Making the Naff Cool!

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(Student Course Project)

Hup Seng is one of the largest biscuit manufacturers in Malaysia. Established in 1958, it is recognized as a household name synonymous to quality biscuits manufacturing. The brand is very well known among the elder generations but recently it probably showed the reduce in affection among the younger audiences. While realizing the problem of brand ageing and other competitive influences, there is in need to rejuvenate and revitalize the brand to expand the market.

Goals & Objectives:

-   Strengthen and consistent the brand identity
-   Enhance product appetite appeal and shelf stands out
-   Create brand impact and visibility that lead to product purchase
-   Attract more younger consumers while remain the brand loyalty from existing consumer
-   Increase of market share and regain the leading market position against competitors

Repositioning:

- Target to audiences age from 13-35 (Teenagers, young adults, housewives, workers)
- Marketed as delicious, nutritional and healthy snack for all the time

- A tasty, convenient, light breakfast or brunch

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Packaging Redesign

A series of new packaging design was created for Hup Seng Ping Pong crackers, which is their best selling product. Through redesigning the packaging, It refreshes and rejuvenates the existing brand identity, conveys a tasty, lively and delightful look and feel. The use of vibrant colours on the packaging enhance the appetite appeal and improve shelf stand out.

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Point of Sales

Hup Seng display shelf will be placed in hypermarkets, to create visual impact and enhance awareness. Eye-catching shelf talkers are attached on shelves in retail environment.

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Vending Machine

Setting up vending machines that sell solely Hup Seng products, is one of the rebrand strategies. They are suggested to be installed in railway station, so that it can exposed to the target audiences. The selling products are bitesize biscuits packed in convenient small sachet, so that it can be easily consumed on the go.