The Brand Union Singapore to handle branding for Super Coffeemix

Elaine Teo, general manager of Super Coffeemix Manufacturing, said: “We were impressed by The Brand Union team’s passion for our brand, and the team’s efforts to really understand our business and where we want to take it over the coming years. We are looking forward to a very rewarding and exciting working relationship.”

Incorporated in 1987, Super Coffeemix pioneered the development of 3-in-1 coffee products and has grown rapidly to become a household name in Singapore and Malaysia, as well as successfully extending its operations into Thailand, Myanmar and China. Super now has over 300 products under its flagship, spanning instant coffeemix, coffee, cereals, noodles and canned drinks.

The appointment ends Super’s long-running search for a strategic and design consultancy as the company enters into its next phase of development and growth. During its year-long engagement, The Brand Union will partner with Super in forging new approaches in their corporate strategy and design, brand architecture, packaging and new product development.

Graham Hitchmough, managing director of The Brand Union, said that the agency is extremely proud to have been appointed. “This promises to be an exciting partnership. Super is a local success story that is ready to embrace the next stage of its development into a brand competing on the regional and global stage."