Steele+ Helps West Meet East

ATLANTA Chiaphua Industries of Hong Kong has hired Steele+ to help the company introduce its household appliances in the Chinese market, the agency said.

The independent Atlanta shop has developed the name, design and logo for the stores Chiaphua plans to open in China next year. Steele+ also will produce television, print, outdoor and direct mail advertising in English and Mandarin to support the launch of the retail locations.

The first store is scheduled to open the first of week of February in Shenzhen. The second site is scheduled to open in July in Shanghai.

Steele+ won the account after the client asked the shop to present ideas for marketing the company’s products in China. Several other undisclosed shops were assigned the same project.

Steele+ proposed the name i.d. and produced a logo. It also designed the interior of the stores, including the background music that will be played and the uniforms that employees will wear. The work had to reflect Western culture without offending traditional Chinese customs, said Chris Steele, the shop’s CEO.

“We tried to make it cool and Western,” Steele said. “That was essential for them.”

The stores will sell Chiaphua’s trademarked Giabo home appliances and other major brands.

“With China as the most significant emerging world consumer market, we are excited to be at the forefront of bringing Western marketing ideas to a region that has not been targeted in this manner before,” Steele said.

Chiaphua plans to spend $1.5 million advertising the opening of its stores, Steele said.