BrandHub goes Papayas

Singapore - BrandHub has been engaged by Malaysian Agrifood Corporation (MAFC) to create a global brand for a new variety of Solo papayas.

"It is not everyday that we get to brand a papaya. Our team is very excited about this project and we look forward to creating a leading global brand that can proudly represent this fruit created by MAFC," BrandHub's MD Shauna Li Roolvink said.

The company claimed sweet victory after a competitive pitch mid October and will be tasked to create a name and to work on brand insight, strategy, identity as well as its collateral system design for its launch in Malaysia in the first quarter of 2008. The fruit will gradually hit the stands in other markets as production increases.

To date, BrandHub has "completed a number of consumer focus groups in Singapore and Malaysia and are in the process of conducting interviews with the trade to better understand the needs of retailers and distributors."

The target market for the new brand will include Malaysia, Singapore, Hong Kong, rest of APAC, Middle East, and Europe.

Dentsu Utama has been appointed as the creative agency in Malaysia to work on its communications.