Shanghai Brewery Donghu

The Brief

How do you 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 Solution

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.


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!