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New Store Design
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Area >20m²
Function: Take-away, sitting area, customised themes
Location: Scenic spots, amusement parks, highway service, stations, parks, public squares, high-speed railway stations and airports

Store Design History
Store Design History

First Generation

Single store period. It mainly sells shaved ice, milkshakes and sundaes, as well as fried chicken and hamburgers.


Second Generation

Starts to franchise. Ice cream becomes a hit.


Third Generation

Creates brand logo and focuses on fresh ice cream and tea drinks.


Fourth Generation

Adopts minimalist style, without a logo. Storefront sign uses white characters on grey background.


Fifth Generation

Upgrades logo, sets brand colour and font.


Sixth Generation

Colour and font same as the Fifth Generation are extended. Creates IP - Snow King. The visual identity is completely renewed.


Seventh Generation

From the previous rose red to Chinese Red.

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