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OWL Rejuvenating Singapore’s time-tested heritage brand for a new generation

OWL

Rejuvenating Singapore’s time-tested heritage brand for a new generation

Country
Singapore
Industry
FMCG
Year
2011

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.

Brand Consultancy in FMCG Industry. Bus stop Ad for OWL.
Brand Consultancy in FMCG Industry. Logo design for OWL.
Brand Consultancy in FMCG Industry. Logo design for OWL.
Brand Consultancy in FMCG Industry. Poster for OWL.
Brand Consultancy in FMCG Industry. Wall decal for OWL.
Brand Consultancy in FMCG Industry. Website design for OWL.

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.

Brand Consultancy in FMCG Industry. Workshop for OWL.

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.

Brand Consultancy in FMCG Industry. Packaging design for OWL.
Brand Consultancy in FMCG Industry. Packaging design for OWL.
Brand Consultancy in FMCG Industry. Packaging design for OWL.
Brand Consultancy in FMCG Industry. Packaging design for OWL.

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.

Brand Consultancy in FMCG Industry. Retail space for OWL.
Brand Consultancy in FMCG Industry. Retail space for OWL.

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.

Visit: OWL