Year
2019
Sectors
B2C
Consumption
Service
Re-branding
October Fifth
Share Macau's Delicious Tastes
The Cinco de Octubre Bakery was born in Macau's century-old street, Rua de Cinco de Octubre. In the old days, the street was bustling with traffic, and as we walked along the bustling old street, the misty aroma of the biscuits would come from time to time, and one bite of the biscuits would be filled with a rich and fragrant aroma, making it unforgettable. The time-washed old street holds the culinary memories of generations of Macao people. The Cake House on the 5th of October was thus named and established as a brand, inheriting the ancient Macanese art of cake making, selecting the best quality ingredients, strictly controlling food safety, and utilizing modern technology, so as to make the tastes of the olden days as stunning as ever, and to share the tastes of Macao with the public at all times!
The Cinco de Octubre Bakery was born in Macau's over 100-year-old street, Rua de Cinco de Octubre. In the old days, the street was bustling with traffic, and as you walked through the bustling street, the smell of the cakes would come from time to time, and when you took a bite of the cakes, the aroma was so rich and flavorful that it was unforgettable.
The old streets, washed by time, harbor the culinary memories of generations of Macanese. The Cake House on the 5th of October was thus named and established as a brand, inheriting the ancient Macanese cake craftsmanship, selecting the best quality ingredients, strictly controlling food safety, and utilizing modern technology, so as to make the tastes of the olden days as stunning as ever, and to share the tastes of Macao with the public at all times!
Internationalization of Old Brands
After more than 10 years of brand operation, October 5th brand enjoys high reputation in the domestic market and is well recognized and loved by consumers. However, after the continuous changes in the market environment, the consumers' requirements for brands and products are constantly upgrading. The brand image and product packaging of October 5 have become increasingly old with the passage of time. Therefore, we hope to present a more energetic and internationalized brand to the public through rebranding, and also hope to gain the favor of more new-generation consumers in this way.
Delivering a sense of refinement and vitality
That's why First 5 October invited Process Pro to handle the rebranding. After conducting in-depth market analysis and consumer insights, we formulated a strategic direction for October 5“s brand development. At the same time, we also helped Cinco de Octubre to sort out the core values of the brand, which are ”Attentiveness, Quality, Sharing and Innovation", and based on these values, we carried out a full range of innovations in the visual identity of the brand, product packaging, and created a brand new slogan, "Sharing the Tastes of Macao at All Times".
The brand logo is inspired by the biscuits in the middle of tasting, which looks like a full moon but is deliberately missing, full of thoughts of the hometown. The evolved logo retains the original concept, and the overall style has been simplified to give it a more minimalist and modern look. At the same time, a brighter color palette is used, conveying a sense of sophistication and vitality.
Sensory image of fragrance flow
The new logo also extends to the use of brand supporting graphics. We have extracted the concept of “biscuit aroma” from the brand logo to visualize the sensation of biscuit aroma flowing around. This complementary graphic will be integrated in all brand communication channels and applications, so that the brand image of October 5 can form a more perfect visual coherence and unity.
Illustration of a fascinating cityscape.
Illustrations usually express a brand's personality and visual characteristics more powerfully than photos, so we invited Leong Tat Hung, a well-known local illustrator in Macau, to develop a new set of Macau illustrations for the brand. Using modern watercolor painting techniques, the iconic buildings of Macau are integrated into the street scene scrolls, where Macau's fascinating cityscape and vibrant memories of life are all brought to life.
New Packaging
Based on the rebranding, Process developed a new range of product packaging. Inspired by the traditional color system, we used warm and subdued colors and added illustrations to enhance consumer awareness of the products.
Based in Macao, with an international outlook
The brand change and iteration of October 5 is far more than that. In the future, October 5 will look at the international market and move towards a more refined brand style. In the face of the ever-changing market, October 5 will also continue to innovate in product development and introduce flavorful snacks that meet the demands of modern internationalization and health.
