In today's competitive business landscape, companies need to constantly adapt and evolve to stay relevant and resonate with their target audience. One key aspect of this evolution is rebranding, which involves updating a company's brand identity, including its visual elements, messaging, and overall brand personality.
In Malaysia, many companies have recognized the importance of design rebranding as a strategic tool to drive business growth, establish a strong brand presence, and connect with consumers in a rapidly changing market. In this article, we will explore some more notable examples of Malaysian companies that have undergone design rebranding efforts, the reasons behind their rebranding, and the impact it has had on their brand image and success.
We've talked about five Malaysian rebrandings previously, click here to read the article!
1) Astro: Revitalizing a Leading Entertainment Brand
Astro, the Malaysian leading entertainment brand, underwent a design rebranding in 2020, aimed at revitalizing its brand image and strengthening its position in the ever-evolving media landscape. The company, known for its television broadcasting, digital content, and e-commerce services, wanted to reflect its commitment to staying relevant in the digital age and catering to the changing preferences of its consumers.
The new brand identity of Astro featured a refreshed logo, with a more contemporary and dynamic look, and a new color palette that reflects the vibrancy and diversity of Malaysian culture. The updated brand identity aimed to convey Astro's vision of providing personalized and relevant content experiences to its consumers across multiple platforms, and its mission of enriching the lives of Malaysians through entertainment, education, and information.
The rebranding efforts of Astro have helped the company establish a more modern and consumer-centric brand image, aligning with its strategic focus on digital transformation and innovation. The refreshed brand identity has been well-received by consumers and stakeholders, and has helped Astro differentiate itself in the competitive entertainment industry, particularly in the digital space where consumers have an abundance of choices.
2) Julie's: Transforming a longtime Malaysian Household brand
Since its foundation in 1984, Julie's Biscuit brand has been a household name among Malaysians. Their brand and logo resonates in the childhood of most Malaysians today. Their old logo lasted at least 35 years and in 2020, the biscuit brand did a rebranding exercise to make their brand design look younger and resonate with the younger crowd.
In the new logo, Julie's has shorter hair and wearing a red headband, as well as a blue outfit. She's looking upwards in the new logo, where she takes on a spirit of "hope and confidence". In the new logo as well, the typography "Julie's" is now in blue color instead of yellow, flipping the colors from the original logo. However, its primary colors of yellow and blue, are still the core colors of the brand.
3) Celcom: Refreshing a Telecommunications Giant
Celcom, one of Malaysia's leading telecommunications companies, underwent a design rebranding in 2018 to modernize its brand image and align with its transformation journey into a digital and customer-centric organization. The company aimed to convey its commitment to providing innovative, reliable, and personalized digital solutions to its customers.
The new brand identity of Celcom featured a refreshed logo, with a more contemporary and dynamic look, and a new color palette that reflects the brand's personality of being energetic, vibrant, and customer-friendly. The updated brand identity aimed to convey Celcom's vision of becoming a "Digital Life Provider" and its mission of enriching the lives of its customers through digital services.
The rebranding efforts of Celcom have helped the company establish a more modern and customer-centric brand image, reflecting its transformation into a digital-first organization that focuses on delivering innovative and personalized solutions to its customers. The refreshed brand identity has been well-received by customers and stakeholders, and has helped Celcom enhance its position as a leading telecommunications company in Malaysia.
4) Watsons Malaysia: Revitalizing a Health and Beauty Retailer
Watsons Malaysia, a popular health and beauty retailer in Malaysia, underwent a design rebranding in 2019 to revitalize its brand image and create a more modern and engaging shopping experience for its customers. The company aimed to convey its commitment to empowering its customers to look good, feel great, and live healthy lifestyles.
The new brand identity of Watsons Malaysia featured a refreshed logo, with a more vibrant and contemporary look, and a new color palette that reflects the brand's personality of being youthful, dynamic, and fun. The updated brand identity aimed to convey Watsons Malaysia's vision of being the "Preferred Health and Beauty Destination" for its customers, and its mission of providing a wide range of quality health and beauty products, personalized advice, and innovative services.
The rebranding efforts of Watsons Malaysia have helped the retailer establish a more modern and engaging brand image, reflecting its commitment to providing a unique and enjoyable shopping experience for its customers. The refreshed brand identity has been well-received by customers and stakeholders, and has helped Watsons Malaysia enhance its position as a leading health and beauty retailer in Malaysia.
5) Malaysia Airlines: Revitalizing a National Carrier
Malaysia Airlines, the national carrier of Malaysia, underwent a design rebranding in 2018 to revitalize its brand image and regain customer trust after facing significant challenges in the past. The airline aimed to convey its commitment to delivering a premium and customer-centric travel experience, and reposition itself as a preferred choice for air travel.
The new brand identity of Malaysia Airlines featured a refreshed logo, with a more modern and minimalistic look, and a new color palette that reflects the brand's personality of being premium, reliable, and progressive. The updated brand identity aimed to convey Malaysia Airlines' vision of "Countless Journeys" and its mission of connecting people and cultures through memorable travel experiences.
The rebranding efforts of Malaysia Airlines have helped the airline revitalize its brand image and regain customer trust. The refreshed brand identity has been well-received by customers and stakeholders, and has helped Malaysia Airlines position itself as a premium choice for air travel, both domestically and internationally.
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Upon going through all five rebrandings of Malaysian companies such as, Malaysian Airlines, Watsons Malaysia, RHB Bank, Astro and Celcom, we can see that the theme in their rebrandings, is to move forward into the digital era, with great emphasis on creating a brand identity that portrays their progressive digitalisation identities.
While the trend of today’s business rebranding landscape is to go digital and more customer-centric, many businesses will follow that trend, therefore, tightening the competitiveness in an already competitive market, so how can your business stand out in the market?
Rtist Creative Platform provides businesses in Malaysia with access to a diverse pool of creative talents, including designers, illustrators, photographers, and videographers, to support their rebranding efforts. Rtist Creative Platform facilitates collaboration, project management, and access to the latest creative approaches, allowing businesses to create a successful rebranding strategy that resonates with their audience and achieves their business objectives.
