F&B brand Super's new identity

Distributor of food and beverage products Super Group has unveiled a new brand identity, looking to elevate its presence globally and in Southeast Asian markets.

The rebranding exercise is intended to align the company's brand identity across product and geographical lines and create a consistent brand personality that resonates with its consumer base, a spokesperson told Marketing. It is also aimed at better managing its portfolio of products, ahead of the group's efforts to elevate its presence in Southeast Asian markets.

To raise awareness of the new brand identity, Super has also launched a campaign that runs on TV, online, social media, print and OOH mediums. The first phase of the campaign is set to last until April this year with ongoing initiatives to sustain awareness throughout the year.

The campaign runs with the tagline "What A Smile Tastes Like". The campaign was created by brand consultants Tangible, Black on Black for creatives and Ren Partnership for creative strategy. PR duties were handled by SPRG.

Super also recently launched two products under their coffee ranges - Super Coffee with ‘Brown Sugar' and Charcoal Roasted White Coffee with a ‘Roasted Hazelnut' flavour.