荣华月饼始于1950年，是香港家喻户晓的牌子。80年代末，靳与刘设计公司办公室在香港湾仔，办公室的隔壁就是荣华酒家。他们发现原来荣华除了月饼外，还有很多其它的饼，于是主动寻找到厂家，提出传统更新的口号，希望用创新的设计来重新打造荣华的品牌形象。经营者非常重视，股东们与设计师一起开会，确定工作目标，希望设计协助企业重新梳理产品，让产品线更为清晰。
靳与刘以传统视觉元素为荣华设计新商标，在替荣华饼家设计新包装和机构形象时提出“饮食新文化”的口号。
月饼是荣华引以为荣的，盒中的蓝色背景和大月亮牡丹花深入人心，且在海外已有了固定市场。新设计在原有的部分元素里加入了新的理念，并为其设计了旅游品牌的系列包装。
旅游包装成功推出后，荣华陆续推出其它品牌产品，大幅度增加品牌种类。在子品牌下衍生出多个品牌，从开始的30多款产品发展到今天的600款产品，最大限度地扩大了荣华的销售市场。靳与刘相继为荣华设计了元朗总店，机场专卖店，机场专卖店在形象革新两星期后出现供不应求的局面。
很快荣华的大型旅游专卖店诞生，新店采用了当时新型的高科技多媒体展示系统，产品与企业品牌文化得到了最大化的推广。荣华的生意已经很好，如何在拓展业务呢？原来当时香港的礼品不多，所以靳与刘想出以荣华的饼点作为礼品和手信。香港国际机场快启用时，建议荣华在新机场租用小铺位来售卖旅游产品，使荣华成为充满国际特色的品牌。
荣华的招牌食品是老婆饼，于是设计在包装上有工作中的老婆图案，还附有中英对照的短文，介绍老婆饼的由来，令游客更感兴趣。单单设计精美是不够的，还需实际配合市场需要，饼干礼品没什么特别，于是就建议附送刻着荣华商标的木饼印。外国顾客觉得有趣，也会留下饼印作纪念，顺道也又一次宣传了荣华品牌。这样一个饼印成本才一元一个，但这一元可以提升很多销量。这就是让品牌增值的小窍门。老婆饼成为了机场最受欢迎的礼品。
Wing Wah, started in 1950s as a restaurant, is a traditional household name in Hong Kong. In the late 80s, Kan & Lau discovered that Wing Wah was not only about mooncakes but also other traditional Chinese cakes, thus were motivated to approach the manufacturer, and raised suggestion of using new design, while incorporating its traditional values, to establish a renewed brand image for Wing Wah.
Wing Wah placed the highest importance in the project in hope of using innovative design to restructure and redefine different product lines.
Kan & Lau incorporated traditional visual elements into Wing Wah’s new logo design. Besides, they redesigned its packaging and introduced “food culture revolution” as a slogan for its new corporate image.
Wing Wah has always been proud of its mooncakes. Its iconic moon and peony on blue background marked its public image even overseas. New design retained part of its original elements while infusing new ideals, and introduced new packaging especially for the tourist sector which proved successful.
Wing Wah continued to distribute even more products to increase its portfolio. Products increased from 30 products to 600 today, thus maximized Wing Wah’s sales market. Kan & Lau subsequently designed the main Wing Wah Cake Shop in Yuen Long and also the Wing Wah Airport Shop, which experienced excessive demand within two weeks after image revival.
Soon, Wing Wah’s specialty store for tourists was open. It was installed with high-tech multimedia display system to display product information and promote corporate culture.
What motivated Wing Wah to open new opportunities, though having established and successful business, was that Kan & Lau came up with the idea of packaging Wing Wah’s cakes into gifts and souvenirs, due to the lack of variety in local gifts. When the new Hong Kong International Airport was open, Kan & Lau suggested Wing Wah to open stores to target tourists which successfully propel into a brand with international flavour.
“Wife” cake, being Wing Wah’s specialty, was given a new design with an image of a working wife. New packaging included brief bilingual description on the origin of “wife” cake for tourists’ reference. However, design alone was not enough. Without remarkable feature, the gift packs were monotonous, thus including Wing Wah’s signature wooden mould would raise tourists’ interests and be treated as a souvenir, while at the same time, would work as brand promotion once again. Even though the wooden mould cost one dollar each, the dollar, however, brought in massive increase in sales. This example displayed an ingenious value-adding trick to the brand while simultaneously making the “wife” cake the best-selling gift at the Hong Kong Airport.
