SUGORY

Conducted the rebranding of ‘Comida China Express’ an Asian fast-food chain.

The objective was to appeal to a broader audience and move towards a more gastronomic and healthy image while  maintaining a fast service.

The following attributes became part of the brand personality:

– Rapid
– Elegant
– Prosperity

The new brand appealed to two distinct segments: university students and heads of family.

Competitors were studied at a local and international level, and categorised into several dimensions.

The symbolism elements:

– Red and white colours are often used in Asian countries’ flags, and the black is meant to contrast.
– The font chosen is clean and offers perfect legibility.
– The logo represents a dragon, symbol of strength, success, good luck and honour.

Work Produced

  • Marketing Research
  • Benchmarketing
  • Branding and Guidelines