Systemic approach adds clarity to restaurant group’s branding

Business objectivesAlign brand with biz strategy, Brand management, Shape perceptions
Maxim’s Group
Systems Digital

Expressing the strength of a food and beverage leader

Maxim’s Group has grown with Hong Kong since 1956. Among their 60-plus sub-brands are some of the city’s most popular fine dining restaurants, bakeries, caterers and fast food chains.

The group has built remarkable success in a city where restaurants come and go like lunchtime waiters. However the group’s own brand was looking a little dated. Analysis suggested a more orderly approach to branding would help people understand their expansive business.   

Stepworks was engaged to define their brand architecture in collaboration with The Brand Company. A new category brand for Maxim’s Chinese Cuisine was also required.


The refreshed logo signalled a step forward for the Group

Value created

Favourable first impression – The more organized approach helped potential partners and collaborators quickly understand the group’s scope and credibility.

Internal team understanding – The project gave the group’s team clarity into the various brands’ roles and relationships. 

Reduced future design development costs – A library of templates enables Maxim’s internal designers to create commonly needed items for new outlet openings, as well as corporate advertising.

Comprehensive yet easy to follow guidelines encouraged consistency and gave potential group partners the confidence their brands would be respected

Branding Digital

The digital heart of HK’s leading food and beverage group

Starbucks Coffee, Genki Sushi, IPPUDO Ramen... F&B leader Maxim’s Group is the licensee of these renowned brands, in addition to the many brands it has developed itself.

Altogether, it has over 1,300 outlets in Hong Kong and Macau, plus mainland China, Vietnam, Cambodia, Thailand and Singapore.

Produced in English, traditional Chinese and simplified Chinese, the group’s website was designed to help visitors quickly get an idea of the group’s influence on regional cuisine.

Value created

Smoother customer journey – The website enables diners to easily identify outlets to suit their taste and discover relevant special offers and deals.

Business clarity – Potential partners, such as a fast food franchise seeking an Asian collaborator, can quickly grasp the group’s scale, strengths and influence.  

Visitors can search by cuisine name, restaurant name or look for special offers and promotions

Let’s talk about your business

[email protected]
+852 3678 8700

Or use our enquiry form

19/F, LKF 29
29 Wyndham Street
Central, Hong Kong