Hospitality 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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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

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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13 Oct 2016

QV1

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="351118" 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] QV1 The iconic office tower [/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"] Reinvigorating one of architect Harry Seidler’s finest office buildings [/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="351119" 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 The Perth commercial property market came under severe pressure from the downturn in the Western Australian resources economy. Even though QV1 was widely regarded as Perth’s most prestigious commercial address in the city, the owners knew that in a ‘buyers’ market, brand reputation and providing a differentiated brand experience was critical to retaining and attracting the cream of the city’s corporate tenants. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight DIA Brands’ strategy was to emphasise the emotive and architectural differences that separate QV1 from the impersonal ‘glass boxes’ that dominate the city skyline. The expression of this strategy was the ‘Love where you work’ positioning crafted by DIA Brands’ strategy team to remind people that QV1 is an iconic and beautiful building, designed by the internationally renowned architect Harry Seidler AC. We then redesigned the QV1 identity to align with the premium status of the building and refreshed all of QV1’s physical and digital brand assets from the ground up to transform the customer experience.[/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="351120" img_size="full" css=".vc_custom_1476328170891{border-top-width: 0px !important;border-right-width: 0px !important;border-bottom-width: 0px !important;border-left-width: 0px !important;}"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351121" img_size="full" css=".vc_custom_1476328195127{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="351122" img_size="full" css=".vc_custom_1476328230419{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] The Impact Today, QV1’s tenants are in no doubt that 250 St Georges Terrace is still Perth’s finest corporate address on the city’s most powerful street. The brand has been...

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22 May 2016

Entopia

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="349936" 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] ENTOPIA Giving the unsung heroes in nature a voice [/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 width="5/6"][vc_empty_space image_repeat="no-repeat"][vc_column_text el_class="h1-title"] Breathing new life into the destination and creating a purposeful existence that frames magical encounters with nature. [/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="349937" 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_column_text] The Challenge When the Penang Butterfly Farm (PBF) opened its doors in the 1980s, it became one of the largest research and breeding centres for tropical butterflies and rose in fame as Penang’s prime tourist attraction. However, staying ahead in the expectation economy requires a new way of thinking and being. This became the call for reinvention, a call to regain relevance. [/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="349938" 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_column_text] The Insight An intensive soul-searching process led us to an amazing revelation. Invertebrates, the silent majority, represent 80% of life on our planet. Working tirelessly to maintain the balance of nature, these unsung heroes were in need of a champion to stand up for them and give them a voice. That was PBF’s true calling. We assisted PBF’s management in creating the new name, brand and destination: Entopia - an idyllic and magical destination that helps people re-connect with nature. Together with them, we created the brand’s approach and guidelines and the entire destination experience of Entopia. Collectively, we inspired a new and unified beginning for its employees. This glorious world of nature is being embraced and celebrated by all of its employees and is carried through all the marketing communications and collaterals. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact “DIA Brands has indeed help find the missing key to unlock the future identity of Penang Butterfly Farm, with their in-depth re-branding...

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22 May 2016

Carlton Hotel

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="349889" 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] CARLTON HOTEL The heart of the city [/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"] Re-positioning Carlton Hotel as Singapore's leading independent hotel brand to capture business travellers in "the heart of the city". [/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 2010 Brand Identity (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="349892" 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 The launch of a new wing for the 20-year old hotel demanded that Carlton relook at its brand positioning and refresh its dated persona. This was especially important against a landscape of booming tourist arrivals and as iconic destination hotels such as Marina Bay Sands and Resorts World Sentosa opened their doors. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight A melting pot of cultures and flavours, Singapore had served as a trading hub since its early days and continues to play the role as one of Asia’s most important commercial centres. Carlton’s location at one of Singapore’s busiest junctions in the heart of the city supports the notion of a hub, giving inspiration to the essence ‘Best of Singapore’ as the hotel reflects everything that is at the heart of the city. The idea of convergence has been captured in Carlton’s brand identity which took inspiration from grains of rice, in reference to the hotel’s location at Bras Basah, originally beras basah, which is Malay for ‘wet rice’, and is Singapore's original rice market. We went on to develop the identity and designs for Carlton’s Café Mosaic all day dining, Gravity Bar and Equator@Poolside Bar.[/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact A clearer definition of the brand fundamentals guides Carlton in the...

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23 May 2015

Bali Thai

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350172" 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] BALITHAI Where Thairiffic meets Indolicious [/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 width="5/6"][vc_empty_space height="32" image_repeat="no-repeat"][vc_column_text el_class="h1-title"] Finding the sweet spot in two distinct cultures and bringing it to life in a vibrant revived brand. [/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 2013 Excellence in Brand Strategy Certificate of Excellence [/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="350173" 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 The BaliThai brand has been serving diners since 1993, offering the best of Thai and Indonesian cuisines. However, the lack of clarity in its offer hampered its growth especially in a market fraught with choices. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight DIA created a new strategic roadmap and brand identity to differentiate BaliThai from its competition and to extend its customer base to attract new and younger consumers. The BaliThai brand essence is built around the idea of ‘Feast your senses’, which refers to a combination of tickling the five taste and physical senses of the two distinct cultures and cuisines. This was the foundation for a powerful new dining experience. The brand tagline: ‘Thairiffic meets Indolicious’ sums up the brand positioning. This in turn inspired a revitalised brand identity and range of applications designed to bring the vibrant Thai and Indonesian cultures to life in a vivid, immersive dining experience. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact The refreshed branding has helped BaliThai grow in popularity across Singapore and to successfully enter the China market, where it is gaining with plans to enter other regional markets in the coming years. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350174" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350175" 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="350176" 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...

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23 May 2015

SATS

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350224" 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] SATS A passion to delight [/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"] One group, two divisions, thirty companies, one brand. Bringing SATS and Singapore Food Industries together into one common brand culture. [/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 width="1/2"][vc_column_text] The Challenge With the merger between SATS and SFI, Singapore's largest food manufacturing group, including many local and international food companies, SATS faced many complexities in trying to align and unify the brand across its businesses. In light of these developments, DIA was asked to review SATS’ overall brand positioning and strategy with the objective of building a strong brand that is representative of its strengths in both services and food solutions.[/vc_column_text][/vc_column][vc_column width="1/2"][vc_single_image image="350227" 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="350226" 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_column_text] The Insight Extensive stakeholder and customer research revealed the need to unify and simplify the brand. DIA developed a new brand architecture around two divisions, SATS Food and SATS Gateway that aligned its businesses to customer needs. These were unified through a single minded brand promise ‘Passion to Delight’. The new brand promise was captured in a bold and iconic mark of excellence that communicates with simplicity, clarity and authority, symbolising SATS’ global ambitions and seamless and reliable service across all its operations from airport services to food manufacturing. Internally, ‘Passion to Delight’ also captured SATS’ service delivery approach in ‘passion’ and the end-delivery of ‘delight’ for customers, and provided the basis for continued staff engagement, creating a focused and deliverable employee value proposition.[/vc_column_text][/vc_column][vc_column width="1/2"][vc_single_image image="350818" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact Within a year after the new brand was launched, SATS’ share price went up by 38% and its dividend rate increased by 53%. Till today, SATS continues to deliver...

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23 May 2010

Kota Iskandar

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350135" 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] KOTA ISKANDAR Reimagining Johor’s New Administrative Centre [/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 width="5/6"][vc_empty_space height="32" image_repeat="no-repeat"][vc_column_text el_class="h1-title"] Reinventing the new administrative centre of Johor to promote tourism and drive economic, social and political value. [/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 2012 Multi-Disciplinary Design (Bronze) [/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 width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350116" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge It all began with a dream to create an administrative centre like no other – a destination that’s founded on humanity, embracing Islamic design elements yet perfectly harmonising with Johor’s history, culture and nature. [/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="350113" 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 Pushing for radical innovation, we helped bring Johor’s living legacy to life by reshaping public, tourist and investor experiences. Adopting an outside-in approach, we invited participants to step into the shoes of various tourist archetypes and immerse in experiences including Dialogue in the Dark, Feng Shui Tours, NatGeo store etc. An ideation workshop was then facilitated to help the respective stakeholders co-create the future. Random connections were the order of the day, as teams ideated. This led to the conceptualisation of Malaysia’s first experiential parliament, as well as the design and prototyping of the parliament tour experience, replete with compelling stories that make an impact.[/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350132" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact The futuristic vision of the State made real – fuelled by the conviction of Cahaya Jauhar and the branding expertise of DIA – Kota Iskandar: a must-see destination of Johor today! [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350128" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350127" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350130" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="full_width" text_align="left" box_shadow_on_row="no"][vc_column][vc_column_text] [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no"...

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21 May 2010

Les Amis Group

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="349862" 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] LES AMIS GROUP By friends, for 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"][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 an award-winning F&B group to reflect corporate aspirations for a strong employer and employee brand compact… “Fulfilling Friendships”. [/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="1/3"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge Amidst rising competition and labour crunch, Les Amis Group has been expanding its portfolio to embrace new, diverse concepts and market segments. As the Group strategised its next phase of growth, it became increasingly critical that it take stock of its brand and chart a clear direction forward. [/vc_column_text][/vc_column][vc_column width="2/3"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349864" 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="349865" 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 Inspired by its name, which is French for ‘the friends’, we created a brand story around the idea of ‘fulfilling friendships’, embodied in the tagline ‘By Friends, For Friends’ which provided concrete direction for people development, innovation, and corporate social responsibility initiatives. The new identity design deftly expresses the Group’s belief in people, and places the individual at the core of its signature. Leveraging on the revitalised brand strategy and identity, we developed a two-pronged engagement approach that positions Les Amis Group for talent attraction through the Friends First programme, and provided structure to people development through the LEAPFROG programme. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349871" 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="349866" 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 Riding on opportunities made available by the region’s burgeoning middle class, Les Amis Group has since extended its franchise with different brands introduced in Myanmar, The Philippines, Indonesia, Vietnam and Hong Kong. The Group has also embedded the pillars of LEAPFROG in LAwards – a culinary challenge it co-organises with the Singapore Tourism Board and Workforce...

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