REINVENTING AN INDONESIAN ICON

TitleREINVENTING AN INDONESIAN ICON
ClientHOKBEN
Product / ServiceQUICK SERVE RESTAURANT
CategoryA01. Corporate Identity Schemes
EntrantLANDOR ASSOCIATES Singapore, SINGAPORE
Entrant Company LANDOR ASSOCIATES Singapore, SINGAPORE
Advertising Agency LANDOR ASSOCIATES Singapore, SINGAPORE

Brief Explanation

The Quickserve restaurant landscape in Indonesia has changed considerably in the last few years. There is considerable competition from trendy, hip chains and outside-the-market competitors. Consumers’ perceptions of Hoka Hoka Bento and evolving trends were causing consumers to disengage with the brand. Hoka Hoka Bento was a brand in need of a refresh to retain loyal customers.

The Brief

Change the perception of the brand to make it more contemporary amongst a host of new players.

How the final design was conceived

We shortened the name, refreshed the identity, uniforms and stores but kept all the love. Say hello to the new Taro and Hanako. We developed fresh new faces for these two lovable rouges and defined personalities to match. The new identity is applied to all touch-points, from delivery vehicles, menu boards and packaging to HokBen’s social media platform.

Indication of how successful the outcome was in the market

The logo update and brand refresh are part of a company-wide makeover that includes a dramatic restaurant remodel campaign and a concerted effort to re-stake HokBen's claim as Indonesia’s favorite since 1983. Employees love the new uniforms and defined purpose and values. And HokBen customers have responded to the refresh with a 20% uptick in overall stores sales since the July launch.

Credits

Name Company Position
Thomas Child Landor Associates Strategist
Caroline Saridewi Landor Associates Designer
Will Gandayuwana Landor Associates Senior Designer
Simon Bell Landor Associates Executive Strategy Director
Richard Westendorf Landor Associates Executive Creative Director