A unifying, accessible brand was required for CapitaMall Asia’s stable of more than 30 shopping malls across China.

After an extensive research process, the name “Kaide” was chosen. The term does double duty, serving as a prefix to accommodate other brand extensions (including iconic malls, local acquired brands and joint venture partnerships), and creating a strong association with the master brand of Capitaland China.

Inspired by traditional Chinese ribbon dance, the visual brand identity incorporates a twisting ribbon graphic that captures the vitality, variety and dynamism of retail trade.

Kaide Mall brand identity manuals were created and distributed simultaneously during the brand’s pre-launch to align the malls’ internal teams and facilitate consistent a nationwide execution of brand touchpoints within a short three-month period.