Nafe Tong’s Post

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Founder | Chief Creative Officer at ABrandADay

Most of us grew up with YiKoWei Pte Ltd. We share the same birth year. Their traditional kueh and pastries lie in the heartbeat of Singapore’s food scene. I first handled their rebrand 4 years ago. Now, 41 years into the game, something different would enter the fray: A fresh batch of cookies, yet unnamed. The goal was simple: launch these cookies to echo the local sensibility that YiKoWei is known for. Turn them into souvenirs of Singapore. How to shape food as a cultural memento? How to make a new product feel familiar? Go to work. Started with the basics - what’s there to see? First impressions last. To create a uniquely Singaporean identity, we turned to symbolism. The Singapore orchid, with 5 petals in varying colours to represent diverse ethnic communities, reinforces the idea of cultural unity. The tins were launched during National Day as part of goodie packs. Garnered recognition and acceptance pretty quick. Can’t forget about social media. A "Guess the Flavour" contest became an engagement tool, intertwining the intricacies of flavours with the brand's essence, creating lasting connections. Harmony Cookies, with its rich heritage, unique visual storytelling, and engaging launch strategy, carved a distinctive position in the competitive landscape, embodying the spirit of Singapore. Vibrant and full of genuine meaning. A Kaleidoscope of Singaporean Flavours. Have a bite: https://lnkd.in/gGsF8MpX #branddesign #brandawareness #packagingdesign #newproductdevelopment

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