Originated in Hong Kong, SF Express has always been taking care of their customers every step of the way. We aim to build up a brand new image for SF Express with local features. The Chinese version of the tagline ‘bon voyage!‘ is a pun on ‘good luck’ in Chinese, meaning that deliveries made are safe and sound. Our target audience is local Hong Kongers. Our cultural-based designs could resonate among them. Because of the Covid-19 pandemic in 2020, people are now paying more attention to personal hygiene, and the needs for good hygiene has become a global trend. With this in mind, we hope to create a safe and confident image for SF Express.
SF Express uses a washing machine as a metaphor for the appearance of the lockers. When opening the doors of EF lockers, customers may feel like opening the doors of the washing machines, so they could feel the cleanness of the lockers. Our target audience is Hong Kongers, so we added vintage-style Hong Kong characters of simple line drawings. Moreover, the project includes a mobile app, a mini-game and a set of coupons. At the same time, we will install a sterilised device for the SF lockers to make their customers feel more at ease.