CYC Custom Shop rebrands with the help of DIA

Tailoring and craftsmanship shop CYC Custom Shop has rebranded itself to CYC Made to Measure. The rebranding exercise was done with the aid of brand consultancy DIA.

CYC did so as to keep up with changing consumer mindsets and preferences. The company felt there was a need to change this perception and encourage new customers especially the younger generation to try CYC made-to-measure wear. According to a statement from the agency, the rebranding exercise was timed to complement the launch of CYC’s flagship store at the Capitol Piazza.

Fong Loo Fern, managing director, CYC Made to Measure, added, “We are extremely pleased with DIA’s contribution to our rebranding project. The agency played the role of brand custodian and lead consultant in all matters pertaining to design from brand identity, retail interior fit through to communication expressions.”

Quentin Berryman, group creative director, DIA, said, “CYC’s esteemed reputation in tailoring and craftsmanship shone through in consumer research and this culminated in a refreshed brand promise, ‘Crafted Distinction’, and an inspiring, modern yet classic brand identity. Inspired by its tools of trade, the needle and thread, the CYC monogram has been created with a single continuous line to symbolise CYC’s unceasing dedication and the timeless quality of its art, from the past to the present and to the future.”

The agency also recently appointed Dinesh Sandhu as managing director of its Singapore operation. Sandhu was most recently regional director of strategy, digital and media at Hakuhodo Communications Asia, for three and a half years.