Franchised from Taiwan, SunnyCha is a relatively new beverage brand that entered Malaysia in 2017. When SunnyCha first opened here, they used a different original logo from the Taiwanese version and got a celebrity blogger to run a gimmick working at the kiosk for a short period of time. It wasn’t until the brand failed to pick up after the gimmick that they realized the value of proper branding.
Under the franchise agreement, SunnyCha was allowed a complete rebranding geared for the local market, a fresh image that would take the brand in a new direction.
The brand overhaul started with a brand guide that outlined the company’s brand beliefs, a unique positioning that carves out a niche in the industry, a new logo, corporate collaterals, and a communications guideline for posters and social postings. The CI even covered brand traits that employees should embody to reflect the brand values. The brand color and a mood board informed the kiosk design (done externally).
SunnyCha’s USP is its approach of brewing beverages from real, premium tea leaf. This was a niche that SunnyCha alone filled in a market saturated with beverages made from powder and essence. We played up this USP with the tagline “The Real Tea” and copy like “It’s Health-Tea-Er” on paper cups.
We saw that happiness is a niche that SunnyCha could own. In the new logo, we’ve retained the tea leaf icon in the Taiwanese version and adapted the smiley face into ‘cha’, also to emphasize the tea element. This brings out both the USPs of happiness and tea culture. Yellow was used to represent the feeling of happiness that the brand desires to give its customers. The new logo completely replaces the original Malaysian version with a more delicious, brighter and happier feel that’s more appropriate for a beverage brand.
(Logos from left to right: Taiwanese version; first Malaysian version; current Malaysian version)
We equipped SunnyCha with a complete branding package, starting from carving out a positioning strategy to the execution of the creative concept. SunnyCha has a more recognizable branding now and has since expanded from Lot 10 to Sunway Pyramid and 1 Utama.