The Hong Kong-based diversified conglomerate Swire has five distinct business verticals across property, transportation, manufacturing and consumer goods. The firm’s Beverages operating company has been rebranded Swire Coca-Cola.

To help integrate this change throughout their organisation, Swire enlisted the expertise of the Hong Kong brand strategy agency Stepworks to develop clear brand guidelines. 

Realigning reality

The branding agency Stepworks first conducted an audit of the design systems used across Swire Coca-Cola. 

The findings shaped the Swire Coca-Cola logo guidelines. Stepworks developed further guidelines to align existing assets to the new brand, from corporate communications templates to signage systems.

The guidelines were developed in English, Traditional Chinese and Simplified Chinese to ensure the brand would be managed consistently at a global scale.

The brand guidelines were well-received and shared across the organisation. Stepworks enjoyed a productive relationship with the Swire Coca-Cola team, having previously partnered with Swire Pacific to design and develop their annual online sustainability reports.

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