The Challenge:

Rebrand Chow Tai Fook, Hong Kong’s oldest jewellery store, which involved the redesign of the logo, instore, outdoor and online media.

 

Creative Strategy:

Chow Tai Fook wanted to move away from its outdated brand perception, of ‘something you give to your great aunt or grandmother’.

 

In order to capture the younger market, they wanted to be considered as classic, stylish and memorable, likened to that of Tiffany’s.

 

Classical pieces of jewellery mark a time and moment, that is often heartfelt in someone’s life. Our strategy was to engage people with the brand by asking them to capture and post images of their ‘memorable moments’ to Chow Tai Fook’s website. People’s posts formed the same shape as the jewellery designs.

 

To further engage our customers we created a digital instore experience where people’s stories of their ‘memorable moments’ were streamed into a digital clock in real-time on the website which was then projected instore.