Hawker Rebranding for
Hong Ji Bak Kut Teh
2‌019
Rebranding a young hawkerpreneur

Mockup.jpg
In this project, my partner and I were tasked to rebrand a young hawkerpreneur. 

Our chosen hawker is Hong Ji Bak Kut Teh, a brand that has multiple outlets across Singapore and is currently taken over by the second generation of the founder. Their recipe is kept true to it's roots and the second generation are willing to take on the arduos life of a hawker. They bring family and friends together as Bak Kut Teh is a dish best enjoyed when shared. Hence, we positioned the brand to be traditional, passionate and social.
VIEW MORE
Sample
  • ￦120,000

you can change this text

  • 리뷰 3
  • 평점 4.8
VIEW MORE
Sample
  • ￦120,000

you can change this text

  • 리뷰 3
  • 평점 4.8
VIEW MORE
Sample
  • ￦120,000

you can change this text

  • 리뷰 3
  • 평점 4.8
VIEW MORE
Sample
  • ￦120,000

you can change this text

  • 리뷰 3
  • 평점 4.8
VIEW MORE
Sample
  • ￦120,000

you can change this text

  • 리뷰 3
  • 평점 4.8
VIEW MORE
Sample
  • ￦120,000

you can change this text

  • 리뷰 3
  • 평점 4.8
VIEW MORE
Sample
  • ￦120,000

you can change this text

  • 리뷰 3
  • 평점 4.8
VIEW MORE
Sample
  • ￦120,000

you can change this text

  • 리뷰 3
  • 평점 4.8
VIEW MORE
Sample
  • ￦120,000

you can change this text

  • 리뷰 3
  • 평점 4.8
VIEW MORE
Sample
  • ￦120,000

you can change this text

  • 리뷰 3
  • 평점 4.8

‌Proccess

The idea was to make the clouds look like the chat bubbles, with the hands added to emphasise the social aspect. 

We then tried to show an intersection of the cloud/chat bubbles to give a deeper meaning to it, symbolising that at the heart of it all, Hong Ji Bak Kut Teh is the one bringing people together. The clouds have also been simplified a lot more in order to be more suitable to be a logo.

A suggestion given to us was to incorporate a teapot in the clouds intersection. Traditionally, tea was served on the side when people eat Bak Kut Teh. 

Hence it would be very meaningful to add something like that into the logo, to emphasise the traditional attribute of the brand. After some refinements to the clouds design and the teapot, we arrived at our final iteration of the logo. 

We then moved on to experimenting with colours that would resonate well with the brand. 

This was the previous colour experimentation that we did before making the final iteration.

We focused on using warm colours as it goes well with the energy and atmosphere of the friends and families eating there. Warm colours also go well with the traditional and passionate attribute of the brand, as well as making it look more suitable as a food brand; colours that look like they belong in a soup. 

This is the colour that my partner and I decided on. 

The maroon is seen in many traditional Chinese brands, which ties in well with our brand. It is contrasted well with a warm peach colour that adds a touch of casual and friendliness to the brand, tying in well with the tone of voice we are aiming for.