Project, signed by Grupo Sal, features new positioning, editorials, color palette, typography and graphic resources
China in Box has announced its rebranding, which aims to conquer new territories that speak to young and urban culture. Now, the changes include all of the brand’s communication, including the portfolio and menu.
The project, signed by Grupo Sal, features new positioning, new editorials, a new color palette, new typography and graphic resources.
“The challenge of a language is to translate the brand’s strategic content into its own powerful identity, capable of expanding the brand’s horizons and improving its connection with people,” explained Marcelus Viana, VP of creation and design at Grupo Sal.
The development of the campaign and communication content, including social networks and the brand’s proprietary channels such as the website and app, were the responsibility of Grupo Trigo’s in-house agency.
“The new China in Box is bolder, more fun and modern. The transformation is in keeping with its size and history. We wanted to preserve the essence and at the same time reflect the innovations we are making,” said Michel Jager, Director of Customers, Branding and New Business at Grupo Trigo.
