Julie's Biscuits paints new aesthetic photo spot in Melaka

Julie’s Biscuits has teamed up with Malaysian graffiti artist Cloakwork to unveil the Julie’s Magnifity wall art, which aims to be the new must-visit iconic landmark in Melaka on Julie's Biscuit's 38th year anniversary. The collaboration expresses Julie's signature colours and features over 15 elements - representing Melaka and Malaysia infused with abstract shapes and water motifs suggestive of products manufactured by the company. The wall art also includes popular icons that represent Melaka's heritage, such as the mousedeer, Kesidang flower and the A-Famosa.

According to Julie's, the wall art is currently one of the largest and most colourful wall arts in the city and is located on Jalan Munshi Abdullah, a walking distance to the Melaka River. Meanwhile, Magnifity is a word coined from a combination of the words Magical Land of Julie’s, Graffiti and Creativity. A+M has reached out to Julie's Biscuits for additional information.

Tzy Horng Sai, director of Julie's Biscuits, explained that not only does the wall art showcase cultural symbols of Malaysia and Melaka, but it also serves as an exciting tourist attraction. "As a brand born in Melaka 38 years ago and since then its products found in over 80 countries, Julie's Biscuits is proud to enrich Melaka's historic and artistic heritage with this mural wall donned by splendid graffiti art," he added. 

Sai added that as Julie's continues to inject more fun and playfulness into the brand, it also sees its collaboration with Cloakwork as part of its mission of breaking barriers, connecting people, and bridging divides. "We hope that Julie’s Magnifity will connect local communities, visitors and contribute to further invigorate the city of Melaka through this artistic display,” he said.

Meanwhile, Cloakwork said he has always admired how his childhood biscuit brand continues its effort in growing and connecting with Malaysians throughout these years. "When Julie’s proposed this idea of creative collaboration, I knew that this would be an exciting project to work on. Bringing together visuals that uniquely represent the city coupled with elements and colours that can evoke fond childhood memories was a rewarding experience," he explained.

Julie's has been trying to portray itself as a fun brand, beginning with its brand refresh two years ago to give it a younger look. Julie now has short hair and wears a hairband with a red ribbon at the top, as well as a blue outfit. She is looking forward and upwards in the new logo. Julie is also a symbol of what the brand is - cheerful, evergreen, welcoming, and hopeful. "We wanted to make biscuits young again and capture the hearts of the younger audience because we felt that biscuits have become a thing of the older generation," Sai told A+M previously.

A year later, it rolled out a sonic branding done in collaboration with Two AM. The score blends the flavours of fantasy and pop and opens with a whimsical motif that leads consumers into the adventurous world of Julie's treats. The theme evolves to bring the viewer through other various universes, such as the deep blue sea and outerspace, before climaxing into an orchestration.

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