We Rethink, Reinvent & Revitalize Brands

Lexis Branding is not just any branding consultancies. We transform business, people and brand experience. We drive brands to think harder, innovate better and become bolder. 

We believe successful brands are driven by a brand IDEAL that is inspiring and differentiated and compelling. We champion IDEAL to transform brands and enable them to reach their true potential and solid business success. It allows us to reveal the compelling truths of the organization, tell engaging stories that connect with its audiences and create an experience that look, sound and feel different.

Uniquely fresh yet clear. Distinctive yet compelling.


Insights > Definition > Experience > Activation > Live


The I.D.E.A.L. Brand Experience process further enables us to uncover ways to push brands further, making them bold and brave. Brands that embrace the IDEAL often become more innovative, inspire more confidence, engender more trust and become more meaningful.

From retail, consumer, financial services, technology and energy companies to non-profit, government institutions and many more, we've worked with clients across a diverse range of industries since our founding in 1993 from our hub in Singapore.

An award winning agency with awards from New York to having our works displayed in design museum in Germany, we have worked with clients from Asean, Australia, Europe, China/Hong Kong, Taiwan, UAE and USA.


Prominent brands we have transformed include:

Vertu, Shangri-La, Sara Lee, Kiwi, Zwitsal, Cycle & Carriage, Bandai Japan, United Engineers, CapitaMall Trust, Keppel Offshore & Marine, Fairprice, CWT, Pansing, ComofortDelgro, Metrobank, Watson's, Belo, Flawless, Goldilocks, Bench, Penshoppe, Zouk.

Cover photography courtesy of Rhys Logan.


World's first luxury phone


We work with Vertu London and its worldwide offices to develop, strengthen, manage and launch the brand globally including marketing communications, marketing & brand guidelines, new global product image style guide.



From good to best

Metrobank is one of Asia's largest banks. It was however facing enormous pressures from local competition as well as an aging brand image. Through an intense market and internal research, followed by in-depth work sessions with the board and key management team, bold new brand strategy and positioning were crafted. We also refreshed the visual identity system, developed a new brand architecture, redesigned a new brand guidelines that included the new brand essence, brand tone of voice, new customer segmentation strategy, as well as the retail concept. We also helped the bank developed a new premier banking services targeting to the elite.


Skin is in, are you?


Bench is Philippines' largest retail group. We were tasked to help Bench expand into the competitive skincare and beauty segment. Based on deep insights, we convinced the client to abandon their initial brand name and strategy, then develop a new 360 branding program encompassing a new name, brand strategy, retail brand experience design, product packaging, customer journey design and brand engagement, an integrated marketing communications program including the launch and a long-term brand growth roadmap .


Screen Shot 2015-04-18 at 11.43.42 AM.png

The doctor is in


We renamed this small but extremely forward looking aesthetic clinic in Cebu from "Crb" which are the initials of the founder to DR. CRB and helped the brand expands nationwide. The brand is repositioned as a premier aesthetic & laser clinic integrating a professional yet Cebuano inspired retail brand experience, a new range of products developed by DR. CRB for Asian skin, introduce innovative services that were the first in the market through to a long term brand growth roadmap.



Reinventing a 100-year old brand

During the 90's, United Engineers (UE), one of Asia's oldest and largest engineering group, went into an overdrive and over-expanded its operations. The brand started to lose its focus which in turn diluted its "premier" engineering heritage and brand equity. As part of its centennial celebrations, Lexis was commissioned to revisit the entire brand strategy, positioning and overall brand roadmap. We  restructured the group from 6 to 3 core divisions, reposition the group into a powerfully integrated brand offer of “Design, Build and Manage” (or Engineering, Construction and Integrated Facilities Management). This led to a clear brand voice for UE via a seamless business flow. A new brand architecture was defined with a new visual identity system to refocus UE back as Asia's leading and premier engineering group. Besides being responsible for many of the oldest landmarks such as old Parliament House, UE continues to make its mark with the iconic Marina Bay Sands, Gardens by the Bay and Biolpolis.


A breathe of fresh air


Following a brand portfolio analysis & strategy for Philippines' leading fashion retailer Penhshoppe (Golden ABC), Lexis repositioned Oxygen, an underperforming avante garde street label into a dynamic breathe of fresh air.


Screen Shot 2015-04-18 at 12.45.04 PM.png

Fastfood beauty


In just a short span of just 2 years, Lexis transformed this once small facial centre in Philippines to become the market's leading "value for money" beauty expert. We call it the McDonald's of the market. We not only grew Flawless' business almost three-folds, we reinvented the Philippines' mass brand retail experience. Since then, Flawless is highly regarded as the market's most innovative beauty brand. It won the best retailer of the year award 3 times in a roll.  Today, Flawlwss has some 30 plus retail clinics in key cities. Lexis was responsible for brand strategy, retail brand experience design, brand messaging, marketing communications, digital and social media strategy and deployment, new product packaging, customer brand experience, staff engagement through to a regional 5-year growth plan.



 A lighter side of life

From a confused, failing brand, Lexis revitalized DS - Diana Stalder from Philippines into a modern, happy "community" brand. Since the brand's parent company specializes in manufacturing, we worked with DS to create a new brand architecture, revamp all the product lines, and developed an ultra-eco friendly retail environment that showcases the brand essence of a company that puts CSR at the core of its business strategy. We also innovated the country's first beauty cafe for DS. The cafe not only serves healthy food and beverages good for the waistlines, they help enhance beautiful and youthful skin from the inside-out.


Creating Value

Pansing was acquired by the Times group as part of its global M&A to grow its books & magazine distribution worldwide. Lexis conducted an in-depth market and internal research, worked with the board and management team to craft the new brand essence and positioning that depicts an organization that values relationships and people. The bold new visual system inspired from the infinity symbol as a metaphor for engaging and long-term relationships was launched with great success to staff and partners globally.


Ideas for living

I.D. is a new concept interior store that aims to provide stylish interior furnishings, which you can mix and match and have fun at home decor. We develop a visual identity system inspired from Tangram - an ancient Chinese puzzle of just 7 pieces but one can use it to form infinite shapes and forms.


The smell of success

Hayden is a new line of fragrances created for the modern and stylish, but at an affordable value. Developed by popular and charming celebrity doctor, Doc Hayden Kho. Lexis worked with Doc Hayden to realize his dream to launch a celebrity fragrance for his fans. The Hayden line is developed in Paris and launched with great success within 6 months from conception. Today the Hayden line is sold nationwide by the largest distributor in Philippines.