Arabia,), Japan Home Centre is one of the most famous specialized retail networks. Over the years, it has successfully evolved from a “one-price-all” retail shop to a houseware specialized shop.
However, on China and Hong Kong markets (accounting for 70%), Japan Home Center had to face a slower growth, mainly due to the boycott of the brand by the HK and Chinese consumers related to the recent political tension between Japan and China for the control of the Diaoyu/Senkakus islands. The fact that Japan Home Centre name and brand identity was carrying “Japan” and “日本” elements had become negative for their development. In addition, several generations of Japan Home Centre retail brand identities were used across the world and JHC needed a change aiming at consistent branding and which would reflect their business evolution as well.
Pushing forward the business specifity (Household) by being more evocative of it graphically. Shortening the name from Japan Home Center to JHC not denying its Japan origin but by being less expressive of it.
And at least, bringing more human touch to reflect the daily use / do it yourself / contribution of the brand to people’s daily life.
CBA Asia has created a new identity evocative of its household business nature (through a symbol representing 2 hands gathered into the reconstitution of a roof).
The name has been shortened into JHC, an identity transposable to all countries. The new visual identity relies on the heritage of the brand using the same color codes but in a modernized and straightforward way.