Charter Group | Brand Strategy and Visual Identity System

Charter Group is one of the leading luxury department store operators in Northeast China. In order to reflect the company's evolving business and brand ambitions, Charter appointed Dragon Rouge to redefine its corporate and retail brand strategy, positioning and visual identity system.

Dragon Rouge conducted in-depth internal interviews, a consumer brand equity study and a detailed benchmark study of international and local department store brands. We learned that sophisticated shoppers prefer department store-style service, and that Charter's heritage in introducing world-class luxury to Chinese consumers was a clear differentiator in an increasingly crowded shopping environment.

Based on these insights, we developed a brand positioning, brand architecture, visual identity design and system for both the Corporate Brand (Charter Group) and its Retail Brand (Charter Department Stores). We asserted Charter's authority for high-end customer service in China and defined the key messages for each brand and distinguished each brand's visual identity system since they communicated to very different audiences.

For more details, please visit our website at www.dragonrouge.com, follow us on wechat DragonRougeShanghai, or contact JiAnn Ng at j.ng@dragonrouge.cn