Edible Arrangements
Hong Kong
Hong Kong Franchise Concept: Premium Mall Pitch Design & Brand Repositioning
2014
Our Role
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Brand Repositioning for HK Market
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Store Concept & Mall Pitch Materials
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Visual Language Development
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“Fruit Crate” Design Metaphor
Project Story
Edible Arrangements was an unfamiliar brand in Hong Kong, and the local franchise faced difficulty securing a spot in a high-end mall. While known overseas for its fruit-as-gift concept, the brand felt visually outdated and mismatched with the expectations of premium retail landlords.
What we did
We developed a concept that embraced the product’s origin — fruit as a gift — and reframed it through a premium design metaphor: the fruit crate. Instead of masking its humble identity, we elevated it. Modular crate-like displays, tactile finishes, and playful product presentation turned a simple idea into an experience fit for high-end retail.
The Result
The new design helped the client win initial approval from the mall landlord. However, after assessing long-term rental viability, they decided not to proceed with that location — a strategic business call. The concept remains a reusable visual asset for future site pitches and brand development.
Like what we do?
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