We needed to be laser focused in the audience we were trying to reach. To do this, we needed a critical understanding of the brand, its heritage and its brand identity. Following a phase of audience analysis, we proposed a pen-portrait of 30-49 year old females in low-middle class. For this group, our insights revealed how they were a prime audience for Choi Fung Hong as they tended to pay more attention to new seasonal promotions and discounts. They were a lot more likely to be interested in reward programs with gamification elements.
To align with their brand color, and the character of Choi Fung Hong’s 蔗糖仔 in this application, we used gradient backgrounds and monochromatic colors to create a friendly look and feel, a more homely, fun, and positive environment.