Context & Challenge: Supreme Industries Ltd. sought to diversify beyond B2B by entering the foam-based consumer lifestyle space. However, existing equity lacked pull in retail. The challenge: build two distinct, consumer-first brands, centered on family play and wellness - in a low-awareness, high-competition market.

 

Strategic Objective: To transform Supreme’s foam division from an industrial product range into a consumer-led growth engine by launching funjoy and Fitspree - distinct B2C brands in play and wellness. The aim was to drive brand equity, premiumization, and retail-led revenue diversification through design-led storytelling and omni-channel activation.

 

Key Strategic Moves: Brought two distinct consumer brands - funjoy and Fitspree to life through a 360° launch strategy...

• Strategic Brand Creation: Orchestrated the complete brand development journey for funjoy and Fitspree - from insight-led naming, logo design, and visual identity to packaging, mood boards, and corporate brand guidelines.

• Identity-to-Execution Alignment: Translated each brand’s essence into comprehensive visual identities - logos,
  tone of voice, packaging aesthetics, and storytelling frameworks - ensuring instant recognizability and cohesive
  brand expression.

• Omni-Channel Brand Deployment: Activated a unified go-to-market presence across retail, digital, and e-commerce - tailoring brand messages to consumer mindsets and shopping behaviours at every touchpoint.

• Trust through Product Integrity: Embedded product safety, wellness, and sustainability into the communication strategy - positioning certified material quality and skin-safe features as competitive differentiators.

• Brand Amplification Toolkit: Developed immersive launch experiences supported by high-impact collaterals, photoshoots, influencer outreach, and in-store storytelling - boosting early traction and brand credibility.

 

Business Impact:

• Retail Activation: Scaled presence across 500+ retail touchpoints and digital platforms, driving 40% increase in brand visibility and 20% boost in conversion.

• Value-led Shift: Repositioned from price-sensitive to value-driven branding, resulting in higher average selling prices and improved margin performance.

• Consumer Brand Launch: Reduced B2B dependency by launching two lifestyle-led brands (funjoy & Fitspree), enhancing brand stickiness and category relevance.

• Cross-functional Alignment: Embedded brand-first thinking across teams, elevating Supreme’s image as a purpose-led, innovation-centric player in the consumer space.

 

Value Delivered: Transformed Supreme’s foam division into a consumer-led growth engine with funjoy and Fitspree. Drove

premiumization, boosted brand recall, and expanded reach across play and wellness categories - positioning Supreme as an

innovation-driven lifestyle brand.