at-sunrice
Cooking up a storm
Overview
What started out as a small scale local cooking school for Kwan Lui, evolved into an increasingly international, professional culinary academy, with links to some of the most reputable culinary institutes and restaurateurs all over the world. It was time to update the value proposition and positioning to make its presence felt even more strongly.
Challenge
At-sunrice was previously headlined as the Singapore Spice Garden & Culinary Academy. Apart from an overly lengthy sign-off, there were multiple product/service brands, each with its own identity. This created confusion, made decision-making more complex, as well as detracted from the overall corporate brand.
Solution
Activiste worked closely with the at-sunrice team to develop a new Brand Intent which communicates the experiential and authentic culinary education which the academy promises to its students. The tagline "Global Chef Academy now accurately reflects its goal to developing professional chefs who are proficient in both Eastern and Western; New World, Old World Cuisines and able to work in different countries and environments.
"Activiste has worked out even better than the 12 years of past projects with you. We benefit from having you do the conceptual work, source and oversee a third party best-fit to do the design work. It's having two consultants for the price of one, each bringing its own expertise."
Kwan LuiFounder
