Equal SE Asia — “Live Life with Zero Worries”

Challenge:

Equal wanted to add more dynamism and energy to their Southeast Asia Live Life with Zero Worries campaign and bring it closer to the U.S. market’s Life’s Sweeter with Equal campaign, while still considering their regional differences.

Idea:

Reimagined the campaign with vibrant visuals, a lighter lifestyle tone, and unified storytelling that connected both product lines under one master brand. The new direction emphasized positivity, beauty, and ease—showing how Equal fits effortlessly into daily moments of sweetness, without worry.

EQUAL — Brand Identity Refresh

Challenge:

Modernize Equal’s look and feel to reflect a more fun, energetic, and approachable personality across all channels.

Solution:

Created a refreshed brand style guide with updated colors, typography, and photography direction that brought the “Life’s Sweeter with Equal™” idea to life. This comprehensive refresh established a consistent identity across all consumer touch points, reinforcing the brand’s feel-good message.