Capturing the Spirit - Reinventing HKIWSC's Brand Identity
Cathay Pacific Airlines, host to the prestigious Hong Kong International Wine & Spirits Competition (HKIWSC), approached our branding agency to enhance its brand identity and create a cohesive visual language that resonates with its audience. We delved into the core values of HKIWSC, emphasising its commitment to excellence, diversity, and international standards. Our strategy aimed at positioning HKIWSC as the epitome of sophistication and a global authority in the realm of wine and spirits. We redesigned the event from the ground up, including a new logo design, designs for the live event, impactful printed materials, awards stickers, and trophies.
The Logo Design
We had many strong logo ideas for this project and thoroughly enjoyed working on it. The final logo design that you see is the one chosen by the client. They wanted to incorporate a traditional Chinese coin (a symbol of good fortune). We set out on the challenge of finding a creative way to weave a unique story into this iconic symbol. Our team crafted a distinctive and intricate pattern encompassing a wine bottle and wine glasses. This fusion symbolises the union of tradition, sophistication, craft and good fortune (for the competition winners). The final logo design embodies HKIWSC’s unique position in the global market.
Awards Design
The awards stickers and trophies were conceived as symbols of distinction. We designed bespoke stickers that adorned winning bottles, showcasing the achievement and prestige associated with the HKIWSC recognition. The trophies, mirroring the logo’s elegance, became iconic representations of excellence in the industry.
Promotional Materials
Our design extended to various printed materials, including brochures, event posters, and marketing collateral. The use of high-quality visuals, refined typography, and a consistent colour palette ensured a cohesive and visually appealing representation of HKIWSC across all touchpoints. As part of our work we also designed concepts for event posters, brochures and event programmes and large format display graphics for the live event. It wasn’t all requested on the project, nor was it all used – but we always go the extra mile on any branding project to experiment with all the ways that we can bring the story to life, while building a cohesive visual theme throughout.
The Outcome
The reimagined brand identity successfully positioned HKIWSC as a global leader in wine and spirits competitions. The cohesive design elements, from the logo to event materials, contributed to a visually striking and memorable brand presence. The awards stickers and trophies added a touch of exclusivity to the winners’ accolades, further solidifying HKIWSC’s standing as one of the most recognised competitions in the wine and spirits industry.
