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Full Brand Repositioning & Visual Brand World for Camel nuts.
Nº1 in Singapore and exported to over 50 countries globally.

Mission: to repurpose all of Singapore’s used glass bottles!

Client: Seng Hua Hng Foodstuff Pte Ltd
When: 2019 – Summer 2020
Where: Singapore & Export Market
Scope: Up front strategy. Brand Blueprinting. Target Audience profiling and Repositioning. Portfolio Segmentation. Core identity redesign. Copy writing. Creative concepts. Brand World. Web Design Guide. Art Direction. Social Media. Print liaison. Brand Architecture. Packaging Design across multiple Ranges and SKUs. Comprehensive Brand Book and Guidelines. Ongoing brand guardianship.

We were extremely excited to embark on the journey to help the SHH team with this fantastic Singaporean brand.

From initial consultation and deep diving within the business, to our extensive creative design work, to our final Brand Book – we’ve loved every step of the journey to help move Camel nuts into its next phase.

The extensive Brand Book outlines the new brand positioning and how it builds on its original heritage to create a more confident and charismatic brand for not just today’s consumers but also future audiences. It then includes guidelines for every aspect of the brand world – from logo to packaging to on and offline applications.

We had to be very sensitive in how to evolve the existing logo – which had not be changed since its creation in 1974. We wanted to ensure we retained the original character of our Camel Icon but redrew him to be a bit prouder, more stable and less ‘old fashioned’ in styling. We also respected the structure of the mark with the icon to the left of the word mark – but made it more of today by freeing it from the generic oval lozenge. We brought in additional pride and quality credentials with our ‘nut connoisseur’ strapline and ‘Estd Singapore 1974’ heritage.

Below: current Brand World – disparate, brash, lacking quality and depth.
We’re excited to share with you what we’ve done to turn this around.

See article in marketing-interactive

KOUSAH&CO Team
Collaboration with

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KOUSAH&CO have worked tirelessly from start to finish on the biggest repositioning and redesign in the history of our brand. I can’t recommend them enough.
 
From our initial introductory conversation Emily has delivered on all her promises to us – from putting together the perfect team and running the project throughout, from stakeholdering and workshops to creative phases and final guidelines handover – she helped guide and reassure us at each key point. Throughout, she kept us moving forward, giving us the confidence we needed when we needed it.
 
We were told we could have the quality and dedication of big agency teams for a fraction of the budget. We really feel we got this and more. We’re so excited to get the new brand look and feel out into the public domain.

Shih Yin Poh
Director Seng Hua Hng Foodstuff Pte Ltd
September, 2020

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