noc embraces 'live slow' spirit with new brand identity

Hong Kong-based coffee chain noc has rebranded its brand identity for its growth in the next 10 years, done in collaboration with Singapore-based branding agency Imagination Riot. 
 
Centred around the theme of “live slow”, the rebrand is a natural evolution from the brand’s previous positioning of “curation “ and stems from the simple insight that life moves fast, and citizens often fail to appreciate it. 
 
As part of the rebrand, the brand has evolved its visual identity by warming the colours and introducing a new graphic device, motion graphics, and typography systems. These elements have been applied across its interiors, packaging, and digital touchpoints.  
 
In conversation with MARKETING-INTERACTIVE, a spokesperson from noc said that as the brand’s 10th anniversary approaches, and with the appointment of Enzo Cheng as CEO, the timing for a rebrand was perfect. 
 
“The old identity and strategy had served noc well, enabling steady growth and building a loyal fan base. The rebrand was always intended as an evolution - taking what works and making it relevant for the next 10 years. Another driver was our appetite for expansion into new markets and the addition of Nocturnal, a sub-brand,” the spokesperson added. 
 
While the cost of the rebrand is not disclosed, its marketing strategy is shifting towards a warmer, more conversational tone that builds personal connections with its customers.  
 
“It’s now less about the product itself, and more about the experience with noc. Beyond social media content, we are experimenting with creative offline mediums such as tram ads and branded staff uniforms - truly embodying our 'live slow’ culture through actions,” the spokesperson added. 
 
On the product front, noc is also designing food and coffee to be prepared quickly but enjoyed slowly, said the spokesperson. “We’re also introducing programmes that encourage in-store purchases to foster sit-down, Live Slow experiences. I’d say the medium of promotion has already taken many forms, including tram bodies and will continue to evolve, as long as it embodies the spirit of our new brand direction.” 
 
These strategies will be led by the in-house team at noc, with support from Imagination Riot. The brand is also working with a digital agency on a new website. 
 
The spokesperson said, “We’re excited for the next phase of noc. As a local brand, noc has been an oasis of calm for our communities over the past 10 years, offering a respite from the chaos of daily life.” 
 
“We’ve now taken that notion a step further, because if we don’t slow down to appreciate life’s chaos, we might miss it. ‘Live slow’ is more than a line - it’s a philosophy we live by. From the meticulous craft and care in our menus, to the design of our spaces and the service we provide, every touchpoint has been considered to help our customers savour the moment," the spokesperson added.

Founded in 2015, the brand believes that for an eatery to succeed, it goes beyond tasty food and beverages, but more about exceptional customer service, a service-oriented mindset, thoughtful interior design, cleanliness, and numerous other factors. As of early 2024, the brand has 16 coffee shops open in Hong Kong and plans for more growth in the future.

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