GDG625 - DESIGN & BRANDING STRATEGIES (SUMOS)

GDG625: DESIGN & BRANDING STRATEGIES

BRAND

Acknowledgement

Alhamdulillah, I am grateful that i can finish this assignment within
the time given by my lecturer Mr Mohd Zaki Mohd Fadil. This
assignment cannot be done without help from my lecturer. I also
sincerely thank my lecturer of GDG625 for guiding me throughout
this semester. Lastly, I would like to express my gratitude to my
family, friends and classmates for the support and willingness to
motivate me.

Introduction

Sumo's Today..

Sumo's is becoming a familiar name when snack food comes into mind. They
are currently operating beyond Malaysia, reaching untapped markets
including Saudi Arabia, Kuwait, U.A.E, Egypt, Turkey, Lebanon, Russia and
counting. Despite the achievements they claim pride, Most Malaysians do not
know much about Sumo's brand product, althought they buy it. Most of them
do not notice and are not sensitive about this brand name. Lack of
advertising is one of the factors that make this happen. The purpose of the
rebranding is to help Sumo's brand become known to many. Thus, a new logo
will be created to represent the Sumo's brand and many innovation of new
food advertising will be delivered.

The Brief Sumo is one of the Malaysia's leading snack food manufacturers in
Malaysia. They are specializes in snack food products including frozen
Client sweet corn, pop corn, waffle cakes and ice cream. They manufacture
Information delicious and nutritious snack food.

Sumo's have over 20 years of experience in the snack food and food
machinery industry. Housing over 100 Sumo's outlet in Malaysia.

They have the knowledge and experience in assisting to setup snack
food franchises in their own licensing program. They provide total
snack food licensing solutions to ensure that your snack food business
going to be a success.

Having extensive knowledge on food machineries and snacks recipes,
your customers will be able to enjoy top quality food and services with
Sumo's!

Background The Brief
Information

They started the business by opening a small kiosk selling Kaya
balls 20 years ago. Kaya balls are made using a Japan baking
machine used for making hot snacks. The incorporation of Kaya
(coconut jam) and flour into small balls became a hit very quickly
upon introduction. In a couple of years, they have opened up to 50
kiosks all around Malaysia.

Due to the rapid expansion, Sumo's started diversifying into
other snacks to tickle more taste buds in the market. The market
demand was so huge they ended up providing a complete licensing
program in supplying and installing Kaya ball machines.

Business The Brief
Objectives

Aims Visions

To develop a sustainable business model, share To develop a sustainable business model.
delightful snack foods with food lovers from all over the To share delightful snack foods with food lovers from all

world. over the world..

Communication The Brief
Objectives

1 2 3

To help sumo's brand Introducing new image as To introduce sumo's brand
become known to many well as fresh images products to the public

people

Requirement The Brief

Looking for the cause of the 2 Get support/help
situation problem from community
Understand how to solve the
1 situation problem 3

SWOT The Brief
Analysis
O
S
Create a new logo, instagram
Varieties choices of food, creative platform of Sumo's
leading supplier of snack food product.
processing machinery, knowledge Made more innovation of
and experience in assisting to new food advertising
setup snack food franchises in

our licensing program.

W T

Lack of advertising They have many competitors
Lack of brand awareness in leading snack food
manufacturers in Malaysia.

Facts The Brief

Sumo's have over 20 years of experience in the snack food and
food machinery industry.

Housing over 100 Sumo's outlet in Malaysia

leading supplier of snack food processing machinery including
caramel popcorn machines, waffle cakes machines, sweet corn
steamer, kaya ball machines, and ice cream machines.

Sumo's have the knowledge and experience in assisting to setup
snack food franchises in their licensing program.

Sumo's provide total snack food licensing solutions to ensure that
your snack food business going to be a success.

Mandatory The Brief
Information

Sumo's promotes their products through their official website.
They also promotes any new popcorn flavour or new products
on the website. All their brand outlet location and detailed
information about them are being provided in their online
website to make it easier for their customers to reached them.

Strategy The
Strategy

WHAT DO THEY CURRENTLY THINK?

Sumo's (M) Sdn Bhd has been in the business for over a decade.
The Sumo's business enjoys a proven system and track-record. They
will undertake all training required at all levels of operation to ensure
that your business profit is maximised. Sumo's will be with you all the
way, from exploring potential business sites to well-defined start-up
costs to actual operation trouble-shooting. You can count on Sumo's
for long-term commitment and support.

This is an ideal opportunity to start a business that has been
proven successful. Sumo's (M) Sdn Bhd will operate a pilot outlet as
an affirmation of its commitment to licensees as well as serve as a
practical training outpost. But to achieve the target, Sumo's also
needs support from the patron.

Strategy The
Strategy

WHAT DO WE WANT THEM TO THINK? WHAT DO WE WANT THEM TO DO?

In this modernism era, one of the things that part By rebranding the product, logo and social
of Branding & Advertising is a creative platform. The media it will attract the patron to noticed the
step that involves developing the actual marketing uniqueness and specialty of Sumo's brand. To
campaign. A creative platform is a set of ideas for a captivate, more patron and customers towards the
marketing campaign. These ideas will all fit within a brand, Sumo's can award their customer by giving
single unifying look and tone, which we call a concept them sumo's gift cards, coupon discount, calendars,
or campaign. This are the best ways to introduce profesional notebooks and many more. The occasion
Sumo's brand to new customer. Moreover, using this of the awards are to recognise any great act that is
concept can attract more customers towards Sumo's praise worthy. Awards are a way to show that
product. By using a social posts to generate patron or customers is both appreciated and
engagement with customers. Another part is we also celebrated. The very essence of giving an award is
can use eye-catching visual media because it does to recognise and to encourage them to buy the
better than any other kind of content across social products and it serve as a form of motivation.
media to promote campaign and to spread brand
awareness.

Strategy The Collateral items
Strategy
SINGLE MINDED PROPOSITION Gift cards
COMPOSE instagram page Coupon
Invent a logo for DESIGN INTERFACE Button badge
the brand FOR THE BRAND Tote bag
Towel
Logo typeface Main page Keychain
& logo icon Information/facts

Combination mark logo (About Sumo's)
Popcorn & shape, Modern Information/facts
(About product)
look
Colour: Brand Activities
Yellow Product profile
Black
Makes catchy logos that
easier to remember

Name The
Strategy

SUMO'S
REVOLUTIONIZING

PROGRAMMED

Design The FIT FOR PURPOSE:
Objectives Strategy Create new logo,
instagram page
QUALITY OF LIFE: UNITY: design interface
Giving Sumo's new Stability design
To create a wide range of effects Provided information
& fresh look. and harmony by creating similar
Fresh modern logo, components and elements of art LOOK AND FEEL:
to create consistency. The customers feedback
Instagram social upon seeing the new logo
page SUSTAINABILITY:
More is less & design interface
ACCESSIBILITY: and
Design a modern
environmental free
look logo and
design interface to
attract customers

Audience The
Strategy

KIDS / YOUNG ADULT / ADULT
AGE 7 - 55

MALE / FEMALE
SINGLE / MARRIED
HAS OCCUPATION / RETIRED
LIVING IN MALAYSIA

LOVES FOOD

Competitor The
organization / Strategy
Related

GARRETT POPCORN PLAN B BY BIG

GINDACO TAKOYAKI DIPNDIP WAFFLES

Visual The
Audit Strategy

aeon bukit mertajam mall, aeon quill city mall, kuala
penang lumpur

aeon bandar utama, aeon kepong, kuala lumpur
selangor

Brand The
Values Concept

GROWTH
RESPONSIBILITY

integrity

Design The
Element Concept

Moodboard

Brand Mark The
Design Concept

Rough Brand
Mark Design

Rough idea sketches
for new Sumo's
brand new look logo

The logo features a graphic image or
illustration of Sumo's famous main product
icon which is popcorn. This logo clearly
represents the company, product and the
brand itself

Brand Mark The
Design Concept

Development Logo

Development logo

Brand Mark The
Design Concept

2 Option of Design

Semi-Comprehensive (sketches)

The logo had been chosen are both is a
combination pictorial mark and abstract
mark. Because the combination of a
symbol and text create a distinct image
together, these logos are usually easier to
trademark than a pictorial mark alone.

Brand Mark The
Design Concept

Final Option

Comprehensive &
Final Sketch
Rendered

Brand Mark The
Design Concept

Development
Digital Logo

1. 2.

3. 4.

Brand Mark The
Design Concept

Development
Digital Logo

1. 2.

Brand Mark The
Design Concept

Development
Digital Icon

Popcorn development

Sumo's icon development

Brand Mark The
Design Concept

Final Look

Sumo's Final Look Logo

Application
Design

The logo designs will be applied to the Sumo's social media instagram
and on the suitable collateral items related to the project such as Gifts
cards, Coupon, Button Badge, Tote Bag, Towel and Keychain. The items are
being designed according to the theme of the Sumo's project. The color
used for each item also according to the logo of the project which is red,
yellow, pastel and white to make it looks more modern concept. All the
collateral items will be received by Sumo's customers from the shop or
Instagram page. For the customers, they will receive the gifts everytime
they bought Sumo's product.

Instagram

The Sumo's Revolutionizing Programmed was to create a brand new Instragram interfaced for Sumo's brand to help build the
business by growing the brand awareness. This are the most effectively ways to promote the sumo's brand. One of Instagram most

famous features is hashtag to increase the brand reach. The hashtag is a powerful tool that can connect a group of like-minded
individuals through social media. It’s a simple way to greatly increase the brand reach. Sumo's can also communicate with customers
about niche topics they both love and ollowed people who are posting about subjects in their industry. If they like what they see in
Sumo's brand, they’ll follow back. That’s important because customers are more likely to purchase a product from the business after

they follow the brand.

Instagram

Social media is one of the best and easiest ways of keeping customers updated with new products or upcoming events. If Sumo's makes
a huge announcement about a new product or an exciting event, it’ll catch on and get people excited. Being creative and telling stories

is an effective way for Sumo's to promote content without having to seem like an ad. Telling a story through the headline or the
promotional image will allow the audience to build their own perception of the product.

Gift
Voucher

A gift card for Sumo's customer that can be used to
make purchases at Sumo's retail stores. This Sumo's gift
voucher only will be given to the brand regular customer
after five purchases on the Sumo's outlet. This gift voucher
was specially designed for Sumo's brand.

Button
Badge

Sumo's special button badge custom design function is to promote faster
communication with Sumo's customer and it can also be use as a gift for the
customers that came to Sumo's outlet. The badge goes on with shirt and is usually
attached with a pin. Some of them have been made with clips instead for those who

wish to keep their clothing intact.

Keychain

This keychain are designed and printed with
Sumo's logo and Sumo's brand name in it. It can be as
as memorable gift for the customers.

Sumos
Towel

This towel is being designed with a yellow stripe
in it that represent Sumo's color which is yellow. It
also has Sumo's logo on it.

Tote Bag

Tote bag is for Sumo's customer. It will be
given to them when they shopped in Sumo's
outlet to make it easier for them to carry the
product.

Sumos Cap

The Sumo's cap is being designed with a simple Sumo's
logo on the first design. On the second design, there are

Sumo's brand name on it to make it not too crowded.

Notebook

The notebook is designed according to the
Sumo's theme color which is yellow and red. It is
designed in a special way to show some
appreciation to the Sumo's customers for being
loyalty and support to the brand.

Brand
Guidelines

The Sumo's Revolutionizing Programmed logo is food
based logo which is represent popcorn. Why popcorn being
chosen as the logo is because Sumo's product mainly sell
popcorn. The color being used in the logo is yellow, red and
pastel color. The yellow color represent the uniqueness while
red color represent expensive, quality and pastel color
represent the popcorn. With the combination of this its create
a cute and modern look logo for the brand.

Brand
Guidelines

Icon Color

Brand
Guidelines

Font Color

FRANKLIN GOTHIC HEAVY

Brand
Guidelines

Clear Space

The Sumo's Revolutionizing Programmed logo should
have always have clear space around its area. The reason
for clear space is to ensure that a logo maximizes visibility
and impact.

Brand Dont's distort
Guidelines Dont's use drop
shadow
The Dont's
Dont's change
color

Dont's rotate





Gift
Voucher

Button
Badge

Keychain

Sumos
Towel