SKIVA brand was established in 1979, began as a home business. SKIVA has a tradition of producing quality products with excellent workmanship. This is the key factor that led SKIVA to become a household name in the lingerie market in Malaysia. Today, SKIVA has become one of the top undergarment fashion brands in Malaysia. As in early of 2006, SKIVA was restructured under the administration of new management – Grand Bell Trading Sdn. Bhd. By mid of 2006, SKIVA officially repositioned itself and the re-branding programme was a major success.
During the 6th Malaysia International Trade & Consumer Fair, a soft launch for the rebranding of SKIVA was held. Various brand promotional activities that deliver brand interaction and hype were conceptualized and organized, including contests, educational talks, lucky dips, charity donations and more. Space Imaging was also utilized to transform the 2,418 square feet SKIVA exhibition booths into stylishly comfortable spaces that positioned SKIVA’s new brand identity. In return, we manage to maintain the brand to be one of the most dynamic local brands in Malaysia.
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The Concept
SKIVA’s new brand identity was conceptualized for a fresh, sleek and trendier look with new brand logo and brand color to appeal to today’s women from all walks of life. The new brand slogan – be comfortable, be stylish – positioned the brand as an undergarment fashion retail brand that understands woman’s needs to be comfortable yet stylishly chic at the same time.
To reposition the brand as well as widen its brand appeal to a younger target market, POS materials with SKIVA’s new fresh and vibrant brand elements were also conceptualized. Among them were fun fruit concepts for undergarment sizes, brochures, flyers, streamers and more with lifestyle images that fostered brand association with the target market.
The art & meaning
SKIVA’s new brand logo is simple, friendly and feminine. The free-style handwritten logotype portrays simplicity and a personal touch of comfort and warmth to the brand. Trendy and contemporary, the brand logo gives SKIVA a modernized and fashionable approach to connect with the contemporary lifestyles of every woman in the world.