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Rebranding Malt & Wine Asia:
Crafting Memorable Experiences

MALT & WINE ASIA

{ Project Overview }

Rebranding a beverage distributor into an experiential brand that brings distinctive drinking experiences into the spotlight.
MALT & WINE ASIA award logo 1

Malt & Wine Asia is an importer and distributor of leading alcoholic beverages for B2C and B2B customers in Singapore and beyond. The rebranding repositioned the company as an experiential brand with the expertise to curate, advise and deliver unique drinking experiences. The refreshed identity highlights Malt & Wine Asia’s role as an expert provider that remains memorable to customers. By strengthening its visual presence and brand story, the rebrand builds greater recognition, trust and loyalty across the beverage market.

The logo combines the letters “M”, “W” and “A” to form a crown-like mark, symbolising the brand’s superiority, premium quality and dependable expertise. It also resembles three mountain peaks, reflecting Malt & Wine Asia’s continuous pursuit of greater heights.Malt & Wine Asia is also the proud recipient of the Indigo Design Awards Gold in Branding for Alcoholic Beverages — Wine 2023 and Branding for Alcoholic Beverages, Other 2023, further recognising the strength of its refreshed brand identity.

The beverage identity lacked distinction and felt disconnected from consumers

{ Creative Challenge }

The beverage identity lacked distinction and felt disconnected from consumers
  1. 01

    Brand perception seemed generic, failing to convey quality or uniqueness

  2. 02

    Packaging blended into the crowded malt and wine market, lacking standout appeal

  3. 03

    Consumers struggled to understand the brand’s character or product offerings

  4. 04

    The visual identity didn’t reflect craftsmanship or elevate the category

{ The Solution }

Positioning Malt Wine as a sophisticated and approachable premium brand

  1. Crafted a distinctive brand identity that communicates premium quality and authenticity

  2. Designed packaging that stands out on shelf through elevated visual cues and sophistication

  3. Clarified the brand’s story and offerings to engage and inform consumers quickly

  4. Infused the visual system with signals of craftsmanship, trust, and aspirational appeal

Positioning Malt Wine as a sophisticated and approachable premium brand

{ Brand Positioning }

Positioning Malt & Wine Asia as an experiential brand that delivers distinctive discoveries for both consumers and businesses.

We recommend that Malt & Wine Asia retain its experiential positioning while placing greater emphasis on its ability to create memorable and exclusive experiences for both B2C and B2B customers. This allows the brand to complement its individual alcohol labels while strengthening its role as a trusted curator of distinctive products, knowledge, and experiences.

The new brand essence, Savour Your Senses, reflects Malt & Wine Asia’s expertise in uncovering unique drinks, staying current with industry trends, and helping customers discover new tastes while giving businesses a competitive edge. Supported by an Explorer tone of voice, the brand expresses curiosity, discovery, and integrity, sourcing only drinks that the team has personally tried, trusted, and loved.

Brand Positioning

{ Brand Identity }

Creating a theatrical brand identity that transforms every discovery into a refined and sensory experience.

Malt & Wine Asia’s refreshed identity is inspired by the sense of anticipation and surprise found in a theatrical performance. Through its knowledge and expertise, the brand creates distinctive experiences that feel intellectual, exclusive, and stimulating, inviting customers to slow down, appreciate the moment, and truly Savour Your Senses.

The graphic system is derived from the interlocking M and W within the logo, which can be deconstructed into flexible motifs and decorative patterns across different touchpoints. These forms create star-like expressions that symbolise discovery and the lasting spark of a memorable experience. Paired with eco-friendly green, scarlet red, and gold yellow, the identity conveys sustainability, trend-consciousness, elegance, and versatility.

Brand Identity
Brand Identity image 1
Logo showing a red diamond crown above gold 'MALT & WINE ASIA' text on a dark green background as branding.
Brand Identity image 3

{ Brand Touchpoints }

Creating cohesive brand touchpoints that bring Malt & Wine Asia’s refined, sensory identity into every customer interaction.

We developed a wide range of touchpoints to express Malt & Wine Asia’s refreshed positioning and visual identity across both practical and promotional applications. These include business cards, bottle carriers, packaging, coasters, posters, and other branded materials designed to strengthen recognition and enhance the overall customer experience.

Together with the brand’s updated colour palette and graphic system, these touchpoints create a unified and consistent presence across different settings. Their flexible application demonstrates the versatility of the identity while communicating Malt & Wine Asia’s message of discovery, sophistication, and sensory enjoyment.

Brand Touchpoints
Brand Touchpoints image 1
Brand Touchpoints image 2
Brand Touchpoints image 3
Brand Touchpoints image 4

“With the rebranding, Malt and Wine Asia has repositioned itself as an experiential brand that delivers unforgettable and exclusive experiences for its customers to savour.”

A three-dimensional, metallic letter "C" rendered in a dark glass or chrome material that reflects a vibrant, iridescent gradient of rainbow colors along its curved edges.
Kimming Yap
Managing Director, Creativeans

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