Sampoerna Retail Community (SRC), the biggest traditional retail store chain in Indonesia, needed to increase the extent to which customers recall SRC as a brand. The works involved reanalyzing the brand identity, rewriting the brand statement, redesigning its logo, and relaunching the brand.

It was a challenge to rebuild the foundation of an existing brand that required more than redefining what had existed, especially  to accommodate the needs of store owners to have their stores refreshed modern while maintaining their familiar look. The project started big, demanded extensive works. It required a one-year campaign strategy fostering its rebranding process covering digital presence, engagement, and activation.