CONTEXT
Two Peck Crispy Chicken is an international Taiwanese crispy chicken brand founded in 2005. Having expanded its branchesย in Taiwan, USA, Australia, Macau, and Indonesia, Two Peck Crispy Chicken launched its first store in Malaysia in October 2019.ย
PAIN POINTS
The brand is perceived as traditional, iconic, and authentic in the Taiwan given its memorable street-food flavour. However, this might not be appealing in Malaysian hospitality scene as Malaysians barely have strong connections withย traditional Taiwanese style, except some study and work in Taiwan. They are the target audience in Malaysia market, but inclusiveness and localism should also be well-address in order to be accepted by the local community.
The brand is perceived as traditional, iconic, and authentic in the Taiwan given its memorable street-food flavour. However, this might not be appealing in Malaysian hospitality scene as Malaysians barely have strong connections withย traditional Taiwanese style, except some study and work in Taiwan. They are the target audience in Malaysia market, but inclusiveness and localism should also be well-address in order to be accepted by the local community.
DEMAND
In order to adapt itself to Malaysian hospitality scene, the brand needed to orientate and freshen up its identity, which echoes with the notion of Malaysian stakeholders who sought for the combination of localised modernity and authentic Taiwanese flavour.ย
In order to adapt itself to Malaysian hospitality scene, the brand needed to orientate and freshen up its identity, which echoes with the notion of Malaysian stakeholders who sought for the combination of localised modernity and authentic Taiwanese flavour.ย
CHALLENGE
1. To orientate and freshen up the brand identity whilst maintaining its intrinsic iconic, recognisable visual identity.
2. To identify the target audience of Two Peck in Malaysian hospitality scene and make informed and appealing design strategies.
3. To raise brand awareness in local community and funnel target audience into a solid community with loyalty.
2. To identify the target audience of Two Peck in Malaysian hospitality scene and make informed and appealing design strategies.
3. To raise brand awareness in local community and funnel target audience into a solid community with loyalty.
