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Queen’s Konditorei

“Queen’s Cafe” first appeared in 50’s and 60’s centuries and was a nostalgic byword of Hong Kong. Transformed from the traditional restaurant, the new brand image is a decisive key for “Queen’s Konditorei”. Tommy used four kinds of “Queen” related entities as a set of visual identity to rebuild the brand image and emphasized its importance. Tommy’s design strategies adopted a more bourgeois-driven and extravagant idea as well as addressing the aspiration for food quality of the middle-class, which became the major element of the brand.