In 2007, a medium size beverage manufacturer - Amoy Canning Sdn Bhd who owns only 1 brand 1 product - Delite Asian drinks, was approached by a total stranger - Rhythm with a proposal to revamp the brand identity and the packaging design. The proposal was convincing and at that point, Client has decided to make the daring dive to give this brand and the Agency a chance to revive this withering brand.
Through the years, despite Delite being one of the very pioneer brand in UHT beverage category, the brand unfortunately did not flourish well in the market place as it has been suffering a poor brand perception amongst the consumers due to its poor packaging design. Rhythm sees the weakness in this brand and knew in their guts that this shortcoming can be rectified and the brand should deserve a second chance. Without hesitation, Rhythm quickly commenced studies, analysis and created a packaging proposal to share with Client. Naturally, a work with great passion and sincerity sells on its own, Client was impressed and bought the proposal. Rhythm was appointed to be the official packaging design agency to revamp Delite Asian Beverage's packaging design.
Exhilaratingly, Delite's new look instantly swoop the industry. The trades (majority the key accounts such as Tesco, Carrefour, Giant and Jusco) were excited about the new look and is now willing to take in the product to be sold in their stores, consumers responded much better to the new design and sales of Delite Asian drinks shot up. Both Client and Agency were very pleased with the result and have had a pleasant collaboration together.
Not long after, Rhythm was called in by Amoy Canning and was shared with a good news. Because of the new packaging design, Delite Asian Drinks has become profitable, which enable capital allowance for Amoy Canning to expand the product portfolio - to introduce the Asian drink in PET bottle form targeting a difference consumer base. Rhythm is again appointed to be the packaging design agency responsible for this new product and again, Delite PET Asian drinks was another success.
In the span of 5 years, Delite has evolved from a deficit product to become a profitable product and even more, with a very promising profit growth that give the Client the confidence to launch a new range of product at a much premium platform - Delite Premium Blend. Delite Premium Blend offers consumers a much refined beverage with high value ingredients such as Cranberry & Apple, Passionfruit & Mixed tropical fruits and etc.
The evolution continues for Delite has now step their foot in the UHT milk category who just introduce the Delite nutritious Milk targeted to Children.
To date, Rhythm has been the one and only trusted packaging design agency that created the packaging design for the whole Delite beverage portfolio. Through the 5 years of unwavering relationship with Amoy Canning, Rhythm have had much honor in growing with Delite and witnessed such solid case study of how crucial a good packaging design is for building a brand or a product that can substantiate the ever competitive market place.
Here's to many years to come with Delite.
