With all the tech and toys that younger brands are adopting, how can Soon Star Kitchenware reposition themselves from being kitchen necessities to cooking essentials?
By 2018, Soon Star Kitchenware has risen up to be the largest supplier for kitchenware supplies and equipment, yet, there was a lacking in the connection between its clients and them. In relation to the new brand vision, it was important for them to connect and interact more with their clients.
To avoid self-indulgent innovation and one-off kitchenware extensions, Soon Star Kitchenware’s innovation pipeline had to be built from the outside-in and from ground up. So we designed research, looking at numerous restaurants and hawker centres, uncovering the true needs of the market. “Top Picks of Soon Star” came to us naturally after the conversations we had. There was a lot of products in the market, and it was easy to brush off the process of acquiring tools for the job, but as the F&B industry start to shift into being more refined, the understanding of which tools would fit best for the job become more apparent. “Top Picks of Soon Star” will help them out.