CRAFTING A NEW IDENTITY FOR A LIFESTYLE BRAND DEEPLY ROOTED IN HONG KONG
Campfire is one of very few shared space providers that can truly call Hong Kong home. The city has inspired our attitude, our aesthetic, and our mission to democratize good products for every ambitious entrepreneur, artist, or visionary with a dream. As we began to rethink our brand identity, we knew we needed to find a way to make Hong Kong a bigger part of the story.
COMMUNICATING LIFESTYLE THROUGH OUR STORY
Our story doesn’t start when we signed our first space, or even our founders; it goes back a little further than that…
Startup culture. It’s changing our world, down to the core. From how we connect, to the things we value and seek out in life.
Contrary to popular belief though, ‘starting up’ is nothing new. In fact, in Hong Kong, it’s a way of life.
The original startup city.
From a scarcely populated band of farming and fishing villages, Hong Kong hustled its way to being one of the most significant financial centres in the world — at speed.
The poster-child for relentless ambition and the will to make ideas real. A honeypot for explorers and visionaries seeking to make Tomorrow better than Today.
It’s the only place on earth a brand like Campfire could have been born.
AUTHENTICITY THROUGH TYPOGRAPHY
The essence of Hong Kong is hustle with an edge. It shows up in the architecture, the multitude of businesses, and the beautiful neon signages that roam the streets. For us, it was equally important to bring it into our typography. Our logotype embodies the personalities of the people who make this city their home expressed in an authentic manner.
BRINGING PEOPLE TOGETHER TO GO FURTHER FASTER
Our new mark embodies the spirit of the Campfire Story. It celebrates our community, collaboration and the Hong Kong momentum. The multiple line accent is bespoke and reflects our story platform ‘Together further faster’.
WE ARE NO LONGER JUST SHARED SPACE PROVIDERS,
WE ARE A LIFESTYLE THAT OUR CAMPERS PROUDLY CHOOSES TO BECOME A PART OF.
– WANG TSE / Co-founder & CEO
FOR OUR MEMBERS, FOR THE COMMUNITIES THEY CONTRIBUTE TO, AND THE WORLD.
We believe in the transformative power of connection to accelerate human ambition and impact — for our members, for the communities they’re part of, and the world.
By re-imagining how we work, live, learn, play, Campfire enables anyone — the young and the old, the established and the emerging— to unlock their deepest potential.
WARM YOUR AMBITIONS BY THE FIRE
WE CRAFTED A BRAND THAT WE AS AN ORGANISATION CAN BE PROUD OF. CELEBRATING HONG KONG, THE ORIGINAL HOME OF HUSTLE.
– FRANKIE LEUNG / Design Director
WE CREATE SPACE FOR AMBITION TO THRIVE.
– Frankie Leung / Design Director
DREAM AT HONG KONG SPEED
Imaginative, expressive and ambitious, we believe creativity is the catalyst for positive change, and are driven by a desire to create something of enduring value in the world.
So pitch a tent. Warm your ambitions by the fire. Together we’ll tame the wild frontiers of Possibility.
It moves fast, but together we’ll go far.
COME TOGETHER, WE’LL GO FAR.
PEER BEYOND THE WILDERNESS OF SAME WITH US.