This group project, as part of the Branding course of my Master’s Degree studies, was to create a Brand concept. The first step was to choose the industry and market, and then write a proper positioning statement in order to define the target customers, their goal in using the brand, the points of difference and the reasons to believe.
Fast food does not go hand in hand with healthy food; however because of price, convenience or taste, it has become a popular choice among the population. We decided to create a new fast-food restaurant in Hong Kong, with the focus on promoting a healthy lifestyle.
The popularity of the fast food industry reflects Hong Kong’s fast pace of life. For example, the majority of people don’t want to spend too much time eating, so fast food is perfect when they are on the go. Major worldwide restaurant chains are well established in Hong Kong’s market; however, Asian fast food remains the most popular. The emerging demand for healthy food is due to increased consumer health consciousness.
Leading chains have already introduced healthier and vegetarian options in their menus. An important step to establish relevant criteria for the concept has been market analysis. It allowed us to analyze trends, tastes, values and needs of the target customers to ensure that the brand will link to customer needs and define our positioning in this extremely competitive market.
By defining the competitor landscape in Hong Kong’s fast food industry we were able to create different and relevant positioning. We focused on a unique value proposition to stand out from the existing market players. We wanted to promote a lifestyle concept, a modern hang out/gathering place, with an effective Brand Identity.
The Brand guideline is fresh, colourful, fun and easy-going. Through the arrow symbol the logo conveys dynamism and speed. The use of multiple colours expresses the wide variety of food textures and flavours that the restaurant offers, and will be used for our brand guideline in order to propose a clear product offer (stickers on packaging, wraps).
To support the brand communication and promotion tactics, we planned to position our business on the major social media platforms. The website should introduce our concept, offers and products. We also wanted to have a mobile app which could make new features like ordering, paying and pick up faster, and also establish customer loyalty schemes.