By Hunter Zhu
Graphic and Media Design
China’s retail giant Bailian Group has started a cooperation with us to present a brand-new corporate image to its consumers and continually improve consumers’ brand awareness and consumption experience so as to contribute to of transformation and innovation of the group. And we would be in charge of brand revitalization projects of its subordinate Lianhua Supermarket. With 40, 000 employees, Lianhua Supermarket has ranked the first in the list of China’s Top 100 FMCG Chain Enterprise for consecutive ten years stretching from 1997 to 2006.
However, compared with dramatic changes in China’s retail industry in recent years, Lianhua Supermarket has made no change and become listless since its opening. In line with “the brand evaluation procedure” under the guideline of WPP Group, Lianhua Supermarket only ranked around the 50th place in the list of China’s Top 100 Most Valuable Brands in terms of “brand influence” so that there is plenty of room for improvement.
We place the emphasis of brand revitalization on the following four aspects.
First, we will refresh the store image. We will build a brand-new visual identification system (VI) covering symbols, colors, typefaces, videos and images.
Second, we will clarify the brand positioning and will make full use of “the brand compass” to gain, by means of building a brand experience that is seamlessly connected from the inside out, the brand positioning that is deeply relevant to the target audience. By doing so, the core consumer groups will be cemented first and then the impact of brand revitalization will extend to the younger audience.
Third, we will reconstruct merchandise category.
Fourth, we will upgrade experience and service. The overall planning of brand strategy from the inside out enables each department and employee of the company to become the representative of the brand. Thus, they can provide a quality and coherent experience to consumers and leave a deep positive impression on consumers at all points of contact with consumers.
Since this March, we have begun to prepare the internal launch ceremony of brand revitalization of the Lianhua Project. And for the internal re-branded launch, I’ve been assigned to work on the parts of designs of invitation, deck and the advertising footage. After the millions of time changing and refining on the deck, thousands of hours discussion, and hundreds of times of changing on designs of visual systems. the brand revitalization has completed successfully, and the videos and invitation I made are well-revived. And in the next stage of this project, I’m going to work on the design of visual guideline which is a really big thing for me, that could be the last attribute for this company before I leave. The duration of this project is about five month, the reason why its length is much less than previous projects, is because of the great account and design team.
On March 28th and 29th, we officially held the information session on brand revitalization of the Lianhua Project. And we would assist the implementation and execution of the new Lianhua brand.