PARKnSHOP is the leading supermarket chain in Hong Kong, famous for offering its consumers excellent value for money, extremely diverse assortment, the best fresh products quality and first-class customers service.
Its core range private label Select, is offering a wide choice of products but was lacking of impact and visibility and of a lack of range consistency failing to convey the quality of the products.
Our objectives for this project:
Create a strong, recognizable and consistent branding and graphic identity system aiming at:
1) strengthening brand’s presence on shelves
2) improving the overall range quality perception
3) expressing the brand promise: ‘we make the smart selection for you’
4) balancing between transversality (to be seen) and flexibility (to become attractive).
CBA proposed a strategic brand territory of ‘Select, being your day-to-day partner’, vividly demonstrating the brand promise in a lively and friendly manner:
A strong and versatile graphic structure with circular brand block, colourful background and lively product shots is created. A second circular block is highlighting the product benefit of each product creating a raison to believe (reason to purchase) and emotional bonding with the consumer.
The brand identity successful portrayed a neighbourly image for Select being a brand fulfilling consumers’ needs and facilitating their daily life.