For over 50 years, Chip Guan Heng has been a trusted distributor of Singapore’s beloved Traditional Ice Cream. While rebranding the company at Firefish Branding, I discovered how the pandemic had drastically impacted their stakeholders—ice-cream hawkers and event planners—who once relied on tourists, CBD crowds, and physical events. With diminished demand for ice-cream booths, Chip Guan Heng needed a new strategy to expand its market while staying true to its heritage.