Everbest Shoes & Handbags was founded in Singapore in 1979 and was subsequently launched in Indonesia in 1993. Over the years, the brand has acquired distinctly different personas in the two countries, with different brandmarks and customer segments.
&Larry and Design Sojourn were engaged to unify the Everbest brand across both countries, to present a common shared brand story and strategy, so as to enable sustainable growth in the region and beyond.
To do so, the project was done in 2 parts:
1) A Brand Audit of the main Everbest brand in Singapore and Indonesia, led by Design Sojourn
2) Clarify strategy, positioning and unify the Everbest brand in Singapore and Indonesia, led by &Larry
To better understand the brand perception of Everbest, Design Sojourn conducted in-store observations, online surveys and focus groups with customers and sales assistants in Singapore and Indonesia.
The research findings culminated in a 2-day co-creation workshop with the Singapore and Indonesia team, where they worked together to define the new Everbest through:
Aligning company vision, mission and positioning
Understanding and shaping internal culture
Creating a new brand persona
Identifying key customer personas and their needs
Based on the research and workshop discussion, &Larry is in the midst of developing the new brand strategy and concepts.
Status: Completed (October to December 2018)
Competence: Ethnographic Research, Design Thinking Consulting, Experience Design