Brand Book
Table of Contents
Rebrand Purpose
Brand Identity
Brand Logo
Color & Typeface
Photography
Pattern & Illustration
Applications
Tim Ho Wan is a dim sum restaurant chain that was founded in 2009 by Chef Mak Kwai Pui, who was a former chef at a three Michelin star restaurant Lung King Heen. The reputation of Tim Ho Wan has been spread quickly because of its food quality and the affordable prices.
However, as time goes by, Tim Ho Wan has given people a feel of the out of touch of build its identity. Therefore, it is time for Tim Ho Wan to more comprehensively building its identity, refresh and modernize the brand image, stay relevant in a rapidly changing marketplace, establish an unique identity that resonates with local customers and differentiate themselves from the competitors.
In addition, to further enhance the original identity of Tim Ho Wan, it would be better to extend the identity of Tim Ho Wan in order to create a new energetic and outstanding brand identity. This can also target the younger generation which is a new source of customers.
Why Rebrand ?
01
About the Brand
OnceUpon inTimTim
Tim Tim continue to provide the high quality dim sum to the customer.
At the same time, Tim Tim also show more different side of the tradition dim sum with a trendy and new look. To offer dim sum to the younger gen -eration and to the world.
#Fusion
#Youthful
#Energetic
03
Logo
The design of Tim Timʼs logo is inspired by the traditional Chinese word “Seal script”. The shape of clover refers to the mother brand Tim Ho Wan , meaning “adding more luck”.
Primary Logo
The vertical version is always the preferred version for use in all items to sustain the brand image in a consistent manner. This logo helps the audience easily identify Tim Tim restaurant package and adver -tisement.
Secondary Logo
The horizontal version is designed of use in instances where there is limited space.
Primary Logo
Secondary Logo
05
Color Variations
07 Logo
Logo Clear Space Primary Logo For Print For Screen 20mm Secondary Logo x x x x x x x x 4x x Logo Minimum 40mm 56mm 112mm 09
Wrong Color Unacceptable Logo Usage Alteration Flip Distortion Wrong Typeface Complex Background Drop Shadow Wrong Position TimTim 11
Color
Palette
Tim Tim Green and Rose Pink represent the value of Tim Tim “Once Upon in TimTim Taste” which is used. The Caramel Brown extend the great idea of original logo.
Tim Tim Green
RGB R24 G111 B40
CMYK C89 M50 Y82 K13
HEX #186F28
Rose Pink
RGB R209 G51 B255
CMYK C18 M80 Y0 K0
HEX #D133FF
Caramel Brown
RGB R222 G82 B99
CMYK C13 M68 Y61 K0
HEX #DE5263
13
Typeface
English and Chinese typeface for Tim Tim brand communications. Hiragion apply on title and light for the body contens.
Angelia Devitsononly apply in tagline and title. In Chinese, Osaka apply on title and body contents.
中文字體 - Osaka
青山依舊在，幾度夕陽紅。慣看秋月春風。一壺濁酒喜相逢，浪花淘盡英雄。是非成敗 轉頭空，滾滾長江東逝水，白髮漁樵江渚上，古今多少事，都付笑談中。 滾滾長江東逝水，浪花淘盡英雄。是非成敗轉頭空，青山依舊在，幾度夕陽紅。 Primary Englisg Typeface - Hiragino Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 Secondary Englisg Typeface - Angelia Devitson Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 15
Photography
Green and pink colors are the main theme colors in the imagery. Even the two colors are not the main color, some of the colors in the elements in the imagery must be either green or pink.
In addition, young model is in the imagery in order to show the trendy style of Tim Tim.
Further more, the photo of food will be mostly use close-up shooting.
17
Pattern
Primary Pattern
A geometric pattern is used as Tim Tim primary pattern. It will be used in the package, tablewar, tissue, stationery and plastic bag.
Secondary Pattern
A simple line design is used as Tim Tim secondary pattern. It will be part of the element in Tim Tim interior design.
21
爽快なのに肌にやさしい
爽快なのに肌にやさしい
