Case Study: dahmakan becomes Pop Meals and drives rapid growth with The Sphere Agency

dahmakan launches Pop Meals with Sphere Agency and hits 30% above target sales

The Sphere Agency was engaged by dahmakan, a successful Malaysian food business, to address a significant branding challenge. Despite being one of Southeast Asia's largest centralized kitchens with substantial funding, the company's original name, DahMakan, was perceived as too local and was hindering its regional growth ambitions. The vendor was tasked with reimagining the brand to liberate the business from this constraint.

To solve this, The Sphere Agency conducted a comprehensive rebranding that included business strategy, consumer research, and brand name creation. The agency developed the new brand 'Pop Meals,' which was centered around the insight of popular meals rising and falling like a music chart, turning a perceived weakness into a core strength. The solution also encompassed brand design, a custom typeface, packaging, and store design. This reinvention by The Sphere Agency led to a highly successful launch, with sales booming 30% above target in the first quarter despite the COVID-19 pandemic. The brand achieved widespread recognition within six months, expanded to numerous new locations, and solidified its position as one of Malaysia's most widespread fast-food brands.

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