Fresh & White - Borneo Limited Edition Packs
7. Commerce Kancils [7.8 Best use of Cultural Insights in Commerce]
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Links:
Product/Service:
Oral Care
Client:
Southern Lion
Brief:
East Malaysia is home to over 70 ethnic groups and 100 dialects, many of which are now at risk of fading away under dominant national languages like Malay, English, and Chinese. Fresh & White wanted to celebrate and preserve Borneo’s cultural diversity while strengthening regional brand relevance and emotional connection.
Solution:
We reimagined the Fresh & White logo across six of East Malaysia’s main indigenous dialects and paired each with local cultural motifs. The limited-edition packs became cultural statements on shelves, amplified through on-ground activations and organic social conversations. The visual identity was used in DOOH, retail, and digital content to give communities a visible platform, sparking pride, conversations about culture preservation, and strong regional brand love.
