Super gets a new look

Super Group, the powerhouse of instant beverage brands in Southeast Asia, has unveiled its new logo and identity which embody the brand's positive outlook and attitude, as part of its global rebranding initiative.The rebranding exercise is intended to align the company's brand identity across product and geographical lines, creating a consistent brand personality that resonates well with its loyal consumer base.Super's new brand is also to help the company better manage its portfolio of products, enhance its global presence, and elevate its position as a leading brand in South East Asian markets.Elaine Teo, general manager of Super Group, said Super's updated brand identity demonstrates its commitment to stay relevant and responsive to the market, consumers and business partners."The new Super Brand is strategically planned and designed to appeal to more PMEBs and at the same time retain our existing core of customers" said Steven Lim, executive director of Malaysia Super Food Marketing.To promote the new identity, Super will be rolling out campaigns in both Singapore and Malaysia in 2013, starting with a campaign to introduce the new logo and packaging.Together with the refreshed look, Super has also consolidated its product lines and will add new variants to its line up in order to better reflect the changing tastes of its consumers.