Chap Hing, one of the leading frozen meat and seafood wholesalers in Hong Kong, is ready to move beyond the bloody, cold, wet images of frozen food companies. The rebranding project aims to refresh Chap Hing’s identity and highlights its craftsmanship in a vigorous, firm and tough style.
The design focus lies on the mixture of illustration and Chinese calligraphy. The crimson logo symbol, for example, speaks to Chap Hing’s company nature by merging simplified Chinese character 「興(Hing)」with graphics of grassland and ocean to subtly represent the business. On the logo, the company name「集興(Chap Hing)」is presented in black, Chinese calligraphy. The brush strokes from the old, traditional calligraphy tightly connect with Chap Hing's roots and attributes - boldness, dedication and hearty. The animals graphics for other PR materials also cover both meat and seafood. The careful, vivid and detailed sketching with a human touch softly expresses the company’s reliability and their food safety and quality assurance. Along with multiple applications including the company website, mobile apps, stationery and etc., the graphics are used to decorate and stylise trucks for food delivery. Chap Hing’s food logistics can stand out and be cool, what’s more, it looks perfectly professional.