Capital Outlets is a leading outlet operator in China, with 15 projects nationwide and a strong overall market position. In recent years, the outlet industry has shifted focus from scale to an integrated approach connecting people, products, and physical spaces. Capital Outlets’ old logo lacked visibility and couldn't convey its three core strengths—discount value, experiential innovation, and digital connectivity. Yet consumers still viewed it as a traditional discount mall, requiring a new identity to convey its new "hub for quality living" positioning.

We started with a brand strategy approach, clarifying the brand core and developing a logo for the client. The new logo translates its three strengths into a clean, modern graphic language, reflecting its business transformation. The new logo adapts well across offline and digital touchpoints. With iconic visual assets, we refreshed public perception and reinforced Capital Outlets' industry leadership.