Originating from Alor Setar, since 1960, Ah Cheng Laksa today, has more than 10/20 outlets around Klang Valley and Malaysia. The delicious and authentic Alor Setar Asam Laksa, the signature since the beginning of Ah Cheng Laksa still taste great with the same authentic taste and follows the strict guidelines, where ingredients are sourced specially from Northern Peninsular Malaysia and Thailand to ensure no compromise in the taste and quality.
Although a successful franchise business today, Ah Cheng Laksa discovered a need for rebranding to give their customers a more compelling experience as the competition in the food industry arises with the changing landscape of consumption, following the mushrooming of cafes around Malaysia. Ah Cheng Laksa engaged Be Good Creative for a 3-years full-fledge rebranding exercise to re-engage the public and attract the younger consumers. Following rigorous market research and strategic repositioning exercise, introducing a greater sense of locale of Alor Setar into the dining experience was to be the next step, a reminiscent of the olden days of Ah Cheng selling her laksa while clearly differentiating the Alor Setar Asam Laksa from the rest of the asam laksa around Malaysia.
Applying the elements of Alor Setar onto the retail experience, kiosk designs were proposed to feature the ‘Rumah Papan in Kedah’ (Wooden House) for their intricate and beautiful architecture of carved wood decorating the homes, paired with modern day interior design strategy of material selection, colour combination and lighting effect to enhance the dining experience and evoke the nostalgia in the customers. The brand will always be humble, rooted with strong foundations since 1960, is always friendly and affordably priced for a truly local Malaysian dining experience. The brand logo was also modernised for simplification and better recognition by the public.
Experience the rejuvenated Ah Cheng Laksa experience at the Damen, USJ Subang by October 2015