As a regional pioneer of 3-in-1 coffee the
Super Group grew to a leading instant
beverage producer in Southeast Asia,
with more than 300 products distributed
in over 50 countries. To expand further,
the need to organise the business
around its brands was identified. This
meant finding an ‘emotional lighthouse’
for the corporate brand, developing a
portfolio strategy for the products &
designing appealing packaging to give
everyone something to look forward to. |
Communications
The brand promise of ‘Something to look forward
to’ & brand personality of ‘Optimism’ drove every
element of the groups communications, from a new
identity, to the ‘take life by the handle’ tagline. All
visual & verbal assets were then documented.
People
Our ‘brand engagement’ workshops brought
together Super’s senior members of staff to ideate
internal initiatives. Follow up sessions involved
broader groups of staff to flesh out key initiatives.
These sessions allowed us to identify members of
staff to become those brand ambassadors.
Products & Services
A clear brand architecture & product portfolio was
created that formalized the B2B offer; ‘Super Food
Ingredients. The product portfolio was rationalized
to create clear product ranges within each category
& the product packaging was all completely
redesigned to target specific market segments.
Experience
Multiple websites were designed to reflect the new
brand architecture and product portfolio, with
each website designed for their specific audiences.
www.supergroupltd.com |
