Tak Chun Group, a gaming promoter in Macau, has launched a new brand identity, stressing the group is “trendy, honourable and yet international,” as the VIP sector suffers the biggest downturn in its history amidst a crackdown on corruption in Mainland China and a series of junket scandals.
The company’s new logo, a turquoise rhombus-shaped diamond, was created to establish better brand recognition, the company said in a press release.
“We have built a unique, customer-focused company and junket business model, and our business has grown significantly over the years,” said Levo Chan, Tak Chun Group’s CEO.
“Keep moving forward, keep improving is our guiding principle, and the release of our new brand identity is a celebration of a significant milestone achievement in our company’s development.”
The company added that although the rebranding comes at a time when the local gaming market is on a slowdown, it “believes it is the right time to give a fresh new public image that serves as a positive energizer and creates a new perspective to the gaming industry.”
Tak Chun’s new visual brand identity, created by brand design company Chiii Design, carries a much more defined set of elements to project the group’s market positioning which is “trendy, honourable, and yet, international,” it said.
UBS estimates VIP revenue fell 44 percent in 3Q as Beijing’s efforts to clean up corruption grinds on. More recently, the sector has suffered more further bad publicity, with funds going missing at the Dore Group, which was operating out of Wynn Resorts.