HPW Group
Enhancing Brand Value
HPW Group was founded in 1975 as an integrated enterprise focusing on frozen foods, entertainment, and real estate. With continuous market cultivation, the HPW brand has become a leading brand in the frozen food industry. The HPW "Wan Hua" series of products have become essential companions on household dining tables.
Throughout its history, HPW Group has invested significant effort in market expansion. The HPW Western Food Logistics Park in Chengdu, Sichuan, has become the largest food logistics park in the southwest region. In the future, HPW Group will further expand into various commercial sectors such as dining and hospitality, aiming to broaden its business landscape. As a result, HPW Group needs a completely new brand image to meet future development demands, creating a more international and contemporary group brand while preserving the accumulated brand assets over the years and enhancing the brand's sense of value.
Brand Logo
The most common issue of non-standard usage within the HPW brand system is the brand logo. The combination usage of subsidiary companies, brand slogans, and brand identities has not been standardized, and a systematic approach has not been established.
After a thorough review of the existing logo, we identified several issues related to typography, color combinations, and overall shape. By starting with adjustments in the finer details, the logo can be revitalized and given a fresh new look.
The new HPW Group logo is sleek and concise, conveying a sense of internationalization and modernity in the brand's perception. The new combination of red and green color tones significantly enhances the brand's texture.
Brand Application
Taking the brand logo as a prototype, we have extended a diverse range of variations for auxiliary graphics, giving inconsistent brand applications a unified and flexible new appearance.
After deconstructing and reorganizing the logo's graphic elements, a composed and refined brand pattern has been created, elevating the overall brand system's recognition to a new level.
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