Donglaishun, with its origin in 1903, is a hundred-year franchise restaurant. In the past few years, its brand value weakens continuously, causing misconception for consumers to recognize it. By structuring both its historical and cultural context, we represented the restaurant like 100 years ago, adopting hand-drawn illustrations as core brand elements. In order to enhance its brand image, we restored the scene, people and story of Donglaishun at its founding time. Based on research, we adopted Beijing-style hand-drawn illustrations in design, which represented the prosperity, ancient buildings, the general public, officials and nobles, poets and literary men all at that time. By applying all the above core elements, we constructed the systematic brand identity, and created an artistic and humanistic brand image. Therefore, consumers can perceive the historical inheritance of cultural value behind this revitalized brand.
Founded in 1997 and with the belief of "Focus.Insight", Dongdao is China's largest brand consulting company and the constructor of comprehensive brand system. Dongdao has branches in Shanghai, Guangzhou, Hangzhou, Yunnan and Shandong, also agencies in Milan, Munich and Manheim. Fabian ever studied Political Science at renowned University of California Berkeley in the United States, worked at Press & Public Affairs Office of the European Union office in Washington D.C., and Los Angeles Superior Court