Shanghai Brewery Donghu – Branding
how do you create a higher level version of a brand in the same neighbourhood as an already successful and established venue?
Our approach was to rename the new venue by its location, using the same strategy that your expectation of say The Hilton Park Lane would be higher than Hilton Guangdong Exhibition Centre. We then took the 1920’s heritage of Donghu Road and built the brand around Shanghai during that era, a step in the future from the Victorian inspired original venues.
Into the interior
We then designed a new identity to differentiate the two. We advised on every element of interior design and customer experience, then handled the execution of all the brand elements. Come and join us for a beer!
Based on the new identity, we created event posters, menus and many other graphic designs to reinforce the brand experience.