Faced with a diminishing Traditional Ice Cream eating culture, they have entrusted their brand to us so they can not only preserve the legacy, but to make it flourish once more.
So how are we able to give the brand a makeover even in the sunset industry? Unchanged: So how are we able to give the brand a makeover even in the sunset industry?
After pushing out online surveys to gain insight into the general ice cream consumption habits locally and honest feedback on local Traditional Ice Cream, we also conducted a competitor analysis with other ice cream brands to find out what sets Chip Guan Heng apart from the rest. With all our results, we gather one thing that is consistent: the nostalgic sentiments associated with the Traditional Ice Cream, which was a big part of our childhood.
With these reliable statistics, we streamlined the brand strategy to appeal to potential customers by positioning Chip Guan Heng as that childhood friend whom you have a long history with, filled with happy memories from the good old days. They are a constant in your life, albeit not getting to see each other all that often.
We wanted people to remember their childhood, and make them realise that they still crave for it today. It transcends time, across the past, present and future, and everyone deserves to experience the joy that comes with eating Traditional Ice Cream.