brandnews

Recent work - Branding for RQAM, whose portfolio of properties managed include One Raffles Quay and the Marina Bay Financial Centre which, together with Marina Bay Sands Integrated Resort (IR), will be part of Singapore's vibrant New Downtown.

Sunkist overtakes Tropicana brand in 100% Purely Squeezed Orange Juice Category

As the Sunkist Juice range expanded organically throughout the years, a bevy of packaging structures and templates have been introduced. To bring about better brand synergy, Acacia Design Consultants was tasked by F&N Foods to re-align Sunkist's packaging design across the entire product range. As an ongoing effort to refresh, launch and promote new products and packaging, Acacia Design has been working closely with F&N Foods to develop creatives that help reinforce the brands within their portfolio. The results have been spectacular, with Sunkist recently overtaking the long established Tropicana brand in the 100% Purely Squeezed Orange Juice category to take second place in the Singapore market.


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The Singapore Workforce Development Agency (WDA) enhances the competitiveness and employability of workers and jobseekers by helping them adapt to a changing economy. WDA also supports the growth of Singapore industries by building a pipeline of competent workers through the constant upgrading of workers' skills and raising industrial performance standards.

Recently, WDA established an Institute for Adult Learning (IAL) which is a national centre that will ensure a high quality of adult training practices and research amongst the adult educators. Acacia was tasked to develop the IAL brand which, although operating under the auspices of WDA, will have the profile of a separate, autonomous organisation with its own identity, mission and vision – operating within its unique competitive landscape.


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Acacia picks up another Singapore Star Award for Summer's Eve

C. B. Fleet, established in 1869, has a century long reputation in retailing quality Personal Health and Beauty Care products. Their Feminine Care range Summer’s Eve is the no.1 leading brand in the U.S. market. The challenge fell on Acacia to help them position their brand for the Asian market in order to strengthen their presence there. The result: an elegant range of custom-designed, travel-friendly packaging that carries visual and structural synergy.


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Kimage makeover by Acacia revitalises brand image



Started 12 years ago, Kimage Hair studio is recognised locally for its style, training and service.Unlike other hairdressing salons, Kimage focuses on training for aspiring stylists. In its continuing effort to stay cutting edge, Kimage has appointed Acacia as Brand Consultants to help push the retail brand to the next level, locally as well as internationally.


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Acacia and S'GAP signs MOU, synergises branding services across Asia and Europe

Acacia signed a Memorandum of Understanding (MOU) with Strategic Gap PLC (S'GAP) of Europe to provide a framework of cooperation for exploring the establishment of reliable and seamless cross-continent branding services. This MOU signifies an initiative in promoting global cooperation to develop synergy in branding services across Asia and Europe, enhancing Acacia's position as a leading brand consultant. The joint activities shall be aimed at developing tailor made branding programmes based on local consultation needs (Left to right: Kelvin Ng, Hazel Leong, Ragnar Brigg, Martha Brigg).

Branding Day Europe Acacia along with its strategic partners S’GAP Ltd and Alan Bates (UK) hosted the “Branding Strategies for Asia” European conference in the cities of Barcelona, Madrid and London. The purpose of which is to provide an overall analysis of the challenges that the Chinese and Asian markets present to European businesses in terms of positioning as well as brand management. In particular, the event was catered towards European SMEs seeking opportunities in China and Asia in general.

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Acacia delivers keynote speech at NUS Society's Marketing, Branding & Communications Industries' Networking Night

"Design is an essential conduit and materialisation of all the elements in the marketing mix"- Kelvin Ng

NUS Society held it's Marketing, Branding & Communications Industries' Networking Night at the premiere Society's Kent Ridge Guild House. Guests present included consultants from Deloitte & Touche as well as Theo H. Davies & Co. Acacia was invited as brand consultant to deliver the keynote speech. Here are excerpts:

On Branding...
It (branding) involves all departments and all levels of an organisation, not just the marketing department as some may like to think. The Finance department may be concerned with which quadrant of the BCG (Boston Consulting Group) Matrix the brand falls within; is it a 'Cash Cow' or perhaps a 'Question Mark'? Whereas the Marketing department may be more concerned with the brand's Share of Voice.Therefore, in order that a cohesive and congruent Branding Strategy be developed and executed, it is crucial that the Brand Champion should be at the CEO level.

On Design...
It is interesting how integrated the role of design actually is with marketing & branding. It is in fact a commercial disciplne with very economic objectives. Let me propose that design is an essential conduit and materialisation of all the elements in the Marketing Mix: Product, Place, Price and Promotion. All of which have to be purposefully designed.

On Research...
It is impossible to gather perfect information, and this is especially true for New Product Development. Full marks in research does not guarantee you full marks on the shelf. As Ian Batey puts it “Nobody can quantify imagination.Nobody can qualify intuition". An inspirational design that does not take full marks in research can contribute more to Top of Mind Awareness and sales than one that is purely designed to win based on research theory.

On Social Responsibility...
Consumers today are more discerning, sophisticated and vocal. It may take 30 years to build a brand, but these days, all it takes is 30 days to tear it asunder. So make sure you can live up to your promises lest your image building and brand camapigning backlashes with a vengeance. Be sincere. Afterall, the most potent branding is, as one agency puts it, "Truth Well Told".Visit the NUSS website at www.nuss.org.sg


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LaSalle SIA College of the Arts 'Movers and Shakers' Lecture Series

Conflict between the 'business' and 'art' of design will always remain a challenge, let integrity and not ego nor compromise be your guiding design principle. That was the exhortation from Acacia Design Consultants' Director, Mr Kelvin Ng, to the year's graduating BA students of LaSalle SIA College of the Arts. The lecture was organised as part of LaSalle SIA's continuing efforts to expose its students to the professional standards and work ethic of the creative industry, so as to prepare them for their future role as contributors to the Cultural Wealth of Singapore. Visit the LaSalle SIA website at www.lasalle.edu.sg

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