Charter Showcase Image 1
Charter Showcase Image 1
  • Charter Showcase Image 2
    Charter Showcase Image 2
  • Charter Showcase Image 3
    Charter Showcase Image 3


Charter Group is one of the leading luxury department store operators in Northeast China. As part of the launch of its new flagship store in Beijing in September 2012, Dragon Rouge worked with Charter to redefine the corporate and retail brand positioning and identity to reflect the company's evolving business and brand ambitions.

Dragon Rouge conducted in-depth internal interviews, a consumer brand equity study and a detailed benchmark study of international and local department store brands. We learned that sophisticated shoppers prefer department store-style service, and that Charter's heritage in introducing world-class luxury to Chinese consumers was a clear differentiator in an increasingly crowded shopping environment. 

Based on these insights, we developed a brand positioning, brand architecture, visual identity design and system for both the Corporate Brand (Charter Group) and its Retail Brand (Charter Department Stores).  At the core of our recommendations was a brand essence, "Opening New Horizons", which asserted Charter's authority for high-end customer service in China. We defined the key messages for each brand and distinguished each brand's visual identity system since they communicated to very different audiences.

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