Chow Tai Fook refreshes brand identity to celebrate 95 years

To celebrate its 95th anniversary, Chow Tai Fook Jewellery Group has unveiled its transformation plan aimed at rejuvenating the brand. The plan involves refreshing the logo and websites and renovating all of its 8,000 stores.

As part of the rebrand, the group has introduced a new vision that sets the direction for its future. The vision states, "To be the leading global jewellery brand that is a trusted lifetime partner for every generation" (引領珠寶行業，相伴世代人生). 

The group has unveiled a new consumer-facing logo that represents its legacy in a modern and dynamic way. The new design captures both the history and commitment to a vibrant, forward-looking identity while reflecting the brand in a classic, timeless, and iconic way.

Meanwhile, the group has launched new group and brand websites to create an enhanced and immersive customer experience that aligns with its vision for the future. The new consumer website has improved features and streamlined design to ensure a frictionless shopping experience, reflecting the group’s dedication to customer satisfaction and aligning with a forward-thinking vision for the brand. 

Moreover, the group is also set to refresh its retail presence. Over the next five years, all stores will undergo a strategic refurbishment, culminating in the celebration of the group’s 100th anniversary in 2029.

The enhancement of customer experience is further embodied in the group’s launch of two stores with new image, situated in Central, Hong Kong, and Shanghai’s distinguished retail district in the East Nanjing Road. The store in Central is equipped with a refreshed image, will launch in the third quarter of 2024 and occupy 2,880 square feet on Queen’s Road.

Meanwhile, the new store in Shanghai will be the group's first flagship store in Mainland China. It will span approximately 8,600 square feet over five stories and is expected to be revealed in early 2025. These stores will serve as twin showcases for the group’s commitment to excellence, providing customers with an unparalleled jewellery shopping experience including innovative designs.

Conroy Cheng, vice-chairman, Chow Tai Fook Jewellery Group, said: “At Chow Tai Fook Jewellery Group, our main goal is to pass on the excellent craftsmanship that Chinese jewellery is known for. We are committed to keeping these high standards as we connect with and understand the needs of our customers. We take pride in our Chinese culture and apply this to inspire the designs and quality of our products. By doing so, we make sure our jewellery appeals to our customers’ modern tastes while staying true to our roots.”

Sonia Cheng, vice-chairman, Chow Tai Fook Jewellery Group, said: “In the face of rapidly evolving customer preferences, our strategy at Chow Tai Fook Jewellery Group is not just to adapt, but to lead. As we celebrate our 95th anniversary, we are embarking on a transformative journey that will redefine our brand. We aim to harmonise traditional craftsmanship with contemporary innovation to create a brand that resonates with the aspirations of our consumers.”

“We are paving the way towards our centennial, by sculpting our legacy into a beacon of modern jewellery and cultural resonance, ensuring that every piece that we craft is as timeless as the heritage we carry forward,” Cheng added. 

Don’t miss: Chow Tai Fook picks new PR agency for HK

Back in March, Chow Tai Fook appointed local PR agency Flare Communications to handle its integrated communications duties for Hong Kong. The appointment lasts for one year.

Under the appointment, the brand will be working with Flare on integrated strategies development and advice, media relations and joint promotions. The agency was also chosen to support Chow Tai Fook’s holistic campaign celebrating its 95th anniversary this year. The collaborative work will roll out by mid-April this year.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!

Related articles:

Chow Tai Fook's Hearts On Fire names new chief creative officer
Chow Tai Fook's Hearts On Fire names new global president
Chow Tai Fook picks new PR agency for HK