Malaysia Archives - DIA Brands

02 May 2019

Certio

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="351722" 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] CERTIO Unlocking High Performance [/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] Igniting premium value in an invisible brand [/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="351716" 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 Sime Darby Plantations (SDP) came to us to raise the profile of its premium quality oil and specialty fats offering. As a product range, the B2B offering dominated the ASEAN region and was set to gain traction in the global arena. Without consumers knowing, the range touches consumers’ lives everyday through their favourite snacks, confections, and fast food – an ingredient brand that was ever-present but invisible.[/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="351717" 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 width="1/2"][vc_single_image image="351718" img_size="full" alignment="center"][/vc_column][vc_column width="1/2"][vc_column_text el_class="gridTextSpecial"]The Objective Our objective was to help the brand gain recognition as a relevant and visible ingredient brand. We identified the opportunity to help SDP realise that its premium quality offering was creating value, but that by investing in the brand, they could take that value even further.[/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][vc_column_text]The Insight Discovery was at the core of our strategy – we conducted an extensive customer, competitor and category audit, as well as a thought-provoking visioning workshop with the leadership team and key personnel, leaving no stone unturned and no data source untapped. It was a highly collaborative process as we sought to uncover a value proposition. Drawing on our insights, our findings revealed that the brand was alive with weakly defined propositions but not thriving. Arming the brand with a renewed purpose to give businesses around the world the desired edge to always stay ahead, we brought to surface the brand’s underlying character...

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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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01 May 2019

Avialite

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="351466" 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] AVIALITE Illumination though Imagination [/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="2/3"][vc_empty_space image_repeat="no-repeat"][vc_column_text] Harnessing energy for the betterment of humanity. [/vc_column_text][/vc_column][vc_column width="1/3"][/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" el_class="patternPicInner2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351467" img_size="full"][/vc_column][vc_column width="1/2" el_class="patternPicInner2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351468" 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_single_image image="351469" img_size="full" css=".vc_custom_1516872051368{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_column_text] The Challenge DIA was engaged to help realise the full potential of Avialite, the leading manufacturer of LED aviation obstruction lighting in Malaysia. However, there were many untold stories from the unsung heroes who risk their lives daily to keep our skies safe for us, they weren’t able to communicate their brand story and create meaningful conversations around the brand. [/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="351470" img_size="full" css=".vc_custom_1516872130881{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_column_text] The Insight Discovery was at the core of our strategy – we conducted competitor audit and communications audit, as well as a half day thought-provoking visioning workshop with the leadership team, leaving no stone unturned and we discovered their white space. Avialite has been about solving unsolved challenges through thoughtful design. Since pioneering Malaysia’s first LED Aviation Obstruation Beacon and Warning Light in 2004, Avialite have been on a path of unstoppable innovation, designing and perfecting lighting solutions to customers around the world. Imagination is Avialite’s key intellectual capital and the catalyst for the business. As champions of positive impact, Avialite continuously invest in research and development to bring about meaningful innovation. Armed with imagination as the key asset of the organisation and the catalyst for the business, we began to envision a brand world for Avialite by giving them a mantra of “Illumination through Imagination” where...

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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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20 May 2016

Progresif Cellular

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="349778" 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] PROGRESIF CELLULAR Towards a progressive Brunei [/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 el_class="h1-title"] A complete makeover for a challenger telecom brand to take on the idiosyncratic market of Brunei. [/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"][vc_column width="1/2"][vc_separator type="normal" up_style="px" down_style="px"][/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 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_empty_space height="12" image_repeat="no-repeat"][vc_single_image image="351212" img_size="full"][vc_empty_space height="12" image_repeat="no-repeat"][vc_column_text] Asia Communications Awards 2016 Best Brand Campaign Project of the Year [/vc_column_text][/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="349786" img_size="full" css=".vc_custom_1473414076517{border-top-width: 5px !important;border-right-width: 5px !important;border-bottom-width: 5px !important;border-left-width: 5px !important;border-left-color: #ffffff !important;border-left-style: solid !important;border-right-color: #ffffff !important;border-right-style: solid !important;border-top-color: #ffffff !important;border-top-style: solid !important;border-bottom-color: #ffffff !important;border-bottom-style: solid !important;}"][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 declining market share and diminishing relevance with the Bruneians, Progresif was facing the mammoth challenge of re-inventing itself to gain significant market share in the telco sector. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][/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 width="1/2"][vc_single_image image="349787" img_size="full" css=".vc_custom_1463736679090{border-top-width: 5px !important;border-right-width: 5px !important;border-bottom-width: 5px !important;border-left-width: 5px !important;border-left-color: #ffffff !important;border-left-style: solid !important;border-right-color: #ffffff !important;border-right-style: solid !important;border-top-color: #ffffff !important;border-top-style: solid !important;border-bottom-color: #ffffff !important;border-bottom-style: solid !important;}"][/vc_column][vc_column width="1/2"][vc_column_text] The Insight Deep diving into the Bruneian psyche revealed the gap between the real self and the projected self. Although deeply rooted in tradition, we realised that Bruneians were also global netizens who were very future-ready. By giving power to the people with the freedom to do more, the real and the projected self will meet in the ‘Progresif self’. Staying true to the brand philosophy of seamless connectivity, we combined the frames of change and the Jawi-inspired calligraphy in a powerful identity – a classic amalgamation of progress, and the rich Bruneian culture reflected through the design language. [/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="350505" img_size="full" css=".vc_custom_1464663076183{border-top-width: 5px !important;border-right-width: 5px...

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23 May 2014

Meadow Gold

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350274" 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] MEADOW GOLD Making indulgence a daily habit [/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"] Elevating and rebranding Meadow Gold and reframing conversations about what eating ice cream really means. [/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 2015 Excellence in Brand Strategy (Finalist) [/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 height="32" image_repeat="no-repeat"][vc_single_image image="350276" 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 Meadow Gold ice cream was a heritage brand lost in the sea of sameness. We were commissioned to create a strong brand strategy leading to a well-differentiated value proposition and a compelling new packaging design that would cut through the noise and help Meadow Gold reclaim its glory days. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight Understanding the purchase drivers in the category and riding on the taste credentials of dairy ice cream, F&N repositioned Meadow Gold from an ordinary mass-market proposition to an indulgent and premium proposition in the market. Here to satiate the cravings of true ice cream lovers; here to elevate the ordinary and make pleasure an everyday affair. This led to the birth of a more premium “Meadow Gold Indulgence Collection” in four new flavours – Lush Red Velvet, Bold Chocolate Decadence, Delectable Caramel Pecan and Heavenly Macadamia. We came up with these luxurious names for the flavours and developed complementing packaging designs in line with the desired indulgence aspect. Building on the visual cues of the crest, we transferred the equity to the new Meadow Gold brand. Making a bold and sophisticated statement in black, with the meticulously handcrafted logotype emblazoned in gold. On the pack, we created a richer visual...

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23 May 2011

Cuscapi

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350198" 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] CUSCAPI Empowering through customer knowledge [/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"] From a technology-focused proposition to a customer-driven one, driving meaningful change in the software industry. [/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_column_text] The Challenge The software category is dominated by conversations on operational efficiencies, and hence lacks differentiation. With the increasing threat of commoditisation, we helped the team at Cuscapi (then called Datascan) reframe category conversations beyond what they did to what their brand was about. A new future for the brand was born. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight Starting with a series of thought provoking workshops, we helped the leadership team re-perceive their future, moving up the value chain from a ‘solutions-based’ to a more ‘value-based’ proposition. Mapping market opportunity with value delivery, this future-back exercise led to the brand concept of Customer Capital. Having used the Datascan name for more than two decades, a bold decision was taken to re-position and re-brand as CUSCAPI (coined from Customer (CUS) and Capital (CAPI)). As such, Cuscapi emerged stronger, more agile and customer-driven. In addition to developing the brand strategy, facilitating organisation alignment and brand engagement, we also formulated a new visual identity system and language to bring the brand promise alive.[/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350194" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350197" 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="350195" 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="350199" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact Within a year of rebranding, Cuscapi showed impressive growth in revenue by 19% and net profit by 135%. We had successfully co-created a well-aligned organisation that embraces Blue Ocean strategy and continues to confidently communicate that. [/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_separator type="normal" color="#666666" thickness="1" up_style="px" down_style="px"][/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 height="12px" image_repeat="no-repeat"][vc_column_text][workcategories][/vc_column_text][vc_empty_space height="12px" image_repeat="no-repeat"][/vc_column][vc_column width="1/2"][/vc_column][/vc_row][vc_row...

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22 May 2011

Dunlopillo

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="349928" 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] DUNLOPILLO Rethinking mattress retailing [/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"] Revitalising the brand Dunlopillo and revolutionising the mattress retailing experience. [/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 Branding (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="349929" 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="350425" 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 Staying relevant in changing times is one of the key challenges that a veteran brand faces. We were entrusted with the challenge to transform the retail brand by finding new ways for consumers to experience and resonate with the brand. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349932" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact Rapid prototyping was done with dealers throughout Malaysia to ensure that the new Dunlopillo way was set to WOW and continued to create special moments for its customers day after day. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349931" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight Pushing the boundaries of insight and foresight through extensive research, competitive studies and retail experience audits, we helped the Dunlopillo team take imaginative leaps into the future. Perfecting the art of sleep, we redefined Dunlopillo’s association, beyond functional mattresses to ‘celebrating special moments’. Positioning Dunlopillo as a trusted brand that has always been there to care for the wellbeing of families, we are in fact, helping people make the most of their awake moments by helping them get the best sleep of their lives. Thus began the transformation of the brand experience from mattress retailing to sleep consulting. Among many other notable initiatives were online sleep and mattress profiling, customer archetype based product innovation, customer-focused retail experience based on the concept of cocooning. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349933" img_size="full"][/vc_column][/vc_row][vc_row row_type="row"...

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23 May 2010

Ogawa

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350291" 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] OGAWA Inspiring meaningful social change [/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"] Uncovering the greater purpose of health equipment retail through innovative brand strategy. [/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="350287" 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 In order to take health equipment retail to a whole new level, our challenge was to cut through the market place clutter and set Ogawa apart from its competitors by defining an identity that resonates among its consumers. [/vc_column_text][/vc_column][vc_column width="1/2"][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_single_image image="350288" 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 After holding extensive retail and perception audits, we unlocked the true potential of the brand while uncovering the organisation’s goal. To share ‘the heart of wellness’ by adding value to the lives of the customers by inspiring them to adopt healthy practices and lead a balanced and harmonious life. Leveraging from this insight, we moved to craft a well-defined brand roadmap to bring about a brand, retail, and culture revival. To cascade Ogawa’s goal across various consumer touchpoints, we embarked on a series of meaningful transformations. The organisation experienced a paradigm shift as we transformed its business model from product push to well-being focused. There is nothing more gratifying than seeing Ogawa’s sales promoters energised with a greater purpose as wellness advisors. We also successfully revitalised Ogawa’s brand identity system to share the joys of wellness using the specially-created, ‘happy world’ supergraphics. Believing in the value of experience design, we also worked to bring Ogawa’s new-found purpose to life through customer experience in its retail stores. We revolutionised Ogawa’s retail experiences based on the ‘oasis of discovery’ – a place that engages and delights the five senses.[/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The...

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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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22 May 2010

Etiqa

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="349942" 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] ETIQA Strengthening a future by structuring the now [/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"] Skillfully intercepting identity management challenges and reinforcing the brand foundations with clarity and purpose. [/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="349944" 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 Six years following Etiqa’s launch and brand rollout, the Communications team realised that greater clarity and consistency was required to help them manage their visual identity system more effectively. We were then commissioned to review the brand governance, and recommend areas of improvement. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight Backed by a more relevant and effective identity management strategy, we developed a comprehensive set of brand guidelines for Etiqa. As we began to put Etiqa’s visual, verbal, and expressive elements together in its Brand Genealogy, the tone and manner for the corporate insurance and Takaful became better defined. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349943" 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="349946" 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] We also helped Etiqa establish a more resilient system for brand governance, which led to better clarity on the specific roles and responsibilities held by each of Etiqa’s employees to manage and monitor the brand moving forward. This set in place an effective structure and processes to cascade the brand across agencies, branches and the academy consistently. The strengthening of Etiqa’s governance system does not stop there. Recognising that behind the successful governance of every brand is an inspired team of brand champions, a series of interactive and immersive train-the-trainer workshops were conducted by us to empower the next generation of Regional Brand Drivers and Branch Brand Ambassadors.[/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact The strengthened identity management and governance system led to the creation of a cohesive and effective structure for...

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