Fresh & White - Borneo Limited Edition Packs

Agency

Muma Malaysia

Client

Southern Lion

Product/Service

Oral Care

Brief

East Malaysia is home to over 70 ethnic groups and 100 dialects, many of which are now at risk of fading away under dominant national languages like Malay, English, and Chinese. Fresh & White wanted to celebrate and preserve Borneo’s cultural diversity while strengthening regional brand relevance and emotional connection.

Solution

We reimagined the Fresh & White logo across six of East Malaysia’s main indigenous dialects and paired each with local cultural motifs. The limited-edition packs became cultural statements on shelves, amplified through on-ground activations and organic social conversations. The visual identity was used in DOOH, retail, and digital content to give communities a visible platform, sparking pride, conversations about culture preservation, and strong regional brand love.

Credit

Client: Southern Lion
Head of Marketing, Oral Care: Deenie Ong
Brand Manager: Melodi Loo

Agency: Muma Malaysia
ECD: Choo Chee Wee
Creative Director: Kong Wei Wen
Art Directors: Angel Lam, Tee Soon Huat
Copywriter: Kong Wei Wen
Designers: Chin Zhi Qing, Pon Yi Heng
Motion Graphic: Jeselyn Tan
Business Head: Pang Li Li
Sr. Brand Manager: Ashley Chong

Photography: BeyonDeLens
Event: Laconix Resources