Brand Architecture Archives

29 Jul 2020

The Bridge

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="352943" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] THEBRIDGE Bridging the new gig economy with the needs of today’s growing new economy businesses [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_column_text] Bridging the gig economy with the needs of today’s growing new economy businesses. [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="352638" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_column_text el_class="lineP"] The Challenge Ascendas-Singbridge (ASB) has an Asia wide real estate portfolio. The emergence of new collaborative workplace solutions was a challenge and an opportunity that needed addressing. The solution is thebridge, a brand that combines the scale and power of it’s parent, with an appeal to the independent working community that comprises the ‘gig’ economy, to come together in a powerful compact, with the ambition to create the ‘future now’. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_column_text] [video width="1920" height="1080" mp4="https://diabrands.com/wp-content/uploads/2020/09/TheBridge_FutureNow_30s_Website.mp4" poster=""][/video] [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_column_text el_class="lineP"] The Opportunity DIA worked with the ASB team to understand the unique needs of both communities. The independent working community of freelancers and mobile expertise that is looking for innovation and inspiration in a fast changing world. Coming together with ASB’s core community of multinational and regional companies wanting to harness the best talent through a flexible workspace that could help them drive innovation. DIA proposed the name ‘thebridge’ as expressing the link between two communities, as well as a subtle reference to Singbridge in the parent’s name. DIA’s design solution was a simple brand mark that expresses the connections that ‘thebridge’ represents. This was expanded through a matrix design that is incorporated into all the touchpoints of the brand from core brand logo to marketing communications, interior design, wayfinding and launch videos. DIA worked closely with ID designers to help integrate the brand concept into the interior experience, building...

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16 Jun 2020

Y3 Technologies

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="351023" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] Y3 Technologies Reframing Y3 as an enabler for today’s businesses. [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_column_text el_class="h1-title"] Reframing Y3 as an enabler for today’s businesses. [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351017" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge For over 20 years, Y3 Technologies has been the systems division of YCH, Asia’s largest logistics group. The decision was taken to bring Y3 out from the YCH Group umbrella under new management and relaunch the company as a leading global systems integrator and CRM provider. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight Our research revealed that in order to succeed in a cluttered and confused market of competing technology providers, Y3 needed to position itself as a provider of solutions to business that are transformational and that translate needs and expectations into lucrative opportunities. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351018" img_size="full" css=".vc_custom_1473762861863{border-width: 0px !important;}"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351019" img_size="full" css=".vc_custom_1473762876420{border-width: 0px !important;}"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] A new vision was crafted for a better future, inspired by people and powered by technology. This envisaged Y3 on a journey with its customers and people to reinvent tomorrow through innovative technology solutions that make an impact on the way we think, live and work. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The new brand positioning has been supported by an impactful brand design that positions Y3 as an innovative and leading company that is ready to deconstruct the norm, learn from the best and grow the new with courage and curiosity. [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351020" img_size="full" css=".vc_custom_1473762888911{border-width: 0px !important;}"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351022" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351024" img_size="full" css=".vc_custom_1473763162842{border-top-width: 0px !important;border-right-width: 0px !important;border-bottom-width: 0px !important;border-left-width: 0px !important;}"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact Y3 was launched in mid 2016 and has gained immediate success,...

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03 Oct 2019

Maxx Coffee

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="352944" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] MAXX COFFEE A Taste For Life [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_column_text] Inspire customers to have an appetite for life, love and living, the MAXX Coffee Way [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="352633" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_column_text el_class="lineP"] The Challenge MAXX Coffee is a leading local coffee brand under the Lippo Group in Indonesia. With outlets across Jakarta and all the major cities MAXX Coffee competes directly with international competition such as Starbucks for the premium Indonesian customer. Maxx coffee has been redesigned to set a new, higher benchmark in the Indonesian market for coffee shop retail brands. Maxx coffee as a solution to what people want/ don’t yet know what they want. Maxx coffee is designed to be the answer for people wanting an excellent Coffee drinking experience with international standard (offerings) but with a local flavour: (80:20) [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="352628" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_column_text el_class="lineP"] The Opportunity A new specialty-standard coffee shop and retail concept specifically designed to attract the ’new Indonesian’ (middle class) customer, as well as to build confidence and pride in a successful local business with offerings to international standards. The Maxx Coffee way is to inspire our customers to have an appetite for life, love and living. The Maxx inspiration is made relevant by interacting, engaging and connecting…fun and being unpretentious, Coffee fully embraces ‘A Taste For Life’. [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="352631" img_size="full" css=".vc_custom_1596024468477{border-top-width: 0px !important;border-right-width: 0px !important;border-bottom-width: 0px !important;border-left-width: 0px !important;}"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="352632" img_size="full" css=".vc_custom_1596024488745{border-top-width: 0px !important;border-right-width: 0px !important;border-bottom-width: 0px !important;border-left-width: 0px !important;}"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text el_class="lineP"] The Outcome Maxx Coffee brings people together in a cheerful and...

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18 Jun 2019

Bintang

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="351832" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] PT. MULTI BINTANG (HEINEKEN) Bintang Beer Best served with friends. [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost"][vc_column][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_column_text] Creating a refreshed brand for Bintang against emerging international competition. [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost newPostBigPicture"][vc_column][vc_single_image image="351830" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost"][vc_column width="1/2" el_class="iClass"][vc_column_text]The Challenge Bintang was Indonesia’s leading beer brand with over 70% market share. Bintang had become a national icon over the past 30 years and a ubiquitous presence in every bar and restaurant across the country. Increased interest in imported beers had begun to erode Bintang’s share, in a market which had become very commoditised. The challenge was to reassess Bintang’s position as a market leader and understand it’s appeal to the whole range of Indonesian drinkers, from Dangdut bars to the premium lounges of international hotels. The Insight DIA conducted extensive research into usage and attitude towards the brand and understood that beer drinking is very much a social activity in Indonesia. Beer is part of the social scene at all levels of society in the context of a liberal but regulated Islamic society. A new brand proposition based around socialising with the positioning ‘Best served with friends’ and a new brand design that expressed the inclusive personality of the brand was developed. Creating [/vc_column_text][/vc_column][vc_column width="1/2" el_class="iClass"][vc_single_image image="351826" img_size="full"][vc_single_image image="351851" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost newPostBigPicture"][vc_column][vc_single_image image="351828" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost"][vc_column width="1/2" el_class="iClass"][vc_column_text]The Impact This was the platform to re-launch Bintang, to strengthen its credentials as a national icon and build on its strong links with local beer drinkers at all levels of society. Today Bintang continues to maintain its position as Indonesia’s leading beer brand in a fast-changing market.[/vc_column_text][/vc_column][vc_column width="1/2" el_class="iClass"][vc_single_image image="351824" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost fourPicPerRow"][vc_column width="1/2" el_class="patternPicInner2 patternPicInnerR"][vc_single_image...

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18 Jun 2019

El Diablo

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="351815" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] BALI HAI BREWING El Diablo Original Be original. [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost"][vc_column][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_column_text] Creating a tribal brand for millennial clubgoers looking for originality. [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost newPostBigPicture"][vc_column][vc_single_image image="351817" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost"][vc_column el_class="iClass"][vc_column_text]The Challenge Bali Hai Brewing (BHB) is Indonesia's No.3 brewery with over 40 years’ presence in the market. As an independent family owned brewery based in Jakarta, BHB has distribution across more than 10,000 outlets country wide. Following the successful launch of Bali Hai Premium in July 2016, DIA also worked on the re-positioning and design of El Diablo Original. The challenge was to position El Diablo as an alternative to international brands in the premium club sector.[/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost newPostBigPicture"][vc_column][vc_single_image image="351848" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost fourPicPerRow eiTwoPicRow"][vc_column width="1/2" el_class="patternPicInner2 patternPicInnerR"][vc_single_image image="351822" img_size="full"][/vc_column][vc_column width="1/2" el_class="patternPicInner2 patternPicInnerR"][vc_single_image image="351821" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost eiInsightRow"][vc_column width="1/2" el_class="iClass"][vc_column_text]The Insight El Diablo Original was positioned as an international premium quality golden ale crafted to deliver the robust one-of-a-kind taste for those looking for a distinctive choice, challenging convention and the ordinary. The tagline 'Be original' targets the brand to over 25 male upper (SES) drinkers looking for individuality and sharing unique experiences with friends. Building on a strong ‘tribal’ brand identity, El Diablo leverages a strong connection with the music loving community, extending to sponsorship of music festivals and anchoring its appeal around association with rock imagery. This was extended into co-branding with related cult brands such as Triumph motorcycles. [/vc_column_text][/vc_column][vc_column width="1/2" el_class="iClass"][vc_single_image image="351818" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost"][vc_column el_class="iClass"][vc_column_text]The Impact Targeted against international brands such as Heineken and Carlsberg, since its launch in November 2016 it has been acquiring new outlets...

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12 Jun 2019

Draft Beer

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="351809" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] Draft Beer Time to celebrate. [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_column_text el_class="h1-title"] Building brand leadership for Indonesia’s challenger session beer. [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351797" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351798" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge Bali Hai Brewing (BHB) is Indonesia’s No.3 brewery with over forty years presence in the market. Second generation management has invested in renovating and re-engineering the brewery for expansion. The target for BHB is to grow its share in a market where imported beer volumes are growing due to an expanding and affluent middle class at a projected compound annual growth rate (CAGR) of 6% a year. BHB's second tier brand is Bali Hai Draft Beer, a session beer targeted at traditional blue-collar drinkers, the main competitors to the brand are Anker and Bintang, currently the market leader with over 50% of volume share.[/vc_column_text][vc_empty_space image_repeat="no-repeat"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351799" img_size="full"][vc_empty_space image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_single_image image="351800" img_size="full"][vc_empty_space image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_single_image image="351801" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351803" img_size="full"][/vc_column][vc_column width="1/2"][vc_column_text] The Insight Our research indicated that there was a significant opportunity for BHB to re-position Draft Beer as a quality and value brand against Bintang and Anker in the lower segment of the market. The strategy was built around the repositioning of Draft Beer as contemporary and desirable mainstream session beer at an affordable price that would counter Bintang’s indistinct positioning in the lower market and attract drinkers that were overly familiar with Bintang and looking for a fresh and appealing alternative. Drawing on Draft Beer's heritage as a brand rooted in escape and release from the daily grind of work life, Draft Beer was elevated to a brand for all those who want...

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02 May 2019

F&N Canned Milk

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="351691" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] F&N CANNED MILK Treasured Taste Moments [/vc_column_text][vc_empty_space height="90" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="5/6"][vc_empty_space height="32" image_repeat="no-repeat"][vc_column_text] Value creation through portfolio strategy [/vc_column_text][vc_empty_space height="32" image_repeat="no-repeat"][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="gridPost"][vc_column][vc_single_image image="351692" img_size="full" alignment="center"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="gridText"][vc_column][vc_column_text]The Challenge Whilst Fraser and Neave had long established its standing in the Canned Milk category, it was apparent that there was hidden value to be realised from an optimised portfolio. DIA Brands was engaged to help realise the full potential of the Sweetened Creamer and Evaporated Milk portfolio and arrive at the most effective brand architecture, as well as articulate well-differentiated value propositions and positioning for its three brands F&N, Gold Coin and Teapot that resonate with the respective target segments. Based on a thorough analysis of market segmentation, consumer needscope and market trends, the respective brands were further evaluated based on their contribution, traction and growth potential to the portfolio.[/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="gridText"][vc_column width="1/2" el_class="patternPicInner2 patternPicInnerR"][vc_single_image image="351694" img_size="full" alignment="center"][vc_single_image image="351696" img_size="full" alignment="center"][/vc_column][vc_column width="1/2" el_class="patternPicInner2 patternPicInnerR"][vc_single_image image="351695" img_size="full" alignment="center"][vc_single_image image="351697" img_size="full" alignment="center"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="gridText"][vc_column][vc_column_text]The Insight With brand relationships and roles clarified and re-prioritised, the portfolio strategy was optimised to prevent further cannibalisation and profit erosion. DIA Brands continued to refresh the product packaging of their flagship brand, F&N. Anchored on the new brand essence and positioning of “Treasured Taste Moments”, attention to design detail ensured that appetite appeal and premium cues were dialed up while preserving the heritage strengths.[/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="gridPost"][vc_column][vc_single_image image="351693" img_size="full" alignment="center"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="gridText"][vc_column][vc_column_text]The Impact Overall, the revitalised brand positioning and packaging created a lot more standout and appeal on the shelves, and ultimately translated to improved customer perception and trial.[/vc_column_text][/vc_column][/vc_row]...

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02 May 2019

IIBD Brand Launch

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="351652" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] IIBD Spirit of Enterprise [/vc_column_text][vc_empty_space height="90" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="5/6"][vc_empty_space height="32" image_repeat="no-repeat"][vc_column_text] Fulfilling Dreams with the ‘Spirit of Enterprise’ [/vc_column_text][vc_empty_space height="32" image_repeat="no-repeat"][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="gridPost"][vc_column][vc_single_image image="351655" img_size="full" alignment="center"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="gridText"][vc_column][vc_column_text]The Challenge The Johor Bahru Central Business District has long been the hub of business, financial and social activities in the Johor state. An extensive urban transformation master plan was initiated by Johor Corporation (J Corp) to reinvent the heart of the state of Johor. Albeit being an important state transformation plan, through a series of stakeholder engagement and conversations, it became apparent that a strong sense of pride by the people of Johor has led to worries of alienation in the face of change.[/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="gridPost"][vc_column][vc_single_image image="351656" img_size="full" alignment="center"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="gridText"][vc_column][vc_column_text]The Insight DIA Brands developed the idea of ‘co-creating the future of IIBD’ in bolstering the inclusivity of the people in the process of elevating the district as a lovable, livable and inclusive city, on par with other internationally renowned cities. With that in mind, IIBD is strategically branded to enhance business activities in the region while inspiring Johoreans to live their potentials to the fullest. Under the four guiding principles aptly named the ‘HOME’ lenses representative of the Heritage, Opportunity, Mobility and Eco-Sustainability elements in the district, the revitalised IIBD brand was launched in early 2017. In the spirit to elevate the standard of the launch event, on par with the newly branded IIBD, the concept of ‘experiential dining’ was brought to the table. The team curated an entire menu that encapsulated the heritage values and culture of Johor through the form of traditional cuisines[/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no"...

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02 May 2019

MM KEMBLA

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="351612" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] MM KEMBLA A fitting launch. [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost"][vc_column][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_column_text] Launching KemPress a new copper press-fit connection system in Australia & New Zealand. [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost newPostPicGrid leftPattern"][vc_column][vc_row_inner row_type="row" type="full_width" use_row_as_full_screen_section_slide="no" text_align="left" box_shadow_on_row="no"][vc_column_inner el_class="patternleftPics" width="1/2"][vc_single_image image="351736" img_size="full" el_class="patternPics bigPs"][/vc_column_inner][vc_column_inner el_class="patternleftPics" width="1/2"][vc_single_image image="351614" img_size="full" el_class="patternPics smallPs"][vc_single_image image="351615" img_size="full" el_class="patternPics smallPs"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost"][vc_column][vc_column_text] The Challenge A growing industry use of ‘press-fit’ technology has been a major trend in Europe for over 25 years. MM Kembla wanted to launch and promote KemPress a new copper press-fit connection system and a range of tools to their resellers and plumbers in Australia & New Zealand.[/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost"][vc_column width="1/2" el_class="patternPicInner2"][vc_single_image image="351616" img_size="full"][/vc_column][vc_column width="1/2" el_class="patternPicInner2"][vc_single_image image="351617" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost newPost2"][vc_column][vc_single_image image="351618" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost dotPadding"][vc_column][vc_column_text] The Insight We developed a new brand strategy that would explain the advantages of using the MM Kembla KemPress tools and copper press-fit system with their comprehensive product range for use in water and gas applications. Then we launched the new KemPress promotional campaign based on the tagline ‘Faster. Easier. Flame Free. Quality’. Programme initiatives included the design, development and launch of the following: A simple flexible product branding system. A trade advertising campaign. A range of in-store point of sale materials. A website featuring: fittings, tools, warranty information and installation guides. An design and installation video for installers. New product packaging. Giant mobile adverts using B-Double truck side awnings. A animated explainer video [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost"][vc_column][vc_video link="https://youtu.be/Oo0_Fue4lBI"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no" el_class="newPost"][vc_column][vc_column_text] Animation We also developed a new ‘One Brand, One Warranty, One System’ animated explainer video telling the story of how customers can ‘Minimise their risk with MM Kembla’ by using their new ‘Integrated Piping...

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03 Nov 2016

Far Ocean

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="351039" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] Far Ocean Mark of freshness [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_column_text el_class="h1-title"] Re-positioning a leading global supplier of premium long-line fish for the HORECA trade and retail market. [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="2/3"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351042" img_size="full"][/vc_column][vc_column width="1/3"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge Far Ocean is Singapore’s leading global supplier of long-line fish including tuna, swordfish and marlin, with an international reputation for freshness from ship to plate. With increasing international regulations on the long-line industry Far Ocean wanted to focus on building its business in the HORECA and retail sectors. The acquisition of Swiss Butchery enabled Far Ocean to expand its domestic processing and chill chain delivery. [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351056" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight Research revealed that there was an opportunity for a premium distributer of seafood and high quality fresh and processed meats in the Singapore market. DIA developed a premium positioning and identity for the Far Ocean brand to support its approach to high-end restaurants and retailers. The acquisition of Swiss Butchery enabled the development of a combined distribution network for the hospitality and retail sectors. At the same time a retail brand was developed under the name Frisch as a platform for premium retail seafood sales alongside Swiss Butchery. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351057" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351059" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351058" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351045" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact The result has been a successful re-launch of Far Ocean into the hospitality trade and the entry of the Frisch seafood brand into the retail market alongside the well-established Swiss Butchery brand that was also re-branded by DIA and launched at the same time. [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="full_width"...

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31 May 2016

Winston Engineering

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350519" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] WINSTON ENGINEERING Solutions in action [/vc_column_text][vc_empty_space height="150" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space height="32" image_repeat="no-repeat"][vc_column_text] From a successful distributor of industrial pumps to an expert partner for integrated industrial solutions. [/vc_column_text][vc_empty_space height="32" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_separator type="normal" up_style="px" down_style="px"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_empty_space height="12" image_repeat="no-repeat"][vc_single_image image="351213" img_size="full"][vc_empty_space height="12" image_repeat="no-repeat"][vc_column_text] Singapore Design Awards 2016 Communication: Branding (Gold) [/vc_column_text][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350511" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge Winston Engineering is a successful regional distributor of industrial pumps. However it's challenge for growth was to move beyond it's perceived positioning as simply a ‘stockist’ of branded pumps. To succeed in a highly competitive market, it became critical for Winston Engineering to find an enhanced value proposition that would help it gain distinction in a highly competitive market. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight DIA's research indicated the need for a more solutions based offer in the sector as industries were experiencing enhanced complexity in their industrial systems. DIA developed a platform rooted on the brand promise of ‘Solutions in Action’ that helped position Winston Engineering as Asia’s leader in industrial systems integration and provided the foundation for creative development, resulting in the iconic mark that represents a 360-degree integration with varying elements coming together to create a formidable force. The proposition was further amplified through a consistent cascade to its core offers by branding these with a Winston Engineering ‘WE’ holding mark. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350512" img_size="full"][vc_single_image image="350513" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350514" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350515" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350516" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact The renewed focus has enabled Winston Engineering to market valuable services to its...

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23 May 2016

Sport Singapore

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350150" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] SPORT SINGAPORE Live better through sport [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space height="32" image_repeat="no-repeat"][vc_column_text el_class="h1-title"] Transforming Singapore into a sporting nation through a new vision and brand intent. [/vc_column_text][vc_empty_space height="32" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_separator type="normal" up_style="px" down_style="px"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_empty_space height="12" image_repeat="no-repeat"][vc_single_image image="351216" img_size="full"][vc_empty_space height="12" image_repeat="no-repeat"][vc_column_text] Marketing Excellence Awards 2014 Excellence in Government Sector Marketing (Silver) [/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350151" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350625" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge Vision 2030 defines a new vision for sport and a strategic shift in Singapore Sports Council’s (SSC) role in the local sporting landscape. With the objective of harnessing sport in uniting communities, SSC wanted a compelling brand proposition that empowers individuals to ‘Live Better Through Sport’ and provide the communications architecture to activate the brand at all levels. [/vc_column_text][/vc_column][vc_column width="1/2"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350153" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight Appreciation of the context provided impetus to heighten SSC’s role as a change agent in fostering a sporting culture that can be relatable to all. “Singapore Sport Council” was rebranded as “Sport Singapore”, signaling a bold change from government-sponsored to empowering people and bringing sport into the lives of all Singaporeans. This was translated into a new visual identity, captured in a dynamic ‘sphere’ that represents the energy and fullness of life that sport brings to people of all ages and abilities. This was supported by a new brand architecture that helped to streamline Sport Singapore's initiatives, bringing clarity to the key sub-brands it drives through a monolithic endorsed brand architecture system anchored by the new Sport Singapore 'sphere' symbol. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact With the...

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