Three gold awards and Grand Prix winner at the first Transform Awards Asia-Pacific 2014! What a pleasant surprise and honour to be awarded with the most prestigious title of the night. We are MADE up!
Transform magazine tells our story...
At Transform, we take the idea of true excellence in branding seriously. The Grand Prix represents the best of the best: the most outstanding work of all the outstanding winners from tonight. This rebrand has collected three gold awards already, and stood out at every possible turn.
Sijahtra and MADE faced a branding challenge with aplomb. Persuading consumers and media that Sijahtra’s civet coffee was an ethical purchase, and worth the high price, took ingenuity and skill.
The brand that achieved this objective can best be summed up by its own tagline, “Rare. Responsible. Refined.” Every element of the Sijahtra brand is present in those words, from the immaculate packaging to the copy style that seduces the audience. The visuals of the brand locate it seamlessly both within the remote region of Indonesia where the coffee beans are produced, and within a global community of other high-end brands.
Creating a brand that tells an ethical story as well as a premium story is challenging. Sijahtra and MADE used everything at their disposal, from taking Harrods on a trip to see where the coffee is produced, to the brand booklet which tells the story behind the coffee.
Sijahtra is still a young company, with plenty of room to grow. The excellence of its branding looks sure to grow alongside it. Judges say the rebrand was, “Exemplary” and “Beautiful” and commented on the powerful impact it has on its audiences.
Sijahtra’s ability to reposition a product with a poor reputation into a luxury brand, along with its attention to quality design and strategic approach make it this year’s Grand Prix winner.