What is Project Re:born?

 

Project Re:born is a creative initiative to bring old Chinese brands into the new. It is an attempt to re-establish the presence of old Chinese brands by opening up new doors of discovery to a generation of young Chinese consumers.

 

It is neither a rebranding exercise nor is it a total reconstruction. But rather, it is one that takes a look into the cultural context based on the brand history and its development that has captured the hearts of many Chinese consumers through the times.

 

The Essence of Project Re:born

 

Truth, Honesty, Respect, Imagination, Innovation, Freshness, Creativity, Originality, Flair, Chinese-ness,

 

Time has changed but the spirit remains.

 

Project Re:born hopes to breed new life to old Chinese brands. A new image. A new perspective. A new discovery.

 

It relates to facts taken from history both culturally and economically. It reveals a path that has a significant influence to an era of people who had previously came in contact with the brand.

 

Project Re:born is looking to break-through the clutter and allowing this nouveau generation to take a step by and appreciate the past. In doing so, the past will provide a foundation to discovering newer existence for them. Thus, it forms a uniquely “Chinese-ness” in a world where the old and new co-exist .

 

About Huiyi-Huili (回忆回力)

 

The first of a series of brand revitalization exercise takes us close-up into the Chinese shoe brand “Warrior”.

 

Warrior Shoes or many of the local Chinese would prefer to call it “回力” is a brand that has a long history dated back to 1927. It is one that has brought about a revolution in its own rights. Many would have remembered for its youthfulness and memories that have accompanied them through their younger days.

 

As with many necessities in life, only a handful of people would have remembered it for special reasons, Until now, many of these youths who are born in the 80’s and 90’s have a uniquely emotional bonds to old Chinese brands despite the influx of many Western brands that have bombarded their brand space. These emotional bonds have special meanings. They occupy a place in their memories. They conjured up feelings that have significant impact on the way these youths have grown to witness the economic progress of China.

 

The main reason of selecting “回力” is based connection. It is a connection of the past and the present. It is a connection that links people with familiarity. It is connection that bridges cultural and spiritual.

 

“回力”is a brand that has significant representation of Chinese culture through the times. It is one of change and a symbolism of youth culture. It is an icon of how a brand had stood the test of time.

 

The project is not about reliving the past but rather leveraging on the past to let “回力” move towards a new direction to stay in-tune with the times.