When in the kitchen, one often reaches for their staple ingredients needed to create a beautiful dish. Whether savoury or sweet, tangy or mild, every household in the city of Hong Kong will always have at least one packet of  Tai Koo Sugar.

The history of the brand lies in Hong Kong being a former British colony. The original sugar refinery was established in June 1881 by John Samuel Swire of the Swire Group in Quarry Bay.
Given the British-Chinese history of the brand, there is much disparity within its visual identity. From the product lines and packaging, to its website and online marketing. An opportunity exists to re-design this well-loved commodity by unifying its historical background with its current uses (a “past and present” approach).
The brand required a new typeface with an elegant yet bold appearance. Developed by the British Monotype Corporation in 1913, Plantin reminds us again of the brand's ties to Europe. It was also one of the main models looked at to form Times New Roman in the 1930s.
The logo and brand colours were revised by intensifying the red in order to give a bold and fresh appearance. In traditional Chinese culture, the colour red represents prosperity, celebration and joy. All of which are associated with the presence of food!
There are two main graphical elements formed as part of the overall brand identity. One is a red and white striped pattern, symb. The other is the character for the number "8" taken from the brand's year of establishment in 1881. The number "8" is the luckiest number in Chinese culture and symbolises wealth, prosperity, success and status. This also aligns with merging eastern and western visuals.
The chosen photography direction is "Old Hong Kong". Capturing scenes of food, busy surroundings and every day life is key in reinforcing the "past and present" theme of the brand. These images with an added black and white filter resonate with the brand consumers and represent a valuable, nostalgic feel of the city's humble beginnings. 

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