Sime Darby was established over 100 year ago and was first started by William Sime, Henry d’Esterre Darby and Herbert Mitford Darby in the rubber estate sector. Today, this multinational company is involved in six key growth sectors: plantations, property, industrial, motors, energy & utilities and healthcare.
Under the plantations sector, Sime Darby produces and markets a variety of fast moving consumer goods (FMCG) such as cooking oil, juices and cooking sauces to the Malaysia market. However, Sime Darby had difficulties establishing a trusted consumer brand with no consistent visual identity applied throughout all FMCG products.
To solve this problem, a visual hierarchy was established such that the Sime Darby Food brand would appear right at the top of each packaging, followed by the product series logo and then the inidividual product name. This allowed Sime Darby to push new products forward in the market without losing a consistent identity.