A DECADE ONWARDS

TitleA DECADE ONWARDS
ClientBUZZ CONCEPTS
Product/ServiceLOGO DESIGN, STATIONERY DESIGN, WEBSITE DESIGN AND DEVELOPMENT
CategoryA01. 360 Brand & Identity Experience
EntrantINDICUBE HONG KONG, HONG KONG
Entrant Company INDICUBE HONG KONG, HONG KONG
Advertising Agency INDICUBE HONG KONG, HONG KONG

Brief Explanation

Buzz Concepts asked us to completely rebrand the company in order to fully integrate its multiple business ventures into one cohesive unit. The goal is to rebrand their corporate identity for Buzz Concepts Group for their tenth year anniversary. Highly emphasizing on being pioneers of the hip scene in Hong Kong, they wanted a logo that represents their trend-setting drive and, at the same time, embodies their corporate aspect as they are one of the leading players in the food & beverage and entertainment industries in Hong Kong.

The Brief

Buzz Concepts Group is a food & beverage and entertainment group in Hong Kong, offering trend-setting and hip nightlife, eatery and entertainment experiences. They own award- winning nightclubs such as Volar, Fly, Lily & Bloom, and Tiger Curry. Their brand values include entertainment, fun, integrity and innovation. They define the scene of Hong Kong. The company positioning would be upper- middle tier, targeted at individuals, predominantly men, of the ages between 21 to 40 years old who appreciate a good mix of ambience, crowd, drinks and music.

How the final design was conceived

We first researched the branding of Buzz Concepts Group’s competitive environment in Hong Kong as well as conducted research on the branding design of regional and global renowned food & beverage and entertainment groups. Most importantly, we wanted to understand Buzz Concepts Group’s customers better. To achieve this, we conducted qualitative research by asking the brand perspectives of forty participants, including current customers, potential customers who regularly dined out and enjoyed the night scene, as well as “Key Opinion Leaders”. These influencers from diverse sectors included bloggers, businessmen, entrepreneurs, creative directors, actresses and DJs with major influence in Hong Kong’s society. Understanding various relevant perspectives of the brand allowed both Buzz Concepts and us to understand where they should be in the market place and how our designs can help them communicate their brand message. We also did site visits to observe the interior design of their food & beverage outlets to understand the style of Buzz Concepts Group. We also visited their main two competitors in Hong Kong (Maximal Concepts and Dragon- I Group) to understand what makes Buzz Concepts Group stand out from the rest, and to highlight their strengths in the design.

Indication of how successful the outcome was in the market

The “buzz” word of the logo with an elongated letter “Z” echoes the sound of “Buzz” when pronounced. This onomatopoeia is reflected in the logo design and captured customers’ attention making them almost “hear” the logo. Much coherence is achieved when clients recognize that the food & beverage outlets (Volar, Fly, Lily & Bloom and Tiger Curry) and Buzz PR Agency are part of one group. With the success of the new branding that integrated all business ventures, sales have significantly increased. The group is now aiming to build an effective coupon management system that is currently under the process of being designed and built by us for loyalty programs that will significantly enhance and build relationships. “The new branding helped brand cohesiveness and truly reflected the fast expansion over the last ten years. The new look and feel now wholly represents the current positioning of the group.” - Commented by Joleen Soo (Director of Marketing)

Credits

Name Company Position
Ruth Chao INDICUBE Chief Creative Officer
Antonia Li INDICUBE Business Director
Kethena Tang INDICUBE Account Executive