Super Group
Super Group is a Singapore-based food and beverage company best known for its instant coffee and tea products, supplying both consumers and businesses across Asia and beyond.
Deliverables:
Creative Direction
Brand Strategy
TVC Campaign
Photoshoot
Art Direction
Packaging Design
Multi-market Rollout
Super Group rebranding exercise
Super Group, a leading instant beverage company in Southeast Asia, underwent a brand refresh to modernize its identity and strengthen its presence across the region. The rebranding introduced a cleaner logo, updated packaging, and a cohesive visual system that reflected the brand’s evolution while honoring its heritage. The refreshed look aimed to connect with a new generation of consumers while reinforcing trust among long-time loyalists.
Super Group
Super Group, one of Asia’s most iconic instant coffee brands, embarked on a major rebranding journey to elevate its positioning across Southeast Asia. As Senior Creative Lead, I drove the transformation across multiple touchpoints from brand identity and creative strategy to TV commercials and talent management.
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Summary:
The refreshed identity helped reposition Super as a modern, lifestyle-forward brand, contributing to renewed market presence and culminating in a S$1.45B acquisition by Jacobs Douwe Egberts.
