Helen’s is a 20-year-old brewery chain with more than 100 outlets nationwide. The brand faced harsh competition from copycats.
We helped the brand differentiate itself with a new identity that built on the brand’s core values of openness, freedom, and an easy-going attitude.
Helen’s is a favourite among university students, known as a place to gather and celebrate. We developed the identity and communication material to reflect the interests of young customers.
Following the new positioning and logo, we developed a set of stickers, postcards, and material for patrons to share online and offline.
The updated identity made Helen’s clearly stand out from the competition. It supported the brand’s expansion, doubling the number of outlets within the first two years of its release.