Rebranding B.P. de Silva as contemporary creators across generations

The Project
Practice Theory executed a strategic rebrand for Singapore’s oldest family business, transforming their heritage into a forward-facing corporate identity that marks their evolution into active brand creators.

The Brief
To pave the way for a new generation of leadership, B.P. de Silva Holdings needed to update its parent company image. While the category was saturated with generic luxury heritage claims, the brand required a strategy that leveraged its extensive archives as a competitive advantage for a growing portfolio.

The Approach
Through archival research and interviews, Practice Theory unearthed a narrative of generosity, craftsmanship, and human connection across generations. Rather than leaning on conventional legacy messaging, we positioned the business within the space of contemporary brand building, using their 150-year history to offer a level of generational depth that newer brand builders cannot match.

The Execution
In collaboration with designer So-Hyun Bae, we updated a historical diamond motif found in the vaults into a refined mark, paired with a colour palette drawn from archival letters and envelopes. Working with photographer Khoo Guo Jie, we directed intimate imagery capturing moments behind their creations—from loose sapphires to artisanal tea—brought together through narrative-driven digital touchpoints.

What did we deliver?

• Brand strategy and positioning: Shifted the corporate narrative away from static historical trade toward dynamic, multi-brand stewardship.
• Brand identity and visual system: Refined archival emblems into a timeless logo system, complemented by a sophisticated neutral and gemstone-inspired colour palette.
• Art direction and digital experience: Directed human-centric photography and developed web copy that highlights the artisans, jewellery, and spaces behind the luxury holdings.

The Impact
The strategic repositioning successfully unified B.P. de Silva’s diverse portfolio under an authentic, human-led luxury identity. It established a clear foundation for the group to launch and nurture future ventures while honouring its founding values.