Sing Chye Heng

Sing Chye Heng is an established, female-owned family business in Singapore that manufactures lingerie for women of all age groups under multiple well-known consumer brands.

However, the parent company corporate brand was completely unknown to younger demographics. This made it extremely difficult to recruit and retain young, creative design and marketing talent to drive their multi-brand portfolio. They approached Sidian to design a powerful employer brand.

Through our diagnostic phase—consisting of internal management and young employee interviews, culture audits, and co-creation workshops—we uncovered their unique strength: a deeply woman-centric culture.

SCH is fully owned by a woman, and the vast majority of their manufacturing, corporate, and design teams are women. This female-led foundation became the anchor for their corporate rebranding.

We defined their corporate tagline: "By Women, For Women." This immediately communicated the brand's core essence, linking their physical products (which offer support) to their internal career culture (which supports female designers).

We created structured employee personas, mapping the aspirations of the young talent they wanted to recruit, and framed the parent company as a champion of modern women's careers.

To build a sense of investment and shared destiny among employees, we developed a powerful internal employee archetype called "The SCH Champion."

This archetype provided clear guidelines on how employees could champion and support each other internally, fostering a highly collaborative, empowering, and modern workplace culture.

To represent "Championing Women," we designed an elegant corporate logo inspired by overlapping curves representing friendly, mutual support.

The overlapping geometric circles form a friendly monogram that is both modern and distinct. We paired this with a fresh, youthful, and vibrant palette designed to directly appeal to the young designers they wanted to recruit.

To complete the rebranding, we mapped the new identity across all physical corporate touchpoints, ensuring the employer brand felt polished and trendy.

We designed premium shipping boxes, tissue paper patterns, product tags, fabric labels, and shopping bags—all showing how the parent brand elegantly supports and delivers the lingerie collections.