As the brand steps into a new decade, CHERRY has taken a full transition to further serve the Filipinos by continuously innovating and building an ecosystem of products that will meet the needs of its evolving market, making their life easier and improving the overall lifestyle of the progressive Filipinos.
Guided by the vision of its founder and chief executive officer, Maynard S. Ngu, the new CHERRY will be offering a wide range of products and services that will cater to its evolving market under a conglomerate. “Since the groundbreaking catapult of Cherry Mobile in 2009, we are happy to announce that our vision to create one ecosystem for the Filipinos is now a reality. CHERRY carries an array of brands and services under its belt: Cherry Mobile, Cherry Prepaid, Cherryroam, Cherry Home, and Cherry Pet, offering extensive variety of products in communication technology, Internet of Things (IoT) system, home, health, personal, and even pet essentials.”
Ngu continues, “CHERRY will continue to offer relevant products and pursue innovation to meet the needs of its evolving market and improve their overall quality of life. The new logo and name signify the start of the company’s mission to further reach out to our market through the same value-for-money and quality innovations that we’ve been offering since then. CHERRY will be the same brand that Filipinos have loved from the beginning. The brand has evolved and remains a proudly Filipino brand, for the Filipinos.”
The new logo: Stability and balance
One of the notable changes in CHERRY’s new logo is the icon which has a subtle resemblance to the Yin & Yang symbol. The brand has dropped the iconic fusion of “Cherry” and “Mobile” on the icon and replaced it with a combined swoosh of its original pantone colors of red, white, and gray. “The new logo signifies the balance, stability, strength and unity of brands, with the company’s mission to further reach out to our market through the same value-for-money innovations that we’ve been offering since then. CHERRY will be the same brand that Filipinos have loved since then, only this time we’re going bigger and better,” Ngu added.
It can also be seen that the brand has removed the word “mobile” on their new logo, with an all-caps “CHERRY” dominating the design. This symbolizes the company’s direction to gear towards a bigger vision and serve the Filipino market through a variety of products and services fitting to their needs and lifestyles. Further, the removal of the word “mobile” on the logo does not mean that the brand will no longer provide smartphones, but is a kickoff to better and bigger innovations from CHERRY.
The new logo has made an initial debut on the brand’s newly released Cherry Ion Personal Wearable Air Purifier, an everyday new norm essential. Moving forward, all products will also carry the new CHERRY logo.
The ecosystem of brands: Bigger and better
What started out as a mobile phone brand in 2009 with only four units to showcase, CHERRY now carries an array of brands and services under its belt.
Seeing beyond the sole desire to bring innovative devices and affordable technology to the Filipino market, Cherry established solid partnerships with the most trusted technology leaders in terms of hardware, software, and peripherals. It ventured into telecommunication services through Cherry Prepaid, a data-centric prepaid SIM, in partnership with Globe Telecom. Cherry Prepaid provides affordable prepaid data services across the archipelago since 2015 and has activated more than five million subscribers nationwide. “Our goal is to provide Filipinos with a diversified prepaid mobile service from data, call and text packages at affordable prices allowing them to be connected every day of the year,” Ngu shared. Later on, it widened its global reach through the Cherryroam, an ultimate travel WiFi roaming device with fast, stable and secure internet connection to over 160 countries worldwide.
Understanding the need of today’s modern lifestyle, CHERRY launched its IoT (Internet of Things) arm through the Cherry Home brand last 2019, providing its consumers the security, convenience, and peace of mind they truly deserve. These products are connected and integrated in one platform that works well with different IoT systems. From switches, sockets, to cameras, locks, and even home appliances. Cherry Home is set to bring a life full of convenience in a smart way.
The new normal: Resiliency and relevance
The current situation has created public health risk and anxiety, and for the so-called new norm, CHERRY recently launched products that offer added protection such as the Cherry Ion and Cherry Ion Lite—both personal wearable air purifiers—as well as room air purifiers, UV lamps and more.
As CHERRY expands its horizons, it continues to uphold better customer care and its after-sales through a big number of service centers nationwide accessible to all their consumers in the country.