© 2019 by Yi-Hsin Tiffany Lai. 

The Art of Memory

Discipline

Rebranding Lao Feng Xiang

 

Key Words

Iconic

Elegant

Emotional

Desirable

Concept

Lao Feng Xiang’s name consists of three Chinese characters representing the Phoenix, symbolizing rebirth. The company mission is being a luxury brand “made in China” with global ambitions. The rebrand is inspired by China’s rich and long history, heritage and culture. And to provide a fusion of old and contemporary as well as  traditional and innovative.