Shanghai Brewery – BRAND CONCEPT & DESIGN

Shanghai Brewery had a challenge, how do you create a higher level version of a brand in the same neighbourhood as an already successful and established venue? It all starts with the name.

Shanghai Brewery 遇到了一个挑战 – 我们如何在同一个社区内塑造一个成功品牌的高端子品牌?故事的一切都始于命名的奥秘。

How do we create a sub brand?

Shanghai Brewery had a challenge, how do you create a higher level version of a brand in the same neighbourhood as an already successful and established venue? It all starts with the name.

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.

 

 

We’d love to be able to create a project like Shanghai Brewery with your company. If you’d like us to be part of your team, and create something incredible, get in touch.