Archival material, The Dairy Farm Company Limited 牛奶有限公司檔案資料

Founded in 1886, The Dairy Farm Company Limited acquired the Wellcome grocery chain in 1964. Graphic Communication Limited rebranded Dairy Farm and Wellcome by developing their visual identity systems in 1982 and 1990 respectively. Wellcome launched its corporate brand ‘No Frills’ to offer products at lower prices between the 1980s and the 1990s. When designing the visual identity for Dairy Farm, Graphic Communication Limited gave absolute parity to Roman alphabets and Chinese characters. Graphic Communication Limited also rebranded ‘No Frills’ by developing the visual identity system and packaging design in 1991, projecting a contemporary and bold simplicity. This series consists of archival documentation including cards, manuals, and receipt, and advertisements on magazines, certificates, envelopes, letters, leaflet, letterheads, memos, process materials, logo design, in a totalling of some 40 objects.