For Relish & Share (China)
The client’s brief called for a new brand name and identity system for its premium home‑living concept stores. It aimed to become a leading retail brand for high-quality homeware, targeting middle-class Chinese city dwellers. The new Chinese brand name, She Xiang Wei (设乡味), means ‘create your home style’. Its phonetic sound is similar to a Chinese phrase that typically refers to culinary presentation, fragrance, and flavour.
The new brand identity, featuring a fresh logotype, also included comfortable and practical retail uniforms, an easy way-finding system, eye-catching in-store communication materials, and informative visual merchandising guides for a consistent brand presentation.
