Launched in 2006, Classified is a series of cafés with ten branches all over Hong Kong. The chain belongs to Press Room Group, which owns various food and beverage outlets across Hong Kong. Focussed on delivering wholesome and unpretentious western cuisine, the chain is a place where people catch up over a good cup of coffee or a relaxing, weekend brunch.
Hong Kong’s thriving dining industry has meant that the restaurant business has experienced a significant rise in competition in recent years. As part of Classified’s push to retail its position as a modern and relevant casual dining destination, the client needed to position the brand as a friendly neighbourhood destination that is closely woven with the community.
One key component of Classified's brand development was the establishment of a quarterly custom newspaper. The print project revolved around the people and places that make Classified’s community a unique and special place. Working off the brand’s brief, KYU conceptualised and executed all editorial content and imagery with its team of writers, editors, photographers and illustrators.
KYU’s efforts resulted in several issues of a custom newspaper entitled The Classified Archive with a print run of 20,000 copies distributed across the city. As a portrait publication, topics and people featured ranged from all walks of life. From the pilot cover story with one of Hong Kong’s longest serving mailmen, to an exclusive story with Art Basel’s Director Asia Adeline Ooi, readers were given an honest and down-to-earth read – a perfect accompaniment for a casual meal at the café.