PARKnSHOP unveils new brand identity for SELECT range

PARKnSHOP is repositioning its own-brand SELECT (佳之選) as a modern, trusted choice that delivers smart value and high quality for local consumers.

Also known as “Go smart ‧Go SELECT” (揀 SELECT 就是叻!), the brand revamp campaign aims to reinforce the perception that choosing SELECT is a smart lifestyle decision - one that consistently delivers on quality, taste, and value. It targets value-conscious shoppers, families, and omni-channel customers while showcasing SELECT’s expanding portfolio of over 600 products.

The new SELECT packaging reinterprets the brand image with a clean, bright design and incorporates a "smiley face" element into the logo, injecting a younger, more approachable brand personality.

Complemented by clearer product information and a modernised design, the packaging further reinforces the brand promise of "Go smart ‧ Go SELECT", delivering a more reassuring and smarter shopping experience for customers. A key highlight of the range is its direct sourcing model, which seeks to bring customers premium goods directly from nearly 30 countries of origin. 

To engage the public, the campaign features a dedicated theme song, "SELECT 我是叻," performed by local singer-songwriter Tse Nga-yi (謝雅兒). Set to a lively, upbeat melody, the track highlights the brand's key attributes of quality, great taste, variety, and outstanding value for money.

The 360-degree integrated marketing strategy extends across in-store, digital, social media, and experiential touchpoints - including the highly interactive "SELECT mobile star truck" (SELECT 移動摘星車) roadshow, which tours bustling districts such as Mong Kok, Tsim Sha Tsui, and Causeway Bay. These on-the-ground activations are further amplified by a 7-day promotional week, widespread in-store tastings, and MoneyBack loyalty incentives.

To enhance the customer shopping experience, the new SELECT packaging combines transparent nutritional information with digital functionality, including GS1 HK 1QR technology that links directly to the PNS eShop for a seamless offline plus online (O+O) experience, making it easier and smarter for customers to choose.

The "SELECT nutrition stars" (SELECT 營養至叻星) featured on the packaging draws reference from international nutrition labelling concepts, clearly displaying key nutritional data such as energy, protein, and total fat. This enables customers to quickly understand the nutritional profile of each product and make choices that better suit their personal health needs.

Kelvin Tsang, head of marketing at PARKnSHOP, said: "SELECT has always been committed to offering customers quality products with outstanding value. This brand refresh represents more than a visual upgrade; it is a holistic enhancement of the customer experience. Through refreshed packaging, transparent nutritional information, digital connectivity and engaging customer activations, we aim to reinforce the message that choosing SELECT is a smart choice. With over 600 products and internationally recognised quality credentials, we are confident customers will discover even greater value and enjoyment from the SELECT range."

As part of its wider efforts to strengthen customer engagement, PARKnSHOP expanded its longstanding partnership with FABCOM, appointing the agency to lead creative development for the “Go smart · Go SELECT” campaign. Having supported PARKnSHOP as its digital media partner for several years, FABCOM brings its audience and media insights into the creative process, helping translate a deeper understanding of customer personas into more relevant brand communications.

Don't miss: PARKnSHOP debuts mascot plush toys and interactive experiences

PARKnSHOP has been engaging Hongkongers, particularly younger audiences, through a number of initiatives and interactive experiences. Back in November last year, it introduced mascot plush toys, "BEST GUY" (佳蛋仔) and "EASY" (百便星), as a joyful extension of its brand that celebrated playfulness and emotional connection. Debuting in April 2024, “BEST GUY” and “EASY” have engaged with the PARKnSHOP community through social media and various promotional materials, gaining a loyal fan base, according to PARKnSHOP.

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