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For the fairwood, it is one of the largest Chinese-style restaurants in Hong Kong. And it is one of the successful cases by using the design into their business.
Before 2003, because of the economic recession and the high unemployment rate, the performance for fairwood was impacted. And their restaurants’ turnovers were continued to decreasing since 1995. Worsened by the SARS epidemic in 2003, fairwood decided to improve their company image and redesign the environment of the restaurants. So it launched a 'Three-year Brand Re-engineering Program' in the same year to tackle the financial crisis in the .And one of the most important performances was the logo change.
After that, they owned 12-month research revealed the brand equity of the original logo, for the old one, it did not have the distinctive image and the target audiences were not clear for the firewood’s restaurants. Also the logo was quite complicated and need more time to get the meaning of fairwood. And it did not have the English word, so the foreigners would not know what it is. These positioning weaknesses drove the company to rebrand its image so as to recapture target customers
Then they have followed the result and found the famous designer Mr. Alan Chan to provide the new logo in novmemeber, 2003.In the new design for the new logo, they used orange and white, which gave a sense of freshness ,the trendy lifestyle and more relaxed attitude of contemporary customers and modern culture. And there was a happy person jumps high in the logo, and its shape liked the Chinese word "big". Also it was leaping up symbolizes Fairwood as a young, energetic, and innovative brand giving joy to its young customers. So this design communicates well with local people. Also foreigners also could get the meaning of it.
Actually after changed the logo, the design based on the need of customers for targeting young people and working adults aged 15...