It is not just selling ice cream,
it is selling nostalgia.
Since 1970, Chip Guan Heng has been distributing ice cream all over Singapore. Upon conducting our research, we quickly realise that Chip Guan Heng is not merely selling ice cream; it is selling nostalgia.
We needed to find the right recipe that will capture and melt the hearts of the people. Then, we'll be able to recreate the brand of nostalgia and whimsicalness that people know so fondly of.
Throughout this journey, we were left with nothing but sweet memories. We chatted with the founders, listened to grandfather stories and awed at the blood sweat and tears that the owners have been through all these years. And finally, we found the recipe. We decided to evoke these feelings of nostalgia in its customers with imagery of pre-war Singapore and infuse it with a bold colour palette.
The client loved it. They applied the electric blue on everything: from the newly renovated storefront to the delivery trucks and mobile ice cream stores! For us, the cherry on top of a completed project is when our client buys into the brand completely and applies the brand fervently!