Jurong Cold Store
A new milestone for a cold storage company
Jurong Cold Store
ENTERPRISE
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CLIENT
JCS Group, Singapore
AGENCY
ICE Inc.
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Strategy, identity, content and website design for Jurong Cold Store (JCS), a fast-growing cold chain logistics and warehousing services company for the food & beverage industry in Singapore. With three decades worth of experience, JCS operates an 11-storey fully-automated cold storage warehouse that offers a 24/7 efficient service solution. Their vision: to create a holistic environment where perishable foods can live up to their fullest quality potential — in terms of freshness and value. With the logistics landscape in Singapore evolving, Jurong Cold Store aims to stay on top of it — investing a S$30 million automated logistics system within a new multi-story warehouse facility which will be completed in early 2017.
The remit for this rebranding exercise was to help them capture and convey their innovative and pioneering spirit and democratic approach, through a new brand identity system. Inspired by the vernacular of the thermometer, the bulb is defined within the swash of the letter ‘J’. The dot, now replaced by a solid stroked ring serves to connote the celsius symbol and to visually link the relationship of frozen temperatures.
The brand slogan ‘The Freshness Keepers’ was devised, articulating the passion and performance that is supported by a state of the art vertical cold storage facility, enabling technology and the good old fashioned high standards of service. The deliverables went on to include business cards, stationery, brochure, print advertising, wayfinding graphics and website design.
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SCOPE
Creative Direction
Art Direction and Design
Brand Positioning
Identity concept & creation
Identity application
Identity Guidelines
Signage & Wayfinding
UX / UI
Website design
Site development: Digital Folks
Photography: Sean Lee
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