Introduction
Branding Hong Kong teashops for FrieslandCampina's Black &
White evaporated milk.
Challenge
FrieslandCampina wanted to reinforce its Black & White B2B
evaporated milk brand and position it as the essential, authentic
ingredient for the definitive Hong Kong 'milk tea'. Teashops
selling 'milk tea' are a vital part of Hong Kong's character and
lifestyle and Black & White is a market leader. Despite this,
it faced competition from cheaper brands and other beverages and
had to fight for attention in environments where space is a
commodity and a mishmash of branding covers every surface. They
asked us to create point of sale and environment branding to engage
teashop operators and appeal equally to customers of every
kind.
Solution
We made Black & White a part of consumers' language as well
as their culture. By customising Chinese characters, we
incorporated the iconic branded cup into a signature chop stamp.
This simple but witty visual pun intrinsically links the brand to
the 'white' character, making it instantly recognisable and highly
memorable. Combining this distinctive, ownable visual language with
the 'Living It' tagline, we captured the essence and real taste of
Hong Kong, appealing to consumers' sense of belonging and invoking
the authentic Black & White Moment. At the same time, we
created an adaptable, fully branded environment that boosts
operators' prestige and premium status. Not only have we
strengthened the Black & White brand's presence in Hong Kong,
we have also enabled it to move into the Chinese market.