SUPER reveals new brand identity

Super Coffee

SUPER unveiled a new revamped look across its brand portfolio – one of the many steps the brand is taking to appeal to the modern consumer and stay relevant for generations to come.

The entire SUPER portfolio will feature an updated version of its highly recognizable laurel logo, first introduced in 1987. The familiar green laurel wreath remains a victor’s symbol and signifies SUPER’s commitment to fuelling everyday people with convenient and refreshing beverages that inspire them to lead productive and successful lives.

Super coffee new branding

The new SUPER packs also have a simplified design structure that makes it easier for shoppers to instantly recognize the brand and navigate the different variants. Enhanced ingredient imagery and a sophisticated gold ‘S’ device flows through every pack, a mark of product quality that discerning and value-conscious consumers can recognise and trust.

SUPER is a homegrown Asian brand and a classic household name in Singapore. As part of its renewed focus to enhance the consumer’s brand experience, SUPER will be extending its product line-up, with new offerings that cater to emerging consumer trends for healthier and more nutritious products.

SUPER Zero Sugar Coffee

SUPER Zero Sugar Coffee: Smooth & Aromatic Without Sugar Added

Newly added to SUPER’s coffee range is the SUPER Zero Sugar* Added 2-in-1 Coffee, which delivers on SUPER’s signature coffee aroma and smoothness, even without added sugar. SUPER’s expertise in coffee mixes comes to life in SUPER Zero Sugar’s perfect balance of acidity, bitterness and body – the most vital steps in creating a delicious 2-in-1 coffee.

In the coming months, SUPER will also be introducing new and upgraded variants in tea and cereal beverages, which will be available in supermarkets, grocery stores and online channels nationwide.