Oliver's The Deliccasseten relaunches with new fresh look

Oliver’s The Deliccasseten has relaunched at the third floor of Landmark Prince’s in Hong Kong, moving from its original home on the second floor with a fresh new look.  

The relaunch aims to provide customers with an elevated selection of fine foods and wines from around the world, available at the new physical store and the newly launched 'Oliver's Gourmet Online' platform. 

These 7,000 curated international selections include over 100 unique, freshly made ready-to-eat selections, from hot deli favourites and rotisserie classics to salads and baked pastries; new Wagyu beef additions to its premium meat range; fine wine and whisky collection, and gourmet groceries from artisanal brands worldwide. Meanwhile, there will also be onsite personal shoppers and a wine specialist. 

As part of the rebrand, classic olive green is used as the core brand colour, with extended beige and light tones, and a new font style for a fresh, modern style. It also comes with a new brand tagline – ‘Live a life you savour!’  

The new store design features an arch-shaped storefront inspired by European architecture, reflecting a world of flavours at Oliver’s. Drawing from the iconic arched shopfront, arch patterns are prominently featured across packaging and brand communications. 

The design incorporates a blend of Oliver’s classic olive green with beige and light tones, mixing different textures of design materials and using mood lighting to create a cozy ambience.  

There are also creative instore signages in aesthetic names, such as ‘The Chef Pantry’ (ready-to-eat section), ‘The Butcher’s Table’ (premium meat counter), ‘Fancy some fizz?’ (Champagne section).  

The initiative also reinforces the brand’s refined aesthetic with thoughtful visual storytelling, inspirational food shots, and stylish lifestyle shots in Central. 

Targeting individuals working and living in the Central district, the relaunch aims to reinforce the brand’s tone of voice by refreshing Oliver's with a new tagline, brand elements, an extended colour scheme, packaging and collaterals, and stylish lifestyle imageries that reflect its upscale delicatessen positioning. 

The rebrand also comes with an intensive marketing campaign which drives awareness and conversion for the new physical store location and the launch of ‘Oliver’s Gourmet Online’. 

The campaign is amplified via in-store and in-mall communications, dominant bus shelter advertising in Central, comprehensive PR and influencer marketing , targeted campaigns to convert searches into foot traffic, as well as social media, display ads, and SEM to increase awareness.  

Meanwhile, a ‘Scan & Savour’ QR code game has also been introduced, where customers explore checkpoints around the store to win prizes, boosting engagement. The relaunch is done in partnership with media agency OMD Hong Kong and various creative agencies.  

Irene Man, marketing director of food Hong Kong & Macau, DFI Retail Group, said, "The marketing objective is to establish the right tone of voice for the Oliver’s brand and attract quality, on-target traffic through strategic exposure, viral sharing, and word of mouth, driving advocacy and repeat visits. With the refreshed branding, we hope customers will remember us not just as an upscale gourmet store, but as a place of discovery, connection, and the joy of sharing fine foods and wines."

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