Pacific Coffee Company Rebrand

Graphic Design

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March 2017

Pacific Coffee Company (PCC) Re-brand is a team project for a coursework of School of Journalism and Communication, CUHK. Using a Hong Kong-based coffee shop brand, PCC, as a case study, the project developed a series of brand revamping, including new identity, new advertising scheme and omni-channel marketing strategy etc..

Pacific Coffee Company is a chain western-cafe brand in Hong Kong, targeting middle-class customers with a motto "The Cup, The Thought, My Way". In the case study, the project team found out that they are challenged by fierce competitions from other chain-brands, while they do not have a clear identity that stand out amongst and display their unique attribute - a "Local" brand for the locals. Based on the case study, the project team made a re-brand plan and a new marketing strategy aiming to improve the branding effect and sales efficiency. The team used "早晨，晚安！" ("Good morning, good evening!") as a core concept, hoping to deliver a strong message that Pacific Coffee Company offers warm, caring services and products that busy Hongkongers could enjoy throughout the day, in contrast to the boring metropolitan lifestyle.