Super Group Rebrand

Super Group, one of Asia’s most iconic instant coffee brands, embarked on a major rebranding journey to elevate its positioning across Southeast Asia. As Senior Creative Lead, I drove the transformation across multiple touchpoints—from brand identity and creative strategy to TV commercials and talent management.

Deliverables

Creative Direction
Brand Strategy
TVC Campaign
Photoshoot
Art Direction
Packaging Design
Multi-market Rollout

Industry

Food and Baverages

Outcome

The refreshed identity helped reposition Super as a modern, lifestyle-forward brand, contributing to renewed market presence and culminating in a S$1.45B acquisition by Jacobs Douwe Egberts.

Design is Clarity

Whatever the role, I approach every collaboration with curiosity, clarity, and care. I listen closely, challenge thoughtfully, and stay grounded in purpose — whether I’m shaping a product from zero or refining the details that make it click.I don’t assume the answers. I ask, explore, and build with intention — always in service of the bigger picture we’re trying to move forward.

Lets Connect

Ling Liang yun