Tag: rebranding

Kuala Lumpur, Malaysia – Malaysian used car ecosystem myTukar Powered by Carro has officially announced that it is rebranding as Carro, signifying a move that will bring more of Carro’s cutting-edge technologies, products, and services to Malaysian customers. It has also tapped social media personality Phei Yong as its first brand ambassador.

This renaming exercise will officially see ‘Carro’ be incorporated across myTukar’s range of products and services, marketing materials and physical signages across Malaysia – a process that will take place across several months. 

myTukar earlier kickstarted its first phase of rebranding in June 2022 and changed its corporate look, moving away from its turquoise and grey colour scheme to Carro’s signature orange for its signages and collaterals.

Since myTukar’s founding in 2017 at a shop lot at Glenmarie in 2017, the company has charted impressive milestones, including a US$30m investment from Carro to revolutionise and digitise Malaysia’s high-potential used car industry. 

Moreover, myTukar has grown to be the first and largest online used car ecosystem in Malaysia, providing retail insurance, financing and after sales services, and has expanded to encompass 11 Retail Experience Centres, 27 Inspection Centres, 5 workshops and 2 refurbishment centres.

Fong Hon Sum, founder of myTukar and Carro’s CEO of International Marketplace said, “It has always been my dream and goal to transform the used car industry and to push for transparent, honest practices that will benefit our customers. Today, I’m so glad to announce that we achieved exactly that and more.”

He added, “myTukar’s amazing growth couldn’t have been possible without everyone who believed in our ambition and goals, and all the hard work that went into building it up. Now, I’m excited to unlock the potential in this market, and continue to offer unparalleled services to Malaysian drivers and families.”

Meanwhile, Derrick Eng, CEO at Carro Malaysia, commented, “As part of a global brand, we’re laser focused on driving sustainable growth for the Group while continuing to deliver quality used cars that are As Good As New to Malaysians. I look forward to strengthening Carro as a brand within the country.” 

He added, “We absolutely look forward to Phei Yong coming on board. With the success of the epic road trip, and Phei Yong’s popularity in Malaysia, we’re sure he’ll be able to bring something unique to the table, and help spread the message that a Carro Certified car is As Good As New.” 

Malaysia – Razer Inc.’s fintech arm, Razer Fintech, and its B2B payments unit, Razer Merchant Services (RMS), announced it has rebranded as Fiuu as the company aims to power future payments of merchants worldwide. 

The company’s dynamic rebranding includes a new single name, logo, and identity as Fiuu. This new identity underscores the brand’s commitment to their goal of providing innovative payment solutions to merchants worldwide.

Fiuu introduces a vibrant identity that reflects a playful and youthful spirit, symbolising agility and the brand’s dedication to growth. This cohesive brand image symbolises the company’s growth and preparedness to tackle future challenges and opportunities.

Additionally, Fiuu’s brand motto, ‘Powering Future Payments’, also encapsulates the company’s aim of providing cutting-edge solutions and reflects the dedication to fostering trust and reliability in every transaction. 

Fiuu will operate as a standalone subsidiary of Razer Inc. moving forward, with the aim of empowering both businesses and individuals with their evolving payment needs. 

With a user-centric approach and a focus on advanced, cutting-edge technology, the brand remains dedicated to delivering a seamless and intuitive payment experience that elevates the way transactions are conducted. Fiuu will also work to ensure that their offerings stay at the forefront of the digital payment landscape, staying true to their commitment to innovation and security. 

As part of the rebranding, the company will also have leadership changes. Eng Sheng Guan becomes the new chief executive officer, taking over from Lee Li Meng, who will now become the executive chairman of Fiuu. 

Under Lee’s guidance, Fiuu has undergone remarkable expansion, witnessing a doubling of revenues over the last four years and achieving profitability in its operations.

Now taking over Lee, Eng brings with him an extensive experience of more than 25 years in the payments industry and leadership. His vision and dedication align with Fiuu’s commitment to delivering top-notch solutions and services, heralding a new chapter of growth and innovation for the company. 

Speaking on the rebranding, Lee said, “Our rebrand goes beyond just a name change; it embodies our vision to power future payments. We strive to create seamless and empowering payment experiences that propel commerce into a new era. With Southeast Asia’s digital economy booming and projected revenue set to hit US$295 billion by 2025, our commitment to innovative payment solutions gains even greater significance.” 

Meanwhile, on the appointment, he added, “This rebranding exercise marks a significant milestone for the company, which has grown significantly over the past few years, and it allows the fintech business to continue its path independently from the Razer brand, which is gaming-focused. I am proud of the achievements of the team, and I trust Sheng Guan will be able to take the company to greater heights with the continued support of our merchants and scheme partners.”

Singapore – Omnichannel communications platform MessageBird has announced its rebranding to Bird, as well as announcing a drop in its prices for the platform to become more accessible in terms of cost, yet still retain the same quality and even offers more services. 

In a blog post by Bird CEO Robert Vis, he announced the rebrand with more details on the platform’s change in pricing, citing that they will be staying away from offering high markups like their competitors, promising to deliver services to clients at the lowest possible cost.

To make this possible, Bird will be employing new messaging APIs that will allow it to charge SMS at a 90% discount with no markups and no hidden fees.

Additionally, Vis also introduced Bird CRM, Bird’s new customer relationship management platform that will mark a next chapter for Bird in marketing, sales, and payments. They will also be dropping costs for this service, stating that users will also be saving 40% on Email and 90% on SMS for Bird CRM as well. 

Talking about the rebrand and Bird CRM, Vis said, “All communications between businesses happens over channels – whether it be calling, texting, WhatsApp or iMessage – and all these interactions create a customer contact. From there, every business uses endless tooling to manage the customer relationship, whether it be to encourage them to buy more or simply to support them.”

“What if this could be all done from one tool? What if the channel didn’t matter when it came to selling or servicing your customers? What if payment data was fully integrated with your other customer data? And what if you could just log into one tool and it just works? Today marks Day 1, our first iteration of BirdCRM and while we still have lots to do – we hope you will enjoy some of the magic and help us realise our dream of making talking to a business as easy as talking to your friends,” he concluded.

Indonesia – Creative agency M&C Saatchi Indonesia has officially rebranded itself as ‘Moonfolks’ on its sixth year anniversary, following CEO Anish Diryani’s acquisition of the company as an independent entity and exit from the M&C Saatchi group of companies.

As such, Moonfolks will be led by its co-founders, with Anish Daryani as president director and CEO, Dami Sidharta as chief creative officer, and Elki Hendra as chief strategy & digital officer. 

With the new agency’s new purpose being “Make Audacious Possible”, Moonfolks aims to deliver ideas that are out-of-this-world to help brands achieve the impossible and take them to new heights. 

In order to achieve this, the agency has created an ‘accelerated commerce” model, whereby all agency services are directed towards generating commerce for clients, delivering higher ROAS (Return on ad spend).

The services, according to the agency’s newly launched website, are, Moonfolks Advertising as the advertising arm, Moonfolks Digital as the digital services arm, Moonfolks Shopex as the retail and brand experience arm, and Moonfolks PR as the brand reputation arm. 

Furthermore Moonfolks Authentic Intelligence is another solution the agency has launched, riding on Gen-AI expertise to create high volumes of content with a distinct cost advantage for clients. The agency has also announced the launch of its internal content production unit, Goosebump Pictures.

On the acquisition, the company retains all business licences and tax papers, with complete continuity of business where the agency retains all client, talent and partner contracts. The rebranding does not affect any significant changes to the team.

Commenting on the launch, Daryani said, “We’ve had tremendous success as M&C Saatchi Indonesia. And we’ll take that several notches higher as we relaunch the agency with the freedom that comes with our independence. We will be more agile and fluid in our approach, and build further on the values we have created over the past 6 years.”

“Moonfolks has all the ingredients for success. A loyal and satisfied client base, a fun-loving culture that embraces DEI, a talent-centric approach to business and an environment that encourages people to do their life’s best work. The industry is going to feel our impact in Indonesia, and across the region,” he added.

Meanwhile, Sidharta also commented, “We’re taking our second-first step. But unlike our first-first, it won’t just be the three of us. We have some of the brightest minds in the industry with us this time around and we’ll get to where we want to be a lot sooner. It’ll be very exciting every step of the way.”

Lastly, Hendria concluded, “Our goal is clear: not only do we curate compelling ideas and content, but we’re committed to crafting narratives that not only captivate but also catalyse commerce. We are here to redefine the boundaries of possibility, making audacious goals strategically achievable in an AI driven world”.

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.”

Kuala Lumpur, Malaysia – Telecommunications company CelcomDigi has announced a new update to its corporate branding, which focuses on the brand’s aspirations on leading innovation and digitalisation. The new rebranding also symbolises dynamism, passion for customers, and excellence by CelcomDigi.

The introduction of the new logomark is a key milestone in the company’s mission post-merger to find innovative ways to advancing Malaysians to achieve everything they aspire to and are inspired by.

Since the merger of Celcom and Digi in December 2022, both brands – now under a single corporate entity CelcomDigi Berhad – have continued to serve consumer and business customer seamlessly, integrating services and products, introducing new offerings, building the nation’s future digital network, and creating a winning organisation staffed by the country’s most talented Malaysians.

Datuk Idham Nawawi, chief executive officer at CelcomDigi, said, “Since the completion of our merger in December 2022, we have been progressively introducing new services, solutions, and innovation. Today, more than just a new livery, our new corporate brand symbolises a bold new chapter for our customers, for the nation, and for CDzens who power our organisation every day. It builds on our brand spirit – ‘Creating a world inspired by you’ – to embody three fundamental principles: dynamism, passion for customers, and excellence.”

He added, “We aspire for CelcomDigi to be a new innovation icon for the nation – an institution that has the scale and resources to be the nation’s digital growth engine, to grow local talents, to develop the local digital ecosystem, and to bring the best solutions, offers, and experiences to our customers, and to be a brand that customers can trust and rely on in the age of ‘digital-everything’.”

APAC – Global health and beauty retailer AS Watson announces its brand refresh featuring a modernised visual identity that injects more energy into the brand, as well as a new brand circle that focuses on the brand’s values. 

The refreshed brand direction aims to bring its 180 years of heritage to the forefront of the business with added vitality to propel the company towards achieving sustainable growth in decades to come.

Within the newly refreshed logo, a red-colour background has been introduced alongside the existing dragon and unicorn, symbolising a combination of east and west, as well as a nine-level pagoda, which represents ethics, values and respect.

The brand name has also taken a simplified approach by renaming ‘A.S. Watson’ as ‘AS Watson’, symbolising the past, present and future achievements of the brand.

Furthermore, the AS Watson Brand Circle is introduced to symbolise unity and wholeness in the organisation, bringing together its clear purpose, vision, mission and DNA.

AS Watson’s rebrand aims to embrace new opportunities, with the goal to be a first-choice shopping destination for quality health, beauty and lifestyle products and services on its O+O platforms.  

Expressing her excitement on the refresh, Malina Ngai, CEO of AS Watson (Asia & Europe), said, “This marks a significant milestone in our company’s history. We are AS Watson! Together with our 130,000 colleagues, business partners and stakeholders in the communities where we operate, we are dedicated to love our customers and deliver our simple yet powerful purpose – to put a smile on our customers’ faces today and tomorrow.”

Kuala Lumpur, Malaysia – airasia Digital, the digital arm of Capital A, has announced its rebrand to MOVE Digital, or simply MOVE. This rebranding marks an exciting chapter in its next phase of growth through both its businesses, airasia Superapp and BigPay. 

Following this, airasia Superapp will also undergo a brand refresh and change its name to ‘airasia move’ in the near future as part of the ongoing transformation.

Through the rebranding effort, AirAsia co-founder and Capital A CEO Tony Fernandes will serve as MOVE’s executive chairman. He will play a pivotal role in driving the close collaboration between both airasia Superapp (now airasia move) and BigPay to unlock the true potential and synergy of these digital businesses. 

“The name MOVE signifies us better as the digital arm of Capital A, and reiterates our commitment to move people, ideas and innovation forward within the travel space. Imagine seamless access to travel and financial services on one single platform, with integrated financial features such as balance display, top-up and payments from BigPay and further strengthening the value proposition of airasia move as the travel app of choice,” he explained.

Fernandes added, “My role as the executive chairman of MOVE will be to enhance synergy between both businesses. With this change, the market can expect an enriching user experience aside from more integration of BigPay features within the airasia Superapp (now airasia move) very soon.”

He also noted that the company is also welcoming Nadia Omer as the new chief executive officer of airasia move, where her key priority will be to further drive airasia move’s vision as a low-cost travel platform with high conversion, while closely collaborating with BigPay, led by Zubin Rada Krishnan.

“The airasia Superapp, or what will be called airasia move soon, has swiftly become a one-stop travel platform offering value and convenience through seamless end-to-end booking experiences within the past two years, while BigPay has established itself as an innovative fintech provider enabling Southeast Asians to improve their lives through better financial management,” Fernandes concluded.

Singapore – Leading aluminum and glassworks firm Oculus Collective has appointed brand consultancy 8traordinary as agency of record to revitalise the company’s branding and strategy and enhance its market presence and customer engagement efforts. 

The year-long strategic partnership gives 8traordinary the responsibility to guide the overhaul and help recalibrate, streamline, and curate a new strategy to revitalise the brand. 

The agency will lend their expertise to oversee the rework of the firm’s brand identity, creative content planning, and social media strategy and management.

Oculus Collective is set to see a brand new identity this October. The brand is known for its exclusive Signature Glass Door Series, which has the thinnest profile in the industry. For 15 years, it has continued to present an abundance of customisable options, carefully crafted to meet the needs of their diverse customer base without compromising quality. 

Prior to the partnership with Oculus Collective, 8traordinary has collaborated with a diverse portfolio of brands in branding, digital creative content, and social strategy works. 

Benson Aw, founder of Oculus Collective, said, “We saw the magic that 8traordinary has worked into other brands, and we wanted that transformative experience. As Oculus Collective continues to create milestones and perfect our craftsmanship to the next level, we needed someone who could effectively communicate what we have to offer to our target audiences.”

Meanwhile, Jeffrey Lim, founder and managing director at 8traordinary, believed Oculus Collective’s strive for excellence and pride in their work very much aligned with that of his agency’s. 

“Every brand deserves a voice, and Oculus Collective has a distinct voice to be heard. The firm has been consistently perfecting their craft to offer their clients imagination and individuality in their pursuit of the perfect space, whether at home or at work. We look forward to partnering them in combining science with art to create new living experiences across the various channels.” 

Singapore – Navigator, the investment platform under SingLife, has announced its rebrand as ‘GROW with Singlife’. The strategic move reaffirms the platform’s commitment to providing individuals with a seamless and empowering investment experience as they work towards their financial goals. 

The rebrand is driven by the brand’s ethos of ‘All Things Considered’, which epitomises the company’s emphasis on the human touch, going beyond looking at finance as an industry focused on numbers. It aspires for the financial services industry to provide more holistic advisory, and being a people-focused business that values human connection. 

Moreover, the new brand is positioned as an integrated investment solution that leverages technology to provide tailored services, so advisers can provide meaningful and impactful guidance to their clients. 

‘Navigator’ began as an investment platform over 20 years ago in Singapore. Under a new management team and with a significant focus placed on technology and strengthening its product offerings, the business has brought in new strategic initiatives. Its adviser enablement ecosystem ‘ELEVATE’, provides a wider range of financial tools, insights, bespoke programmes, and experiential events for its users.

To fulfil the brand idea, ‘GROW’ will concentrate on three strategic areas; including focusing on building and sustaining trust and loyalty by delivering an efficient and reliable platform; continuing to forge strategic collaborations with leading asset management and digital asset platforms to boost market share; and deepen its rapport with advisers to facilitate a culture of development with courses and thought leadership initiatives.

Akhil Doegar, chief executive officer at GROW, said, “We recognised the need for a brand change that acknowledges our present position while paving the way for our future growth. The rebranding isn’t just a marketing strategy; it signifies our strategic intent to build and invest in becoming the go-to platform for advisers, supporting the mass affluent market.”

Meanwhile, Ee Ghim Chua, head of strategic brand, communications and design at GROW, commented, “While finance may often revolve around numbers, life is much more. Our brand idea centres on empathy and authenticity. The considered choice is calm, caring, and compassionate. It prioritises human attention over automation and fosters partnerships over transactions. Our mission is to enable advisors to partner with clients in making more thoughtful choices throughout their entire financial journey.”

Lastly, Pearlyn Phau, group chief executive officer at Singlife, stated, “For over two decades, Navigator has been a trusted financial compass, guiding countless Singaporeans on their investment journeys. GROW will continue to play a vital role in Singlife’s ecosystem. With the support of our future-ready advisers, GROW will be able to serve its clients better than ever, with innovative investment solutions for their journey to wealth creation.”