Singapore Sling enjoys much popularity and recognition worldwide; so much so that it becomes a generic brand. True Heritage Brew, the owner of the registered trademark "Singapore Sling" and the manufacturer for a wide range of Singapore Sling products, faces an uphill task to gain brand recognition. Understanding the brand and what it means, we revitalise the Singapore Sling brand to resonate even more with Singapore Heritage while introducing the corporate brand into every product and literature, resulting in a stronger, more focused brand architecture.