Helen’s
Packaging Design
Product Design
Reshaping Helens’ Social DNA
via Cheers Symbol
Founded in 2009, Helens is a leading Chinese pub chain targeting young consumers aged 18–28 with affordable social spaces. Listed on HKEX in 2021 as the “first pub stock,” it operated 560 pubs across 150+ cities by end-2024.
This visual upgrade shifts Helens from a quiet companion to an active embrace, engaging users with a youthful, contemporary attitude. The iconic goddess—once faceless and back-turned—now faces forward with a radiant smile, signaling a move from mystery to openness, making users feel welcomed and valued.
The toast-holding gesture has been sharpened into a definitive “cheers” pose—arms raised, glasses clinking—captured as the brand’s signature. As the ultimate social gesture, it amplifies connection and festive spirit. This “cheers” symbol is now systematically applied across all touchpoints: glassware, napkins, wall décor, and social media. A unified visual language runs throughout, forging a distinctive and lasting brand impression.
Helen’s
Reshaping Helens’ Social DNA
via Cheers Symbol
Packaging Design
Product Design
Founded in 2009, Helens is a leading Chinese pub chain targeting young consumers aged 18–28 with affordable social spaces. Listed on HKEX in 2021 as the “first pub stock,” it operated 560 pubs across 150+ cities by end-2024.
This visual upgrade shifts Helens from a quiet companion to an active embrace, engaging users with a youthful, contemporary attitude. The iconic goddess—once faceless and back-turned—now faces forward with a radiant smile, signaling a move from mystery to openness, making users feel welcomed and valued.
The toast-holding gesture has been sharpened into a definitive “cheers” pose—arms raised, glasses clinking—captured as the brand’s signature. As the ultimate social gesture, it amplifies connection and festive spirit. This “cheers” symbol is now systematically applied across all touchpoints: glassware, napkins, wall décor, and social media. A unified visual language runs throughout, forging a distinctive and lasting brand impression.
