Background Introduction (Figure 1)
Putien Restaurant is a renowned Chinese restaurant chain brand in Singapore, founded in 2000. With its insistence on using high-quality ingredients and serving authentic Fujian cuisine, it has grown from a small roadside eatery to one of the most popular Chinese food brands in Singapore. From 2016 to 2021, Putien Kitchener Road outlet in Singapore has been awarded One Michelin Star for five consecutive years, becoming one of the first local restaurants in Singapore to receive this honor. In 2015, a pivotal year in the brand development of Putien, it decided to enter the Chinese F&B market. The competition in Chinese F&B market is fierce, and foreign restaurant brands often face significant risks and challenges. However, Putien's founder, Fong Chi Chung, firmly believes that by sticking to high-quality ingredients and inheriting the essence of traditional cooking, it can carve out a new territory in the Chinese F&B market.
Hua & Hua and Putien were in in-depth cooperation from the start of its entry into the Chinese market. During the initial phase of cooperation, we discovered that "quality ingredients" were the genes of success through Brand Equity scanning. Based on our understanding of Putien Restaurant and its unique resource endowment, Hua & Hua proposed a " Mastering authentic Fujian cuisines with quality ingredients" strategy and launched the Putien Ingredient Festival, which is named after seasonal ingredients, on a rotating basis every quarter. In addition, we also created a unique Putien blue and water ripple design for Putien, which established a strong brand Sign System and achieved a brand new upgrade for Putien, becoming a refreshing force in the F&B industry.
Product Science
Cook a fish in just 100 seconds.
4 Golden Standards of Clam King:
1. Free-range in the black mud of Duotou Village;
2. Only clams with golden shells are Duotou clams;
3. 5cm Huge Clams, meaty and yummy;
4. Fresh, crisp, tender, and smooth.
Product Structure (Figure 2)
4 major ingredient festivals: Duotou clams, eels, oysters, and pen cai (a type of stew);
4 famous fruits: loquat, lychee, pomelo, and longan;
Fast-moving consumer goods: Spicy Mom sauce (Hit product).
Brand Role / Brand Pattern / Brand Logo (Figure 3)
Advertising System (Figure 4)
Commercial area advertising system (water sign, opening hoardings, shopping mall exterior billboard, road flag, lightbox, elevator door, escalator, atrium curtain, outdoor logo wall.)
Product Launch Event (Figure 5)
The first Duotou Clam Festival was held in 2019.
Discourse System (Figure 6-7)
Putien's Duotou clams is dominating Shanghai.
Meta Media System (Figure 8-9)
The storefront is like the CCTV of the store. It should be eye-catching without being overly distracting. The combination of store promotion materials should include posters, menus, table cards, leaflets, display, and food ingredient reports.
Putien's fresh sea oysters, the more you eat, the healthier you are.
Live eel boiled in mountain spring water, mastering quality ingredients.
Putien's Pencai are excellent, the pot is full of treasures.
Eating Putien this New Year brings good fortune for the year.
Putien's minced meat soup is even more delicious than the filling.
Fresh first water seaweed is better than eating seafood.
Gather for lunch, Putien's top-notch cuisine is a must.
Meta Media System (Figure 8-9)
The storefront is like the CCTV of the store. It should be eye-catching without being overly distracting. The combination of store promotion materials should include posters, menus, table cards, leaflets, display, and food ingredient reports.
