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 cooking, dining, and homewares, targeting middle-class Chinese in major cities. In Chinese, the name, She Xiang Wei (设乡味) means ‘create your home style’. It also sounds similar to a Chinese phrase that typically refers to culinary presentation, fragrance and flavour.
Aside from a new logotype, the identity system included retail uniforms, a wayfinding system, in-store communications, and visual merchandising guides.