Strategic Innovation at RISIS (B): Redefining Design Values

By Wee Beng Geok & Seow Jia Min

Abstract

The RISIS orchid, a gold plated orchid, was invented in 1970s as a souvenir to promote Singapore's fledgling tourism industry. In the immediate post colonial era, it evolved into a local cultural icon for Singaporeans seeking for something native to a multi-cultural commercial centre in Asia and eventually the RISIS brand became associated with Singapore by both locals and tourists alike.

However, 30 years later, in the context of Singapore's globally tuned economy and with this, more sophisticated consumers, the RISIS brand was losing it appeal in the local markets and to some extent, among tourists as well.

The challenge for RISIS management in 2004 was to re-define the design values of RISIS products so that it continued to capture the imagination of Singapore consumers. Also, the new generation of RISIS products would have to be novel and interesting enough for tourists visiting Singapore to want to acquire them as souvenirs, mementos of their visit.

RISIS's CEO saw the challenge as one of revitalizing the brand and moved to introduce fashion accessories and other products to appeal to "global modern life-styles".

This case was commissioned by the DesignSingapore Council at the Ministry of Information, Communications and the Arts.
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Issues: Re-Branding, Innovation through Design, Marketing a New Product

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