PROJECT HOPS★ON

Building a place brand for China’s

‘Slash’ generation

  • CLIENT Hopson Commercial & SUPERGEN
  • SECTOR Property
  • LOCATION Shanghai

Skills at play

  • Qualitative research
  • Stakeholder interviews
  • Brand strategy
  • Brand naming
  • Place activation strategy
  • Brand launch strategy and design
  • VI system design
  • Iconography design
  • IP character concept design
  • Brand launch video
  • Leasing brochure

Hopson Commercial and SUPERGEN are challenging the traditional shopping mall experience by creating a new “EXTREME” pan-entertainment place brand. In a market full of homogenous shopping mall destinations, Hopson and SUPERGEN tasked JWDK with building a standout portfolio brand that engages with a growing community of sports and gaming enthusiasts.

Building on Hopson’s strong reputation with the Hopson One brand and SUPERGEN’s position as a leader in China’s growing e-sports and gaming industry, JWDK explored the tension between traditional shopping and other forms of popular entertainment. This relationship quickly revealed a growing cultural phenomenon in China called slash culture, or the inclination to embrace a wide range of interests and avoid being defined by one’s profession or stereotypical characteristics. 

Followers of slash culture, also known as Slashers, are usually influenced by social media, they constantly feel the clash between societal values and a growing sense of self and personal values. Unlike earlier generations, many young slashers keep their day jobs to pay bills but invest time and energy in side hustles to express their creativity, fulfil personal passions, and pursue mental and physical wellness — hence the term ‘Slash’, to refer to a diverse range of identifying characteristics, for example: designer/blogger/photographer.

JWDK aimed to position the brand as a desirable destination for urban slashers to escape their busy lives, flock together and enjoy a wide range of entertainment experiences. By tapping into the slash generation’s external, internal and philosophical needs, we defined the brand essence as ‘STAND OUT,’ which is supported by unique brand pillars—freedom of discovery, freedom of self-expression, freedom of choice and freedom of social engagement.

We came up with the brand name ‘HOPS★ON,” combining the DNA of Hopson Commercial and the enthusiastic personality of SUPERGEN.  The ‘ON’ is highlighted to reflect the desire for self-expression and the confidence of urban slashers. HOPS★ON also works as a call to action for slashers to challenge themselves, express alternative personas, embark on exploring the unknown, learn new skills, and develop a new attitude towards life.

Our slogan – ‘LIFE ON YOUR TERMS’- resonates with the slash generation of consumers who value autonomy and aim to explore one’s passions unknown. The creative concept extended from the brand name HOPS★ON and the container space of the ‘★’. We completed a cohesive design visual system that was fun, forward-looking and creatively playful. The colours are used in bold combinations that give HOPS★ON a bright and vivid presence.

The HOPS★ON brand was officially announced in September 2022, aiming to launch the first project in the Beijing market in early 2023 and the second project in the Shanghai market in late 2024.