Established in 1970, Hin Hin is a leading player in East Asia specializing in lubricants, asphalt, fuels, terminaling, and also has its own asphalt/oil tankers. A multiple award winner of the prestigious Enterprise 50 award, Hin Hin operates a unique supply chain model that synergises strong business networks with its comprehensive suite of logistic capabilities that comprises a fleet of asphalt/fuel tankers, in-land oil terminals, and other in-land distribution capabilities.
In view of its increasing presence in newer territories and capabilities, Hin Hin’s brand identity appears dated. Its capabilities are not well communicated in its overall branding and its brand name lacks memorability, thus hindering top-of-mind recall.
Through conversations with core management, we found that HIIN was able to effectively compete with the big MNC players because it owned its own fully integrated logistics supply chain for asphalt and fuel.
Setting clear distance between Hin Hin and its competitors, the new positioning clearly defines the brand as Asia’s market leader in logistics and downstream supply chain solutions for transportation and storage of petroleum products (asphalt and fuel). The name Hin Hin was changed to ‘Hiin’ to reflect a stronger stance and give the brand more opportunity to grow internationally beyond Asia.
Forward-thinking, relational, and agile, the new brand is represented through a new identity created in two shades of blue – which represents Hin Hin’s core strengths in seaborne logistics.
Hin Hin’s new brand promise, ‘meeting you wherever you are’ aptly describes what the company has been doing all along – providing customers with the best value and most timely delivered products, amidst a complicated and comprehensive logistics supply chain. There is a clearer communication of its new positioning and its unique core competitive advantage that describes the edge Hiin has over its competitors as Asia’s end-to-end logistics network for asphalt and fuel.
A more polished and professional identity was then created to better represent who Hin Hin is and where it stands as the market leader within the industry.