Wellcome
WELLCOME TO A FRESH NEW LOOK
Taking Hong Kong's largest supermarket to the next level with a clean, bold, fresher brand identity.
Client
DFI Retail Group
Sector
Retail
Location
Asia
We partnered on
Logo design
Fascia design
Brand guidelines
The brief
The brief was to modernise and refresh the Wellcome brand for a new generation and create a new logo for their concept store Wellcome Fresh. It became a real collaborative effort between our studio team – we took ownership of the brand logo and facia (creating guidelines and rationale for how it works in situ), while another agency brought the interior to life.
Brand identity
We retained the iconic, identifiable colourways and partnership of Chinese and English language, while introducing a more streamlined, modern typographic approach. We also worked to create a sense of cohesion across other sub brands of Wellcome, creating guidelines across the core brand, Wellcome Fresh and the Wellcome Now app.
