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Hushush
Goal
A well respected boutique coffee shop in Hong Kong since 2018, Hushush has been regarded as a best-in-class specialty coffee brand in the community. It offers end to end coffee experience, from to roastery to distribution to retail, making it one of the signature destinations in the Sai Kung neighborhood and beyond.
Despite the progressive success, the brand was challenged by its own expansion - opening up new shops, adding more to the menu, and partnerships. The more it grew, the more confusion to the customers. “It is a cool ice-cream shop” - a real quote from our field research. The real issue is, the brand equity didn’t seem to grow along as it was supposed to, and didn’t even get identified correctly in category.
Approach
More great offerings serve more happy costumers, but that doesn’t apply to logo and identity. All the loves and myths should stay under one roof to grow brand equity. We helped with the revamp of the brand identity by introducing one strong visual system, applied across all essential touchpoints in order to bring consistency and unity.
- Strategy Workshop
- Brand Messaging
- Identity Design
- Logo Guideline
- Collateral & Packaging
Impact
Traction with repeated customers is the immediate outcome of a united, consistent brand identity system. All the brand affinity is now under the same roof, pointing back to the same place by default, setting a solid foundation for the brand and the business to grow worry-free.
Most importantly, the brand is now being referred as a “unique specialty coffee shop in Sai Kung that also sells good ice-cream”. That’s exactly what it’s supposed to be.
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