This re-brand project, by Olivia Fang, was developed in collaboration with Li Jiu Hu Yan, which is a well-known hotel in Quanzhou. It used to offer accommodation as well as meals, and the main age group of the market population is between 30-65. Now, they are to expanding to a new brand market to attract younger people.
Combined with today’s trends, we came up with a drink brand named LIHAO.
Referencing culture in new products is currently very popular with young people, and the contemporary young people of Quanzhou are prioritizing products with a ‘baked-in’ sense of experience and on-the-go option. Especially during the pandemic, they have preferred to walk the streets with a cup of milk tea over eating in a hotel or sitting in an atmosphere-friendly coffee shop to enjoy a cup of coffee. That is where our re-brand bubbled up from.
Combined with today’s trends,
we came up with a drink brand that combined Quanzhou’s local characteristics – LIHAO.
we came up with a drink brand that combined Quanzhou’s local characteristics – LIHAO.
Big Idea
1 – LIHAO – pronounced as, hello meaning.
2 – Quanzhou commonly known as carp city. On a map, Quanzhou is shaped like a carp.The use of the word “carp” LI represents Quanzhou.
“Hello” HAO inspires a welcome to all people to enjoy our drinks and it also symbolizes the hospitality of Quanzhou people.
2 – Quanzhou commonly known as carp city. On a map, Quanzhou is shaped like a carp.The use of the word “carp” LI represents Quanzhou.
“Hello” HAO inspires a welcome to all people to enjoy our drinks and it also symbolizes the hospitality of Quanzhou people.
Brand Concept
Combining tradition and innovation.
The collision between southern Fujian tea and great milk.
Adding the traditional special pudding and other toppings that young people like to make milk tea that only belongs to Quanzhou.
The collision between southern Fujian tea and great milk.
Adding the traditional special pudding and other toppings that young people like to make milk tea that only belongs to Quanzhou.
“Lao Junyan” is one of the most famous and representative views in Quanzhou.
Lao Junyan is China’s largest Taoism stone carving, and it is extremely detailed. The stone statue is wearing a wind hat, has pronounced wrinkles on the forehead; the eyes are flat, and has flaring nostrils.The stone carving is unique. With intricate details across the head, forehead, eyes, and the beard, the stone appears to have folds. The carvings were done skillfully leading to the artifact’s appearance as both soft and powerful.The old man appears kind and happy, and this realistic and vivid expression has made the sculpture become a cherished artifact and aided it in its long life.Based on this character, we designed a cartoon image, in a contemporary setting with Quanzhou’s iconic waves, bell tower, and an ingot to wish richness upon our patrons.We then pushed the image further into 2021 to attract more young people to our brand, by adding graphics that reference hiphop, sunglasses and ‘tuques’ – back-wearing hats, and a big gold watch on his hand – giving him some new Quanzhou style.
Lao Junyan is China’s largest Taoism stone carving, and it is extremely detailed. The stone statue is wearing a wind hat, has pronounced wrinkles on the forehead; the eyes are flat, and has flaring nostrils.The stone carving is unique. With intricate details across the head, forehead, eyes, and the beard, the stone appears to have folds. The carvings were done skillfully leading to the artifact’s appearance as both soft and powerful.The old man appears kind and happy, and this realistic and vivid expression has made the sculpture become a cherished artifact and aided it in its long life.Based on this character, we designed a cartoon image, in a contemporary setting with Quanzhou’s iconic waves, bell tower, and an ingot to wish richness upon our patrons.We then pushed the image further into 2021 to attract more young people to our brand, by adding graphics that reference hiphop, sunglasses and ‘tuques’ – back-wearing hats, and a big gold watch on his hand – giving him some new Quanzhou style.
Finally, a living, flexible and swag character emerged for our brand.
Please have a look at the full project here:
https://lihaodrinkcn.weebly.com (Chinese)
https://lihaodrinken.weebly.com (English)
Olivia Fang is a computational arts and graphic artist with project management and branding experience. She graduates with a Bachelor of Media Studies in 2021.
Capstone Partner: Li Jiu Hu Yan Hotel, also know as Licheng Hotel.
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