Ms Jacqueline Tan
Executive Director

The Challenge

JUMBO Seafood started in 1987 at East Coast Seafood Centre, Singapore. Over the years, new outlets were added. Now, they also offer different dining concepts such as JPOT, Ng Ah Sio Bak Kut Teh, Chui Huay Lim Teochew Cuisine, Catering, eShop, and Singapore Seafood Republic. As a result, JUMBO wanted to revisit their branding decisions to gain clarity on their vision, values, business model, customer segments and value proposition.


Apart from their food and beverage (F&B) business, JUMBO was keen to explore other revenue streams.


The challenge: How to re-brand JUMBO and align the various brands? How to generate income beyond F&B business?


The Catalyst

Applying the 4D Branding Approach, Bootstrap analysed the branding gaps from the different stakeholders and conceptualised the new logo and tagline.


Applying Design Thinking, Bootstrap co-developed the retail sauce pack business based on JUMBO signature dishes. Retail fixtures were put up in the restaurants and the JUMBO e-shop was set up to showcase the sauce packs.


The Change

After the work was completed, JUMBO participated in the Brand Awards and was bestowed the Enterprise 50 Award 2012, Singapore Prestige Brand Award (Heritage) 2012 – Ng Ah Sio Bak Kut Teh, and Singapore Prestige Brand Award (Established) 2012 – Ng Ah Sio Bak Kut Teh.


“Bootstrap promotes clarity for our top management. We appreciate their guts to ask tough questions to make us focus on our core business and brand promise. We learnt to say NO to things that do not multiply our business. Apart from branding consultancy, Bootstrap also applied Design Thinking in developing our new retail sauce pack business successfully.”