Hancai

Shaping Hancai through a community lens...

Context

From 2016-2018, I managed a local retail streetwear store, “Hancai”.

I was involved in every aspect of the running the business, from procurement of equipment for apparel production, to managing the e-commerce shopify platform, and daily retail operations. I also handled the sourcing and research development for the brand, liaising with suppliers from China, Vietnam, Indonesia and Canada.

Other than apparel production and retail operations, I handled many collaborations between other brands and influencers. We also took advantage of our brand presence in the local street culture scene to organise parties and dance events, which budded communities for streetwear enthusiasts like ourselves to connect.

 

For context, the brand existed before me and my partner, Alson took over. It had strong community presence but was lacking as a brand in general. 

Details
Time Frame:
Jan 24 – Apr 24
Role:

Director, Hancai

Involvement:

Branding, Art directon, Production Lead

Overview

The goal was to re-brand Hancai and create product that resonates with its local and global markets. Keeping the “made by community, for the community” mindset as it’s core value.

Challenge

Previously Hancai had no branding direction other than design and produce, a true skool streetwear production mindset.

The company went through multiple phases of  ‘re-brand’ but did not stick through as it did not resonate well. 

Solution

I created a brand playbook as you see above. The creation of the identity playbook is ensure whoever taking over the brand from here on had a direction to follow. It would guide the decision making within the art direction, the community building aspect as well as foster a stronger connection with their target audience .

  • Strong branding can create a sense of community among users
  • Effective product branding goes beyond functionality and connects with consumers on an emotional level
  • Continuously monitor brand performance and customer perceptions
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Results

Branding is a multifaceted and dynamic process that requires careful planning, creativity, and ongoing management. It’s about creating a cohesive and compelling narrative that resonates with the target audience, building trust, and fostering long-term relationships. By aligning the brand’s purpose, identity, and values with the needs and desires of the audience, businesses can create powerful brands that stand the test of time.
Brands need to evolve over time to stay relevant. This means being open to change and continuously adapting the brand strategy to reflect market trends and consumer needs.