Fresh Chicken, from Farm to Table

Aqina Farm

Brand Strategy • Brand Identity • Internal Organisation Analysis • Internal Branding • Mystery Shopping • Pricing Analysis • Marketing Strategy • Packaging Design • Website

AQINA Farm is an established 30-year-old chicken trader in Singapore and Malaysia, and the only producer of Organic Certified Kampung Chicken in Singapore; accredited “Healthier Choice” by Health Promotion Board.

Their Challenge

AQINA’s focus has primarily been on wet market and food service sales. They were lacking strategic branding and marketing to differentiate themselves in the market, making it a challenge to premiumise their brand. The lack of branding and marketing also posed difficulties in expanding into the retail segment and positioning as a regional brand.

Our Solution

We created a brand new blueprint to help AQINA address these challenges. After thorough market research and pricing analysis, we developed a clear roadmap and brand architecture unique to AQINA Farm.

Firebelly also carried out an internal brand culture workshop with AQINA Farm’s various departments to increase employee advocacy and transform them into effective brand ambassadors. A brand identity guide was created for implementation in Singapore and Malaysia. Furthermore, we helped them build a cohesive visual brand identity and redesigned their packaging to exude freshness, quality and finesse.