Tag: Landor

Philippines – Multinational restaurant company Jollibee Group has unveiled its new corporate brand identity, introducing its new ‘JoyMark’ logo. The brand evolution reflects its strengthened focus on spreading joy through the collective strength of its diverse portfolio of restaurant brands.

Aiming to encompass the variety of culinary experiences offered by the entire Jollibee Group, the new ‘JoyMark’ represents the strength of its local and overseas brands.

With a stylised ‘J,’ the logo conveys movement, momentum, and coming together. The vibrant design intends to reflect the company’s energetic approach to expansion and connection with its global franchisees, partners, and people.

Jollibee Group’s new corporate identity was created in collaboration with brand consulting firm Landor.

Alongside Jollibee as its flagship brand, Jollibee Group is home to restaurant brands such as Mang Inasal, Chowking, Greenwich, and Burger King.

Recently, Jollibee Group brought the first Tiong Bahru Bakery and introduced the first stand-alone Milksha concept store in the Philippines.

India – Landor has strengthened its Asia-Pacific leadership team with the appointment of Geet Nazir as managing director for India and Joël Céré as managing director for Southeast Asia, reinforcing its commitment to brand transformation and regional growth.

Based in Mumbai, Nazir has a strong track record of working with brands such as Zydus Lifesciences Limited, Tyger Capital (formerly Adani Capital), PayU, Reliance Jewels, Usha Martin, Nestlé, Coca-Cola, and Tata CLiQ.

Before joining Landor, Nazir was the managing director at Conran Design Mumbai under Havas, where she led a team focused on developing design-led brand solutions. Since February 2021, she has worked with clients to navigate the complexities of the Indian market, drawing on Conran’s global design expertise.

Commenting on his appointment, Nazir said, “With an abundance of choices, Indian consumers today are increasingly drawn to brands they trust—ones that resonate with their values and aspirations. I’m thrilled to join Landor at this pivotal moment, where our purpose-driven, customer-centric approach to design and branding fosters progressive brands that not only empower our clients’ business but also create a positive impact on their customers and society as a whole.

Based in Singapore, Céré has co-founded an open-innovation agency and a boutique consulting firm in technology, alongside mentoring start-ups. He has worked with major brands including Unilever, P&G, Mondelēz, Coca-Cola, Nestlé, Abbott, AstraZeneca, DBS, Kirin, Sennheiser, Electra, Intel, and City Energy across Europe and Asia-Pacific.

Céré has held key roles in various agencies, including managing global accounts at Aegis, shifting a global crowdsourcing platform from content to innovation, leading Hill & Knowlton’s digital practice across EMEA, and overseeing innovation and strategy at Grey, Bates, and Kantar.

“More than ever, Southeast Asian consumers need strong brands to navigate today’s uncertainty. With its unrivalled mix of creativity, data, and strategy, I’m excited to join Landor at this critical time to help businesses unlock their brands’ potential to drive short-term growth and build long-term value,” Céré commented.

Starting in March 2025, the new appointments are set to enhance Landor’s consulting, design, and experience capabilities across the region.

Christian Schroeder, global president of Landor, shared, “APAC is a critical growth market for Landor, and we are committed to investing in the best talent to serve our clients in the region. The addition of Joël and Geet to our leadership team underscores this commitment. Their extensive experience and proven leadership will be invaluable as we continue to help brands in APAC navigate the evolving market landscape and achieve their business objectives.”

Lulu Raghavan, APAC president of Landor, added, “I am thrilled to welcome Joël and Geet to Landor. Their diverse backgrounds and impressive track records will be instrumental in driving our growth and innovation in APAC. I am particularly excited about partnering closely with them as we focus on expanding our presence and delivering exceptional results for our clients in Southeast Asia and India.”

China – Changan Auto, the Chinese automotive brand, has unveiled a refreshed brand identity crafted by global brand consultancy Landor, aimed at resonating with international audiences and driving growth in key markets.

Changan Auto partnered with Landor to create a brand story that reflects its ambition and innovation as a rising global automotive force. The refreshed identity blends the CHANGAN brand with a distinct yet harmonious presence, highlighting the company’s commitment to high-quality, advanced mobility and positioning it as a pioneer in innovative driving experiences.

The brand’s new creative concept, ‘Beyond the Horizon,’ features gradients inspired by nature, symbolising innovation and progress. The visual language in photography and film evokes a sense of exploration, portraying individuals as pioneers charting their own paths toward a richer, more fulfilling life.

Steven Gao, business director of Landor China, said, “Partnering with Changan Auto on their global journey has been a privilege. Our collaboration has resulted in a powerful brand strategy and visual identity that will position Changan for success in key international markets and contribute to the continued growth of the Chinese auto industry on the global stage.” 

Changan Auto has already expanded into key global markets, including Thailand, the Middle East, and South America, with plans for further growth in 2025.

Philippines – Jollibee, the iconic Filipino fast-food chain, has teamed up with Landor to launch its first-ever global loyalty program, Jollibee Rewards, aiming to spread joy and strengthen connections with customers around the world.

Launching with a successful debut in North America, Jollibee Rewards represents a pivotal milestone in the brand’s international expansion, extending its signature joy to a global audience while proudly celebrating its Filipino heritage.

At the heart of the initiative is Landor’s brand idea, “Amplify the Joy,” which shapes the loyalty program’s visual identity and customer experience, fostering family, community, and authentic joy—resonating strongly with North American audiences.

Landor’s refreshed visual system aligns with Jollibee’s global vision, combining its familiar colour palette with a lively, lifestyle-focused design. Targeting Gen Z, especially in North America, the updated look features vibrant photography and playful, modern aesthetics, blending youthful energy with brand consistency.

To engage a global audience, particularly younger generations, the program adopts a distinctive verbal identity: ‘Be Joyful, Be Flavorful, Be Delightfully Different.’ This vibrant voice defines the loyalty brand, ensuring it stands out in the market.

Jollibee Rewards goes beyond a points system, connecting the brand’s global fan base and fostering community ties. By rewarding customers across cultures, it boosts engagement, loyalty, and Jollibee’s status as a joyful global brand.

David Beal, global chief marketing officer at the Jollibee Group, said, “Jollibee Rewards is an exciting step forward in connecting our global community of customers through shared experiences and joy. With ‘Amplify the Joy’ at its heart, this program deepens our connection with customers across borders, creating joyful moments that celebrate the spirit of Jollibee worldwide.”

Matthew Robinson, creative director at Landor Hong Kong, added, “It’s not every day you get tasked to help spread joy around the world with one of the Philippines’ most iconic brands. It has been a truly joyful partnership from day one, and we are very proud to help amplify Jollibee’s Joy with this refreshing new loyalty program to attract even more loyal fans into the Jollibee community! “

The Jollibee global loyalty program is more than a rewards system—it’s a celebration of the brand’s worldwide community and its unwavering commitment to spreading joy.

Singapore – amp, the global sonic branding agency within the Landor group, has appointed Reiner Erlings as managing director for APAC and the Middle East, a strategic move to expand the agency’s footprint and drive innovative sonic branding solutions across these high-growth markets. 

Erlings’ leadership and expertise will empower amp to leverage the rapid digital transformation in the Asia-Pacific market, where demand for impactful and memorable brand experiences is on the rise.

With over 18 years of experience in the Middle East, Erlings is a recognized expert in sonic branding and composition. Known for crafting memorable sonic identities, his work spans sectors from airlines and government to banking and entertainment. His deep knowledge of regional music trends and sonic strategy brings a unique perspective that connects with local audiences while meeting global standards.

Erlings brings with him over 18 years of experience in the Middle East. He is renowned for his expertise in sonic branding and composition. As a specialist in creating memorable sonic identities, his contributions to brand identity are recognized across sectors, from national airlines to government, to banks and entertainment. His deep understanding of regional music trends and sonic strategy offers a unique perspective that resonates with local audiences while aligning with global standards.

“We are thrilled to have Reiner onboard as we continue our sonic efforts together in the APAC and the Middle East. Reiner’s deep experience and visionary approach to sonic branding are unparalleled, especially in markets where culture and tradition are integral to brand identity,” said Michele Arnese, founder and global CEO of amp. 

“His understanding of regional nuances, combined with our global sonic expertise, will deliver transformative brand experiences for our clients in the Middle East and APAC,” Arnese added. 

Meanwhile, Lulu Raghavan, president of APAC at Landor, commented, “As it gets more and more difficult to stand out in any category, brands will increasingly turn to multisensorial branding as a key differentiator to build strong brand identities. I’m very excited that our clients in APAC can now access world class sonic branding solutions through the expertise of Reiner and his talented team at amp.”

India – Recognising the need to align with evolving industry trends, digital lending platform Lentra has partnered with Landor for a brand refresh to reflect India’s shifting credit consumption landscape.

Derived from blending ‘LENding’ and ‘TRAnsformed,’ the name ‘Lentra’ reflects its mission to facilitate credit access for businesses of all sizes, promoting financial inclusion and independence.

Serving over 50 banks and NBFCs in India, Lentra’s digital lending platform empowers smarter banking with reduced credit risk and faster turnaround times. The platform enables banks to fully digitise lending processes, boost revenue, and reduce risk. Covering the entire loan lifecycle—from KYC and credit decisioning to servicing and early warning—Lentra’s cloud-based, modular infrastructure offers scalability, security, and flexibility for future-ready growth.

The brand refresh marks a pivotal step in Lentra’s journey to reimagine its identity and strengthen its market position. Designed to forge a deeper emotional connection with clients, the refresh introduces subtle yet impactful changes, giving Lentra a more sophisticated identity that resonates with today’s values.

“Brands are dynamic entities that undergo evolution over time. Our partnership with Landor helped us do just that—refine our brand identity to resonate with the evolving client expectations and establish a strong foothold in the ever-transforming credit landscape,” Lentra’s spokesperson said. 

“The positive feedback from the audience has been encouraging, reinforcing Lentra’s commitment to surpassing customer service benchmarks within the industry. With a renewed focus on brand integrity, customer journey optimisation, and industry relevance, Lentra stands at the forefront of innovation and progress in the ever-evolving landscape of credit consumption in India and is poised to drive meaningful change in the financial services sector,” the spokesperson added. 

Also speaking on the brand refresh, Landor’s spokesperson explained, “Our goal with Lentra’s brand refresh was to continue evolving expression of our original vision of creating a robust, trustworthy, and dependable brand that banks can rely on, employees can take pride in, and investors can support with confidence. The new identity reflects Lentra’s indomitable spirit that can stand the test of time and represents Lentra’s unwavering commitment to trust, transparency, and technological excellence.” 

“The Lentra tri-blade encapsulates the essence of giving and receiving, embodying intelligence, security, adaptability, and agility. Lentra’s rejuvenated brand identity serves as a timeless symbol of innovation and excellence, setting them apart as pioneers in the industry and helping banks exceed customer expectations,” the spokesperson continued. 

Lentra aims to become the leading end-to-end digital lending platform for banks and NBFCs, setting a new standard for efficiency and customer experience in the industry. With a strong focus on brand identity, user experience, and regional impact, Lentra seeks to drive a more streamlined and consumer-friendly future in lending.

India – Hilton Shillim Resort & Spa has officially been rebranded as ‘Dharana,’ a luxurious new identity that emphasises wellness and conscious living, crafted in collaboration with the brand consulting firm Landor.

Dharana’s new brand identity revolves around ‘The Journey to Conscious Being,’ encouraging guests to embark on a personal voyage of self-discovery and growth. The brand’s wordmark draws inspiration from natural sounds, capturing a sense of harmony that embodies the tranquil experience awaiting every visitor at Dharana.

Dharana is a luxury retreat set amidst the tranquil Shillim landscape, spanning 350 acres of the scenic Sahyadri mountains in Maharashtra. Formerly known as Hilton Shillim Resort & Spa, Dharana provides a serene sanctuary dedicated to relaxation and mindfulness.

Landor’s crafted brand for Dharana is a retreat that offers a bespoke journey nurturing mind, body, and soul while fostering a deep connection with nature and promoting mindful living.

Speaking further on Dharana’s new brand identity, Ronita Mukerjee, executive director for client services at Landor India, said, “Our objective with the new brand identity for Dharana was to explore the concept of well-being through a vibrant, engaging, and unique visual representation that embodies a transformative journey, harmonising the body, mind, and spirit. The narrative of the brand centres on the theme of ‘The Journey to Conscious Being,’ which highlights wellness as a continuous evolution, offering various pathways at Dharana.” 

Meanwhile, commending Landor for crafting the new brand identity for Dharana, Gavin de Souza, managing director at Writer Realty, said, “We are incredibly proud of the exceptional work done by the team at Landor in shaping the new brand identity for Dharana. The design perfectly encapsulates our vision for Dharana as facilitating holistic well-being, where guests can immerse themselves in nature and experience personal growth and rejuvenation.” 

“The intricate details in the design reflect our commitment to providing a tailored wellness experience for each guest, nurturing a deep connection with the ecosystem and the true essence of nature. We believe this new brand identity truly reflects Dharana’s prestige as a luxury wellness brand, offering our guests a perfect blend of peace, tranquillity, and interconnectedness,” Souza added. 

India – Brand consulting firm Landor has announced the promotion of Lulu Raghavan as its new president for Asia Pacific. 

In her new role, Raghavan will lead a diverse and talented team of creative professionals across APAC, fostering a high-performance culture and extraordinary creativity to drive business growth.

With 23 years of experience at Landor, Lulu Raghavan brings a wealth of expertise and a deep understanding of the branding industry. Throughout her tenure, she has held various roles across several key markets, including San Francisco, New York, London, and Mumbai.

Raghavan will remain based in Mumbai and report to Christian Schroeder, global president of Landor.

Schroeder said, “We are very excited to see Lulu step into the APAC President role. Her extensive experience, dedication, and innovative approach make her the perfect fit to lead the region. I am personally delighted for Lulu, and confident that she will continue to drive growth and excellence across our APAC offices.”

Also speaking on her promotion, Raghavan shared, “I am honoured to take on the role of President for the APAC region. This is an exciting time for Landor, and I am eager to build on our strong foundation and continue to drive innovation and growth. I look forward to working closely with our talented teams across APAC to deliver exceptional value to our clients.”

In a world of ever-increasing complexity, many brands have great frameworks in place to collect and interrogate data. Millions are spent on brand tracking programmes, hundreds of slides are produced and a sizeable number of meeting hours are booked for companies to go through reams of insights. But after these meetings, the insights typically gather dust and are often not meaningfully incorporated into day-to-day actions and strategy.

Considering the expense and effort, it’s time for a paradigm shift – a move towards a more prescriptive and focused approach to seamlessly transform data comprehension into successful implementation from organisations. Here is an approach that makes the process of data comprehension and implementation seamless:

Ensure comprehension

Begin by recognising that data cannot achieve everything in a single sweep. Initial insights and analytics debriefs should prioritise full understanding of the results. Data needs time to be fully absorbed; only when it is truly absorbed can it be acted on. Always start with deep comprehension before tackling implementation. 

Model Data for Clarity

Navigating through vast datasets becomes effective when models are employed to cut through complexity and highlight priorities. This not only aids in data comprehension but also aligns teams on growth objectives. Models serve as a guiding light, enabling stakeholders to see the broader picture and prioritise efforts for driving success.

Play up implementation and use workshops to bed this in

It’s vital for brands to have descriptive statistics that give a clear landscape of the competitive marketplace. This type of data also allows people to have a good foundation for further exposure to more complex analysis. But often this is where most companies stop after an insights and analytics debrief; people go back to their desks and carry on as before. After insights are delivered, allow a brief period for teams to absorb and reflect. Following this, initiate implementation workshops, dedicating time to map out changes in different business units based on the insights gained. This interactive process, involving stakeholders and setting measurable actions against timelines, ensures a strategic hierarchy of efforts.

Set aside time and budget for curating insights

Start with triangulating all relevant data to get an overview. This sounds seemingly simple, but only a small minority of organisations do it in any impactful way. The most successful teams work across disciplines and business units to set out what data they have and what the common business actions are. Investing in a copy-writing and creative resource to curate the key insights and actions is a must. Data has to inspire people and give them a better handle on priorities. Producing a beautifully designed annual insights compendium is a great way to condense and show what the key priorities and actions are. 

Foster a long-term vision

Produce a three-year data plan that shows what insight commissions are on the horizon, this will inspire teams to pre-plan what challenges new commissions can solve for them. Long-term planning often helps with engagement and empowers employees by making them feel more proactive than reactive. 

Re-measure and keep the focus on continuous improvement

Evaluate changes made by stakeholders a year later, gauging improvements in brand equity, market share, and more. Successful outcomes provide motivation to sustain focus on deployment, optimising insight and analytics budgets for ongoing success.

In conclusion, the key to turning insights into action lies not only in what organisations do but also in how they do it. A strategic and comprehensive implementation process, following the outlined steps, enables organisations to navigate the data deluge purposefully, ensuring valuable insights translate into tangible improvements and sustained success in the dynamic world of marketing.

This article is written by Taj Samson, executive director for brand performance in APAC at Landor

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023-2024. What’s NEXT 2023-2024 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

London, UK – Landor & Fitch, a brand consulting firm under WPP, has announced its official rebranding as Landor as it introduces expanded consulting capabilities.

Inspired by the transformative power of water, the brand’s refreshed ultramarine identity pays tribute to the origins of the business founded by Walter Landor on a ferry boat in San Francisco harbour.

Landor’s rebranding is the result of a five-year strategy that has seen the WPP company’s consulting, design, and experience offerings expand significantly.

For the past year, Landor has bolstered its consulting capabilities with a rapidly growing brand performance practice. It also broadened its retail experience offer in 2020 with a merger with Fitch, continuing to build out its brand-led employee experience offer.

The business has welcomed into its expanding family the sonic branding agency amp, workspace and architectural design experts BDG, and motion design specialists ManvsMachine.

Jane Geraghty, group global CEO at Landor, said, “Over the last five years, our business has evolved, and our offer has expanded significantly. We’ve welcomed world-class specialists in sonic, motion, and workspace design, and today, most importantly, we have come together as one team with a shared culture. United in our drive to make a positive difference.”

Teemu Suviala, global chief creative officer at Landor, also shared, “Our new brand charts an ambitious course for our future. We use our new brand colour, the ultramarine blue, to signal the redefining of the brand and design category.”

He added, “Our design and expression capabilities are now unparalleled. For our own brand, we tapped into brilliant creative minds from around our network, just as we would do for our clients, to create a brand that comes to life in every facet—from visual and verbal to sonic and motion.”