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Asian wellbeing brand Essence of Chicken receives modern overhaul


By Charlotte McEleny | Asia Editor

September 30, 2016 | 3 min read

Household Asian brand Essence of Chicken, best known for its supposed restorative qualities and health benefits, has had a rebrand with the aim to give it a more modern feel.

Parent company Cerebos Asia Pacific appointed design agency JKR to carry out the task for all its products under the ‘Brand’s’ portfolio. According to an interview in The Straits Times last year, the Brand’s part of Cerebos Asia Pacific accounted for $588.6m of sales and almost 60 per cent of its business. The first sub brand to be redesigned is Essence of Chicken which will see its new look carried out across all touchpoints, including pack, retail, digital and TVC.

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Essence of Chicken

Essence of Chicken gets a new look

Gio Chan, senior manager for consumer and shopper design at Cerebos Asia Pacific, said: “Brand’s is a regional icon, and has been with people for every step in life’s journey for so many years. In short, it’s a brand with a long legacy. JKR Glassick demonstrated an ability to evolve the brand into new, modern territories whilst treating its established equities with respect and sensitivity. The new brand language retains the best of Brand’s, whilst advancing it forward for a new generation.”

The focus of the rebrand is on a new visual equity which it is calling the ‘dynamic essence droplet’ and aims to communicate a ‘‘healthy body, sharp mind’.

“Our task was to ensure the brand design reflected the new brand platform of ‘Unlocking Greatness’ across all of its sub-brands”, explained Jason Glassick, executive creative director at JKR Glassick, “Consumers have always known that Brand’s is good for them, but have not really understood why”.

The relaunch rolls outs in Thailand, Singapore, Malaysia, Taiwan and Myanmar this month, with Hong , Vietnam and Indonesia following later this year and in 2017.


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