FOODSERVICE APME (FSAPME) is a world-class provider of food solutions trusted by leaders in the industry for many decades. From premium restaurants and hotels to casual dining venues, FSAPME offers a variety of services and solutions. FSAPME's unprecedented network in Asia Pacific and the Middle East, as well as more than 200 international brands, allows clients to rely on its products and services anywhere, anytime. FSAPME is currently active in six countries and 14 cities, including Cambodia, Hong Kong, Macau, Singapore, Thailand, The UAE and Vietnam. The regional expansion of FSAPME led to the need for coherence among its many companies across six countries. Our goal was to create a consistent brand that would help reinforce the company’s overall position in the marketplace. This task also included improving their digital presence by designing Regional and Local websites to showcase FSAPME's culinary and business expertise and long history of service and excellence. The brand story we designed for FSAPME incorporated the unique aspects of their business and added value to existing and potential customers. In addition, we provided a narrative that articulated the main differentiators and benefits of the company's products to help spread brand awareness, gain new customers and inspire internal team across the region.
Brand story, digital journey on all channels, internal communications strategy across all countries