Happy Everyday
Introduction An outstanding corporate identity really helps a brand to stand out in the industry. In this project, Happy Lemon, one of the successful brands in Hong Kong is going to be studied. In addition, the factors behind its success and the relationship between corporate identity and branding will be found out. Happy Lemon is one of the big brands selling fresh drinks. It has most number of branches in the field and provides a series of products. The lemon boy logo with bright color creates a sharp image and strong feeling to their target customer. The ways that it distinguishes from its competitors will be discussed. Based on the logo, Happy Lemon has designed several cartoon characters and made a set of packages and accessories. Even though it is not stylish, it still success with these cartoon characters and stand out in the market. Therefore, the concept of consistency and thematic continuity in identity design will be understood. Further details will be explored in order to find out the reasons.
Contents History Logo Development Business Specials Architecture Customer’s Profile Behaviour Identity Collections Visual Identity Mind Identity Competitors Conclusions Group Evaluation References
History Happy Lemon is the new brand of RBT Hong Kong Limited. It was established on August, 2006. There are over 60 branches to be located in Hong Kong, Macou Guangzhou, Shanghai and Beijing, including 20 branches in Hong Kong in current. It was awarded “The best pontential company� in China in 2007. Source: http://www.happy-lemon.com/about.php http://content.chinasspp.com/Brand/Detail/ brand25456.htm
Logo Developments 2007
2006
 the lemon boy, An outline is added around and the level of yellow was improved. The old one is too sharp, however, the new one is much friendly looking. The current logo look much more smart, sharp and charming!
Business Specials Happy Lemon adopts the self-delivery mode to run its drink business. It aims at promoting the Culture of Fresh Tea to the teenagers through its brand delegation. Happy Lemon uses “Teapresso”, the advanced tea-making machine, to produce healthy, fresh, hygienic and delicious drinks in a short time, in order to give the best service to the customers. There are 20 Happy Lemon’s branches in Hong Kong till January 2010. In addition, it is going to expand to 25 branches in the coming twenty-ten. It is the greatest number of branches among its competitors in Hong Kong for the time being. The locations of Happy Lemon’s branches usually near schools. Source: http://hk.promo.yahoo.com/sme/ content.php?read=351c6c7a772ddf0ddea 420ed7b17ddce&cat_id=4&subcat_id=20
Architecture
Customer’s Profile Target Consumers: Teenagers, especially the students as the locations of branches are near schools Gender: Both Males and Females Hobbies: Love trying new things Source: http://www.jiujik.com/jsarticle.php?lcid= HK.B5&artid=3000022907&arttype=CORP &artsection=CAREER
Behaviour Identity Happy Lemon’s Identity has deeply reached the public. They believed that only premium price and fresh flavor are not enough to keep customer’s loyalty. In order to provide customers a joyful purchasing experience within a few minutes, Happy lemon has pushed ahead with “Emotional Selling Proposition” which continuously improve corporate identity, sale process, time management, sale service and the accessories. Source: http://ipress.com.hk/companyview.asp?id=17695 An experiment has been adopted on testing the salesmen service quality. Five of us went to different branches and tried to buy the drinks with some critical requests, e.g. less sweet, no ice. We all found that the salemen were polite and replied nicely with their lovely smile, no matter how troubleness we are. It proves its staff traning on the customers’ service are nice enough to meet the setted target of its BI. By observation
Collections Packages:
Promotions: 2007
2009
2010
Collections Branch’s decoration:
Visual Identity It is analyized that Happy Lemon works very strength in developing its Visual Identity. The following page will show the special elements of it.
Mascot: Lemon Boy Happy Lemon built up its corporate identity of happiness and energetic through Lemon Boy. Most of the Lemon Boy’s action are playing sports (e.g. swimming, hiking, running). In additions, Lemon Boy always shows his smiling face too. It makes the company creative as Happy Lemon is the only one company using Mascot and eyecatching design to sell drinks. Source: http://www.happy-lemon.com/
Theme Color: Yellow Yellow typically symbolizes sunlight, joy, happiness, optimism, intelligence, idealism, summer, hope and gladness. Source: http://www.color-wheel-pro.com/color-meaning.html
Package The logo of Lemon Boy is printed on almost all products. They are consistence by copying the logo, using the theme color and also the same brush of the Mascots. The full set of the package look simple and easy to use. By observation
Typeface Heading: VAG Rounded Std Content: Arial Rounded MT Bold By observation
Visual Identity In order to find out if Happy Lemon builts its Visual Identity successfully, we have done a survey on it. We interviewed 12 students aged between 16-25 in the period from 15/01/2010 to 22/01/2010. Target ages were set between 16 to 25 as we believe they are the student group who have finacial support from family or even by themselves. We have asked the interviewees to spend 30 sec. to draw the given impression of Happy Lemon.
The results were scaned are as follows:
It is found that most of the interviewees were able to draw a happy face on a lemon when they heard the name of Happy Lemon. Half of them were able to indaticate it is a drinking company. This suvery proves Happy Lemon built its visual identity successfully. By observation
Mind Identity Happy Lemon aims at selling fresh drinks in the teenage market successfully. “Happy Everyday� is the slogan of this company. The 5 Managements factors Happy Lemon adopts: 1. Standardization 2. Creative 3. Healthy 4. Fresh 5. Hygienic With the colorful store design and eidetic icon, Lemon Boy, Happy Lemon build up its corporate identity of fresh, happiness and energetic. Source: http://www.jiujik.com/jsarticle.php?lcid=HK.B5&artid=30000 22907&arttype=CORP&artsection=CAREER
y a d y r e y a v d y r E e v E y y p p HHaapp Another interview about Happy Lemon’s Core Value has been done in the period between 15/01/2010 and 22/01/2010. 5 boys and 5 girls, age between 16-25, were interviewed during the period. They were asked to use 3 adjectives to describe “Happy Lemon”. The Statistic are quoted as follows: 100% Happy 80% Fresh 50% Funny 30% Energetic 30% Cute 10% Fashion Most of the interviewees agree the corn values of Happy Lemon are happiness, energetic and fresh. The above figues support that Happy Lemon’s Mind Identity has been deliveried successfully. By obersavation
Competitors Variety
Prices
No. of Corporate Identity Branches
- Fruity drinks - Tea
$8-14
20
Use the Lemon Boy, a funny and smart logo, which can attract more teenagers and children.
- Chinese Tea
$10-16
14
Use Chinese to form The logo that can give A formal and genuine image to the customers and the public.
- Western Tea
$6-14
8
Use classical package to give a professional image to customers.
Happy Lemon
Gong Cha
Come Buy
Source: http://www.gong-cha.com.tw/category/home.htm http://www.comebuy2002.com.tw/home.html http://www.openrice.com http://www.happy-lemon.com/ Business Running Methods
Comments
Self-delivery Emotional Selling proposition: to provide the best services to the customers in a short time.
- High Variety - Fresh - Nice service - Unstable taste level
Self-delivery With the promise to provide the best tea, the customer can taste the ‘real’ Chinese tea.
- Big Size - Taste good - Wait for a long time - Customize
Self-delivery Holistic Selling proposition: to give the five senses feeling, such as smell the tea, when they are close to the branches.
- Rude salesmen - Wait for a long time
Rating (Max. 5
)
Conclusions After working on this project, we found that there are three main factors make Happy Lemon a successful drinking company in Hong Kong today. 1. Target the group of customers sharply: Since Happy Lemon treat teenagers as target audience specifically, their products were designed in a special way to meet the teenagers’ tastes. Based on the target customers they set, they chose the locations of the branches carefully which they are all near schools. They make their products to be cute, colorful and eye-catching. In additions, they keep updating their menu and promotion time to time in order to make its brand fresh. The above elements make Happy Lemon special among the competitors.
2. Outstanding Visual Identity: Happy Lemon designed an outstanding Mascot to be its icon. With the eye-catching decoration of branches and lovely package, teenagers would be attracted and willing to try its products. Lovely logo and colorful decorations of branches become a sharp gimmick or characteristic of it which make a deep impressions in everybody’s mind. 3. Satisfaction in staff training: Happy Lemon adopts “Emotional Selling Proposition” on running its business and made a promise on providing a happy purchasing experience to customers. After conducting a field survey, we found that their customer’s service provided by their staff is nice enough to meet its promise. And this makes people happy to visit their shop again and again.
Although Happy Lemon business looks quite successful, there are still some rooms for improvement. Some comments on the drinks’ quality provided were collected. According to Openrice.com, it is observed that the provided quality of drinks is not the same among each branch. Some branches would be higher, whereas some would be lower. It is suggested to monitor the quality of drinks provided seriously and standardize the levels of ingredients put in the drinks, as it will surely affect the brand image. Moerover, it is suggested to design more friends for Lemon Boy in order to enhance the innovative spirit of its the business. As a result, the package could have more variety on designing, instead of copying the Lemon Boy’s icon only. It would benefit the sustainable development. We believe Happy Lemon is surely a potential company, which has potential to gain long term development. Since it has owned a very outstanding visual identity and performed very well on its behavior identity, it has got the competitive advantages already. Only if Happy Lemon could provide a standardized level of drinks, we believe it would become an excellent brand in the coming future.
Group Evaluation To fabricate an excellent work, our group put all of our best effort in completing the corporate identity report. By having several discussions, we set the direction of our report finally. Although there are some discrepancy within the suggestions and the discussions, we resolved and settled it by communicating and forbearing each other. For the work allocations, each member was assigned with the parts which they are good at in order to obtain a high efficiency. We would also assist and support each other when facing the difficulties even when it may not be our part.
For the sake of obtaining real experiences and research results, each of our group mates had visited the different Happy Lemon branches. The mentioned above can prove we worked on this project seriously. In the process, we had learnt the factors that induce to success and familiar with the concept of branding. Moreover, the relationship between the corporate identity system and branding had been studied. In addition, we had learnt that the consistency of the corporate identity is a vital factor to lead the business success. Time allocation is the problem we faced most when working on this project. Since there are only 2 weeks to study a brand, we found that choosing a suitable size of branch is very important to lead our working process smooth. Most importantly, we have to work on this project everyday in order to meet the submission deadline. In concludes, it is a nice experience in working on group work project. 5 of us have both enhanced the knowledge in the concept of branding. The more, it is nice to have a chance to practice the knowledge we have learnt in lectures.
Assignment Profile LS11906 Corporate Identity & Editorial Design Project 1 Case Study on successful Brands Class: AAMPD L04 Group members: Fung Po Yi 51850798 Leung Tsz Kin 51851445 Tang Kwok Cheung 51794170 Kai Yuen 51488732 Ho Chun Wai 51871118 Topic: Food & Beverage Chosen Company: Happy Lemon Submission Date: 29-01-2010
References About CIS - http://blog.udn.com/likeking/2078397
About Color - http://www.color-wheel-pro.com/color-meaning.html
About Happy Lemon - http://www.happy-lemon.com/ - http://happylemontw.blogspot.com/ - http://www.jiujik.com/jsarticle.php?lcid=HKB5&artid= 3000022907&arttype=CORP&artsection=CAREER - http://ipress.com.hk/companyview.asp?id=17695 - http://hk.promo.yahoo.com/sme/contentphp?read= 351c6c7a772ddf0ddea420ed7b17ddce&catid= 4&subcat_id=20 - http://hk.myblog.yahoo.com/jw!V6JFD2FGRk7ADF4W1 Lse7J_4oTy/article?mid=43689
About Competitors - http://www.gong-cha.com.tw/category/home.htm - http://www.comebuy2002.com.tw/home.html - http://www.openrice.com
Thank you!