OWL
Rejuvenating Singapore’s time-tested heritage brand for a new generation
Fast Moving Consumer Goods Branding: As an established Singapore coffee brand with over 50 years of heritage in roasting & blending coffee for consumers, Owl's declining sales reflected it's aging customer base. Owl's leadership team saw rebranding as an effective way to address its aging reputation. Research suggested that Owl should embrace its heritage values and use it to reach out to a new generation of customers. The packaging ranges were reviewed, together with the packaging design. After rebranding Owl went from No 5 in Singapore to No 2, in terms of sales volume for instant coffees and teas. Before rebranding the 'local favourites' range contributed to 5% of sales, after Tangible created the 'Kopitiam Roast' range and refreshed the packaging, sales of the same products contributed to 50% of sales. In 2016 6he owners sold the group to Jacobs Douwe Egberts (JDE) for S$1.45 Billion - Now 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. (See more)
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.
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.
