OWL
Rejuvenating Singapore’s time-tested heritage brand for a new generation
Heritage Brand: As an established Singapore coffee brand with over 50 years of heritage in roasting & blending coffee for consumers, Owl looked at rebranding to highlight its heritage values & reach out to a new generation of customers. After rebranding Owl went from No 5 in Singapore to No 2 for sales of instant coffees and teas. Before rebranding the 'Kopitiam Roast' range contributed 5% of sales, after rebranding the range contributed to 50% of sales. That's the real value of branding.
Marketing & Communications
We positioned Owl as a Straits Asian brand that’s Time Tested With Pride. The well-loved Owl logo was evolved, while communications highlighted authenticity through both the language and traditional visual elements such as Peranakan motifs. Tangible facilitated a workshop to plan the brand’s launch with communications partners.
People & Culture
Materials to brief the trade on the new brand & new look product packaging were created for an event held at Singapore’s Jurong Bird Park.
Products & Services
The Owl brand’s portfolio was organised into themed ranges & new product opportunities were identified (new Kopitiam Roast range) using the Straits Asian region as inspiration. Tangible redesigned all of Owl’s packaging to carry its signature heritage & craftsman-like cues. Owl’s Kopitiam Roast range received a Singapore Packaging Star Award for 2011.
Spaces & Places
Tangible developed a material sample board as part of our visual core elements. We then briefed the retail contractor to develop the retail concept for the Café.
