Oct 17, 20232 min read

Rebranding: Munchy's Lexus

Munchy's Background:

Munchy's, the parent company of Lexus, had its humble beginnings as a small enterprise in 1991, located within a town in Johor, Malaysia. By 1993, it underwent a transformation, shifting from an original equipment manufacturer to becoming a household name, ultimately establishing the renowned Munchy's iconic factory in Malaysia by 1996. Today, Munchy's enjoys a prominent and widely recognized presence, both domestically and internationally, spanning across more than 50 countries, with a particularly strong presence in the dynamic South East Asian region.

Campaign Proposal:

The most essential components of a harmonious society is a happy family. With this campaign, we want to invite Malaysians to spread happiness and get rewarded by just participating in some simple tasks.

Included in this Proposal:

Logo Redesign
Packaging Redesign
Point of Sales / Popup Booths
Mobile App (UI/UX Design)

1. Logo Redesign:

Vibrant, Bold & Striking

The new color combination symbolizes productivity, which is essential for a healthy and harmonious life - in which portrays premium quality with the gold trim around the box and the letters. The letter 'X' is emphasized for enhanced brand image - representing its bold and sharp identity.

2. Packaging Redesign:

3. Point Of Sales / Popup Booths

4. Mobile App (UI/UX Design)

As an integral component of the rebranding endeavor, a dynamic mobile application has been envisioned to elevate the rebranding initiative's value. This innovative mobile application, christened "LexGo," is purpose-built to inspire and empower users to make a positive impact on their community by actively participating in meaningful tasks. In recognition of their contributions, individuals will be rewarded upon successful task completion.

"LexGo" serves as the dedicated app for a parallel campaign tailored to Munchy's Lexus, as per the parameters of this assignment. This app offers users the opportunity to engage in daily challenges and tasks, receiving valuable rewards such as discount coupons in return for their efforts.

The primary rationale behind the integration of "LexGo" into the core of the proposed campaign is the profound potential for heightened user engagement it brings to the table. Beyond its incentivized task completion, the app also encourages users to explore and purchase Lexus products, fostering an environment where they can share their experiences on social media and, in turn, receive modest rewards for their participation. This innovative mobile platform thus forms a pivotal and interactive component of the rebranding strategy, poised to captivate and mobilize the target audience for a richer brand experience.