Overview About Brand New Day

Background Nestle’s Extreme range of ice-creams is a modern and premium offering created from the best ingredients to provide consumers with a multi-sensorial taste experience. The range aims to provide teens and adults with a combination of well-rounded smooth ice-creams and inclusions for their next level of pleasure and enjoyment, from the first bite until the very last. Challenge Ice-creams are often an impulse buy at convenience stores. They’re a treat that people opt for in a moment of indulgence. With plans to expand the range and launch an individually wrapped Extreme Nama Orange ice-cream, the challenge for Brand New Day Asia was to dial-up the appetite appeal of Nama’s signature velvety soft dark chocolate coating combined with ice-cream and a juicy orange syrup swirl. As its first 100% recycled packaging, Nestle also requested the creation of an ownable recycled icon that could be introduced at launch and on subsequent packs. Solution Brand New Day Asia first addressed the architecture of the brand packaging by strengthening the Nestle Extreme brand against a rich dark blue background in a prominent position at the top of the packaging. The design team then composed the signature soft dark chocolate coated ice-cream stick, optimizing it against a background of zesty oranges, with a mouth-watering view of the soft orange ice-cream and rippled syrup. With a complementary hand-drawn product descriptor incorporated mid-pack, the result is highly appealing and appetizing, with a visible message that the bio-degradable paper package is fully recyclable.

Background CardsPal is a dedicated mobile app, providing users with an all-in-one service for finding the best deals for the credit cards they own. From deal comparisons to finding the most rewards and airmiles, the CardsPal app is designed to utilise machine learning for each user's preferences, meaning they are always presented with the deals that fit their lifestyle the most. The app also uses a gamified learning experience, for users to learn more about the ways in which they can maximise the benefits of their credit cards.  Challenge At the core of CardsPal’s mission is to be a trusted financial platform for credit card users. The branding therefore needed to reflect their service as unbiased and neutral, with the users’ best interests at heart, allowing them to thrive financially with the relevant deals that meet their needs and lifestyle. Creating an identity that speaks directly and honestly with its users was of utmost importance, allowing them to feel a sense of trust with CardsPal as their financial advisor.  Solution Creating a sense of community and openness (and therefore honesty) was a priority; Brand New Day Asia started with a positioning statement that outlines CardsPal as a personalised credit card savings platform that enables its user community to thrive. Building upon this, the brand was developed to give users a personalised experience, that is also a part of a wider community of financial advice, to give them better savings, benefits and thus, better lives.  This ethos is reflected within the CardsPal logo. The icon represents a speech bubble and smiling avatar, highlighting the idea of community and the support on-hand to help each user, with a credit card behind.

Background New Zealand’s Manuka Honey is renowned for its unique health benefits. Its naturally occurring antibacterial and antioxidant properties make it one of the most sought after honeys worldwide. Amazingly, the bees that create the honey fly over 5000km to collect nectar from the rare native New Zealand Manuka bush – now Manukee is making ready to drink beverages using this special honey to give consumers the amazing health benefits easy to get on the go. Challenge Manukee’s main challenge was to break free from the hive and establish itself as a credible daily wellness drink. There are many options out there for honey based and or flavoured drinks, but with the added benefits of special grade UMF 10+ Manuka honey, Manukee has its own sweet nectar to entice a new market of consumers seeking ready to drink, on the go, health-boosting beverages. Solution The first step in creating a brand and product that consumers would understand at a glance was to design a unique bottle and label. This is reflected in the hive-like bottle and the serenity of the Central Volcanic Plateau with cues of honeycomb on the back of the pack. The clear, distinctive and bold name speaks quality and credibility while additional content highlights the health benefits and use of the unique and rare Manuka honey. Throughout New Zealand, the bottle design is catching the eye of consumers seeking a new and easy way to boost their health and is generating much interest in North Asia, the Middle East and USA.

Background Singha Estate is a collaborative real estate firm with expertise in investment, property development and management under the Boonrawd Brewery Group. Its portfolio covers both commercial, residential, hotels and resorts, in which its pride has become a core value of their operations. With the goal to “Amplify Life”, Singha Estate aims to be Thailand’s premier Property Development & Investment Holding Company, creating exclusive properties, for smart living and working, that brings peace of mind with service that excels. Challenge In order to convey Singha Estate’s values of Amplifying Lives, Brand Family tasked Brand New Day Asia to create a new Brand Identity, including a logo, stationery, advertising templates and signage. Each element was required to reflect Singha Estates’ brand attributes of dynamism, integrity, partnership and a refined identity. Solution At the core of Singha Estate’s new logo is the golden “S” symbol. The helix-like design, emboldened with a golden flare reflects the brand’s exclusivity, excellence and dynamism. This is re-enforced by a clean and refined typeface for the brand’s name, evoking sophistication and integrity. The bold statement that the new logo makes becomes the focal point for the brand’s stationery, advertising and signage. The full system was documented in a comprehensive set of Brand Guidelines, together with an engaging and visually impactful Brand Book.

Background Mega (Mega Lifesciences), a leader in its category in Asia and beyond, is committed to Human Wellness, and is actively involved in helping millions of people have access to safe, effective, world class quality nutritional & herbal supplements, OTC and ethical drugs. Challenge Mega had not yet identified its core brand essence and this resulted in a corporate identity that did not reflect the Mega values and packaging design that was starting to look dated and lacked consistency in the architecture. Mega was looking to increase visibility on shelf as more and more competitors entered the market bringing innovation to their brands. Solution Brand New Day together with Mega redefined the true essence of Mega We care through comprehensive audits and a client workshop. As a result, a compelling Brand Story was formulated. With the core essence of the brand identified, Brand New Day evolved the corporate identity and packaging design that reflected that brand values. The new fresh look of Mega We care is set to help the brand gain better presence on shelf and strengthen this leading healthcare providers top position in the market.

Background Nesvita has long been a favourite cereal beverage for women in Thailand, with its branding and benefits targeting working women in need of a healthy, delicious and convenient source of nutrition during a busy working lifestyle. Made with real cereal and available in both a milk-based and plant-based variant, Nesvita provides numerous benefits in a market where consumer trends are focusing more on products that offer nutrition and preventative health benefits, while staying low in calories and sugars. In order to expand their market reach and to provide a refreshed, more convenient product, Nesvita has introduced a new Cereal Drink, ready-to-drink, packed with nutrition and available in two flavours. Challenge The previous Nesvita product offerings were all based upon a powdered beverage, presented in a sachet to be mixed into a hot drink. With this came some limitations; it is not as convenient as a ready-to-drink option and it is limited to only a hot beverage.? With the new Nesvita Cereal Drink providing consumers with a solution to these limitations, the challenge now was for Brand New Day Asia to design a new range of concepts for the packaging design as well as a series of key visuals to help guide the mood and tone of the communications. Solution The new Nesvita Cereal Drink is available in two flavours: original and goji berry. We therefore used the green tone of the original products to highlight the original flavour and create easy product recognition among consumers. For the goji berry variant, we used a pink tone, derived from the colour of the berry and also to represent their widely used properties in beauty products. ?Each UHT pack highlighted the high fibre and vitamin C benefits of the drink, with a sheaf of cereal as the key image wrapped in a swirl of the cereal drink, clearly showing the product as a ready-to-drink product with added appetite appeal.

Background Female led and operated by experts in the Oil & Gas industry, EPIC Service provides Engineering solutions through human empowerment. From training local and international Engineers and up-skilling them to meet global standards, to providing Engineering services all based out of Thailand. This dynamic and forward-looking start-up seeks to provide robust mentorship by globally recognized expatriate Engineers who sit at the heart of its training curriculum. Challenge The challenge given to Brand New Day Asia was to create a Brand Strategy and Brand Identity that strikes a professional chord in allegiance with EPIC Service’s ethos. The message to carry forward is the company’s ‘Human Expertise Engineered’ motto, highlighting their commitment to developing the next generation of locally sourced Engineers that meet the highest international standards. Solution In creating the brand, Brand New Day Asia first developed a strategy delivered as a compelling brand story and designed a minimalistic icon with three obliques above the bold typeface of ‘EPIC Service’. The accompanying identity system in black, orange and grey exemplifies the stature of the company in the colossal oil and gas industry supported with imagery of the rigs which are used as a visual backdrop. The overall tone reflects EPIC Service’s direct and dedicated approach to empowering Thai Engineers with advancements in training in the oil and gas industry.

Background Nescafe is undoubtedly one of the largest coffee brands around the world. Their instant coffee is one of its most popular products to date, particularly so in the Asia Pacific market; of which is has a 35% market share. As consumer behavior evolves and the competition on supermarket shelves increases, Nescafe is always at the forefront to offer new and enhanced products to satisfy the growing demands of coffee drinkers. Challenge One of the key behavioral shifts amongst consumers is the increased demand for low calorie and/or low sugar options for instant coffee. With this in mind, Nescafe has introduced both low calorie and low sugar variants into their Blend and Brew range of instant coffees. They also brought in a new, higher quality recipe that used both Arabica and Robusta beans for the most authentic coffee taste and aroma. Nescafe extended these improvements to a new line of instant iced-coffee: Nescafe Americano. The challenge for Brand New Day Asia was to design new packaging for the entire Blend and Brew range, which include: Rich Aroma, Espresso Roast, Less Sugar and Americano. While following Nescafe’s brand guidelines, we were tasked to bring a new, exciting look that easily conveyed the added benefits of the improved recipes. The end results should have the Blend and Brew range standing out on an already busy supermarket shelf, capturing the attention of coffee drinkers that seek an authentic café experience. Solution For the Rich Aroma and Espresso Roast, Brand New Day designed the packaging to clearly highlight the USP of two types of coffee beans being used in the improved recipe. As this greatly improves both taste and aroma, it was essential to communicate this to consumers. In line with this, the rest of the packaging was kept clean and simple, featuring a swirl of coffee into an enticing cup of coffee, as well as strong brand colours to complement each variant. For the Less Sugar variant, the primary colour of the packaging is unmistakably different. The purple colouring allows this new, reduced sugar variant to really standout from the others, allowing clear communication of its core product benefit.

Background Minor Food Group has long been one of the major food industry players within the Asia Pacific region. With over 2,000 outlets and more then 32,000 employees, they lead the way in delivering great food along with great service. Their constant growth and commitment is a testament to the driving force of the entire team that comprises Minor Food Group. Challenge The challenge facing Brand New Day Asia was to ensure the core elements of the Minor Food Identity were retained, as they are linked to the parent company, Minor International. In doing so, we had to explore ways of bringing a refreshed, yet unique look to Minor Food's branding and corporate communications across an expanding footprint with a wide variety of co-brands.?? One key issue was that the current brand guidelines weren’t clear or up to date. This meant that some of Minor Food's communication requirements were not covered, resulting in inconsistency and designs that were difficult to implement. Solution Working closely with Minor Food's marketing team, Brand New Day Asia developed a comprehensive suite of brand elements. These included a new Brand Identity system to complement the logo, allowing for various co-branding requirements and different application formats. We also created a new brand colour system to compliment the blue colour of the core Minor brand identity. These colours were selected with digital use in mind, and also had to represent the different areas of Minor Food's business and brand values. These were delivered as a set of digital guidelines, easily adaptable to evolve with Minor Food's business requirements.

Background Benmore Whisky is Diageo’s mass market whisky brand, targeting people in their early 20s. To reach this target audience, Benmore has a strong presence at events and in media outlets that this target audience consumes. Challenge Building on the equity of its stag symbol, Diageo wanted to create a new visual equity that Benmore could own. This visual representation had to have elements of and link back to the brand’s current identity, yet had to form an entirely new visual that would eventually become a part of the whisky’s key visual repertoire. Solution Drawing on whisky’s characteristics of warmth and heat, Brand New Day created a visual based on soft flames by the fireplace. Created in a shape reminiscent of the Benmore stag, a new element to the original identity was born.

Background EasyCompare provides digitally-savvy car owners with better, freer access to quality car insurance at great prices. Their hassle-free method to finding customers the right insurance premiums eliminates confusing sales talk and cuts to the chase by giving customers an easy, understandable service. Challenge In an ultra competitive market, where car owners are constantly looking for reliable, honest and trustworthy insurance brokers, EasyCompare comes in with an easy to use and understand platform. Car owners in Thailand now have the opportunity to choose an insurance policy that suits their needs at their finger tips. The challenge for Brand New Day Asia was to communicate EasyCompare’s benefits into a streamlined Brand Story and Identity that resonates with their target market. Solution To coincide with the brand promise of EasyCompare’s services, Brand New Day Asia created a bold, stand-out identity that speaks clarity and simplicity. With a primary purple backdrop, the EasyCompare logo makes a real statement with a play on “Easy” depicted in complementary orange. The symbol features a clever use of the company’s “C” encapsulating a tick, providing customers of this online aggregator with a memorable icon, and the re-assurance of an insurance company made simple.