Kuala Lumpur, Malaysia – Andaman, the first-of-its-kind master-planned island in Penang and Malaysia by Eastern & Oriental Berhad (E&O), has recently embarked on a brand improvement journey alongside IMAJEN, with the aim of strengthening the Andaman brand and expanding its name to the international market.
Set against the allure of island city living in Penang, Andaman is a 760-acre reclaimed development that’s presented as E&O’s boldest vision yet. The island is built upon the acclaimed success of Seri Tanjung Pinang, a coveted affluent address within the city of George Town where over 20 nationalities call home.
With Andaman, E&O aims to contribute positively to the community’s quality of life while supporting the ongoing efforts to enhance Penang’s economy and encourage active civic participation. In developing the master plan, E&O has focused on values such as connectivity, sustainability, and quality of life, with a desire to complement Penang’s 2030 vision of balancing the serenity of nature with the conveniences of urban living
Andaman itself is composed of three districts, each with its own unique qualities: Shoreline, a residential district comprising high and low-rise residential buildings alongside waterfront homes; Gurney Drive, the metropolitan pulse of the island that drives the commercial, business, entertainment, and education aspects; and Canalside, a lively locality that emphasises the spirit of community through entertainment hubs, cultural hubs, and wellness spaces.
“To elevate Andaman’s presence on the global stage, E&O appointed us as the lead branding agency, entrusting us to shape a notable brand identity that reflects Andaman’s world-class charm and esteemed vision,” the agency recently told MARKETECH APAC.
To lead in communicating this vision, E&O looked to IMAJEN with an 18-month branding agreement. With IMAJEN at the helm of branding Andaman, the agency looks to establish Andaman’s positioning in Penang and raise its value as a world-class destination. These efforts include concept development, key visual design, development of the brand book, website revamp, and art direction. It is also worth noting that E&O previously worked with Beatnk as it was initially involved in conceptualising the initial branding assets for the property.
Through in-depth research, the agency told MARKETECH APAC that they quickly recognised that Andaman would face competitors with similar positioning as “first-of-its-kind” master-planned island developments.
“To set Andaman apart, we delved deeply into its essence, uncovering core values that reflect its unique promise of sustainability, liveability, connectivity, and community,” the agency added.
This then led to a positioning of Andaman as “the most liveable curated island” — a standard of excellence that only E&O, with its legacy of quality and craftsmanship, could truly deliver.
“By highlighting Andaman’s focus on liveability and thoughtful design, we crafted a distinctive identity that resonates more authentically with the target market, setting it apart as an exceptional, world-class destination,” the agency further explained.
Aside from shaping Andaman’s identity, IMAJEN is also currently working on developing the brand direction for the subphases in the island. Each project bears its own distinct offerings and unique lifestyle experience, appealing to different target markets. This includes The Lume – an elegant condominium built on the idea of quiet luxury, and Maris – a sleek waterfront residence in Andaman’s Gurney Green commercial district that targets the younger, aspirational community.
“We have long admired the E&O Group and their projects,” tells one of the Directors of IMAJEN. “By elevating the Andaman brand, we are hopeful that it will also benefit its subphases and fortify E&O’s name not just in Malaysia, but the rest of the world.”
