HONG LEONG BANK x SURI
Made of love
BRIEF
SURI is a Malaysian social enterprise that strives to empower underprivileged mothers by providing financial opportunity and living skill of sewing. They work to turn second-hand denim jeans into a range of products, including pouches and fashionable handbags. As a CSR client for Hong Leong Bank, we were tasked to redesign SURI's brand identity and market its products on social media platforms and pop-up store events.
SOLUTION
Social enterprises that brand itself as a world saving unit, often get overlooked by the public. This is why a shift in the brand narrative was needed from social enterprises to a fashion brand with a heart that turns waste into modern fashionable items. SURI was given a modern branding without taking away their brand truths.
IN COLLABORATION WITH
Ben (ACD), Derek (Group Head), Joel Lai (Art Director)
WHEN
2020
WHERE
NagaDDB
ROLE
Art Director & Designer
FIELD
Brand Identity
SURI's previous identity.
For the logo, a needle and thread spool are combined with a contemporary font to represent the handcrafted quality of the product.
