Experimental Rebranding of HongKong
Hong Kong street view
HongKong is city nor country that gives out energetic , vibrant of its own.It has a rich culture and traditions, and a modern cityscape that contrasts with a rural landscape full of varied plant and animal.
Current Hong Kong Branding
However, I felt that it doesn't provide a comprehensive insight into the culture, diversity, and daily lives of Hong Kong residents, despite showcasing the vibrant colours that represent the city nor a country .Hence it lacks an inherent sense of identity and fails to showcase the renowned culture of Hong Kong.
Introduce Dim Sum as our brand identity for HongKong!
What is Dim Sum?
Dim sum (点心）is a traditional Chinese cuisine that originated in the Canton region of southern China (now known as Guangdong) during the Song Dynasty (960-1279). It traditionally consists of small, bite-sized dishes that are served in steamer baskets or on small plates. These dishes are typically made with a variety of ingredients such as meat, seafood, vegetables, and tofu, and are often steamed, fried, or baked.
Why is it commonly known that Dim Sum originated in Hong Kong?
With the influx of Chinese immigrants to different parts of the world, including Hong Kong, during the late 19th and early 20th centuries, Dim Sum gained popularity outside of its birthplace in Guangzhou. Hong Kong, as a major port and cultural hub, played a significant role in the spread and popularisation of Dim Sum.
In HongKong, Dim Sum restaurants are known for their wide variety of dishes, exquisite presentation, and the tradition of Dim Sum brunches or Yum Cha, where families and friends gather to enjoy a leisurely meal.
What are some of the famous dishes in different HongKong Dim Sum Restaurant?
Sketches & AI Generation
To explore further, I utilised Mid Journey as a tool to experiment with various design variations for each restaurant with their famous dim sum and using my logo sketches to implement an in-depth results in MidJourney.
More Development
Web Banner Design
I have selected the Hong Kong Tourism Board website as it is widely recognised by visitors who often seek further information about the country.
To infuse a sense of modernism and vibrancy, I have incorporate design elements such as stripes and a minimalistic aesthetic. I will utilise typography to emphasise the words "taste" and "food," creating an immersive experience that evokes the essence of the delectable dishes.
Social Media Posts:
I have chosen DiscoverHongKong this instagram account to promote the re-branding of HongKong as people will tend to research more cultures, food on tourism accounts.
For the posts, to add a touch of appeal and modernity, I have incorporated sensory elements, textures, and emotions to represent the unique taste of each dim sum. By using concise, one-word style, it can evoke a sense of Chinese tradition, reminiscent of how food is typically promoted in advertisement.
Augmented Reality( AR)
Using Spark AR Studio
Develop an AR experience that adds an element of fun and engagement for consumers while they wait or place their food orders. This interactive feature not only promotes the restaurant's signature dishes but also brings the rich history of Hong Kong cuisine to life, leaving a lasting impression on customers and enhancing their connection to the food they have enjoyed.
Physical Prints:
By implementing table standees in restaurants, consumers can engage with Augmented Reality (AR) technology by scanning the QR code, allowing them to delve deeper into the history of each dim sum and making dim sum tutorials.
