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brand identity design

Brand identity is a promise to the customer. That promise may involve product quality, service, price or various other things. Brand identity is the reason you offer for your customer to choose you instead of your competitor.

A strong and distinctive brand identity can position a company above its competition. But having a brand identity that is strong takes time and effort to develop. It's not as simple as just redesigning a logo or rewriting a tagline.

Orient Design - a cross-disciplinary design firm based in Singapore - has helped companies both big and small to develop, maintain, refine, and strengthen their brands. Successful re-branding involves evolution, not revolution. Your new brand is not just a new and improved version, but must strive to strengthen emotional ties and customer loyalty. An old brand doesn’t have to mean an aged brand - it can be re-worked or re-branded for it to stay fresh and relevant.

At the end of the day, having a brand identity that resonates with your target market is the most crucial factor. Here are case studies of how we have helped refine or transform brand identity which impact customer needs and desires.



corporate

 

corporate identity design: ADC. ADC is a leading agriculture solution provider company in Vietnam. Detailed market study and focus group sessions revealed that consumers found the ADC logo forgettable and inconspicuous. A metallic finishing was added to give the new logo an understated, polished look. A trip was made to Vietnam to survey consumer reactions after the new logo was implemented – this drew favourable response.

vietnam market
  Scopes of work:
Market Research | Packaging Design System Revamp | Brand Identity Revamp | Website Template
  Market:
Vietnam
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  ADC Vietnamese agriculture brand design  
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corporate identity design: Thanhson. Wheat, a symbolic icon that resonates strongly with target audiences in Vietnam, was retained as the main component of the Thanhson logo. Modified slightly to give the edges a rounded feel, the refreshed icon suggests a robust and healthy harvest. Slight adjustments to the colours give the logo a vibrant glow, akin to a thriving wheat field reflecting the rays of the sun. This creates a distinct packaging identity with massive emotional appeal.

vietnam market
  Scopes of work:
Market Research | Brand Logo | Brand Identity | Packaging Design System | Website Template
  Market:
Vietnam
     

  Thanh Son agriculture brand design  
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corporate identity design: CMK. Pt Citra Mandiri Kencana (PT CMK) is an established premium importer and manufacturer of pet food and animal feed founded in 1985. CMK is one of the leading companies in agriculture and aquaculture sector. With their expansion in progress, we are honoured to be part of it; in-charge of the entire rebranding and upgrading of their company image. This includes the upgrading of several brands under the big umbrella of PT CMK. They are namely, FANCY, BEAUTY, BEAUTY (Bird) that we performed a brand and packaging upgrade.

Indonesia market
  Scopes of work:
Market Research | Brand Logo | Brand Identity | Interior Design Concept | Packaging Design System | Website Template
  Market:
Indonesia
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  CMK aquaculture identity design  
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corporate identity design: Deutschem. Chemistry brand design. The idea of the logo came from chemical bonding in between molecules. Different coloured circles represent the different chemical element in the molecules. And the molecules are position in a certain angle and manner which forms a “D” & “C” within.

  Scopes of work:
Brand Logo | Brand Identity
  Market:
Germany
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  Deutsche Chem Chemistry Brand Identity Design  
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corporate identity design: Europaische. Inspired by the revolving action in coating process and German colour flag, leading glass chemical coating company Europopaische identity is refreshed. The colour has also been replaced black with green to express the belief in environmental friendly product. These had crafted the industrial tension into iconic and distinctive look, evoke attention and express brand spirit.

  Scopes of work:
Brand Logo | Brand Identity
  Market:
Germany
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  Europaische  
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corporate identity design: Kindly. The brand identity reects Le Corbusier’s modular concept which established the fundamental of modern architecture. It is also manifested in a three-dimensional fashion, the letter “K” takes form with three converging axises. These elements are to position Kindly as an insightful, modern and pioneering construction solution provider in the industry.

  Scopes of work:
Brand Logo | Brand Identity
  Market:
Singapore
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  Kindly Construction Brand Identitty Design  
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corporate identity design: VT Group. The key idea in VT Group brand identity is combining the two letter from the brand name. As VT has a wide investment target, the logo request to be flexible, therefor we introduce using strong typography treatment to differentiate their range. Finally, unusual purple colour helped VT Group standout on the market and create a neutral but professional touch for the brand.

  Scopes of work:
Brand Logo | Brand Identity
  Market:
Singapore
     

  Vtland namecard  
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corporate identity design: Brilliant. original logo was dull and had a rigid, rectangular shape. To revitalise its brand image, we added curves so the brand name was encapsulated within an asymmetrical heart shape. Light blue swirls were added to portray a hint of a smile, with the dotted eyes completing a hidden smiling face. To complete the transformation, a bold, rich hue of blue was used bring out a younger look.

  Scopes of work:
Brand Logo
  Market:
Singapore
     

  Brrilliant kid food brand design  
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corporate identity design: LAYA. Inspired by the versatility and flexibility of a ribbon, the logo portrays the warmth of human touch with an Asian flavour. The project involved numerous site visits and refinements before achieving the final results. The final design was adapted for use in uniforms and corporate interior design.

China market
  Scopes of work:
Brand Logo | Brand Identity | Interior Design Concept | Packaging Design | Website Template
  Market:
China
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  Laya coporate indentity design  
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corporate identity design: Jackway convertor. Jackway Convertor is a manufacturer of flexible and customisable packaging materials based in Singapore. An extensive market study revealed that the old Jackway Convertor logo projected a dated image, in contrast with more sophisticated designs of the competitors. The final design is simple and futuristic, reflecting the brand’s forward-looking spirit and cutting edge attributes. The grey and red colour scheme brings out the ‘J’ in the logo, which resembles the drum of a printer and a plastic in print.

  Scopes of work:
Brand Logo | Brand Identity | Enrironmental Graphic
  Market:
Singapore
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  Jackway logo  
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corporate identity design: UberB. Brand revamp was needed to enhance the image of UberB company. The corporate imported German technology and produced unique electronic bed for Asia market. As a whole, the brand is designed to potrait the european elegant look and evoke emotion. Second graphic element is introduced t extend further product and range with out missing UberB essence and spirit.

  Scopes of work:
Brand Name Creation | Brand Logo | Brand Identity | Website Template
  Market:
China
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  Uberb bedding brand identity design  
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automotive brand design: GSC. GSC has a great vision and expansion for the future brand. By sharing and understanding their vision, our mission is reshape their identity representative but maintain the brand spirit. We simplified the logo and retain the colour, created a modern essence and help them easily apply to product and future application.

  Scopes of work:
Brand Logo | Brand Identity | Environmental Graphic | Packaging Design | Website Templte
  Market:
Singapore
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  GSC logo  
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restaurant

 

Restaurant and gourmet store identity design: Premium Gourmet. A brand revamp was needed to strategically establish its “premium” image and status for this store in the upmarket district of Ho Chi Minh city. Change of signage and application of department identities to project a standard of fine living and service were introduced along with store directory, furnishing, lighting, publicity material and packaging. The brand architecture was also devised to accommodate each department identity as a standalone sub-brand even outside the main location.

vietnam market
  Scopes of work:
Market Research | Brand Architecture | Brand Logo | Brand Identity | Environmental Graphic | Packaging Design | Website Template
  Market:
Vietnam
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  Premium Gourmet Mini Market Identity Design  
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restaurant identity design: Firewoks. The Firewoks brand is designed to potray the bright, refreshing and vibrant qualities. It consists of several key elements: the wok, rays and unique logotype. A combination of warm colours; yellow, orange and red is chosen for its association with fire, which is an essential element in culinary.

As a a whole, Firewoks brand projects an array of asian flavours, taste and texture. Besisdes bringing a range of scrumptious dishes to our customers, we also strive to provide excellent service and quality. We are taking asian fare to a new high.

  Scopes of work:
Market Research | Brand Name Creation | Brand Logo | Brand Identity | Interior Design Concept | Environmental Graphic | Packaging Design
  Market:
Singapore
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  Fire Woks restaurant Identitty Design  
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restaurant identity design: LUK YU Restaurant and Teahouse. Drawing inspiration from the Sage of Tea, Luk Yu, Luk Yu Restaurant and Teahouse was born. An easy-going and passionate man, Luk Yu continues to inspire many with his (i/)The Classic of Tea(i/), which became a manual for anybody interested in tea. The poetic approach is displayed through its casual elegance in its logo and store concept, evoking a sense of repose and relaxation.

  Scopes of work:
Brand Name Creation | Brand Logog | Brand Identity | Interior Design Concept | Environmental Graphic | packaging Design
  Market:
Singapore
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  Luk Yu Tea House Identity Design  
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restaurant identity design: Bao Today. To the Chinese, eating bao (buns) and dim sum is part and parcel of their culture. So is the iconic Justice Bao, who was an outstanding government official in the Song Dynasty. We married this element into the creation of Bao Today’s logo, arranging bun steamers to look like an antique Chinese magistrate’s hat. The new Bao Today logo is quirky and modern, yet bears symbols which are close to the hearts of many Chinese.

  Scopes of work:
Brand Logo
  Market:
Singapore
     

  Bao Today Brand Design  
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restaurant identity design: Yum Cha. is an award-winning Dim Sum restaurant located in the heart of Chinatown in Singapore. Its original logo was dull and dated, so our task was to rejuvenate their corporate identity. Using the literal meaning of the term ‘yum cha’ (which means drinking tea), we incorporated visual elements of a teapot and oriental colours like maroon and chrome, to give the brand a traditional look and feel. For their takeaway boxes, we imprinted bamboo textures onto the background to symbolise Chinese steamers, which are synonymous with Dim Sum delicacies.

  Scopes of work:
Brand Logo | Brand Identity | Packaging Design
  Market:
Singapore
     

  Yum Cha Brand Design  
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bakery & cafe

 

bakery brand design: ibake. Prima’s new premium bakery is given a vibrant and contemporary look and feel. The stylised wheat kernels from the parent logo are shaped into a flower and incorporated into the iBake logo. The flower motif is derived from the word ‘flour,’ which originated from the word ‘flower.’ The flower petals spread out in 8 directions, symbolising the proliferation of iBake outlets around the region to satisfy the appetite for premium quality bread.

The grey and ochre colour combination reflects the products’ main ingredient, wheat grain. This also heralds the origin of the golden field of wheat and its superior quality. The logo type font matches the curves and flow of the main motif while maintaining a modern and clean image.

  Scopes of work:
Brand Logo | Brand Identity | Packaging Design
  Market:
Singapore
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  Ibake graphic design  
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café brand design: 1983. 1983 is a Halal eatery that gives people a dose of nostalgia, taking them back to the Singapore of 1980s. Inspired by batik patchwork, the logo consists of textiles and colors that represent people from a diverse culture. The colour scheme injects a harmonious gradient with Fengshui principles in mind. This has led to the creation of a wholesome concept brand that has enormous franchise potential.

  Scopes of work:
Brand Logo | Brand Identity | Interior Design Concept | Environmental Graphic | Packaging Design
  Market:
Singapore
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1983 cafe

 
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bakery identity design: Swee Heng Classic. Swee Heng Bakery is one of the oldest bakery chain in Singapore. Established in 1989 with a humble 650 sq ft shop with 5 staffs, it has now expanded to 21 bakery outlets with a strength of 250 staffs and 15,000 sq ft factory in Senoko Crescent. With its rich history, it was natural and almost necessary for us to angle the brand design towards emphasizing the experience Swee Heng Bakery has in the baking industry. This new branding of Swee Heng attempts to bring out the nostalgia atmosphere of the 1980s. They ride on a thematic approach of a flashback in time while serving delicious bread we are so familiar with in an alternative spectrum of 80s modernity.

  Scopes of work:
Brand Positioning | Brand Logo | Brand Identity | Interior Design Concept | Environmental Graphic | Packaging Design
  Market:
Singapore
     

 

Swee Heng Classic Bakery identity design

 
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bakery brand design: Home's Oven. Home's Oven is a bakery specializing in bread baked with natural yeast. With the emphasis on this natural process of baking; resulting in much artificial ingredients such as preservatives, colouring and flavouring heavily reduced. Home's Oven strives to provide their consumers the healthier bread choice. Home's Oven, as its name suggests, aims to give a cosy and heartwarming impression to its consumers. Created with rounded fonts, the logo adopts the very basic elements of design, to reiterate the essence of its products; wholesome and natural.

  Scopes of work:
Brand Name Creation | Brand Logo | Brand Identity | Interior Design Concept | Environmental Graphic | Packaging Design
  Market:
Singapore
     

 

Homes Oven

 
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café brand design: Eatzculture. is a trendy eatery located in the heart of Tanjong Katong. It serves a wide array of food – from sesame ball, curry puff and steamed kueh to French pastries, tarts and muffins. The drinks range from espressos to Italian sodas. The challenge here was to convey a sense of tradition and modern feel in our design of eatzCULTURE’s corporate identity. To portray the eatery as a hip and fun hangout, we applied vibrant colours and zestful graphics to its interior and logo.

  Scopes of work:
Brand Name Creation | Brand Logo | Brand Identity | Interior Design Concept | Environmental Graphic | Packaging Design
  Market:
Singapore
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Eatzculture

 
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café brand design: Moly café. moly café is a new concept store selling bubble tea. The clean interior creates a serene and cozy environment, inviting one to enjoy the moment while sipping on a cold beverage. The graphic illustrations give a unique and distinctive feel. Let Moly café take you on a rejuvenating journey and discover life’s pleasures!

  Scopes of work:
Brand Logo | Brand Identity | Interior Design Concept | Environmental Graphic | Packaging Design
  Market:
Singapore
     

 

Moly Cafe identity design

 
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food outlets

 

food brand design: Dessert Story is born out of two childhood friends and their love for traditional chinese desserts. And not just delicious and mouth-watering oriental desserts, Dessert Story also offer asian fusion desserts to provide a wide range of choices to cater to your taste. Clean and friendly, Dessert Story is conceptualised from its logo to store design to be refreshing and inviting.

  Scopes of work:
Brand Name Creation | Brand Logo | Brand Identity | Interior Design Concept | Packaging Design
  Market:
Singapore
     

 

Dessert Story identity design

 
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food brand design: Happy Veg. was a restaurant with a dated look. To give it a young image, we incorporated the cheerful look of a girl to its logo. Japanese characters were also added to reflect the brand’s roots. For the colours, we used unique hues of gold and green, blending them carefully so they complement each other and create a modern feel. We also coordinated new images for its speciality dishes, to make their menu look more enticing.

  Scopes of work:
Brand Logo | Packaging Design
  Market:
Singapore
     

  HappyVeg Brand design  
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food brand design: Tong Heng concept shop. Chinese confectionary is well-known for its tasty, traditional pastries. They faced the problem of having an ill-defined corporate identity. We stepped in to re-design their logo, giving it bolder hues of gold and red, finished off with clean topography. For stronger branding, we renamed their biscuits, using words like “prosperity” and “good fortune” to enhance consumer-appeal. On the shop front, we modernised the interior by printing Chinese tales of traditional pastries on glass.

  Scopes of work:
Brand Logo | Brand Identity | Interior Design Concept | Packaging Design
  Market:
Singapore
     

  Tong Heng concept shop design  
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food brand design: Dragon Brand Bird’s Nest. The aim was to revamp and uplift the design of the logo, giving it a makeover to inject new life to the brand. With the overcrowding of elements in the circular stamp, the old version was visually too heavy. The revamped version boasts a much simplified design. To retain the essence of the Dragon Brand, the dragon is imprinted on a pearl for a dose of prosperity. The dragon illustration was refined for a more intricate look. 

  Scopes of work:
Brand Logo Upgrade | Brand Identity | Packaging Design
  Market:
Singapore
     

  Dragon Brand Identity Revamp  
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fruit brand design: Amayi. Amayi is the latest fruit brand from BeeSeng, a well know food distributor in Singapore market. Orient Design approach the brand from a fresh perspective. Amayi in Japanese means Sweet, therefore we were inspired by Japanese cheerful culture and came up with the mascot solution. The Japanese style mascot helps BeeSeng express the brand image; young, fresh and lively.

  Scopes of work:
Brand Logo | Brand Identity | Packaging Design
  Market:
Singapore
     

  Amayi fruits  
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service & event

 

service & event brand design: Ladyfinger. the brand design is to portrait the concept of sanctuary for sheer indulgence and pampering. The red colour gives the logo a high fashion touch.

  Scopes of work:
Brand Logo | Brand Identity | Interior Design Concept | Environmental Graphic
  Market:
Singapore
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  Lady Finger Beauty Brand Identity Design  
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service & event brand design: Firma. Inspired by collagen, the most important ingredient behind soft, supple skin, the concept of Firma’s interior design is fluidity. The white and grey typography gives the logo a clean and classy treatment while projecting a sense of avant-garde serenity. The circular loop motif is inspired by the triple helix found in the composition of collagen.

Hongkong Market
  Scopes of work:
Brand Logo | Brand Identity | Interior Design Concept | Packaging Design
  Market:
Hong Kong
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  Firma beauty brand design  
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event brand design: french festival voilah! Organised by the Singapore French Embassy, the Singapore French Festival, Voilah!, needed an event logo. In our design, we drew inspiration from the paintings of renowned French artist Henry Matisse. Using strong silhouettes resembling Matisse’s iconic paper-cut figurines, we created a logo free of typical French symbols. Our aim was for the logo to speak to the French community in Singapore, and touch their hearts.

France Market
  Scopes of work:
Brand Logo
  Market:
Singapore
     

  Voilah Event Identity Design  
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Brand Management Course

 

About Orient design
Orient Design is a cross-disciplinary Brand & Design consulting agency. We come with ground experience in the complex and culturally diversified conditions of this regional market. Our exposures also provide an in-depth understanding of each unique market environment essential for the strategizing process, to meet the business and marketing objectives of our clients.

About Training Facilitator
Jackie Tan is the founder of Orient Design and brings with him 20 years of experience in the Brand & Design consultancy industry. He has become a force to be reckoned with in the industry. His creative ingenuity and far-sightedness for the business has ensured the continued success of Orient Design. Under his stewardship, Orient has consistently broken grounds in the industry and gathering themselves awards from Singapore and International.

Jackie was the Chairman of the Singapore Packaging Star Award 2004 and is also a committee member of the Packaging Council of Singapore. Jackie has been appointed as a judge for the Singapore Press Holdings Chinese Newspaper Page Design Award and has played the role of an external examiner at the Nanyang Academy of Fine Arts. He had been invited to give a speech on Branding in China, Taiwan, Indonesia, Vietnam, Mongolia. Invited by Spring Singapore, FRIC, EDB, SFMA etc., to give talk in their seminar about branding.

Course Benefits
This two days Brand Strategy training course is designed to help professionals to gain a thorough understanding about the brand direction of their company.It uses creative and strategic thinking skill to help delegates to define their unique set of brand management protocol.

To understand the role of brand management and its relationship which will complement in areas of functional marketing and product management. Learn strategies to strengthen your brand in order to develop and maintain customer relations. Increase industry effectiveness as a brand manager. Ensure that brand promise and service delivery reinforce each other. Identify ways to measure and grow your brand.

The training covers the roles and responsibilities of brand management, and how these are evolving over time, the key organizational interfaces. The course provides all prerequisites, training, suggested readings and supplemental information.

Who should attend
Business Owners, Entrepreneurs, Directors and Executives personnel that involved in Brand & Marketing issues.


Day 1
Section 1: What is Brand?

1. Brand history
2. Types of branding & brand name category
3. Your branding pyramid
4. Brand Vision
5. Brand Mission
6. Brand Proposition
7. Brand research methodologies and approaches
*Live case study examples, work sheet & sharing section

Day 1
Section 2: How to develop a brand?

1. The example of world brand identity transforms
2. How to develop brand essence & reposition a brand
3. The various types of brand names
4. What is brand architecture
5. How to create a strong brand identity system and standards
*Live case study examples, work sheet & sharing section

Day 2
Section 1: How to Manage Brand ?

1. The primary responsibilities of brand manager
2. What is important to know about managing brand ?
3. How to manage a brand identity?
4. How to use internal communication to align the brand?
5. How to develop a brand building organization and transform employees into brand champions?
6. Using internet & social media to build brands.
7. How to extend a brand?
*Live case study examples, work sheet & sharing section

To register, please contact us for more information.

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tel (65) 6702 5113 info@orientdesign.com.sg
Orient Design Pte Ltd -  69 Ubi Road 1, Oxley Bizhub 1, #08-27, Singapore 408731 
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