Brand Transformation through Global Architecture, Design and Change Management

Brand Transformation through Global Architecture, Design and Change Management

Orange Electric is a leading brand with up to 95% share in its home market in electrical, electrical appliances, lighting and building infrastructure categories.

With increasing competition, there was a need to transform the brand to a world class level to better compete and continue to make an impact. With the pandemic, there were greater demands on global packaging standards as the organisation expanded its direct e-commerce channels beyond the B2B to B2C.

Our Chief Change Catalyst was appointed by the owner to review the brand's needs through change management (specifically for South Asia, South East Asia and the Middle East for multiple categories and functions). Together with our Global Packaging Satellite based in London, we engaged and defined the Global Architecture and packaging portfolio to bring the brand to a world–class standard for Industry 4.0.


  • The increasing demands by global and local trade and markets, as well as internal stake-holders cross functionally. This led to the current brand looking different in every segment.

  • The brand was not able to optimize its brand strength from the category of strength within the portfolio.
  • Lack of impact and innovative appeal for B2B and B2C segments.

  • The current packaging range lacks synergy hence could not leverage the equity of the mother brand through a clear architecture.

  • The current packaging was unable to compete globally.


  • A change audit which consisted of in-depth stake-holder interviews by the Chief Change Catalyst, combined with a research study on the change required with global, regional and local stakeholders- ranging from customer, distributors and leaderships views.

  • Leading through change by managing the stake-holders cross-functionally to provide solutions for the owner and his in-house design team.

  • Pushing the boundary to drive successful change through thought-leadership and Change management.

  • World class architecture and solutioning that stretch across multi-category with Global Packaging Solution.

  • Ensuring packaging sustainability and linking packaging to digital.

  • Packaging Guidelines and education to transfer know-how to internal teams for implementation.

  • Implementation management including change communication, people management and change services to embed the change.

  • Eventually this led to the development of guidelines and standards for the brand including - ATL & BTL guidelines like the social media and print communications and livery.

  • Roles and responsibilities and guidelines on best practices and standard operating procedures.


The Difference Made

  • Overall the project process and outcome impressed the owner and cross-functional leadership teams. Global markets were positive with the progressive synergistic change and global packaging delivery.

  • Holistic approach on innovating with new categories and new channels and a strong impact with range running to more than 1000 skus.  

  • The company now has an ownable design architecture that allows them to leverage the equity of the brand in electrical and build an instant identity in the market.

  • The unique " Curve" design running across multi-categories became so ownable, APAC Global Advisory eventually translated it across the Brand development.
  • The level of presentation of technical facts through infographics was of world class standards with inclusions of digital links with considerations for sustainability.

  • Appointment of key Change leaders and custodians with clear defined roles & responsibilities that were defined.

  • A new way of working and empowering the internal teams through establishment of the guidelines, SOPs, role definition of teams, coaching. The change took place when the team embraced a new inside and outside approach driven by the passion to pursue standard of innovation, packaging management and best practices.

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