Brand Rejuvenation

Founded by the Hsu brothers in China in 1992, Hsu Fu Chi delivers a variety of products including confectionery, biscuit and pastries. Throughout the years, Hsu Fu Chi has enjoyed high brand awareness as a household brand with a deep connection to China’s festive culture and everyday consumers. While, having experienced declined familiarity and favorability from 2016, Hsu Fu Chi decided to create a new boutique brand to elevate the existing brand image, thus further appealing to its modern customers.

Leveraging its strong brand equity, Hsu Fu Chi decided to create a new boutique brand to elevate the existing brand image, thus further appealing to its modern customers.

Labbrand conducts a comprehensive brand strategy project, helping HFC to rejuvenate the master brand, develop brand positioning for the new sub-brand as well as define an effective brand architecture between the two brands. Meanwhile, Labbrand’s naming experts creates the Chinese brand identity 呈味空间 [chéng wèi kōng jiān] for the new brand.