Establishing a brand and experience with a prominent personality
Singapore is a family-oriented, multicultural society. Keeping this in mind, we wanted Everything Good’s branding to easily appeal to the masses -- especially the older generation -- through the upholding of Singapore’s culture. Thus, we created a mascot that people can quickly identify with, trust entirely and listen to: a grandmother.
Nostalgia played a visual part in the campaign for Everything Good. We tried to keep to the theme by using an old-school blackboard with chalk writings as the background for their booth banner and flyers.
Everything Good can usually be found at pop-up events around the heartlands of Singapore. To leverage on this, we used this opportunity to showcase the new and revamped Everything Good by implementing a new booth concept with a focus on its new mascot.
The new mascot is a symbolic representation of the cultural values that Singaporeans hold near and dear. Through this use of an unlikely mascot and nostalgia, there was increased brand awareness among the older generations.
We dove deep into focus on the branding for the company and should not just sole be branding the product. Focusing on mums and the older crowd, we wanted them to remember the old times hence coming out with the new promise:
IT’S THROUGH THE GENERATIONS THAT MAKES EVERYTHING GOOD
The distribution channels are through events and we thus wanted to create a dynamic experience with the Singapore culture of generations. We wanted to create a mascot that people can identity with, will trust, and listen to. Who else than a grandma. They know best.
Everything Good produces and sells sweets that are delicious yet healthy as they encourage healthy living. Their humble beginnings started with an inspiration: benefit-ridden Chinese fruits, which are the main ingredients used in the making of their products.
Everything Good produces and sells sweets that are delicious yet healthy as they encourage healthy living. Their humble beginnings started with an inspiration: benefit-ridden Chinese fruits, which are the main ingredients used in the making of their products.STRATEGY: EVERYTHING GOOD
Everything Good wanted its products to be recognized as an iconic Singapore sweet and was looking to target tourists -- in hopes of them carrying the brand name back to their home country. However, to accomplish this, Everything Good needed a brand that upholds Singapore’s cultures, and increased brand awareness.