Labbrand collaborated with Hsu Fu Chi on an extensive brand strategy initiative, playing a pivotal role in revitalizing the master brand through a meticulous rebranding strategy. This involved crafting a refined brand positioning and establishing the Chinese verbal identity 呈味空间 [chéng wèi kōng jiān] for the innovative boutique brand.

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 spearheads an extensive rebranding strategy project, guiding HFC in the revitalization of the master brand, the formulation of brand positioning for the emerging sub-brand, and the definition of an effective brand architecture connecting the two entities. Simultaneously, Labbrand’s naming experts contribute by creating the Chinese brand identity 呈味空间 [chéng wèi kōng jiān] for the innovative new brand. This strategic initiative aims to refresh and strengthen the overall brand presence while establishing a harmonious relationship between the master brand and its new sub-brand.