Circle K Uniform
Circle K is a well-known convenience store brand in Hong Kong. In 2022, its global brand identity guideline—originating from Europe—underwent a major update. As a result, all store signage, shopfronts, interior designs, and staff uniforms needed to be updated to align with the new branding elements.
The main design challenge was ensuring the final product met the functional needs of staff during their work. To address this, we invited the uniform production team to join the design process. In the end, we chose the polo shirt as the primary style, as we believed a collared design could better convey the brand’s spirit and professionalism. We also created two short slogans: “hello,” embroidered on the name tag, and “OK! Take it easy” on the back. These simple, conversational phrases were intended to strengthen the connection between the brand and its customers, adding warmth and imagination to the brand identity.
