Title | REINVENTING AN INDONESIAN ICON |
Brand | HOKBEN |
Product / Service | QUICK SERVE RESTAURANT |
Category | A01. Corporate Identity Schemes |
Entrant | LANDOR ASSOCIATES Singapore, SINGAPORE |
Entrant Company | LANDOR ASSOCIATES Singapore, SINGAPORE |
Advertising Agency | LANDOR ASSOCIATES Singapore, SINGAPORE |
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 |
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.
Change the perception of the brand to make it more contemporary amongst a host of new players.
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.
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.