Final Year Project; Haw Par Villa (rebrand)
For my Final Year Project (FYP), I was tasked to revitalise a classic Singapore icon. We were required to work in pairs and my partner and I chose Haw Par Villa.
Strategy (tackling our insights)
1. To remove the stigma by focusing virtues that the park offers, aligning the brand to the 4 main teachings of Confucianism; Loyalty, Self-Control, Filial Piety, Morality
2. To engage park visitors in an immersive experience by introducing augmented reality (AR).
For this, we needed a symbol.
Logo
Haw Par Villa has been around for a long time and in the 70s, it was at its peak. Hence, we wanted to capture the essence of that time by going towards a retro look. The clouds represent the four teachings.
Augmented Reality (AR)
We introduced an app for the park with numerous uses. However, its main use is to allow users to scan and play animations when they are at the park.
Website
The website is one of the first touchpoints between our target audience and the brand. The website's design was based off of traditional retro Chinese posters and packaging.
Gift shop items
Other than morals and virtues, another important aspect of Chinese culture is superstitions. Hence, we wanted to teach park visitors about these superstitions through items we sell at the gift shop.
