Singapore’s CYC Custom Shop has rebranded itself as CYC Made to Measure, via DIA Brand Consultants.
According to the release:
A brand with over 80 years of heritage, CYC has been a recognized brand in Singapore. However, it was seen as relevant and appealing only to statesmen and the older generation. With changing consumer mindsets and preferences, there was a need to change this perception and encourage new customers especially the younger generation to try CYC made-to-measure wear, while sustaining the loyalty of its long-standing clientele.
A brand with over 80 years of heritage, CYC has been a recognized brand in Singapore. However, it was seen as relevant and appealing only to statesmen and the older generation. With changing consumer mindsets and preferences, there was a need to change this perception and encourage new customers especially the younger generation to try CYC made-to-measure wear, while sustaining the loyalty of its long-standing clientele.
“We are extremely pleased with DIA’s contribution to our rebranding project,” said Fong Loo Fern Managing Director, CYC Made to Measure. “They played the role of brand custodian and lead consultant in all matters pertaining to design from brand identity, retail interior fit through to communication expressions. This was timed perfectly to complement the launch of our flagship store at the Capitol Piazza.”
“CYC’s esteemed reputation in tailoring and craftsmanship shone through in consumer research and this culminated in a refreshed brand promise, ‘Crafted Distinction’, and an inspiring, modern yet classic brand identity,” said Quentin Berryman Group Creative Director, DIA Brands. “Inspired by its tools of trade, the needle, and thread, the CYC monogram has been created with a single continuous line to symbolize CYC’s unceasing dedication and the timeless quality of its art, from the past to the present and to the future.”
