DIA Brand Consultants Singapore rebrands CYC Custom Shop to CYC Made to Measure

Singapore made-to-measure clothing brand CYC Custom Shop has relaunched itself to CYC Made to Measure, via DIA Brand Consultants.

A brand with over 80 years of heritage, CYC has been a recognised brand in Singapore. However, it was seen as relevant and appealing only to statesmen and the older generation. With changing consumer mindsets and preferences, there was a need to change this perception and encourage new customers especially the younger generation to try CYC made-to-measure wear, while sustaining the loyalty of its long-standing clientele.

Fong Loo Fern Managing Director, CYC Made to Measure said: “We are extremely pleased with DIA’s contribution to our rebranding project. They played the role of brand custodian and lead consultant in all matters pertaining to design from brand identity, retail interior fit through to communication expressions. This was timed perfectly to complement the launch of our flagship store at the Capitol Piazza.”

Quentin Berryman Group Creative Director, DIA Brands said, “CYC’s esteemed reputation in tailoring and craftsmanship shone through in consumer research and this culminated in a refreshed brand promise, ‘Crafted Distinction’, and an inspiring, modern yet classic brand identity. Inspired by its tools of trade, the needle and thread, the CYC monogram has been created with a single continuous line to symbolise CYC’s unceasing dedication and the timeless quality of its art, from the past to the present and to the future.”